In today’s digital landscape, LinkedIn companies have evolved into an essential platform for B2B marketing with over a billion users. A well-optimized LinkedIn company page can help you grow your network, build credibility, and open doors to new opportunities. This comprehensive guide will walk you through setting up an effective company page and leveraging influencers to stand out in the B2B environment.
Creating Your LinkedIn Company Page
Before diving into the setup process, it’s worth noting that having a LinkedIn profile is a prerequisite for creating a company page. Here’s how to get started:
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Sign into your LinkedIn profile
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Click the “For Business” button in the upper right corner
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Select “Create a Company Page” from the dropdown menu.
When setting up your page:
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Choose the appropriate page type (you can select “Company” initially and modify it later)
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Upload a square logo (LinkedIn provides specific dimension requirements)
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Fill out all basic profile information completely
Remember that completed profiles get up to 40 times more opportunities than incomplete ones.
Optimizing Your LinkedIn Company Page
Visual Elements
Visual elements play a crucial role in making a strong first impression:
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Profile Photo: Members with profile photos receive up to 14 times more profile views
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Banner Image: Create a professional banner that reflects your brand identity
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Logo: Ensure your logo is properly sized and clearly visible
Page Structure and Navigation
LinkedIn has introduced new layout features for company pages:
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A left-hand menu for easy access to settings, events, newsletters, and page updates
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A “Today’s Actions” section for quick management.
Engagement Strategies
Creating your page is just the beginning. To truly stand out, engagement is key:
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Respond promptly to comments on your posts
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Answer direct messages via LinkedIn chat
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Comment and interact with posts from employees, thought leaders, and related companies
Follow relevant people and pages from your LinkedIn page and interact with them using your company profile to expand your reach.
Advanced Features
Showcase and Product Pages
Once you’re comfortable with regular posting, experiment with these specialized page types:
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Showcase Pages: These are subsets of your main page focused on specific product lines or business units. Airbnb uses showcase pages for its hosts, work initiatives, and more.
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Product Pages: These allow you to add product media, featured customers, product highlights, and skills. Slack exemplifies effective use of this feature.
Growing Your LinkedIn Company Page Following
Consistent growth requires strategic approaches:
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Encourage employees to follow and engage with your company page
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Cross-promote your LinkedIn page on other social platforms and your website
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Publish valuable content consistently to increase visibility.
Using Influencers to Stand Out
In the B2B environment, thought leadership and influencer partnerships can dramatically boost your visibility:
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Identify industry leaders who align with your brand values
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Collaborate on content such as interviews, webinars, or co-created posts
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Feature guest content from respected voices in your industry.
Measurement and Analytics
Track your progress using LinkedIn’s built-in analytics tools to understand:
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Follower growth and demographics
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Engagement rates on different content types
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Conversion metrics for business objectives.
By implementing these strategies consistently, your LinkedIn company page can become a powerful asset in your B2B marketing toolkit, helping you build credibility, expand your network, and generate meaningful business opportunities in 2025 and beyond.
