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You most certainly use LinkedIn and for several reasons. Most often to develop your network or communicate your content for your customers or potential customers. And in the vast majority of cases you do it on your personal profile, which is a very good point! But LinkedIn is not limited to personal profiles, there are also business pages and if you are asking yourself: “should I create a company page for my business” we give you the answer.
Authority argument
YES! You need to create a business page. The first reason is visibility. A lot of prospects hear about you by the name of your business. Even more so for small businesses, a dedicated page on LinkedIn makes it easy to find.
The main reason why you need a business page is to maintain your brand authority. Concretely, it's about the perception that potential customers have of your services, the level of trust and credibility they give you.
- A good company page allows you to give credibility to your business. Unconsciously, prospects will have the impression of calling on “more professional” professionals.
- With a company page you can verify that what you say is true. Having access to more information and therefore being in a better position to contact you. we create trust through elements of reinsurance.
- Avoid “no pages” - A lot of you have gone through a company that does not have a company page, the result is not very professional on the LinkedIn “CV”, we cannot check if the company really exists and we subconsciously doubt your abilities. Don't make the same mistake for the good of your company and your employees.
Another point that is often forgotten to establish authority is the employer brand. A company page allows you to highlight your associates and collaborators and therefore, reciprocally, they will tend to highlight your company page on LinkedIn. And it also works with your potential collaborators, developing the authority of your brand makes it possible to highlight your company and attract the potential talents of tomorrow.
How to build your business page
Then it's up to you to complete the information fields to have a complete company page. A full page = 30% more views per week than a page with empty fields. A few important points:
- For the profile photo or the Logo, respect the format and make sure that it is visible on LinkedIn mobile as well as on desktop.
- For the banner, as for the logo, insert an image in the right format. Avoid images that are too big that are distorted or images with empty spaces in the banner. Try not to cut off the text or the heads of your associates in the photo. Avoid putting the logo everywhere, or “Mr. So-and-so's office” both on the profile image, on the banner and again in the title. It's repetitive, not very stylish and doesn't make you want to go further on your page.
- For the value proposition, be short, clear, and address the customer! This proposal must be a genuine call for commitment. Why follow you? What do you bring people? Instead of putting who you are.
- Summary/description: Here, you can talk about yourself, but don't forget to especially develop your business. What is your added value and how do you help the people who call on you.
A page dedicated to communication?
It will depend on your goals. In the majority of cases, this page is not intended to be a lead generating page. If your network is already well established on your personal pages or if the aim is mainly the argument of authority, there is no need to communicate frequently on the company page.
However, creating your business page to leave it blank or “dead” can have the opposite effect. Try to communicate at least once a month on the page, to do so we advise you to divert your posts or articles that you have communicated on your personal pages and transcribe them on the company page. An active page makes it possible to show that your firm is still active and it is immediately much more reassuring, both for prospects and for potential future collaborators.
Now that you have a company page, I invite you to read our article on how to use LinkedIn: Read the article!
