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The Ultimate Guide [+ 10 Best Practices]

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The Ultimate Guide [+ 10 Best Practices]

LinkedIn Pages allow users to discover, follow, and find new roles at their favorite businesses. But they’re not just useful for job seekers and professionals. If you own a business, organization, or other institution, you can use LinkedIn Company Pages to connect with your audience and strengthen your brand image.

A lot happens on LinkedIn. People post updates, professionals seek new jobs, salespeople pitch prospective customers, and LinkedIn members of all kinds connect, chat, and build relationships. With more than 800 million members, this level of activity comes as no surprise.

LinkedIn Company Pages provide a unique way for your organization to stand out from the noise — important noise, but noisy nonetheless. We developed this guide to help you master your LinkedIn Company Page.

LinkedIn Company Pages were developed to give your company a home base and reach your audience on the network.

If you haven’t built a LinkedIn Page for your business yet, you’re missing out on new connections, followers, employees, and customers.For an in-depth guide on why creating a LinkedIn company page is essential for your business and how to get started, check out our video.

What to Post on a LinkedIn Company Page

Creating a LinkedIn presence for your company expands your brand trust and awareness. Here are a few ideas for what to post on your LinkedIn page to maximize your ROI.

1. Share company updates and news.

LinkedIn, like any other social network, features a content stream on which people share and discuss important articles and updates. Your Page is a perfect place to post your company updates and news for customers, employees, investors, and fans to review and share.

2. Post open jobs and connect with potential employees.

LinkedIn is a professional social network, meaning users benefit from work and career-related updates, connections, and interactions. LinkedIn members are primed to discover and discuss job opportunities, including the ones at your company. If you have any open roles, LinkedIn is the perfect place to share them.

In fact, LinkedIn provides Career Pages — a space separate from your Company Page that’s dedicated to open jobs, recruiting, and employer branding.

3. Build a community.

Every social network boasts its own ability to foster a sense of community, and LinkedIn is no exception.

Your LinkedIn Company Page is a place to build a community of LinkedIn members who are interested in your business, updates, and jobs. Here, they can connect and collaborate on their shared interest in your company. Post interesting questions, behind-the-scenes information, and unique updates to engage your audience and build camaraderie on your Page.

4. Grow and keep your brand’s image consistent on social media.

If you’re active on other social networks, having a presence on LinkedIn can help you grow your audience elsewhere. Most social networks allow you to link to and from your LinkedIn page to boost recognition and increase your number of followers.

Additionally, some of your audience may only be active on LinkedIn, so creating a Page would give you a chance to connect with new potential customers and employees.

5. Improve your discoverability on search engines.

LinkedIn Company Pages rank on search engine results pages (SERPs) like any other website or social network. Creating a Page gives your company another opportunity to be discovered by those searching for your products, services, or brand.

LinkedIn Company Pages vs. LinkedIn Groups

Another popular feature on LinkedIn is LinkedIn Groups, where like-minded people digitally gather to discuss common topics, industries, or (in some cases) companies. Many users get these two features confused.

LinkedIn Company Pages are the equivalent to your “website” on LinkedIn; you create it on behalf of your company, and it belongs to you (as a business owner and/or marketer). You’re responsible for updating your Page and posting new content and updates. Other LinkedIn members can follow your Page and engage with your content.

On the other hand, LinkedIn Groups are collaborative networks that can be created and engaged with by any LinkedIn member. Some groups are private while Open Groups can be read or joined by anyone.

Now, a company can create a LinkedIn Group for certain internal teams or subgroups, but LinkedIn Groups can’t necessarily replace LinkedIn Company Pages.

How to Create a Company Page on LinkedIn

Whether you already have a LinkedIn account or are new to the platform, creating a LinkedIn Company Page is easy. Follow these steps to get started.

1. Navigate to the LinkedIn Pages home page or to LinkedIn.com.

how to create a company page on LinkedIn: LinkedIn Pages home pageLinkedIn has a public-facing site where you can start the process for creating your own Page. Click the blue button that says “Create your Page.” Alternatively, hover over the LinkedIn Pages option in the top menu and click “Create a LinkedIn Page”.

how to create a company page on LinkedIn: top menu

If you’re not already signed in, you’ll be prompted to sign in. Be sure to do so with the account where you’d like to manage the page. But if you happen to sign in to the wrong account, don’t worry; you can add more admins after you set up your page. We’ll cover how you can do that later.

