Manage Multiple Marketing Channels

Maybe you’re among the more the 360 million people that have signed up for a LinkedIn personal profile page. And assuming you’ve leveraged the social platform to network with vendors, customers, and potential employees, you’ve probably realized how powerful it can be as a small business tool.

But if you haven’t also secured a Company Page, then you might not be embracing LinkedIn’s full potential.

That’s because a Company Page (example) and a personal profile serve altogether different purposes. And since they aren’t mutually exclusive, it’s not redundant to maintain both as part of your social media arsenal.

So what are the differences between the two?

Your individual LinkedIn profile should include contact information, a professional photo, and information specific to your personal work history. Your Company Page, on the other hand, is your corporate identity — a place to showcase products or services, and display things like your small business’s logo, company description, and career opportunities.

The Basics of Building a Company Page

1. SEO Value: Having a LinkedIn Company Page makes it easier for people to find your business online. A typical Google result for any major company usually yields the business’s website, and its Facebook, LinkedIn, and Twitter pages. LinkedIn’s new blogging platform, pulse, provides more opportunity to share your original content on the web.

• Branding: Unlike other social networking sites, LinkedIn gives you better control over your public image and what’s being said about you.

• Reviews: Company Pages provide a forum for users to recommend your products or services. And because a LinkedIn review is tied to someone with a public profile, it tends to carry more weight than a regular website testimonial.

• Recruitment: A professional, informative Company Page can help you appeal to top talent and spread the word about open positions.

• Buzz: Anytime your company releases big news or is mentioned by the media, you can extend that positive buzz by sharing links to those stories with your company’s network of followers.

The Basics of Building a Company Page

First, you need to search for your company. If an employee has already listed your business as their employer, your Company Page may already exist and you won’t be able to create another one. But as long as you have a confirmed company email address tied to your LinkedIn account, you can claim editing rights to that page.

If your Company Page doesn’t exist, you can create one by clicking here. You’ll need to verify that you’re an official representative of the company and double check that the company’s name is spelled correctly. Your Company Page name must exactly match the one in your personal profile for the two to link up.

Once the page is created, you’ll want to build out your Company Page by including Overview and Product/Service tabs (both are easily created in the Admin section of your page) and adding content (photos, YouTube videos, promotional offers, etc.).

If you do it right, your Company Page will become another tool that encourages engagement with key customers, vendors, and business partners.

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