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Building a Small Business Linkedin Company Page

Small Business Technology Tip - Dave Pelland
Dave Pelland Dave Pelland has extensive experience covering the business use of technology, networking and communications tools by companies of all sizes. Dave's editorial and corporate experience includes more than 10 years editing an electronic technology and communications industry newsletter for a global professional services firm.

Building a Small Business Linkedin Company Page

Building a Small Business Linkedin Company Page

While better known for individual job-searching and networking, LinkedIn offers small businesses an effective platform for promoting themselves, generating leads and increasing engagement with prospects and customers.

LinkedIn company pages provide a similar role as people’s individual profiles by allowing companies to describe themselves and their offerings, and to public content that highlights their industry expertise or other information they wish to highlight.

An effective LinkedIn company page can provide a number of benefits to your small business, including:

  • Increasing your company’s credibility with prospects, customers and potential employees. People are more likely to trust a company they see listed on LinkedIn alongside industry peers and leaders.
  • Improving your search engine rankings. Because LinkedIn enjoys a strong rank, company pages tend to appear higher in search results than they would on their own. It’s not uncommon for a company’s LinkedIn page to out-rank its primary website.
  • Providing a popular platform for your company’s content. Publishing blog articles, videos and updates on your LinkedIn page is an effective way to increase engagement with prospects and customers. As an additional benefit, your employees (especially your sales team) can share this content to their LinkedIn profiles.
  • Allowing you to run highly targeted ads. Whether it’s promoting your content posts to generate leads or running job ads, LinkedIn offers a wide array of targeting options to help you reach people more likely to want to do business with your company.

Your Description Is Key

Probably the most important part of your LinkedIn company page is the company description section. LinkedIn allows you to use up to 2000 characters (about 300 words) to describe your company, what you do, and how you help your customers.

As you develop this section, think about the ways someone is likely to be searching for the products or services you offer. Putting yourself in your prospects’ shoes will help you decide how to talk about your company and the benefits of doing business with you while also reducing the risk your description will sound too salesy or promotional.

Instead of bragging about how good your company is, focus on the results your customers gain by working with you.

Pay particular attention to the first 156 characters in your company description, since those will appear in the preview section of your search engine results listing.

LinkedIn also allows you to add up to 20 specialties for your company. This offers a great opportunity to list keywords that improve your visibility in search results, both within LinkedIn and with search engines. Be sure to list words describing your company’s business, the industry you serve, your expertise, and your geographic location to increase your odds of being found in searches.

Once you’ve completed your description and specialties, ask satisfied customers for recommendations. This will add important endorsements and social proof that will help validate the information in the rest of your profile.

Share Content

Your company’s LinkedIn page also offers an attractive place for sharing insights such as blog posts, company news, product announcements, events, employee recognition, or other company-related information you want to share.

A growing number of companies are including videos on their pages, including how-to clips, interviews with customers, company leaders and employees, to help personalize their pages further.

By updating your page consistently, you’ll develop an effective LinkedIn company page that helps your small business increase engagement and generate leads.


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