Having a business page on the professional networking platform helps boost your company's credibility. It's an extra step that shows you mean business and you're serious about your company.
If you don't have a business page yet, or you do but it needs some attention, here are some ideas for getting that page going and taking it from good to great.
Make it look good.
You need a logo and a banner or cover image. Otherwise, your page just doesn't look complete or professional. You have to figuratively hang your shingle on LinkedIn. If you don't have a designer, head over to DIY design sites like Canva, and stock image sites.
Next up, fill out all of the fields that will tell people about your company: Tagline, Company "About," Website, Contact Information, and Specialties.
Post content regularly.
You need to give people a reason to go to your page. Content is the way to do it. Content doesn't have to be original articles, but those are great--and you should definitely include them in your LinkedIn content plan. Other content you can include on your page: short posts or so-called status updates, videos, polls, and photos.
If you're posting videos to Facebook, why not also post them to LinkedIn? If your business lends itself to photos, and you are already posting to Instagram, then it makes sense to post your photos to your company's LinkedIn page. You can also post events to your business page.
Building and maintaining an engaging LinkedIn business page is a job for more than just one person. I will confess that my own business LinkedIn page is not as robust--a corporate word that I hate--as it could be. I need to take my own advice here and enlist help. That said, you need to have more than one person in charge of your company page.
What that means is having more than one page administrator. Page administrators can mine LinkedIn and your company for content to post. They can also invite people to follow the page and, of course, engage in any discussion that ensues.
It would also help to have an internal communications plan that invites others in your organization to share from the company's LinkedIn page and even write content for it. You might have people on staff who don't have time to write a regular blog or regularly write for their own LinkedIn page, but who do occasionally want to contribute content to the company's LinkedIn and then share that content to their own profiles. Encourage contributors within your company.
Make a content plan.
I believe writer's block largely comes from not having a plan. Thinking of the content that you want to create for your business page is a whole lot easier if you plan ahead. It's too overwhelming if you are on a deadline to post something.
You need direction and purpose. You need a content calendar. And you don't need to wait until January to start. Start now. Map out a month of content, or a quarter or a half year. Ask yourself things like, what holidays are coming up? What seasons? Not just winter, summer, and fall but also back-to-school or football season. What industry events are happening? What's in the news? What should you write, post, or create, and when should you write, post, or create it?