Starting from LinkedIn.com

If you’d prefer to start from your LinkedIn feed, navigate to LinkedIn.com.

Once you reach your feed, tap the “Work” button in the navigation bar.

Click “Create a Company Page +” at the very bottom.

how to create a company page on LinkedIn: work button on LinkedIn feed2. Select the type of Page you’d like to create.

how to create a company page on LinkedIn: choosing the type of pageAfter clicking “Create a Company Page”, you’ll be taken to a page where you can decide what you’re creating. You have three options:

  • Company: A good fit for small-to-enterprise businesses, as well as non-profits, government agencies, and other non-educational organizations.
  • Showcase page: A “sub-page” that’s connected to an existing LinkedIn Page. Not recommended if you’re setting up your first Company Page.
  • Educational institution: A good fit for schools and universities.

If you’re a business owner or employee, choose “Company.”

3. Input your business name, LinkedIn public URL, and website.

how to create a company page on LinkedIn: add basic informationNow comes the fun part: Actually creating the page. LinkedIn guides you through this process, and it prompts you to first fill out the basics.

  • Name: Enter your entire company name to improve discoverability and searchability.
  • LinkedIn public URL: As you fill out your Name, LinkedIn will automatically input your URL to match. Ideally, your URL will be your company name; this keeps your online identities consistent. For example, HubSpot’s LinkedIn Page URL is www.linkedin.com/company/hubspot. If your company name isn’t available, choose a URL that’s similar and still identifiable, such as one of your social media handles and/or a shortened version of your brand name.
  • Website: Enter your company’s website. Although not required, this information is critical as it connects LinkedIn followers to your company website.

4. Add your industry, company size, and company type.

how to create a company page on LinkedIn: add industryLinkedIn requires additional details for you to build your page. These are essential to improve searchability and helps you build your brand image in your specific industry.

  • Industry: Start typing in your industry and choose one from the drop-down menu. If you can’t find it, continue searching until you find a generally good fit. This information helps LinkedIn categorize your company for Page visitors.
  • Company size: Choose your company size from the ranges provided. The ranges start from 0-1 and go up to 10,000+.
  • Company type: Choose your company type from the options provided: Public company, self-employed, government agency, non-profit, sole proprietorship, privately held, and partnership. If you’re not sure, reach out to your company stakeholders.

5. Add your final profile details, such as your logo and tagline.

how to create a company page on LinkedIn:  add final detailsWhile these fields are optional, they can help you save time later. You’ll have less work to do in your LinkedIn Page Admin area.

  • Logo: Upload a high-quality logo that matches the logo on your other social media accounts. This is important so new followers can recognize your brand and Page. It must be 300 x 300px.
  • Tagline: In 120 characters, briefly describe what your company does. Consider using the same tagline from your other social media accounts. You can change this information later.

6. Preview the result and click “Create Page.”

how to create a company page on LinkedIn: preview resultOn the right-hand side, you’ll see a preview of the details you’ve provided. Take a look to ensure everything looks correct.

When you’re finished, check the checkbox at the bottom confirming you’re an authorized representative and click “Create Page.”

how to create a company page on LinkedIn: authorization

7. Complete your LinkedIn Page in the Admin dashboard.

how to create a company page on LinkedIn: complete page in dashboardThe final step will show you the Admin View of your LinkedIn Company Page. This is essentially the behind-the-scenes dashboard from which you can make changes to your Page.

If you’re building your Page from scratch, you’ll see that LinkedIn provides a helpful checklist of actions to complete. These tasks will also unlock new features such as Content Suggestions and Invite to Follow that can help grow your Page.

Let’s walk through the important tasks to complete in this step.

  • Description: Add an About Us section that describes your company. It should be longer than your tagline. This is the place to include relevant keywords and phrases that can help people discover your Page on LinkedIn and through search engines. This section can be up to 2,000 words. LinkedIn also allows you to create taglines and descriptions in multiple languages.
  • Location: Add at least one location for your company. You can add multiple locations and name each one. Consider at least adding your headquarters or central company location.
  • Cover photo: Add a cover photo that will engage and entice visitors to check out your Page. Many brands upload another orientation of their logo or their latest marketing or advertising campaign graphics. This photo must be 1,128 x 191px.
  • Hashtags: Hashtags provide a unique way to connect with followers and engage with posts. Add up to three hashtags that are related to your company, industry, and audience. They will be added as Community Hashtags to your Page.

You can also add a company phone number, the year your company was founded, and any LinkedIn Groups you want to show on your Page.

