Charlie Munger, a renowned investor, once said, “Fish where the fish are.” Although he referred to investing, this principle can definitely be implemented in marketing and sales.
In recent years, the majority of B2B fish have been on LinkedIn. In 2023, the number of organizations with a company profile page on this platform reached 67.1 million. Evidently, to find new clients, your business should also have a page on LinkedIn.
In this article, we’ll explain how to use LinkedIn as a business platform and break down mistakes you should avoid.
Ready to grab some of our best LinkedIn tips for businesses that will help you optimize your LinkedIn company page?
Off we go!
Outline:
LinkedIn for business: what it means
LinkedIn is a social networking platform that can be used for both individual and business purposes. Its business potential for companies is mind-blowing since most social media engagement between companies happens on this professional network.
A LinkedIn business page has unique features tailored to help a company promote its brand and products or hire new employees. Its structure differs from a personal profile you might already use. This page provides professional information about a particular company — its specialization, location, number of employees, open positions, products, or services.
For example, this is what Snov.io’s company page looks like:
LinkedIn users can follow your business page to see your company’s posts in their feed and message your company directly.
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✏️Expert tip: According to LinkedIn policy, individuals can initiate a conversation with a company page, but not the other way around! That’s why we highly recommend using your personal and company pages on LinkedIn to grow your business. Streamline all the routine LinkedIn-related tasks with LinkedIn automation software to make it less exhausting and time-consuming.
Snov.io takes data safety seriously. For each LinkedIn account you connect, you will get a location-based proxy. In addition, our automation works with carefully researched daily limits and delays between actions to simulate human behavior and protect your account from LinkedIn restrictions! |
Why create a LinkedIn business page?
If you’re already using your personal LinkedIn page for business purposes, you might wonder why create a separate company profile. Let’s explore the main advantages and downsides of creating a business LinkedIn page so you can decide for yourself.
Business Page on LinkedIn
| Pros | Cons |
A business page lets you tell your brand’s story, increasing visibility and credibility among potential clients. |
To keep your page active and relevant, you must regularly update it with posts and engage with your followers nonstop. |
Prospects can learn all the essentials of your product on LinkedIn without visiting your website. This may help you convert them faster. |
A business LinkedIn page will not bring you the desired results right away. You’ll have to stick to your strategy for some time to start getting benefits from using LinkedIn for business. |
Many people use LinkedIn to search for jobs. Showcasing your corporate culture and open positions can attract top talents to your company. |
You’ll have to invest a lot of creative energy and time to stand out among numerous company pages on LinkedIn. |
You can enhance your business’s reputation by regularly posting valuable expert content on the company page. |
It’s harder to engage with people via the company page. Most users feel more comfortable communicating with a person rather than a faceless company profile. |
LinkedIn pages rank high in search engines. This means people are more likely to find your LinkedIn post rather than a blog article in Google. A company page can help you direct users to your website and get more traffic and additional leads. |
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Obviously, it makes sense to create a page on LinkedIn for business purposes. The benefits outweigh all the hassle. To enjoy them, however, you should know how to use the LinkedIn page for business growth. Don’t worry! You’ll find plenty of tried and true ideas below.
How to use LinkedIn for business growth?
- Communicate your business vision and values
- Become a thought leader
- Utilize LinkedIn ads
- Use both active and passive lead generation
- Hire top professionals
Why create a Communicate your business vision and values
According to Edelman’s report, 58% of stakeholders will buy or advocate for a company if their values align. Your LinkedIn business page is the right place to demonstrate your mission and philosophy. There are many ways, from a straight-up manifesto in the About section to a subtle reveal through your content.
At Snov.io, we believe that branding starts with the company’s values. One of ours is working together as a team where every member is appreciated. That’s what we share with our audience:
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✏️ Expert tip: It’s crucial to act according to the values you display on your business page. For example, if you say it’s important for your company to build long-term relationships, don’t leave your subscribers hanging. Show interest in them — follow their profile, like and comment on their posts, and encourage building connections with personalized messages. Sounds like a lot of additional work on top of managing your business profile? Let automation software do it for you. With Snov.io’s LinkedIn Automation Tool, you can send personalized messages in bulk on LinkedIn and via email. It’s a quick and easy way to maintain conversations with leads and clients through the channels they like most.
