Last month, we looked at how to create the perfect LinkedIn profile to generate leads. Once you have properly set up your personal / professional profile to help you generate leads for your business, you are ready to take the next step on LinkedIn and create your company page. This is the perfect time to take advantage of company pages as LinkedIn is introducing a new design to help businesses better express themselves on the top professional social network. Here are the things you need to know to help build your company’s presence on LinkedIn and increase your lead generation.
The Difference Between Professional Profiles and Company Pages
If you’re still not too familiar with LinkedIn, you may be wondering why you need a company page if you already have a strong professional profile. Here are some of the key differences.
- Professional profiles are for individuals only. Company pages are just that – profiles you can create for your business or brand.
- Professional profiles allow you to share your career history, experience, and education. Company pages allow you to share career opportunities, products and/or services, and insights into your employees.
- Professional profiles allow you to accept recommendations based on a position or job you have held. Company pages allow you to accept recommendations for products and/or services that you provide.
- LinkedIn states that people use their professional profiles to connect exclusively with those they know in real life. Anyone can follow a company page however. Professional profiles can only have up to 30,000 connections. Companies can have an unlimited amount of followers.
- Professional profiles allow you to have three links to your websites, social profiles, or other online properties. Company pages allow you to have one main link on your page plus links for your each of the products and/or services you list.
- LinkedIn offers two plugins for professional profiles – a condensed and full member profile badge. Company pages have the option of using several different plugins that allow people to follow the company on LinkedIn, view and apply for jobs, and recommend products and services.
There are lots of other differences, but these are the main ones. Now, let’s look at company pages in-depth.
Before the Redesign
First, let’s take a look at company pages on LinkedIn before the redesign and after. We’ll use Dell as an example.
Here you can see the LinkedIn company pages before the redesign. It’s relatively simple with small icons, an about the company blurb, status updates, and some basic details plus a link to the website. You can also see tabs for the Careers, Products & Services, and Employee Insights sections. If you haven’t upgraded your page to the new design yet (which is still rolling out to large brands first), then your company page likely looks like this.
Newly Designed Company Page Features
Now, let’s explore the newly designed company page design.
What’s new on the company page’s overview section? Now you will be able to add a large banner image that represents your brand. The tabs for Careers and Products & Services have now moved to the sidebar.
There are a few things in the newly designed overview page that can help with lead generation and conversions including the following.
- You can use a header that will drive your brand message in a more effective way than a block of text. More people will be drawn to your careers section with the We’re Hiring header.
- More people will be interested in your products and services thanks to the image thumbnails.
Of course, there are a few things with the new design that may also hurt lead generation and conversions.
- Beneath the Products & Services is a People Also Viewed box which lists similar companies. This could drive people away from your page if they recognize another company’s logo.
- The basic information about your company, including your website link, is now at the bottom of your page. If people don’t scroll down that far or go to other sections on your page, you won’t get them back to your website.
Products & Services
While you may have lots some of the ability to get people to click through to your website from the overview section of your page, you have gained more chances for lead generation and conversions in the Products & Services section. Particularly in the header – you can now add three large banners at the top of this section representing your products and/or services along with a link to each back to your website. HubSpot has taken advantage of this with a call to action for requesting a demo. In addition, visitors to your page will see people in their network who have recommended your products and/or services.
The products and services detail pages have stayed relatively the same. You can include a link to the specific product / service on your website along with additional details, a YouTube video, and people in your company who visitors can contact for more details. The latter is why you should ensure that employees have also optimized their LinkedIn professional profiles for lead generation as visitors to your page may end up on their personal profiles.
Last but not least is the Careers section of the company page. In the new layout, you will get a banner image that links directly to your website along with the opportunity to add a YouTube video about your business plus additional links back to your website about company culture, benefits, and more as American Express has done. Visitors will also see people in their network that work with your company and current job listings.
Lead Generation and Conversion Tips for Company Pages
If you want to get more traffic back to your website which turn into leads and conversions, be sure to follow these tips once the new design is available for company pages.
- Use high definition banner images that really convey what your business is about and encourages them to click. Not many may realize those are clickable which is why examples like HubSpot’s Request a Demo button works great for generating leads directly from your company page.
- Add your best products and services to your page with great images. The Products & Services section as a whole plus the product details all offer a lot of opportunities for people to click through to your website.
- Encourage people to follow your company from your website using the Company Follow button, and encourage people to recommend your products and/or services with the Recommend button, both of which you can find on the LinkedIn plugins page. Recommendations are especially helpful since more people are likely to trust your business if they see that others in their network have recommended it.
- Post updates to your company page often. Anyone following your company will see those update in their newsfeed which can be a great reminder to visit your page or sign up for more information. This is especially important if you host webinars or publish free content for lead generation – definitely promote those with your page updates.
- Encourage all of your employees to optimize their LinkedIn profiles for lead generation and to participate in other areas around LinkedIn including groups and Answers. Each of your employees are ambassadors for your business, and any one of them can bring leads to your website!