Within the past decade, LinkedIn has become a dominant global social media player for business professionals and companies alike.
Now with over 380 million members globally and over 7 million in Australia, it’s no wonder that increasingly, businesses are using LinkedIn features like a company page to build rapport with customers and stakeholders.

We asked Matt Tindale of LinkedIn for a run down on what a LinkedIn company page is, how to create one, and how it could benefit your business.
Who is Matt? Matt leads LinkedIn’s Marketing Solutions team across Australia and New Zealand. He and his team work with leading marketers and agencies to be the most effective platform to engage with professionals.

1. What is a LinkedIn company page and how can it benefit a business?

A LinkedIn company page can help build awareness of your brand with customers, associations and other professionals by providing a dedicated space for businesses to promote products and services as well as thought-leadership pieces. Starting with a company description and hero image, a company page lets you share all sorts of content, from business or product updates, news relevant to the business industry, client success stories and career opportunities. It can also help your business build a community of followers drawn by the content you share on your page.

2. Once a page is created, how frequently should it be updated, and what sort of content should be shared?

Keeping the company page active is essential to building a strong relationship with your community. For best results, you should be publishing 3 or more times a week, but don’t force it. If you don’t have compelling content or updates to share, just publish a little less.

I also recommend developing a content plan based on what you’re trying to achieve. It should bring together content you can share that your audiences will be keen to receive.

3. Who should be posting content within an organisation?

It really depends on the organisation and how they are structured. In some organisations, the company page is the responsibility of the marketing team, the communications team or a social team. Whoever takes charge of it, make sure they are equipped, are working to a set of guidelines and have the capacity to take it on.

4. What are some common mistakes to avoid when creating and maintaining a company page?

The 3 biggest mistakes we see are businesses not having a content strategy that matches their business or marketing objectives; not tailoring content for LinkedIn (what works on Twitter or Facebook won’t necessarily translate; and not maintaining their company page.

5. Are there any LinkedIn tools that can make a company page more engaging for its audience?

I’d recommend sponsoring an update from the company page. Sponsored updates help you raise awareness with what we call ‘native’ ads – advertising that is carefully placed within content that is related and relevant to the product or service you’re trying to promote.

Sponsored updates really are a marketer’s best friend because you can encourage engagement with your product and brand in multiple ways:

  • You can get your company’s updates to more people and attract new followers
  • Reach just the right audience with LinkedIn’s comprehensive targeting options
  • Get your message out on every device: desktop, tablet, mobile
  • Build relationships by sharing company content that can spark meaningful relationships
  • Use updates to capture attention, driving leads and qualified traffic to you.