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How to Create and Optimize Your LinkedIn Business Page

Learn how to create and optimize a LinkedIn business page for your brand. Follow this step‑by‑step guide to build your professional presence online.

How to establish a presence for your small business so you can network and grow your audience.

LinkedIn is more than just a website for like-minded professionals to meet, share ideas, and communicate with one another. It’s also a valuable way for small businesses to market to their target audiences.

While social media platforms like Facebook, Twitter, and Instagram appeal to a wide range of audiences, LinkedIn specializes in professionals and businesses. This makes it an invaluable channel for marketers who are looking to target these types of audiences.

In this guide, we’ll explore the benefits of LinkedIn, explain how to set up your profile, and discuss some of the basic strategies that will help you start marketing your small business with the platform.

Why invest in LinkedIn?

As a small business, you have to make smart choices about which social media platforms you invest your time and money into.

When you establish a LinkedIn company page for your business, you’ll be able to:

  • Reach professional audiences. LinkedIn is a community for business professionals, making it ideal for generating new leads and connecting with folks who have an interest in what you do.
  • You can establish thought leadership. Businesses are always trying to demonstrate their expertise to establish credibility and outshine competitors. If you participate in groups, share content, and engage in conversations, LinkedIn can help you build thought leadership and earn the reputation of being an expert in your field.
  • Connect with other businesses. LinkedIn is a valuable platform for business-to-business (B2B) marketers, but that doesn’t preclude business-to-consumer (B2C) marketers from taking advantage of the platform and connecting with other businesses, too. You never know which new connection will lead to a valuable partnership or the discovery of another B2B product that will enhance your business.
  • Share different types of content. The professional audience on LinkedIn makes it the ideal platform for sharing long-form content—like articles, eBooks, infographics, and slideshows—that might not perform as well on your other social channels. LinkedIn users are often eager to learn and be exposed to new information, which means they are much more receptive to informational content.

Businesses on LinkedIn can create a “Company Page,” which helps distinguish them from a standard, personal profile. To start building a profile for your business, visit LinkedIn’s Marketing Solutions page or navigate to it from the LinkedIn homepage, click “Create Your Page,” and answer a few quick questions.

After you’ve created a LinkedIn page, all that’s left is to plug in the details to create your separate company page. Do your best to fill out as many of the boxes as you can with company details; the more information you can include about your company, the better. Here are some areas to pay close attention to as you create your profile.

Cover image and profile picture

Your cover image is the banner that spans across the top of the page.

Often companies opt for a picture of their employees, offices, or products as their cover image, but feel free to use anything that looks professional and is a good representation of your business. Your profile picture should also be kept professional; a simple 300 x 300 pixel image of your company’s logo is often the best option.

Company description

Unlike platforms like Twitter or Instagram where your account’s description space is limited, LinkedIn provides ample room (2,000 characters) for you to describe your business.

That said, you’ll want to pay close attention to the first 156 characters because that’s the portion of the description that will appear in Google search results.

Specialties

Think of specialties as keywords that will help people find your profile. (Keywords are words or phrases commonly searched on the internet.) You can only include up to 20 of them in your profile, so it’s important to choose wisely!

Start with words most directly associated with your business or industry, then branch out to other words and phrases that might help people find your profile.

Not sure what terms to include? Get inspired by browsing the profiles of other businesses in your industry—including your competitors—to see what specialties they’ve listed.

Publishing your page

Once you’re happy with your profile and you’ve checked (and double-checked) to make sure that everything is accurate, you’ll be ready to go live. Use the “Member View” option to see what your profile will look like to visitors, then click the “Publish” button to make it visible to the world.

Crafting an impactful “about” section

The first 156 characters of your LinkedIn "about" section are crucial because they appear in Google search results when someone searches for your brand or business and its related offerings.

Think of these characters as your digital first impression. They should clearly state what your business does and include your most important keywords.

For example, if you run a digital marketing agency, rather than "We help businesses grow," try something like "Award-winning digital marketing agency helping small business owners increase their online presence through proven LinkedIn marketing strategies."

Your complete "about" section tells your company's story and builds trust with potential clients. Start with your business journey and explain how you identified and solved a market need.

Include specific achievements that demonstrate your expertise, whether that's the number of clients served, years in business, or measurable results you've delivered. This storytelling approach helps readers connect with your brand while naturally incorporating important keywords like "LinkedIn marketing strategy" and "company showcase."

When describing your services and solutions, focus on the concrete benefits you provide rather than just listing features. For instance, instead of saying you offer "social media management," explain how you "help small business owners save time and increase engagement through strategic social media management and content creation."

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As soon as your page is published, you can begin growing your audience. These tips will help you establish quality connections and get the most out of your marketing on LinkedIn.

Encourage employee connections

Ask employees, partners, and other professionals you know to connect with your business and encourage them to share your content. LinkedIn’s algorithm uses these connections to place your business higher in search results, so every new follower helps extend the potential reach of your profile and the content you share.

Reuse content

You don’t have to create brand new content exclusively for LinkedIn. You can save a lot of time (and money) by recycling older content that you think will be relevant to your target audience. Keep in mind that LinkedIn is a place for businesses and professionals, so content that didn’t perform well on Facebook or Twitter might end up generating more engagement on LinkedIn—or vice versa.

Participate in industry-relevant groups

These micro-audiences are full of industry professionals and potential customers who are interested in the expertise and experience that your business brings to the table. Offering your unique take on industry topics will help forge those all-important connections while simultaneously establishing your credibility.

