Guide to the New LinkedIn Company Pages


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Guide to the New LinkedIn Company Pages

  1. 1. a step-by-step guide to linkedin’s new company pages1www.Hubspot.comShare This Ebook!linkedin’snew companypagesa step-by-step guide toHow to UseLinkedInCompanyPages forMarketingA publication of
  2. 2. a step-by-step guide to linkedin’s new company pages2www.Hubspot.comShare This Ebook!Introductory content is for marketers who are new to the subject.This content typically includes step-by-step instructions on howto get started with this aspect of inbound marketing and learn itsfundamentals. After reading it, you will be able to execute basicmarketing tactics related to the topic.INTRODUCTORYIS THIS BOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description to determine ifyour level matches the content you are about to read.Intermediate content is for marketers who are familiar with thesubject but have only basic experience in executing strategies andtactics on the topic. This content typically covers the fundamentalsand moves on to reveal more complex functions and examples.After reading it, you will feel comfortable leading projects with thisaspect of inbound marketing.INTERMEDIATEAdvanced content is for marketers who are, or want to be, expertson the subject. In it, we walk you through advanced features ofthis aspect of inbound marketing and help you develop completemastery of the subject. After reading it, you will feel ready not onlyto execute strategies and tactics, but also to teach others how tobe successful.ADVANCEDThis ebook!
  3. 3. a step-by-step guide to linkedin’s new company pages3www.Hubspot.comShare This Ebook!... brings your whole marketing world to-gether in one, powerful, integrated system.HubSpot’s All-in-OneMarketing SoftwareGet Found: Help prospects find you onlineConvert: Nurture your leads and drive conversionsAnalyze: Measure and improve your marketingPlus more apps and integrationsLeadGenerationU blogging &social mediaqMEmail &AutomationSearchoptimizationsMarketinganalyticsYLeadmanagementgRequest A Demo Video Overview
  4. 4. a step-by-step guide to linkedin’s new company pages4www.Hubspot.comShare This Ebook!a step-by-step guide tolinkedin’s new company pagesBy Brittany LeaningBrittany Leaning is HubSpot’s Social MediaManager. She is responsible for creating,managing, measuring, and scaling organicsocial media efforts across HubSpot’s variousaccounts in order to generate leads and growreach. Brittany is also a regular contributor toHubSpot’s award winning Internet MarketingBlog, where she writes about various inboundmarketing topics. Follow me on twitter@bleaning
  5. 5. a step-by-step guide to linkedin’s new company pages5www.Hubspot.comShare This Ebook!COntents4 Reasons to Use LinkedIn Company Pages For Marketing /8What is in a LinkedIn Company Page? /14anatomy of LinkedIn’s New Company Pages /23How to Set up Your New LinkedIn COmpany page /39Conclusion & additional resources /59
  6. 6. a step-by-step guide to linkedin’s new company pages6www.Hubspot.comShare This Ebook!LinkedIn now offers ‘a morepowerful way to build relationshipswith your target audience.’“”In September 2012, LinkedIn announced a new look for its Company Pages. From ausability perspective, this release became an effort in bringing a better experience toLinkedIn members. But what did the rollout mean for marketers?As Mike Grishaver, Product Management & Monetization at LinkedIn, said, “thismeans a more powerful way to build relationships with your target audience onLinkedIn.” With its emphasis on visual and relevant content, LinkedIn’s new CompanyPages now give businesses a more complete set of tools to do effective marketing.But why should you care about marketing on LinkedIn at all? We’ll let the facts speakfor themselves.Mike GrishaverProduct Management & Monetization,LinkedIn
  7. 7. a step-by-step guide to linkedin’s new company pages7www.Hubspot.comShare This Ebook!With over 161 million registered users in over 200 countries and territories, morethan two million companies with LinkedIn Company Pages, and professionals signingup at a rate of approximately two new members per second, LinkedIn is the world’slargest professional social network.It’s hard not to have LinkedIn on your marketing radar.With its affluent and influentialmembership, LinkedIn represents avaluable demographic for marketers.A user can easily discover the peopleemployed by a certain company, orthe various types of businesses acertain person has worked for. So ifyou’re looking to connect with industryprofessionals and generate leads foryour business, LinkedIn should bean integral part of your social mediamarketing strategy.This ebook will provide you with the ins and outs ofLinkedIn Company Pages and how you can use them togrow your business.G
  8. 8. a step-by-step guide to linkedin’s new company pages8www.Hubspot.comShare This Ebook!CHAPTER 14 reasons toUse LinkedInCompanyPages ForMarketing
  9. 9. a step-by-step guide to linkedin’s new company pages9www.Hubspot.comShare This Ebook!How should I useLinkedIn for mybusiness?Before we jump into the basics of LinkedIn and start learning about the new CompanyPage updates function, let’s take a quick tour of the benefits LinkedIn pages providein a world of marketing. In this section we will cover the top reasons your companyshould be utilizing a LinkedIn Company Page.?
