Your LinkedIn profile might be perfect, but does your business have a LinkedIn page, too? If not, it should. A LinkedIn page for your business is a chance to highlight your company and help clients and partners find it.
Not only that, but it helps your business appear legit. These details matter. Just like you shouldn't skip the cover letter when applying for jobs, you shouldn't forego the LinkedIn business page.Yet I find that many small business owners and solo entrepreneurs -- from writers and lawyers to financial planners and more -- don't bother to create a page for their company. And it's so easy. Just click the "Create a Company Page" link from the drop-down menu under work at the top of your LinkedIn, and let's get started.
Here are four things you need to do when setting up your business page on LinkedIn.
1. Add your company logo
Very first thing. You know how when you're looking at someone's jobs on LinkedIn and there are gray boxes, instead of a nice pretty logos next places they've worked? Yeah, well two reasons for that. Either these companies don't have LinkedIn pages, or they do but the LinkedIn user didn't select them from the drop-down menu when they entered their jobs in their experience section.
So, yes, your company's page absolutely must have a logo. This is what makes your company look legit. All someone has to do is click on your company logo from your LinkedIn page and they are taken to your company's LinkedIn profile. Sweet. I'd wager that someone is more likely to take a second look at an accountant or financial planner who has a company logo versus a generic gray box.
What to do if you don't have a logo? Get one. Don't have a graphic designer? Hire one. Get recommendations for a freelance designer. Or, my friend and fellow small business owner Chris recommends Hatchwise.com, where you can send out for bids for your logo. He says to expect to pay between $200 and $500.
2. Add a cover image
Just like on your personal LinkedIn page, add a cover image or photo. Perhaps you have a branded banner-style image that matches your logo. That's great. If you don't, head over to Unsplash.com or Pixabay.com, where you can search for and download royalty free images. For my clients, I've found solid or patterned images in colors that match their logo or photos -- like fruits and vegetables for a nutrition company -- that convey what the nature of the business.
3. Complete the overview
In the overview section, you can fill in some information on your company -- website URL, number of employees, industry and address. You can write a company description or paste in copy from your company's website. You can also add up to 20 specialties and up to three featured groups. For my company's specialties, I listed public relations, media relations, external communications, internal communications and more. For featured groups, I included networking and professional groups to which I belong.
4. Post content
Your company LinkedIn page is a great place to post content, which you do under "Updates." Here's where you post links to your blog posts, company videos and stories about your industry, just like you do on your personal page. Here's where you show people you know what your talking about and share your company's story.
Full disclosure: Come to think of it, I need to be much better about this. I spend a lot of time on my personal LinkedIn page, but not enough posting and cross-posting to my company page.
So how about you get to work creating your company LinkedIn page, while I start posting more on mine -- deal?