Voila! Your LinkedIn Company Page is now created and ready to share. Continue poking around your Page to complete all fields and features. The following section of LinkedIn Page best practices will help you use your Page to connect and grow.

How to Manage Your Company Page on LinkedIn

Once you create your LinkedIn Company Page, your work is done … right? Nope. Honestly, creating the Page is the easiest part. Managing and posting on the page is what takes more time, work, and creativity.

As we’ll talk about below, the first thing to do is determine your Page admin. This person will be responsible for creating (or delegating) the content posted on your Page.

Work with your team to plan much of your LinkedIn content upfront. Gather ideas from your other social media accounts, or chat with your leadership, product, and HR teams to get ideas for company, product, and job updates to share.

Encourage your coworkers to create LinkedIn accounts of their own, as their engagement and participation can help drive traffic to your Page.

Lastly, keep an eye on the LinkedIn Company Page analytics. See who’s visiting and engaging with your Page and what kind of content they prefer. Over time, this will help you determine where to best spend your creative energy.

LinkedIn Company Page Admin

Who is your LinkedIn Company Page admin? Answer this question before moving further in this article. You need at least one, although we’ll discuss in the section below how (and why) to add additional Page admins.

LinkedIn offers a variety of admin roles, and your Page should have at least one of each to avoid losing access to your Page. Moreover, this admin (or team of admins) are the ultimate managers of all content posted on your Page. They should ensure all content is on brand and consistent with your other social networks and website content.

Let’s talk about some more best practices for LinkedIn Company Pages.

Follow these tips and techniques to maximize the impact of your LinkedIn Company Page.

1. Complete all Page details with in-depth information about your company.

linkedin company page best practices: completed LinkedIn pageA fully completed LinkedIn Company Page will help you engage users more effectively and earn more follows and shares. Take the time to fill out every Page detail, even those that aren’t required.

Each LinkedIn Company Page has a series of tabs. These include:

linkedin company page best practices: add products

  • Posts: This is the section of your Page where your updates are published, equivalent to an Instagram or Facebook feed. It includes text posts, images, videos, articles, documents, and ads.
  • Jobs: The Jobs tab only apples to you once you’ve posted jobs on LinkedIn. Posting a job is completely free and essential if you’d like to use your LinkedIn Page to attract top talent.
  • Events: Like the Jobs tab, this will only appear after you’ve added an event to LinkedIn. You don’t necessarily need to add events during the Page setup process, but you can consider doing so to strengthen your company brand and reach more prospects.
  • Videos: This tab includes a feed of your most recent videos.

Your LinkedIn Page also includes a “People” tab, which lists all of your current employees. If you purchase Career Pages for your LinkedIn Page, you’ll also get a “Life” tab, where you can provide more detail on the employee experience at your company and even feature content made by your employees.

LinkedIn Page best practices: adobe life page example

Image Source

The more details you provide about your company, the easier it will be for people (a.k.a. potential customers) to discover and connect with you. It will also serve to educate those who are interested in working for or investing in your company.

2. Add important Page admins.

Maintaining a LinkedIn Company Page can be a lot of work, especially if your team is already manning multiple social networks and accounts. Once you create your Page, don’t forget to add more Page admins to give other people permissions.

To add new Page admins, click “Admin tools” in the top right corner of your Company Page, then click “Manage admins” under Settings.

LinkedIn Page best practices: add admins

The page will allow you to manage all your Page administrators. As you can see, there are several types of admins you can add to your Page:

  • Super admins have access to all permissions.
  • Content admins can edit the Page’s content and publish posts.
  • Curators can see content suggestions and create recommended content.
  • Analysts can access the Page’s performance analytics and export data.

LinkedIn explains them in detail here.

To add an admin, simply click the “+ Add admin” button in the admin management page.

LinkedIn Page best practices: admin management pageIn the pop-up, type in the person’s name, choose their admin role, and click “Save.”

LinkedIn Page best practices: add page admin with permissions

3. Keep your images up-to-date.

Your Page logo and cover photo are very important; they visually introduce and engage anyone who visits your Page. Keep these images up-to-date with your latest branding and marketing materials.

Not only is this critical for presenting a unified social presence, but it ensures your LinkedIn Company Page also matches your website, blog, and other digital marketing materials. Doing so will boost brand awareness and help new customers, employees, and fans discover your brand on LinkedIn.

4. Share engaging content with your followers at least once a week.

Like any social network, you can’t expect to simply create your account and be finished. Building your LinkedIn Page is only half the battle; you must also consistently post content to successfully engage, inform, and market to your audience.