  10. 10. a step-by-step guide to linkedin’s new company pages10www.Hubspot.comShare This Ebook!Without putting any efforts into building your company on LinkedIn, chances aremany of your employees are updating their personal profiles to show where they work.Every person that connects with that profile may potentially click on your companyname and be navigated to your Company Page. Take advantage of this!Many users can easily landon your page through simpleLinkedIn browsing. Opinionswill be formed based on theamount and type of informationdisplayed.Every employee has theopportunity to promote yourcompany - so use this to youradvantage!1 CompanyReach
  11. 11. a step-by-step guide to linkedin’s new company pages11www.Hubspot.comShare This Ebook!Company Pages on LinkedIn provide a section fortalking about specific products. While you can create abusiness page on Facebook, on which you can describeyour various products as a whole and see which friends‘Like’ that page, LinkedIn is much more robust fromproduct awareness perspective. It can narrow yourtarget audience and allow you to add multiple products.Not only are consumers learning about the products and services your companyoffers, but they can also see how many of their connections have recommendedthem. This form of product awareness is hard to find, and better yet, able to bemeasured.N2 ProductAwareness
  12. 12. a step-by-step guide to linkedin’s new company pages12www.Hubspot.comShare This Ebook!Search EngineOptimizationDid you know that LinkedIn Jobs appear in search results and on Twitter? By having aLinkedIn Company Page, you will greatly increase your visibility across the web.Additionally, LinkedIn is its own search engine forfinding jobs and companies, and if you’re not there,you will have missed a great opportunity to be foundby a prospect, lead, or potential employee.j3
  13. 13. a step-by-step guide to linkedin’s new company pages13www.Hubspot.comShare This Ebook!Lead GenerationLinkedIn Company Updates allow you to link tomarketing offers, drawing in leads who are in needof your content or deals. When you post updates toLinkedIn, just as you would on Facebook or Google+,you suddenly have the means to drive huge amountsof traffic and leads back to your website.In addition to Company Updates, your Products page has huge opportunity for leadgeneration with its call-to-action capabilities. The giant, clickable cover image canlink to a product, service, or offer, which will help you find the right people with a highinterest in what your company has to offer. Right below this call-to-action are trustedrecommendations from fans and recognizable connections. So if a prospect wasn’ttotally convinced about your products’ value before, he or she will be now!g4
  14. 14. a step-by-step guide to linkedin’s new company pages14www.Hubspot.comShare This Ebook!CHAPTER 2What is ina LinkedInCompanyPage?