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2. Become a thought leader
No one wants to partner with a business that doesn’t know what it’s doing, let alone purchase its products and services. To find investors and close more sales deals, you’ve got to prove your expertise.
Moreover, since competition in most industries has become extremely fierce these years, being just an expert isn’t enough. Customers are looking for the leading expert.
Regularly share content that shows your competence in a particular field and brings real value. It can be anything: articles, videos, whitepapers, reports, or short how-tos. Such daily posts will help you convince your LinkedIn followers your company is worth dealing with.
For instance, at Snov.io, we regularly engage with our audience through valuable content. We carefully test all the tips we provide, which helps us appear as a trustworthy vendor.
Another upside to continuously posting expert content is expanding your prospect base. The more original and helpful content you post, the more people will notice (and, hopefully, follow) your company page. Not a bad way to continuously get new leads, isn’t it?
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✏️ Expert tip: Strengthen your reputation with the help of a company page. After all, you’ll be reaching out to your leads from your personal profile. For example, post a long-format article on your private page and then repost it on your business page.
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3. Utilize LinkedIn ads
Expand your audience by promoting your content to people you couldn’t reach organically. Ads are the best way to put your products and services into the spotlight.
LinkedIn ads are available only on a business page, but they can help you draw attention to your personal profile.
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✏️ Expert tip: Take advantage of LinkedIn’s advanced targeting options! Segment your audience by different parameters and conduct A/B tests to deliver ads to the most relevant user groups. This will increase your chances of generating qualified leads and driving conversions. |
4. Use both active and passive lead generation
Studies show that LinkedIn is the best place to find high-quality B2B leads. Depending on whether you’re using a private or a business page, you can generate leads on the platform in two ways:
- Passive (inbound) lead generation: A well-managed company profile prompts users to contact your company. Visitors can become interested in your product while reading your posts or seeing your ads.
- Active (outbound) lead generation: A personal profile allows a more proactive approach. You can connect and engage with other LinkedIn users by yourself.
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✏️ Expert tip: The Social Selling Index is crucial for lead generation on LinkedIn.
Snov.io’s LinkedIn Automation Tool manages your daily activity and boosts your Social Selling Index. You can monitor your score directly in your account settings and adjust your daily limits accordingly.
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5. Hire top professionals
LinkedIn’s purpose for businesses is to achieve sales and marketing goals, but you also need highly skilled professionals to hit your quotas.
The recruiting potential of LinkedIn for businesses of all sizes is hard to overestimate. You can use your company profile in many ways:
- Broadcast company culture and values to attract people who will fit well in your existing team.
- Post job openings directly on the page to increase exposure and appeal to a wider pool of candidates.
- Highlight employee testimonials to give candidates a clear picture of what it means to work in your company.
- Provide insights into company projects and achievements to gain trust and attract innovative and driven professionals.
Look for potential candidates among your followers and reach out to the most qualified ones with personalized messages.
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✏️ Expert tip: Content marketing is as valuable for recruitment as it is for sales. Create posts for candidates’ engagement — career advice, interview preparation guides, articles about your hiring process, etc. |
How to set up a LinkedIn business page
It takes about 30 minutes and five easy steps to create a page for your business on LinkedIn. Let’s go through them together.
1. Login to LinkedIn
To set up and manage a LinkedIn business page, you need to have a personal profile.
Log into your account first. In the top right corner of the navigation bar, click the For business dropdown button to display available options. Then select Create a Company Page+ at the bottom of the dropdown menu.
2. Choose a page type
Then, you’ll be shown three different types of pages. Depending on the goal, you must choose between a company, a showcase page, or an educational institution. ‘Company’ is the best option for those using LinkedIn for businesses of any size.
3. Fill in the basic info about your company
After you click on the Company option, you’ll be redirected to a form. It will ask you to fill in the important details about your company. Don’t skip this step — complete business profile information is essential for good page visibility.
Type in your company’s name first. Remember that it will be searchable, so enter everything correctly. Then, you’ll be suggested a page URL based on your company’s name. Customize the link to make it easier to remember.
Last but not least – provide your company’s website to drive traffic there.
4. Add more details
After entering the basic company information, you need to provide more details about your business. Specify your industry, company size, and type of organization. LinkedIn uses this information to categorize your company, making it easier for potential clients to find your profile.