Download this free ebook to access templates, guides, and infographics on how to use LinkedIn for business, marketing, and networking.

Image Hackathon – Square (25)Consider posting updates to your products and services, job openings, trends or news that involve your brand, and behind-the-scenes content featuring employee life, product development, or other unique content.

5. Use Content Suggestions to share relevant content.

LinkedIn also provides a handy Content Suggestions tool to help you discover topics and content your audience is already engaging with on the network.

Tap “Content” in the top menu of your Page, and update the filters as they apply to your audience.

LinkedIn Page best practices: content suggestions

Immediately, you’ll see a content stream based on your chosen topic and audience parameters. You can edit the filters further in the left menu, and you can add or take away content topics along the top. This tool shows you the engagement rates of popular or trending content and makes it easy to share this content with your audience.

6. Engage with your audience.

Don’t forget to engage with your audience, too. Like, comment on, and share things posted by your followers and connections. This will remind them there are humans behind your brand’s LinkedIn Company Page.

7. Post interesting, eye-catching visuals.

Text-only content is unlikely to engage all members of your LinkedIn Page. Be sure that at least 50% of your posts feature an engaging visual, whether an infographic, illustrated statistic, or quote graphic. Even a GIF or meme can be a fun addition to a text-heavy feed.

LinkedIn Page best practices: use interesting visualsAlso, consider adding short videos. Even if these videos repeat your text-based posts, they’ll engage with your more visual audience and keep folks engaged on your Page.

8. Customize your call-to-action.

On your LinkedIn Company Page, under your logo and next to the Follow + button, you’ll find a call-to-action (CTA). HubSpot’s says Visit website.

LinkedIn Page best practices: customize cta

LinkedIn allows you to customize this CTA to better engage your followers and audience. To do this, click “Edit page” on your admin view.

A pop-up box will come up. Under Header, click “Buttons.”

Make sure the “Custom button” option is turned on.

LinkedIn Page best practices: creating a custom buttonChoose a button name from the drop-down menu and enter a URL. Use this setting to direct followers to your website, landing pages, event registrations, and more.

9. Involve your employees.

Your employees are some of your best brand advocates. This is especially true on LinkedIn, where employees have an average of 10x more first-degree connections than a company has followers.

As you develop your Company Page, encourage your employees to follow and engage with it. Also, ask each employee to list your company as an employer, as this will link their profile to your Page and vice versa.

This is a helpful resource when growing a new Page audience of customers and potential employees.

10. Post content from (or mention) partners and other companies.

LinkedIn Page best practices: comarketing posts

If you partner with other companies, such as for co-marketing campaigns, feature them on your Page often. Not only does this engage other companies and leaders, but it also promotes your content to your partner’s audiences.

For every post that you share about your company, share one focused on another company, your employees, or even your customers.

Create Your LinkedIn Company Page Today

Most customers trust social media over advertising — including social media for brands and companies. Your LinkedIn Company Page contributes to this statistic, and, in turn, helps bolster your brand awareness, trust, and social activity. Use this guide to develop your LinkedIn Company Page and start engaging with new customers, employees, investors, and followers.

Editor’s note: This post was originally published in August 2017 and has been updated for comprehensiveness.

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MARKETING

SEO Recap: ChatGPT – Moz

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SEO Recap: ChatGPT - Moz

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

We’re back with another SEO recap with Tom Capper! As you’ve probably noticed, ChatGPT has taken the search world by storm. But does GPT-3 mean the end of SEO as we know it, or are there ways to incorporate the AI model into our daily work?

Tom tries to tackle this question by demonstrating how he plans to use ChatGPT, along with other natural language processing systems, in his own work.

Be sure to check out the commentary on ChatGPT from our other Moz subject matter experts, Dr. Pete Meyers and Miriam Ellis:

Video Transcription

Hello, I’m Tom Capper from Moz, and today I want to talk about how I’m going to use ChatGPT and NLP, natural language processing apps in general in my day-to-day SEO tasks. This has been a big topic recently. I’ve seen a lot of people tweeting about this. Some people saying SEO is dead. This is the beginning of the end. As always, I think that’s maybe a bit too dramatic, but there are some big ways that this can be useful and that this will affect SEOs in their industry I think.

The first question I want to ask is, “Can we use this instead of Google? Are people going to start using NLP-powered assistants instead of search engines in a big way?”

