Making an impact with your LinkedIn company page

Though many advisors are comfortable with the ins and outs of using LinkedIn via their personal page, few are using one of the strongest features of the social network: company pages.

LinkedIn company pages can help you grow the visibility of your company and provide you with another outlet to engage with prospects. They’re a space where you can focus on the services you offer, and offer up a wealth of information that someone looking for financial services might be searching for.

Deciding what information should be included on a company page, what should be posted to the page and how to attract followers to your page are all major questions that we face when it comes to setting up a profile to represent your brand. So, how can you create a page that makes an impression with your audience and helps you stand out from the competition?

Read: Put a fresh face on your practice

Setting Up Your LinkedIn Company Page

To create your page, sign in to LinkedIn and visit the Add a Company page.

You’ll be asked to enter your company name and email address. Note that you will have to enter an email at your company’s domain, i.e. john@advisor.ca, in order to create a page.

Once you have confirmed your email address, you can start completing your page by adding basic information about your industry, location, contact information, links to your website and more. You can also upload a profile photo and header image.

First impressions

You only have a short timeframe to attract and interest visitors after they’ve reached your company page. Make the best possible impression by including an attractive banner image and profile photo. You want viewers to scroll down the page. So, you may want to use your company’s logo or a friendly headshot of yourself as your profile photo. For your header photo, choose a high resolution, clear image that shows visitors what your business is all about.

Next, introduce your company. The company description area of your profile is where you get to tell readers why they should follow you, work with you and learn more about you. Keep this text concise and easy to read, but make sure to outline all your main services.

Read: 6 tips for attracting new clients on LinkedIn

Post interesting content

Once your viewers have made it past your header images and company description, they are going to see the type of updates you’ve been posting to your page. The key to your page’s success is interaction. Try to share news that starts conversations. Whether you are sharing your latest blog post, inspirational quotes, a how-to video or a list of tips, ensure that what you are posting is useful to your followers, so they keep sharing and coming back for more.

Use analytics

Regularly monitor your page’s analytics to see who is engaging with your content, which content performs best, and who is viewing your page. LinkedIn gives you demographic information about your followers so you can make decisions about what type of content you should post on your page. For example, if you see that you’re getting a large portion of page views from people who work in the public sector, or business owners, you can tailor the content you post to these audiences.

LinkedIn’s analytics also show you which of your updates received the most interaction from your followers. This is a great way to discover what your audience truly wants to read about. Monitor this data closely to find out which content performs best, and keep producing more of that type of content.

Your brand doesn’t have to be large to reap the benefits of having a great company page. They’re excellent platforms for smaller businesses to connect with potential clients. Make sure to promote your page to employees, colleagues and friends, as well as on your other social media profiles, to grow your audience.

Maureen McCabe, the principal and founder of McCabe Marketing, works with small business owners and start-up companies.