  15. 15. a step-by-step guide to linkedin’s new company pages15www.Hubspot.comShare This Ebook!LinkedIn Company Pages tell yourcompany’s story and help yougenerate leads.“”Now that you are convinced in the marketing powers of LinkedIn Company Pages,let’s explore their specific features.For marketers, LinkedIn Company Pages provideexcellent opportunities to highlight products andservices, tell your company’s story, generateleads, engage with your audience, share careeropportunities within your company, and driveword of mouth at scale.For your audience, LinkedIn Company Pages isa place to conduct product and service researchand learn about company updates, industrynews, job opportunities, and companies ofinterest.for marketersfor members
  16. 16. a step-by-step guide to linkedin’s new company pages16www.Hubspot.comShare This Ebook!What Is in a LinkedIn Company Page?lOOverviewCareersProducts$Y Page Insightss FollowerInsightsg EmployeeInsights
  17. 17. a step-by-step guide to linkedin’s new company pages17www.Hubspot.comShare This Ebook!OverviewThe Overview space is incrediblyimportant for making a good firstimpression.Why should someone becomeinterested in your company?When was the company founded?By whom? Has your companyaccomplished anything noteworthysince its first days?In addition to your Summary section, the Overview tab includes company updates,job postings, and new hires. This feed is your company’s way of communicatingimportant messages to your audience.Do you post company updates for your brand on Facebook and Google+? Well, youcan also post these through LinkedIn’s Overview section. Even better, you have theability to post offers such as ebooks and webinars, which will generate leads thathelp grow your business.l
  18. 18. a step-by-step guide to linkedin’s new company pages18www.Hubspot.comShare This Ebook!CareersIf you want to become the companythat everyone wants to work for,your Careers page is absolutelyessential. Help your audienceunderstand your company’s cultureand available career opportunities.Note: this section requires a paidsubscription.In this section, you are able to post jobs, showcase awards, map out career pathswithin your company, highlight your best employees, and post jobs that target theright candidates using automated job matching.Not only can you reach over 175 million professionals worldwide, but you also havethe ability to see exactly who has viewed your job, how closely they match yourposting, and then dig even further by seeing who the applicant is connected to.O
  19. 19. a step-by-step guide to linkedin’s new company pages19www.Hubspot.comShare This Ebook!ProductsYour Products (or Services) tab is agreat place to collect recommendationsand showcase what you sell. This tab isespecially important because it enablesyou to drive traffic back to your website’sproducts/services page, which canultimately drive sales.70% of people follow links posted by friends and family, which is exactly why LinkedInrecommendations exist. Users have the ability to see recommendations from trustedLinkedIn members and see exactly who these members are connected to. This addsa more personal feel to a brand’s products, one that you don’t necessarily get from awebsite.$
  20. 20. a step-by-step guide to linkedin’s new company pages20www.Hubspot.comShare This Ebook!Follower InsightsThe Followers Insights tab will showcompany update engagement, followerdemographics, company updateimpressions, and your follower progressincluding recent users, new followers, andmember growth.Through these statistics, you are able to takean even deeper dive into your page analyticsby viewing engagement by clicks, likes,comments, shares, and percentage.You can also narrow down your follower demographics by seniority, industry, function,region, company size, or employee/non-employee.s
  21. 21. a step-by-step guide to linkedin’s new company pages21www.Hubspot.comShare This Ebook!Page InsightsPage Insights, similar to followerinsights, provide informationregarding page visitordemographics including analyticsbased on:seniorityindustryfunctionregioncompany sizeemployee/non-employeeThe great thing about Page Insights is that it shows page views and unique visitors bytab and how many clicks you’ve received on your Products page.Y
  22. 22. a step-by-step guide to linkedin’s new company pages22www.Hubspot.comShare This Ebook!Employee InsightsSo you understand a bit more aboutyour followers and page visitors, butyou’d like to learn more about whatmakes your business actually run.Who are the people that help makethe company function and what arethey all about?With Employee Insights, you can learn exactly which employees have new titles, whichhave departed recently, which previous companies the employees came from, topskills and expertise these employees have, and which employees have received themost recommendations.Now that you have an understanding of what LinkedIn Company Pages involve, let’stake a look at the brand new changes LinkedIn has made to its Company Pages.g
  23. 23. a step-by-step guide to linkedin’s new company pages23www.Hubspot.comShare This Ebook!CHAPTER 3anatomy ofLinkedIn’sNew CompanyPages
  24. 24. a step-by-step guide to linkedin’s new company pages24www.Hubspot.comShare This Ebook!LinkedIn Company Pages got a nice, refreshing designmakeover. Yet, the changes you see will affect only thedesign of your Company Page.In other words, no new features have been added;just the look, feel, and the way you navigate is abit different. You still have complete access to yourOverview, Careers, Products, and Insights pages, somake sure you’re taking advantage of them!Now have a seat, as we walk you through exactly what has changed about LinkedInCompany Pages.2The changes you see will affect onlythe design of your Company Page.“”
  25. 25. a step-by-step guide to linkedin’s new company pages25www.Hubspot.comShare This Ebook!Overview Page1
  26. 26. a step-by-step guide to linkedin’s new company pages26www.Hubspot.comShare This Ebook!Is your company on Facebook? How about Twitter and Google+? If so, you mightnotice you have the ability to customize your cover, background, or bannerimages to show off your company’s personality. You may have also noticedthat previously LinkedIn’s Company Pages did not allow for you to include thiscustomization.Now, with LinkedIn’s new updates, you have the ability to add a cover-styleimage that represents your company/brand at the top of your Overview page.Take a look at HubSpot as an example:Cover Image2
  27. 27. a step-by-step guide to linkedin’s new company pages27www.Hubspot.comShare This Ebook!If you try posting a company update on the new page, you’ll notice it has a muchdifferent feel. LinkedIn advises you to, “Share an article, ask a question, or post aspecial offer to interested LinkedIn members.” Previously, this space was occupied bya blank box with no guidance.Now the content targeting feature is also much more highlighted. You have the abilityto share with a “targeted audience” or “all followers,” depending on what type of postit is and whom you are targeting.Company Updates3
  28. 28. a step-by-step guide to linkedin’s new company pages28www.Hubspot.comShare This Ebook!If you click the “targeted audience” option, a box will pop up and go into detail basedon company size, industry, function, seniority, or geography. These options areavailable for employees or non-employees, depending on who you’re trying to reach.When you begin clicking on options, you will see exactly how many people you arechoosing to target with your post. While this is not a new feature, it was somewhathidden before and not many users knew about it (or how to use it).