So just being meta here, I asked ChatGPT to write a song about Google’s search results being ruined by an influx of AI content. This is obviously something that Google themselves is really concerned about, right? They talked about it with the helpful content update. Now I think the fact that we can be concerned about AI content ruining search results suggests there might be some problem with an AI-powered search engine, right?

No, AI powered is maybe the wrong term because, obviously, Google themselves are at some degree AI powered, but I mean pure, AI-written results. So for example, I stole this from a tweet and I’ve credited the account below, but if you ask it, “What is the fastest marine mammal,” the fastest marine mammal is the peregrine falcon. That is not a mammal.

Then it mentions the sailfish, which is not a mammal, and marlin, which is not a mammal. This is a particularly bad result. Whereas if I google this, great, that is an example of a fast mammal. We’re at least on the right track. Similarly, if I’m looking for a specific article on a specific web page, I’ve searched Atlantic article about the declining quality of search results, and even though clearly, if you look at the other information that it surfaces, clearly this has consumed some kind of selection of web pages, it’s refusing to acknowledge that here.

Whereas obviously, if I google that, very easy. I can find what I’m looking for straightaway. So yeah, maybe I’m not going to just replace Google with ChatGPT just yet. What about writing copy though? What about I’m fed up of having to manually write blog posts about content that I want to rank for or that I think my audience want to hear about?

So I’m just going to outsource it to a robot. Well, here’s an example. “Write a blog post about the future of NLP in SEO.” Now, at first glance, this looks okay. But actually, when you look a little bit closer, it’s a bluff. It’s vapid. It doesn’t really use any concrete examples.

It doesn’t really read the room. It doesn’t talk about sort of how our industry might be affected more broadly. It just uses some quick tactical examples. It’s not the worst article you could find. I’m sure if you pulled a teenager off the street who knew nothing about this and asked them to write about it, they would probably produce something worse than this.

But on the other hand, if you saw an article on the Moz blog or on another industry credible source, you’d expect something better than this. So yeah, I don’t think that we’re going to be using ChatGPT as our copywriter right away, but there may be some nuance, which I’ll get to in just a bit. What about writing descriptions though?

I thought this was pretty good. “Write a meta description for my Moz blog post about SEO predictions in 2023.” Now I could do a lot better with the query here. I could tell it what my post is going to be about for starters so that it could write a more specific description. But this is already quite good. It’s the right length for a meta description. It covers the bases.

It’s inviting people to click. It makes it sound exciting. This is pretty good. Now you’d obviously want a human to review these for the factual issues we talked about before. But I think a human plus the AI is going to be more effective here than just the human or at least more time efficient. So that’s a potential use case.

What about ideating copy? So I said that the pure ChatGPT written blog post wasn’t great. But one thing I could do is get it to give me a list of subtopics or subheadings that I might want to include in my own post. So here, although it is not the best blog post in the world, it has covered some topics that I might not have thought about.

So I might want to include those in my own post. So instead of asking it “write a blog post about the future of NLP in SEO,” I could say, “Write a bullet point list of ways NLP might affect SEO.” Then I could steal some of those, if I hadn’t thought of them myself, as potential topics that my own ideation had missed. Similarly you could use that as a copywriter’s brief or something like that, again in addition to human participation.

My favorite use case so far though is coding. So personally, I’m not a developer by trade, but often, like many SEOs, I have to interact with SQL, with JavaScript, with Excel, and these kinds of things. That often results in a lot of googling from first principles for someone less experienced in those areas.

Even experienced coders often find themselves falling back to Stack Overflow and this kind of thing. So here’s an example. “Write an SQL query that extracts all the rows from table2 where column A also exists as a row in table1.” So that’s quite complex. I’ve not really made an effort to make that query very easy to understand, but the result is actually pretty good.

It’s a working piece of SQL with an explanation below. This is much quicker than me figuring this out from first principles, and I can take that myself and work it into something good. So again, this is AI plus human rather than just AI or just human being the most effective. I could get a lot of value out of this, and I definitely will. I think in the future, rather than starting by going to Stack Overflow or googling something where I hope to see a Stack Overflow result, I think I would start just by asking here and then work from there.

That’s all. So that’s how I think I’m going to be using ChatGPT in my day-to-day SEO tasks. I’d love to hear what you’ve got planned. Let me know. Thanks.

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What Is a White Paper? [FAQs]

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What Is a White Paper? [FAQs]

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business.

The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution.

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HubSpot to cut around 7% of workforce by end of Q1

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HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.


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About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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