Everyone knows LinkedIn is a powerful person-to-person networking tool. But what about a Company Page? Do you need to have a presence for your business as well?
Five reasons you should consider having a Company Page:
- Company Updates — people can follow your company page for information such as staffing changes, job postings, new blog posts, website enhancements, promoting a new Twitter profile for your business, photos from events and conferences you attend, and much more.
- Brand Awareness — when searching for your business online, prospects may come across your Company Page on LinkedIn. It offers another opportunity to showcase your value proposition, provide your contact information, and link to your website.
- Professional Appearance — LinkedIn will import your company logo from your page into the Experience section of your personal profile. This has a more polished professional appearance than the standard default icon.
- User Experience — as prospects and connections view your profile, they can easily click over to your company page to learn more about your business, read company updates, and see who else works there — all without having to leave the website.
- Team Spirit — everyone in your office can link their profiles to the Company Page so users can easily identify your team members and view their profiles without having to search around. You can assign multiple page administrators so several people in the office can contribute to your content.
LinkedIn Company Page requirements you should know:
You need a personal profile: You won’t be able to create a LinkedIn company page without a personal profile.
Setting up a Company Page requires a unique email domain. This is to restrict the number of pages each business can create to just one.
If the email domain you use is already attached to a Company Page (e.g. @lpl.com), or if you use a common email, such as @gmail.com, then you’ll be unable to set up a page. If you need help setting up a unique email domain, contact your web hosting company.
Company Page best practices (and some food for thought):
- Encourage your connections to follow your business page. Similar to Facebook, this is a separate action from sending a request to connect. Users proactively opt to follow your page in order to see updates in their news feed.
- Assign someone in the office to be the Company Page admin and share regular updates that pertain to your business.
- When in doubt, post to your personal profile. Clearly there are benefits to sharing regular updates to your page. But, if you’re concerned about the time and resources it takes to post content to your personal profile and a separate Company Page, then share where you have the biggest audience, which is typically your personal profile.
- There is value to having a company page even if you don’t plan to post updates there, as outlined in the first section of this article, numbers 2-5.
Find out more about financial advisor marketing strategies and growing your business with LPL.
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You should consult your compliance department for information about the rules and use of social media.