Optimize Your LinkedIn Presence With a Company Page - Part 1

Many industrial and manufacturing companies don't realize that they can create a "Company" LinkedIn page.  The LinkedIn Company database is growing by leaps and bounds, and is now one of the largest company databases on the Internet.

The information provided in LinkedIn Companies is a combination of information the Company can control and user-generated content from LinkedIn users who are employees of the Company.  If a LinkedIn user has an email address with the company's extension, i.e.: This e-mail address is being protected from spambots. You need JavaScript enabled to view it ; that user is automatically added to the Company Page. Any employee has the ability to make additions to the Company Page, unless the page creator has indicated that administrative rights must be approved. I don't suggest you do this, unless your company has some disgruntled employees; in which case, you probably have more to worry about than what they write on your LinkedIn Company Page!

It makes marketing sense

From a marketing perspective, it just makes sense to take advantage of the SEO benefits and possible advertising opportunities that a Company Page offers.  This is also one more way companies can manage their reputation beyond Twitter and Facebook, as well as another platform for building community involvement and followers. (You can follow Company pages on LinkedIn, as well.)

It's a sales tool

For sales and business development professionals, LinkedIn Company pages can be the source of intelligence used to monitor clients and target prospects or other individuals that could provide some sort of benefit to your company.  I have found several strategic partners through the LinkedIn Company and Group pages.  They are not traditional clients; however, we bring business to each other and collaborate on projects, making them a different revenue stream for my company.

The components of a LinkedIn Company Page

Search: LinkedIn users can search companies by keyword, industry, location, size, number of followers, and even Fortune status.

Overview page: This is the page that comes up first when a user clicks on your Company Page.  It contains information about connections they have to the company; a listing of the company's employees and links to their profiles; Twitter updates if applicable; posts from your company blog; mentions in the news; and some statistics about activity on the page.

Statistics page: Accessed through the overview page, this is where all of the user-generated content from profiles is viewed.  It also provides employee information that can be used by job seekers or by companies looking for new hires.  (In the Internet world of 2012, nothing is private!)  I have had clients ask me if the risk associated with divulging so much information through social media is worth the potential benefit.  Every company must answer this question for itself, and decide what will and will not be shared through social media.

Careers page: You may list open positions within the company on this page.

Products and services page: You have the ability to show pictures, link text to your website, write descriptions, and display recommendations for your products and services on this page.  It takes a little time to set things up, but this is basic stuff for most marketing professionals. Don't forget that searches conducted on LinkedIn are not ONLY for people, companies and groups.  Users also search for products and specific services.  If your Products and Services page contains the right keywords, it will help draw more users to your page.

Follow Company button: This allows any LinkedIn user to receive updates from your Company Page.

Analytics page: administrators of your Company page (either designated, or any employee) have access to this page.  Its charts display number of visitors to the page; clicks to products and services page; number of followers; and other data.

LinkedIn Company Pages are one more way to attract attention to your company and its products and services.  LinkedIn profile pages allow employees of your company to showcase their expertise; an optimized Company Page allows you to promote your collective corporate expertise, and increases the chances that your company will be found on LinkedIn.  Next time: Establishing your LinkedIn Company Page.