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How to Create & Optimize a LinkedIn Company Page



Most businesses in today’s digital-driven climate know the importance of social media and the reach it offers businesses.

Social media platforms allow businesses to communicate with customers during an emergency, highlight products and services, and even get real insight from customers about expectations, wants, and needs.

LinkedIn is certainly no exception to this.

The employment-oriented platform provides a professional atmosphere for many business operations including hiring, internal communication, and industry-related groups for information, events, and more.

However, all of these perks mean nothing if customers can’t find the business in the first place.

Or, if there isn’t enough information on the profile and a user loses interest – or the ability to learn what it needs about the company, the messaging really could be all for naught.

There is a bunch of different ways not having a LinkedIn profile could potentially hurt your business.

But the biggest reason for having one is the potential it creates for new business leads, partnerships, and opportunities that brands may just not find elsewhere.

Start a Company Page

The first step to ensuring people can do that is achieving organic visibility for your LinkedIn profile, not just on the platform, but through organic search and other tools that will drive traffic and, more importantly, engagement and relationships.

Start by creating your company page, if you haven’t already.

  • You can do so by selecting the Work tab to the right of your profile icon in the top right corner of the window.

How to Create & Optimize a LinkedIn Company Page

  • Scroll to the bottom of that dropdown and you’ll find “Create a Company Page.”

How to Create & Optimize a LinkedIn Company Page

  • To do so, you’ll need to select the page type based on your business.

How to Create & Optimize a LinkedIn Company Page

  • Then you’ll begin populating important fields tied to Page Identity, Company Details, and Profile Details.

Make sure the Page Name is the official business name and consistent with all other online profiles.

This will ensure the Page is added as an official extension of the entity being built and indexed throughout Google and other search engines.

For the LinkedIn public URL, try to use something related to the official page name if the exact business name is unavailable. Try to use the official business name first, though.

Be sure the company details are accurate, especially the industry type. All of these inputs have an effect on the visibility of the Page.

For profile details, be sure to choose a logo that is consistent with the brand, namely the official logo that represents the company across the web.

It should be clear and meet the specific size recommendations of LinkedIn, which are 300 x 300px and either a JPG, JPEG, or PNG.

The same logo should be used for the brand on all social media and business profiles across the web.

For a tagline, use an approved brand slogan or tagline that summarizes the business but also entices a user to learn more about it and potentially trust it.

It’s recommended to also use keywords in it where possible, but it should be natural, and a keyword(s) should not just be added for “SEO reasons.”

You’ll need to check the verification box to confirm you have the right to act on behalf of the brand you are creating a page for as the last step on this page.

Then click “Create page” and you will then be prompted to start building your page out.

Build Out Your Page

Building out a Company Page is something that is commonly overlooked on LinkedIn and similar platforms.

But I shouldn’t be.

A complete profile is an optimized profile.

LinkedIn makes it well known that company profiles that are complete get more views – 30% more views per week, actually.

Similar stats exist for most, if not all, social media platforms.

LinkedIn also makes it easy to complete a profile.

In addition to laying out a step-by-step process for completing it, it also offers a checklist, which is visualized on the completion meter.

How to Create & Optimize a LinkedIn Company Page

The completion meter, as it’s called by LinkedIn, will be available to page administrators from the admin dashboard officially called the Page’s Admin View until the page is 100% complete.

A page will be complete when the entire checklist is marked complete, including:

  • Industry
  • Company size
  • Website URL
  • Description
  • Logo
  • Street Address
  • Custom button
  • Your first post
  • Hashtags

Moving down the checklist, the next field to complete is the description.

Even LinkedIn recommends including keywords here to help with visibility.

For instance, if your business is a car dealership, your description should include keywords like [car], [vehicle], and the flagship auto brand represented at the dealership, if there is one, just to name a few.

In addition to the page logo, which was covered above, a cover image is needed to optimize a brand profile. It should be 1,128px x 191px size and can be a JPG, JPEG, or PNG.

A cover image offers a bit more flexibility than a logo, so find a creative way to portray your business that can potentially make a first impression on many people and speaks to what the brand does and/or represents.

Like any online business profile, business location is important, especially for a brick-and-mortar location that people need to go to.

Consistency is important here just as it is with other mandatory fields in the profile.

The custom button feature offers five different call-to-action options:

  • Visit website (default)
  • Contact us
  • Learn more
  • Register
  • Sign up

How to Create & Optimize a LinkedIn Company Page

You can also, of course, customize where that CTA goes in respect to the URL destination for each specific action.

And there is the option to turn off the custom button completely in the upper-righthand corner.


Lastly, before posting your first post to complete the profile-setup checklist, add three hashtags related to topics important to your brand.

They should be high-level topics directly related to the brand like #cars, #cardealership, #bmwdealer, #newyorkcity, etc. (when sticking with the car dealership example).

Getting Engagement & Building Trust

The entire point of building out and optimizing a company’s LinkedIn profile is to not just to get it noticed on the web but to attract potential customers to the brand and its page through quality engagement.

