Creating A LinkedIn Company Page For Your Small Practice
Unlike Facebook and Twitter which incorporate a gamut of page types — from personal and comedy to news and business — LinkedIn is much more specific, focusing almost entirely of professional networking.
Building a LinkedIn company page allows you to share unique insight into the legal or accounting fields.
This creates a unique social media platform that can be utilized by law and accounting firms to improve their B2B marketing and build brand awareness among other industry thought leaders.
Small practices can incorporate LinkedIn into their social media strategy as a means to improve credibility and expand their professional network on both local and national level, while also increasing potential leads and referrals.
Additionally, LinkedIn has developed in a great recruiting tool, and a company page allows you to tap into a larger market of talented professionals in your area.
Although similar to other social networks, the business emphasis of the user base means a slightly different approach should be taken to use LinkedIn effectively. However, like all social networks, you must create a compelling company page before you begin promoting your practice.
Setting up a LinkedIn company page
You will need to use your personal LinkedIn account to create a company page, but it only takes a few steps to get your practice’s profile up and running.
First, log into your LinkedIn account, and then hover over “Interests” on the top dropdown menu. Select “Companies” and click the “Create” button on the right-hand side of the screen. Now you simply need to follow the setup wizard and input the appropriate information.
You will be asked to include your company’s name, your business email, and a description of your business. Be sure you include a detailed explanation of the services you offer, as well as what makes your practice stand out from the competition.
Next, you will need to upload your company logo and a banner image. The logo should be similar to what you use for your Facebook and Twitter profile images. The company page creation wizard recommends a size of 300 x 300 pixels.
The banner should feature a clean, attention-grabbing image that can include additional information such as your practice’s primary message or tagline. Several programs are available that make producing images easier, such as Canva, which allows for simple photo manipulation and creation. LinkedIn’s recommended banner size is 646 x 220 pixels.
Finally, you can add several specializations that emphasize your firm’s practice areas.
You can also gain some insights into the information that should be included by visiting some of your competitor’s company pages.
Share company updates & industry information
While Facebook and Twitter will include a variety of post types, including direct advertisements, LinkedIn updates need to focus on industry-related information.
You can still post links to your website’s blog, but you also want to mix in external links to helpful resources, commentary on current events or updates in your field, or questions that encourage participation.
Since LinkedIn is more about engaging with other professionals in your industry, you are able to use more technical language than other social networks that are geared towards consumers.
This freedom allows you to demonstrate your expertise and participate in discussions about specific aspects of your field.
Due to the focus on business and a user base that tends to be industry-oriented, you do not need to be nearly as active with status updates as your other social accounts; a few updates per week is enough, though you are certainly able to post more frequently if you’d like.
Research has found that weekdays during business hours are the best times to post on LinkedIn so keep that in mind when you are scheduling your updates.
Grow your following
Like all social media, it will take some time to grow your following when starting from scratch. However, there are steps you can take to speed up the process.
First, you should leverage the networking power of your employees by encouraging them to add your company page to their profile and share your company updates. This will give an immediate boost to your following and potential reach of your updates.
Next, you can promote the ability to follow your firm on LinkedIn through other social media channels, such as Twitter and Facebook. Cross-promoting your active social networks will help your followers find you, particularly since people tend to use certain sites more than others.
Finally, ensure social sharing is enabled on your blog and that the LinkedIn button is prominently displayed by each post. You want to make it as simple as possible for viewers to share your posts.
LinkedIn can be a powerful tool in your social media strategy by demonstrating your practice’s knowledge on a medium that is frequently utilized by industry thought leaders.
Building a company page allows you to share unique insight into the legal or accounting fields, which leads to improved brand awareness, a larger pool of talented professionals, improved networking, and quality referrals.