5. Upload a logo and write a tagline
The final step in the LinkedIn business page setup involves adding a company logo and a tagline. Choose a 300 x 300-pixel image for the logo in JPG, JPEG, or PNG format.
A tagline must be shorter than 120 characters. Don’t underestimate this line’s importance for your branding. Users see it first when they visit your company page, which makes it an ideal place for your unique selling proposition.
Once you’ve completed this step, check the verification box to confirm that you have the right to act on behalf of your company, then click the Create Page button.
Congratulations! You have a brand-new LinkedIn business page!
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🎁 Bonus: Grab our free guide on creating a LinkedIn profile that sells to learn how to use personal and business LinkedIn pages in tandem!
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How to optimize your LinkedIn business page profile
Creating a company page is a great start, but it’s not enough if you want to use LinkedIn for business effectively. You should complete all sections of your profile to stand out from the crowd. As we mentioned earlier, competition is high, so page optimization is necessary to get ahead.
Let’s see how you can utilize each section on your business page to your best advantage.
About
This section briefly overviews your company, its story, mission, and values. It should let visitors know what makes your company unique. Explain your value proposition and point out your target audience. Remember to include relevant keywords to ensure your potential customers find you.
Product
Considering how businesses use LinkedIn potential to sell their products today, it’s a crime to skip this section. Your company profile allows showing up to 10 products! All product icons are clickable and lead to a dedicated page that contains a product description, related media, and connections.
For example, we display our customer relationships management software on the Snov.io page to draw additional attention to it.
Social Selling On LinkedIn: A Step-By-Step Guide
November 13 2024
Jobs
The Jobs section incorporates all open roles in your company. Visitors and followers can also create a job alert in this section. This way, they will be notified when a particular vacancy appears in your Jobs section.
If you’re using LinkedIn for recruitment, frequently updating this section is a must.
People
The People section on your LinkedIn page highlights all current employees and their names, job titles, and locations.
By providing information about your employees’ demographics, your page gives visitors an idea of your corporate culture. Plus, LinkedIn suggests the people among your staff that your page visitors might know, growing your networking opportunities.
Mistakes to avoid when using a LinkedIn page as a business
Well, we’ve covered everything you should do to garner the benefits of the LinkedIn company page. Now it’s time to talk about what you shouldn’t.
The most crucial “don’ts” of LinkedIn for business page owners include:
1. Inconsistent posting schedule.
LinkedIn states that posting weekly increases engagement twofold. Meanwhile, its algorithms may identify your content as spam if you post more frequently than every 24 hours. From our content marketing experience, consistency matters if you want to get noticed by a wider audience. Find your balance and make the audience enjoy your content regularly.
2. Leaving a comment “hanging” under your post.
Not joining a conversation on your business page is a red flag for your viewers and followers. It shows that you don’t value input from other users, which significantly lowers your credibility. We recommend answering any comment or message left on your page within a few hours.
3. Overly salesy content.
Promoting your product is a cornerstone of marketing, but not every LinkedIn post has to be about it. Aggressive advertising can turn potential customers away. Instead, offer value and share knowledge with your audience to build trust and establish your brand as an industry leader.
4. Ignoring keywords.
People don’t use lengthy sentences to search for a particular product or service. Most likely, they are using one or two words. If you fail to include the SEO keywords associated with your company and products on your page, your potential customers might never find you.
5. Overusing AI.
Artificial intelligence can be a real lifesaver. After all, our AI Email Writer helps our clients write engaging emails and increase sales. Yet, if every content on your page is AI-generated, LinkedIn algorithms will know it—and your followers will, too. To retain credibility, keep a healthy balance of original ideas and AI assistance.
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✏️ Expert tip: A personal profile also hides pitfalls you must learn to avoid when using LinkedIn for business. Watch this video, and never make the rookie mistake again: |
Your next steps
The world uses LinkedIn for small businesses, midsize organizations, and enterprises. Now, you can grow your business with the help of this platform, too! Just create a social media strategy, set up personal and company profiles, and start your way to closing more deals.
If managing both profiles becomes a challenge (which is natural), don’t hesitate to try the Snov.io LinkedIn Automation Tool. It will help you reach your goals and preserve peace of mind. After all, you need conversions without burnout.
Uncover more opportunities for business on LinkedIn with Snov.io!