That engagement eventually builds trust with the brand and the people operating it, and that could ultimately be what drives leads and business.

Of course, the best brands don’t focus on sales and leads.

They focus on being a valuable asset to the people they reach, however that may be.

It’s always best to act with the customer in mind. Keep that in mind every time you’re posting to your LinkedIn company page.

Don’t just post to LinkedIn to show that your page is alive.

Post with a purpose and offer your audience value.

That will help make an impression that matters and keep your brand top of mind when the time comes to rely on the brand for a product or service.

Image Credits

All screenshots taken by author, June 2020

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Beyond the buzz: Blue Tick’s formula for social media success



Beyond the buzz: Blue Tick's formula for social media success

Photo courtesy of Andrea Piacquadio on Pexels

Opinions expressed by Digital Journal contributors are their own.

Breaking through the constant clamor of the social media world is no easy feat. With the world more interconnected than ever, attention isn’t just a valuable commodity, it’s the currency brands and marketers trade in. This bustling digital bazaar has brands tripping over themselves to capture even a fleeting glance from consumers, and while some do it successfully, many often fail. Blue Tick Ltd is one of the pioneering brands that understand the rhythm and flow of the online attention economy.

Under the dynamic leadership of its founder, Dylan, Blue Tick doesn’t chase attention — it commands it. A community marketing expert with wide-ranging expertise, Dylan has always had a keen eye for what works. Thanks to his fascination with the nuances of social media strategies and consumer engagement, he proudly holds a bachelor’s degree in marketing communications and a master’s degree in digital marketing. That fascination was also the catalyst for Blue Tick, an enterprise that reimagines the connection between brands and their communities.

“In school, I led several successful social media campaigns that not only increased engagement with campus events but also brought significant online attention to my academic community,” Dylan recalls. “After graduating, I founded a community marketing company called Blue Tick.” This community doesn’t merely aim to increase visibility but strives to forge a bond with audiences through authenticity and innovation. Unlike traditional advertising, community marketing is about creating a living, breathing ecosystem around a brand.

At Blue Tick, the focus isn’t on broadcasting messages but on creating dialogues, recognizing that a personalized touch can turn a passive observer into an active participant and brand advocate. In a digital terrain where every brand is a storyteller, Blue Tick’s narrative is distinct. It isn’t about adding more noise; it’s about fine-tuning the message to reach the right ears. Their approach is both an art and a science, melding creative content with a laser-focused targeting system backed by robust data analytics.

“My work has proven that combining creative content with precise targeting can create impactful online experiences,” Dylan explains. Blue Tick’s marketing campaigns aren’t just seen but felt. The content they create isn’t just encountered by consumers; they experience it. As Dylan explains, “Our campaigns are more than just text and images; we also include interactive content, gamified elements, and storytelling that make the brand more vivid and interesting and stand out in the busy world of social media.” Every campaign they roll out isn’t just a series of ads; they’re the opening lines to a conversation that makes every single person feel seen and heard.

Data-driven decision-making is another of Blue Tick Ltd’s pillars. The company meticulously analyzes consumer data to understand preferences, behaviors, and trends. This insight allows them to craft marketing strategies that are not only creative but also incredibly targeted. “The content I receive is more relevant, making me more likely to pay attention, share, or make a purchase,” says one consumer, highlighting the impact of Blue Tick’s data-driven strategies.

Over the years, Dylan’s team hasn’t just understood the landscape of social media marketing; they have redefined it. As their success proves, community marketing succeeds because consumers become brand ambassadors who not only love the products but also feel a deep connection to the brand’s ethos. With Blue Tick, it’s clear that the future of marketing is not just about reaching audiences; it’s about speaking directly to the consumer’s heart, turning every campaign into a conversation, and every consumer into a community member.

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7 tips for creating great digital presence



7 tips for creating great digital presence

DEAR READERS: Companies of all kinds are finding it imperative to build a digital strategy to compete in a world where almost everyone is shopping and doing business online. How can small companies, including startups and those with just a few employees, get the kind of following on their websites and social media platforms that they’ll need to succeed?

There are several steps to take to build your business online.

It is a problem many companies are trying to get their arms around, according to everyone I reached out to. Here are a few tips to get started on the road to social media success:

Develop clearly defined goals. “Determine your objectives, whether they are enhancing brand awareness, generating leads or driving sales growth, as they will serve as guiding principles for developing your strategy,” suggests Dmitriy Shelepin CEO and head of SEO at Miromind.

Identify your ideal followers. That means going beyond demographics like gender and age, according to brand consultant Faith James, CEO of The Personal Branding Consultancy. “It’s important to go deeper into their psychographics — how they think, what motivates them, what their core desires are,” James says. “By focusing on the psychographics, you focus on the emotional connectors that build a stronger connection which goes beyond just the transactional ‘buy my stuff.’ ”

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Choose and prioritize platforms. Shelepin says it is crucial to choose platforms “that resonate with your desired audience and align with your business objectives,” and suggests focusing on one or two of those platforms “to deliver quality over quantity.”

