Guide to Using LinkedIn Company Pages: Get Followers, Share Stories, Post Products


Creative Ways to Use LinkedInLinkedIn is the leading social networking site for professionals, so most business-to-business (B2B) companies should be putting serious energy into their Company Pages on LinkedIn.

With recent renovations to the LinkedIn Company Pages, there’s more room for creativity and innovation when it comes to connecting both with other businesses and with consumers. Here’s what your business needs to know.

RELATED: LinkedIn Ads Review

Why LinkedIn Is Worth Your Time

LinkedIn sometimes feels like the nerdy, awkward cousin of the cooler social media sites like Facebook and Twitter. LinkedIn spends a lot of its time organizing its pen protectors by color and enjoys making Excel charts in its spare time. Although social media socialites might feel inclined to give LinkedIn the cold shoulder, the business professional networking site has real value.

As the number one B2B social media platform, with 200 million members, and with new updated, edgier designs and cool customizable options for Company Pages, LinkedIn is leaving behind the awkward growing pains of puberty to become a bit more hip. Well bless its heart, it’s at least trying.

New Design For Better Business-to-Consumer Interaction

Last October LinkedIn started revamping with a new design. The new features in Company Pages are directly (and not so subtly) influenced by Facebook’s setup. A lot of the new features seem to be in line with expanding LinkedIn’s purpose as a venue for business-to-consumer (B2C) interaction, in addition to B2B, which it’s already known for.

Taking Advantage of the Company Page Banner Image

LinkedIn’s new and improved Company Pages feature banner images across the top of a the page. It might look familiar. Real familiar. While sized slightly differently, the Company Page banner image is an old move from the Facebook playbook.  

You can do a lot with this Facebook-style cover image. Banner images can have a click-through link which directs users to your company website. Don’t be afraid to experiment a little – adding text to your banner image is a nice touch.

Check out some nice examples by Adobe and Apple. Adobe uses the space to promote an upcoming confrence, and Apple reminds us of their innovation. These examples can serve as inspiration for using the LinkedIn Company Page banner image space for product features, user testimonials, basically anything that will make a powerful impression on visitors.


LinkedIn Cover Images


LinkedIn Company Pages Cover Images


Products and Services: Adding Resources and YouTube Videos

Adding YouTube Videos to LinkedInThe Products and Services tab of your LinkedIn Company Page is a great place to share information about what your company offers.

The first service is featured in the sidebar of your Company Page “Home” section, so be aware of that when arranging the order of your products.

In addition to your company’s regular product offerings, consider mixing things up by also posting free white papers, webinars, resource kits, etc.

The products and services section, despite sounding somewhat dry, has some great features you should take advantage of – for example, every individual product or service has the option of adding a YouTube video.

If you have videos posted that are in line with a service or product you advertise on LinkedIn, be sure to connect them.

If you don’t, consider making some awesome YouTube product videos – video content is always worth the effort.

Recommendations: The Online Word of Mouth

In the new LinkedIn design, product recommendations are more prominently featured on the Products and Services page. The online reincarnation of word-of-mouth, recommendations can be very powerful.

Consider reaching out to existing customers and clients, or even partners and vendors, asking them to provide one of your products or services with a recommendation.

While you’re at it, ask them permission to use their endorsement on your website or blog. Might as well make the most out of your efforts! 

Careers: Only Useful if You Have the Dough

In the Careers section, you can post job openings. But posting your opening position on LinkedIn requires you to pay. The cost seems to depend on your location, but you can expect to pay around $300 to have your job post appear for 30 days. You do get a discount if you choose to post multiple jobs.                                                                                                                        

Updates: Sharing Links, Photos, and Other Content

The Company Pages update field acts increasingly more like a Facebook update box – you can post links, share images, videos, etc. Use the update feature often to catch  the attention of company followers. Post links to your upcoming events, share industry knowledge, ask questions, and include call to actions to boost engagement.

Don’t forget that if you are sharing a link, once the update field recognizes the pasted URL and generates the info, you can delete the URL, keeping your update clean and attractive.

24 hours after an update you can see how many people your post reached and how it performed by checking out the Page Insights section under the "Edit" button.

Insights Tab in LinkedIn

Rounding Up LinkedIn Company Followers

There are a few different approaches you can take to getting LinkedIn Company Page followers. One option is to put a “follow” LinkedIn button on your website or blog.

Another option is to ask your own personal connections through your regular user account. This is a completely viable option, although some might consider it a bit spammy, so you may want to consider who you choose to invite as a Company Page follower.

