With so many companies using LinkedIn to find work, and connect with customers, how do you create a LinkedIn company page that stands out from the crowd?
Profile image and banner size for LinkedIn company page
This is a square crop, and the recommended upload size is 300x300px. Don’t try and get too clever with this, you want something easily recognisable. That means using something like your logo, to match all of your other social profiles.
You can get a bit creative here in a way that you can’t easily with the profile photo. There are so many different approaches you can take, adding eye-catching imagery, playing with colour, creating a seasonal banner that changes every quarter – there aren’t really any rules here. The recommended upload size is 1536x768px and this lies at the top of the page in a long rectangle.
Write an About Us that doesn’t put people to sleep
This is your space to give a complete overview of your company. Don’t waste the space! Keep it short, snappy, and interesting – don’t go into long tangents about the company history. Focus on the here and now – where is your company today?
Complete all of the information
LinkedIn company pages with all of the information filled out draw twice as much traffic as those which are incomplete. So don’t scrimp on your contact information or website URL!
Push your company page from your personal profile
When creating a new company page, there’s nothing harmful or embarrassing about asking others to like and engage with the page. Most people will be only too happy to help. Before you start trying to gain organic traffic from elsewhere, engage with the people you’re already connected with.
How to increase your LinkedIn company page organic reach
Once you’ve asked all of your friends and colleagues to like the page and share some of your content, you want to find yourself appearing in the feeds of other people who you think might like what you have to say. Here are just some of the ways you can go about doing this.
LinkedIn seems to change their mind on this more than my local supermarket rearrange their shelves to hide the Pringles from me. (Other stackable crisps available, but not as good.)
At the time of writing, their love affair with hashtags is back on! The general advice is to include a few relevant hashtags at the bottom of each post. People interested in those topics are more likely to be served your content in their feeds. On LinkedIn, you can actually choose to follow hashtags, which will then put content using those tags into your feed. This is why it’s important to use tags that make sense, rather than adding a # to random words, or weirdly specific phrases that no one in the history of LinkedIn has ever searched for.
For Estate Agents, this means thinking about who you can work with to create mutually beneficial content. This might look like a Q&A with a mortgage broker, recording a video with a conveyancing solicitor talking about their current workload, or interviewing an accountant about Capital Gains Tax requirements for landlords.
You can then both agree to share this content, getting you in front of their followers and them in front of your followers. This works especially well in our industry if you can work with someone local.
Write industry articles
I refuse to use the words ‘thought leadership’ here. The reality is, we’re all tired. If you read this and think I’m asking you to come up with a whole load of articles all made up of completely unique opinions and content, then you’re wrong.
You’ve been able to write articles on personal LinkedIn profiles for ages, but this changed in 2021 when they added the same functionality to company pages. While writing a completely unique article and sharing it on LinkedIn is a great thing to do, it’s also a way of being able to repurpose your blog content while reaching a wider audience on LinkedIn.
What’s the point if you’ve got a blog already? Well, it’s the social media equivalent of sucking up to the teacher. By publishing a piece of content on LinkedIn (even if this means copying and pasting blog content) you’re making friends with the mysterious algorithm, and it’s bound to increase the number of eyeballs reading what you have to say.
We’re actually trialling adding our blog posts to LinkedIn at the moment, so we’ll come back here and add a link to a blog containing our findings when we’re done. If you are repurposing your blog content on LinkedIn, don’t forget to add several backlinks to your blog, as well as a note detailing where the article originally appeared.
There we have it, here’s a really good solid base to help you get started on your LinkedIn journey.