Provide value. James says value can come in various forms, but stresses that it boils down to “helping your audience get a small win in the areas that are meaningful to them.

“If a hair salon is looking to grow their following, they might offer tips on their website and social media platforms such as ‘How to Have Your Hair Color Last Longer,’ ‘3 Tips on How to Beat the Humidity Frizz,’ or ‘How to Avoid Chlorine Damage While Swimming at the Pool,’ ” James says.

Value also can come by educating and informing your audience with things like educational blog posts that establish industry expertise, Shelepin adds.

Invite engagement. This is an essential step, James stresses. “In all instances, the business would invite the audience to share their own hair drama stories, share their own tricks they are using to make their hair color last longer, and invite the audience to submit their own questions about hair care,” James explains.

Build relationships. “Use social media to connect with customers, respond promptly, and share relevant content,” Shelepin says.

Don’t forget about email. It is a great way to maintain customer relationships and to deliver exclusive content and special offers like discounts, Shelepin explains.

Shelepin acknowledges that businesses won’t realize success in the digital realm overnight, but stresses that success is possible to achieve.

“It’s important to maintain consistency, in creating content and engaging on media platforms, as building an online presence takes time,” Shelepin concludes. “By adhering to these strategies, small businesses can cultivate a strong digital presence, enabling them to thrive in today’s competitive landscape.”

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LinkedIn Expands ID Verification to More Regions



LinkedIn Expands ID Verification to More Regions

LinkedIn continues to expand its own identity verification offering, via a new partnership with Persona which will enable users in more regions to confirm their ID in the app.

As you can see in this sequence, with LinkedIn’s new ID verification process, users in certain regions now able to confirm their ID documents with Persona, in order get a verification badge added to your LinkedIn profile, which confirms that you’ve uploaded and verified your government ID with one of LinkedIn’s partner providers.

LinkedIn Persona ID confirmation

You can see the verified icon next to my profile name in the second image, which adds another level of assurance that I am, in fact, a real human being, with a government ID linked to my identity.

LinkedIn initially launched ID verification for users in the U.S. back in April, via a partnership with identity platform CLEAR, which is best known for providing faster check-in at airports. LinkedIn then expanded its CLEAR partnership to enable users in Canada and Mexico to also confirm their documents, with this new partnership providing the ID confirmation option to a lot more users.

As per LinkedIn:

In Argentina, Australia, Bangladesh, Brazil, Chile, Colombia, Indonesia, Kenya, Malaysia, Morocco, Nigeria, Peru, Philippines, Saudi Arabia, and the United Arab Emirates, the identity verification is performed by Persona, a third-party identity verification service. It’s available in each country for those with a valid NFC-enable passport.”

(Note: It may not be available to all users in all of these regions as yet)

So, the requirement is that you need a government-issued passport, with an NFC chip, and a means to scan that chip in as part of the process, though Persona notes that “if you’ve ever used your phone to tap for payment, then it is NFC-enabled”.

So now, a lot more LinkedIn users will be able to confirm their identity, and add an extra layer of assurance to their profile, helping to let people know that they are dealing with an actual person, and that your information is more likely to be legit.

And given the latest advances in generative AI, and LinkedIn’s rising push to add generative AI tools into every aspect of its platform, it does seem like this could become an essential step, as more bot profiles and personas get added to social apps.

That’s been part of the justification for X’s broader push on ID verification, which has now stretched to charging new users in some regions a small fee to interact in the app.

X owner Elon Musk has repeatedly noted the rising risk of AI-enabled bots taking over social apps, with user payments, in his view, being the only way to stop them. But LinkedIn’s trying another approach, and it does seem like providing free ID confirmation will be more widely adopted, which could make it more effective in this respect.

And by outsourcing the actual verification element to a third party, it’s also less labor intensive, though it does also mean that another group is involved, which can make some feel a little uneasy about sharing their documentation and selfies.

Still, it’s a pretty simple process, and it’s free, and if LinkedIn starts putting more emphasis on verified accounts, by say, ranking them higher in search results, that could get a lot more people taking it up, and adding a gray tick.

The other question then is what do CLEAR and Persona get out of this deal?

In both cases these ID platforms get more data, with users also required to open a CLEAR account when confirming their info via its system. Persona will also take in some user data, which will expand its database, though you can opt out of letting either company keep your info in perpetuity.

Persona also notes that it will generate “facial geometries for both the image obtained from your government ID and the user submitted selfie”, which it will then use in its analysis with your ID to confirm your info, though Persona won’t keep your geometric data on file.

Essentially, you’re going to have to trust your ID data with another company, which not everyone will be comfortable with. But if you’re okay with it, again, the process is easy, and it could add some extra assurance to your LinkedIn presence.

You can learn more about LinkedIn’s ID confirmation options here.

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