Post content regularly

It’s important to establish your page as a valuable resource that audiences can continuously visit to gain new insights, find solutions, and catch up on industry trends. Ideally, this will be content that you’ve created, but feel free to share helpful articles and resources that you find on the internet, too.

Utilize LinkedIn ads

When you’re ready to extend the reach of your page beyond your existing connections, you may want to consider advertising on LinkedIn. In just a few minutes, you can choose the audience you’d like to target, create unique ads, decide how much you want to spend, and start attracting new customers.

Pay attention to data

LinkedIn provides valuable information that can help you effectively optimize your page. By studying the engagement metrics on all of your posts, monitoring audience trends, and keeping a watchful eye on your competitors, you’ll have data-backed insights into which content formats work best, which topics resonate with audiences, what time you should be posting, and so much more.

Leverage showcase pages to highlight products or initiatives

Showcase pages allow you to spotlight specific brands, products, or initiatives. These specialized pages help you target different segments of your audience with content that's most relevant to them.

For example, if you offer multiple services, you could create separate showcase pages for each one, complete with targeted updates, detailed information, and success stories specific to that offering.

Develop a content strategy tailored to professional audiences

LinkedIn users are looking for industry insights, professional development, and business solutions. Create content that addresses these needs by sharing in-depth articles and case studies.

Provide actionable advice, industry analysis, and solutions to common business challenges. Remember to maintain a professional tone while still letting your brand's personality shine through.

Engage actively through comments, shares, and direct messaging

Don't just post content and disappear; make your presence known by actively participating in conversations. Respond to comments on your posts, share and comment thoughtfully on other businesses' content, and use direct messaging to build meaningful connections.

When engaging with others, always add value to the conversation by sharing insights, asking thoughtful questions, or offering helpful resources.

As a small business owner, taking your LinkedIn presence to the next level requires more sophisticated approaches to maximize your marketing efforts.

Implementing these advanced strategies can transform your LinkedIn page from a simple business profile into a powerful lead generation machine that consistently brings in new opportunities and strengthens your professional network.

Integrating LinkedIn with your marketing tools

Connect your LinkedIn activities with your other marketing platforms to create a seamless workflow. Link your CRM system to track interactions with potential clients, and sync your email marketing platform to nurture leads that come through LinkedIn.

This integration helps you maintain consistent communication across all channels and ensures no potential customer falls through the cracks. For example, when someone engages with your LinkedIn content, you can automatically add them to relevant email campaigns or track their interactions in your CRM.

Making data-driven decisions with LinkedIn analytics

LinkedIn's built-in analytics provide valuable insights that can dramatically improve your marketing efforts. Track which types of LinkedIn posts generate the most engagement, understand when your audience is most active, and identify which topics resonate with your followers.

Use this marketing data to refine your content strategy and posting schedule. Pay special attention to conversion rates and engagement patterns to optimize your lead generation efforts – knowing which types of content drive the most valuable business connections helps you focus your resources effectively.

Building your authority through LinkedIn articles

Position yourself as an industry expert by publishing in-depth articles that showcase your knowledge. Unlike regular posts, LinkedIn articles give you space to dive deep into topics that matter to your audience. Share practical insights, industry analysis, and success stories that demonstrate your expertise.

Keep a consistent publishing schedule and focus on subjects that directly address your potential clients' challenges. This approach boosts your visibility and establishes you as a go-to resource in your field.

Common mistakes to avoid on LinkedIn

Many small businesses don't get the most out of LinkedIn because they fall into common traps. Here are the key mistakes to watch out for and how to avoid them:

Leaving profile sections incomplete

An unfinished profile makes your business look unprofessional and hurts your visibility in LinkedIn searches. Take time to fill out every section, including your logo, banner image, company description, and contact information.

Not using analytics tools to track engagement

Many businesses post content without checking how it performs. LinkedIn's built-in analytics tools show you which posts resonate with your audience and when they're most active. Use these insights to refine your strategy and create content that drives more engagement.

Posting without a consistent schedule

Sporadic posting makes it hard to build an engaged audience and can make your business appear inactive. Develop a content calendar to help you plan and stick to a posting schedule, whether it's three times a week or once per day.

Focusing only on self-promotion

Constantly pushing sales messages turns followers away. Mix promotional content with helpful industry insights, behind-the-scenes looks at your company, and engaging questions for your audience.

Ignoring comments and messages

Failing to respond to engagement defeats the purpose of social networking. Make time to reply to comments and messages promptly, even if it's just a quick thank you.

Start growing your professional network

Most of the strategies that lead to successful marketing through LinkedIn require just 1 thing: being active. LinkedIn, like all social media networks, is a community.

Participation in the community will allow you to establish yourself as a thought leader and help build the connections, credibility, and reputation that you need to be successful. The more you commit to being active, communicating with others, and publishing content, the more you’ll get out of marketing on LinkedIn.


Key Takeaways

  • Set up a complete LinkedIn company page and encourage employees to add the company to their profiles and share posts to increase visibility.
  • Repurpose blog posts, share valuable content, and publish long-form articles to engage your audience and provide helpful insights.
  • Use LinkedIn Ads and join relevant industry groups to expand your reach, connect with potential clients, and increase brand awareness.
  • Track analytics to measure engagement and optimize your strategy, ensuring you're reaching the right audience effectively.
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