Content marketing: Telling Meaningful Stories

LINKEDIN: How – and mostly why – you should create a business page pronto!

Christoph Trappe

December 27, 2017

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Interestingly I’ve only created one LinkedIn page from scratch.

I’ve worked with many LinkedIn pages for clients and my companies over the years but I’ve never created one from scratch myself. 🤷‍♂️

Of course all the instructions online when you Google how to do it were outdated. Things change so fast. Despite this fact, I was able to figure it out by simply going to settings and looking around for 15 seconds. At the time of this writing it was on the far right on my LinkedIn homepage and then I found the “create a new page” button. Of course I had to swear that I have the authority to create the page. Once I click that box creating the page was super simple and fast. Keep in mind that you do want to know what you want put in the company description box.

If your company has a link the approval process through marketing or some other similar department that could hold up the creation of the page.

Related: Don’t get stuck in Approval Hell

So I won’t go deeper into how to do it because the design will likely continue to change but let’s talk about why to do it.

First of all, creating a business page allows you to share content under the business brand on LinkedIn. You can also promote this content from this page using promotion dollars. Paid promotions are currently not available from personal accounts, though personal accounts can use the advertising platform to do what I would call dark paid posts and other ads.

In addition to distribution strategies and overall branding campaigns there is another reason why brands should create a business page on LinkedIn.

Take a look at my LinkedIn profile below:

All the positions listed have a nice looking company logo next to them. That happens because the companies have created company pages. So when employees add them to their LinkedIn profiles when they start a new job the company shows up in a drop-down menu.

Related: Consider this strategy when starting a new job (LinkedIn)

Then once the company is added to an employee’s profile when people click on the logo they actually go to the company’s page. Of course on that page you can explain what your company does, how many people work there and add a link to your website. In other words, you can somewhat control what people will learn about you when they check you out on LinkedIn. You can also add job openings.

One thing to keep in mind is that LinkedIn actually uses data based on employees adding the company to their profiles as an overview:

The network also lists reason management hires and notable alumni:

For the most part I would think that the positives outweigh the negatives of creating a company page and having the business logo looks much nicer for the employee and also for the companies. And the other thing is that companies can somewhat control what their company is called. For example, take a look at The Gazette Co. job listing on my profile. That company in 2017 is known as Folience and it actually says that in the listing.

Creating a LinkedIn page for your company is relatively simple and I would highly recommend it especially once you’re hiring employees.

Of course, I would also recommend to use your LinkedIn page to distribute valuable and informational content. In years past I’ve seen companies run very successful content distribution strategies on LinkedIn and do their network and out reach on that network as well.

Disclaimers: The information provided in articles is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Enjoy and best of luck telling the best stories in your organization and life!

Christoph Trappe

Hello and thanks for stopping by. I’m Christoph Trappe.

I’ve written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs.

If you need help, just visit the Contact Me page in the navigation and drop me a note. I’m always happy to chat!

Thanks for reading!

– Christoph

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