So, What is the Deal with the Company Page?

I have received several questions about the Company Page lately. Most often, Do I need one? and, What do I do with it?

Company Pages are not the visibility boost they used to be. Just having one was a 10X is findability.

Like so many things on LinkedIn, that boost has disappeared. It's like a 2 - 3X now.

You should still have one.

Reason #1 - Your business needs to look professional and legit on LinkedIn. Without a Company Page, your logo will not show up on your profile. That is a huge credibility buster.

The above Company Page is textbook perfect. The logo includes all the players at Crown, LLP. Such a nice touch. Logo and brand recognition in the banner. Sleek simplicity.

The only thing missing, really, is Intellectual Property Law. Crown LLP saved me and my business last year when I got hit with a cease and desist from LinkedIn for using the business name and URL of "LinkedIn Badass."

I have colleagues who just folded when they received theirs. Wasn't an option for me. I love what I do. I owe a great debt to Elizabeth Rest and Crown LLP for saving my butt.

Besides the visuals, what do you need to set one up?

Logo (300 X 300 high resolution), tagline, organization size and type, 20 keywords under "specialties", the year founded, a business description (2000 characters including spaces.

Once you get it set up, what good is it?

Not much. Its main function is to hold your company logo and drive traffic to your website, a landing page, online portfolio, calendar page...

How does business come to you? Set your Profile and your Company Page up to make it easy for people to take the next step.

Reason #2 - Populate your Company Page with a couple of great resources for your referral partners and prospects. Think podcasts, checklists, client success stories, educational video, infographics, and such.

Anything that builds credibility, shows your personality, differentiates you from the marketplace, or provides an exceptional resource for you. Ideal Audience is a good choice.

Once you have 3 - 4 posts added, update by adding something new at least twice a month.

For solopreneurs and microbusinesses, adding followers to your company page is an exercise in futility. Your people follow you, not your company name. Don't waste your time.

I've built plenty of Company Pages for larger businesses, created Employee Advocacy programs around them, and rapidly expanded their followers. It's nearly a FT job. Don't go there.

Let them spend their big bucks. Work smarter, not harder.

Additional Tips - Make sure you use a Company page and not a Showcase Page. A showcase page cannot be added to your profile, so, no logo.

You can 'pin' a post to always appear at the top. "Who I work with," or a client testimonial are idea. Give that prospect confidence that they came to the right page.

You do have to 'connect' your business page to your profile. It is not automatic.

Credibility and Legitimacy are everything these days. Don't let the lack of a business page be the reason you lose a client or weaken that possibility.

While you're at it, how's your profile? Is it client-focused, credible and simply states the problem you solve? It's not about you. It's about what you can do for others.

I still see so many that look like I've landed in a bad neighborhood.

Until next time... 

Angela

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