That concludes our guide for LinkedIn Company Pages. Be sure to take advantage of all these new design features, and keep an eye out for new additions as they come.

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Victor Pan
Feb 25, 2013

LinkedIn is leaving behind the awkward growing pains of puberty to become a bit more hip. Well bless its heart, it’s at least trying.
Hahaha. Well, I think LinkedIn spent a lot of time with their infrastructure before they cared about the UX. If there's a social networking tech company I'd put my money on, it's LinkedIn. The use and purpose is real - and so will the need to network. Fun fact about WordStream - while we haven't really built up a strong following on LinkedIn, it's certainly our highest like/reshare per view social media platform.

Raleigh Internet Marketing
Feb 25, 2013

LinkedIn is a great professional social media platform, perfect for B2B companies. It is important for companies to take LinkedIn seriously, use its features completely, and update regularly as many companies are seeing leads come through via their company page. It's also a great way to network witin the community and expand your reach to clients you might not necessarily market to.  

Megan Marrs
Mar 05, 2013

I agree Raleigh, LinkedIn is definitely underrated. 

Melonie Dodaro
Jan 07, 2014

LinkedIn is 100%, uneqoivically underrated. It propelled my career from obscurity to now being known globally. I think it's the best PR social network out there, and now with Facebook being more and more useless I know LinkedIn is going to take over for busines owners and professionals to market themselves and their companies. (Rather than Twitter and Facebook all of the time.)M.D. 

Rank Watch
Feb 25, 2013

Thats quite an interesting one. We have seen a lot of reads in the past few months asserting about the need of social media for the benefit of Content as well as marketing campaigns. And LinkedIN (Being in a way professional category than other social networks) has always been a tricky nut to crack. This post surely sheds a good light on the aspects of better use of LinkedIN for your business benefit. Surely a way to go.

Megan Marrs
Mar 05, 2013

Thanks! Yes, I think it's difficult for some businesses to grasp how LinkedIn works in their greater marketing strategy plans. It has a lot to offer for those who take the time to figure it out. 

Feb 25, 2015

You are so awesome! I don't think I have read something like this before.
So good to discover another person with a few genuine thoughts on this subject.
Really.. thank you for starting this up. This site is something that is required on the
web, someone with a bit of originality!

Dec 02, 2015

Remember that you are more likely to garner views to numerous video clips because of the same
audience if it person subscribes towards YouTube channel, so let them willingly do this.

online Requires
Mar 24, 2015

Appreciate this post. Will try it out.

Apr 19, 2017

I blog often and I seriously appreciate your content.
Your article has truly peaked my interest. I am going to bookmark your blog and keep checking for new details about once per
week. I subscribed to your RSS feed as well.

Nick Stamoulis
Feb 27, 2013

Like any other social site, it pays to be active on LinkedIn.  Just setting up a page isn't going to do much good. Another way to get noticed is to join groups and share content and insights with those groups. 

Megan Marrs
Mar 05, 2013

Hey Nick. You're right, joining groups is another important aspect of getting the most out of LinkedIn. A lot of groups end of being a bit spammy, with some businesses just posting links to their blog posts without engaging in much dialogue. However, that's not true of all groups - there are some decent ones out there!

Mar 09, 2015

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It appears as if some of the written text in your content are running off
the screen. Can somebody else please comment and let me
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Michael Gocia
Mar 01, 2013

Linkedin is the best professional social media platform. You need to create groups and add groups to share your information in groups. need to be active and update content continously.

Megan Marrs
Mar 05, 2013

Good advice Michael!

Hemanth Malli
Mar 02, 2013

Yes it worth using !! LinkedIn is a directory of professionals and companies. Companies use LinkedIn for networking, job searching, hiring, company research, and connecting with affiliates, including alumni, industry, and a variety of other business related groups. It is very useful to expand our social and professional realationships. Very quick and easy to start with it .                           

Megan Marrs
Mar 05, 2013

You are right, companies use LinkedIn for a variety of purposes. Although people don't talk about LinkedIn as much as other social media sites like Facebook and Twitter, it's very important!

Apr 24, 2015

Howdy would you mind stating which blog platform you're working with?
I'm looking to start my own blog in the near future but I'm
having a hard time choosing between BlogEngine/Wordpress/B2evolution and Drupal.
The reason I ask is because your layout seems different then most blogs and I'm
looking for something unique. P.S Sorry for being
off-topic but I had to ask!

Jemma Taylor
Jun 20, 2013

Wonderful article, bringing out sales and marketing of companies to another level. All this marketing free of charge on all social networking websites. Thanks a lot!!

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