If you sell to other businesses, your buyers will check you out on LinkedIn at some point, often just before a meeting or just after receiving your quote. What they find is either a complete, active LinkedIn company page or a grey placeholder logo and a post from 2021. One of those builds confidence.
The page won’t win work on its own. But it is cheap to get right, and it supports everything else you do.
Who a LinkedIn company page is for
It is worth the effort if your customers are other businesses, public bodies or professionals: contractors, consultants, manufacturers, IT firms, recruiters, accountants, agencies. It also matters if you hire, because candidates look too.
If you sell mainly to households, your time is better spent elsewhere. A simple, complete page is enough.
Setting up the page properly
A page is created from a personal LinkedIn profile, and that person becomes its first administrator. Add a second admin straight away so access isn’t lost if someone leaves. Then fill in every section:
- Logo and cover image. Use correctly sized versions so nothing is cropped awkwardly. The cover image is free advertising space. Use it to say what you do.
- Tagline. One line saying what you do and for whom. This appears in search results.
- About section. Lead with the problems you solve and the customers you serve. Put the history further down.
- Industry, size, location and website. These help the right people find you.
- Specialities. Add the services people would search for.
- Call to action button. Point it at your contact page or website.
Half finished pages look neglected, and a complete one takes less than an hour.
What to post
A LinkedIn company page that only posts sales messages gets ignored. A useful mix for a B2B firm:
- Finished work. A project, what the client needed and what you delivered, with their permission.
- Expertise. A short answer to a question clients often ask, or your view on a change in your industry.
- People. New starters, promotions, qualifications, long service.
- Proof. Accreditations, awards, client feedback.
- Vacancies. A page with a history of real activity makes a job advert more convincing.
Once or twice a week is enough. Write in plain English, put the point in the first two lines because the rest is hidden behind “see more”, and use real photos in preference to stock ones.
Your people matter more than the page
This is the part most firms miss. On LinkedIn, posts from individuals generally travel further than posts from company pages, because people connect with people. The page is the shop window. Your team’s profiles are what bring passers by to it.
So:
- Make sure every employee lists the company correctly on their profile, linked to the page, so they appear under “People”.
- Tidy the directors’ and sales team’s profiles. A clear photo, a headline that says what they help customers with, and a short summary.
- Ask the team to share or comment on company posts when they have something real to add. A comment with an opinion does more than a silent repost.
- Post from your own profile too. An owner writing about a job, a lesson or a problem solved will usually reach more people than the same words from the page.
The page proves you exist. Your people are the reason anyone visits it.
Growing followers without being pushy
- Page admins can invite their own connections to follow the page. Use it for people who would be interested.
- Add the page link to email signatures, your website footer and proposals.
- Mention and tag clients and partners in posts about joint work, when they are happy for you to.
- Follow and comment on your clients’ pages. It gets noticed.
Avoid buying followers or joining schemes that swap likes. The numbers look better and the audience is worthless.
Common mistakes
- Duplicate pages. Old pages created by former staff confuse people. Find them and ask LinkedIn to merge or remove them.
- Only one admin, who then leaves the business.
- Links to nowhere. Check the website link and button actually work.
- Posting and never replying. Comments and messages need an answer within a day.
- Copying consumer social media. Tone and content that suit Instagram often look out of place here.
Is it working?
Page analytics show who is visiting and following, by job role and industry. That is more useful than the follower count. If the people looking are the kind of people who buy from you, keep going. Ask new enquiries how they heard of you as well, because much of what LinkedIn does happens before anyone clicks a link.
Where we help
Keeping a LinkedIn company page active alongside everything else is part of our social media management service, and for firms that want a steady flow of B2B enquiries it forms one strand of lead generation.