  29. 29. a step-by-step guide to linkedin’s new company pages29www.Hubspot.comShare This Ebook!Are you missing your “attach a link” button? Don’t worry, you can still attach a link; itjust appears differently. If you wish to post an update, just paste the link into the postbox and wait for a preview box to pop up. Once the preview has revealed itself, youmay delete the link from the post box and start typing your commentary. (This featureis similar to Facebook’s link sharing in updates.)You will also notice that you can check or uncheck a box that says “Include Photo,”located under your targeting options. If you uncheck this box, the photo will beremoved from your link preview once you click “share.”
  30. 30. a step-by-step guide to linkedin’s new company pages30www.Hubspot.comShare This Ebook!Curious about the performance of your update? 24 hours after you’ve posted yourcompany update, you will see a few different metrics in grey font. These show thenumber of impressions, clicks, and percent of engagement with your post and arelocated on the bottom left side under the preview photo.These metrics existed before, but used to be centered and located directly above yourlike, comment, and share buttons. The new look simply sets them apart from the restof your post.
  31. 31. a step-by-step guide to linkedin’s new company pages31www.Hubspot.comShare This Ebook!LinkedIn’s new cover imagecapability is awesome, but do youremember what was there beforethe update? That’s right, yourcompany summary, or the About Ussection. This has been moved to thevery bottom of the Overview page,below the page’s company updates.Just remember, users who are trying to learn about your company for the first timewill see your cover image first, then your company updates, and will finally have toscroll all the way down to find out more general information. Better make sure yourcover image is captivating!4 SummaryN
  32. 32. a step-by-step guide to linkedin’s new company pages32www.Hubspot.comShare This Ebook!You might also notice that the tabs at the top of your Overview page havedisappeared. To find your Careers page, you’ll need to look on the right sidebar,where you’ll see a box with a title, image, and arrow that says, “Go to Careers Page.”5 Careers Page
  33. 33. a step-by-step guide to linkedin’s new company pages33www.Hubspot.comShare This Ebook!If you don’t currently pay for a subscription to the Careers page, you’ll need tonavigate through your Edit page by hovering over the blue box on the top right side ofthe page where it says, Admin tools. You’ll then see an option that says Edit. Click onthis and suddenly your old tabs will appear again! From there, you can click Careersand post jobs at your company.When you purchase a subscription for this Careers page, you’ll own a page consistingof a large, clickable cover image that can be transformed into a call-to-action. Thisimage can direct users to a specific job, a list of jobs and opportunities located onyour website, or examples of your company’s culture. Below this image you mightsee a list of jobs, people at your company, a summary section for your careers, whatemployees are saying about working at your company, and recent updates. The lookand feel of this page depends on what information and images you choose to include.
  34. 34. a step-by-step guide to linkedin’s new company pages34www.Hubspot.comShare This Ebook!The Products & Services section of the Company Page is now featured on the rightsidebar, same as the Careers page. This is compared to the tiny link in the tabbedsection at the top of the old page design.6 Products Page
  35. 35. a step-by-step guide to linkedin’s new company pages35www.Hubspot.comShare This Ebook!Structurally, the new versionof the Products & Servicespage is very similar to theold one. The main differenceis in the right sidebar, whichnow highlights the names,job titles, companies, andprofile images of LinkedInusers in the visitor’s networkwho have recommendedparticular products/serviceson your page.This is great news for marketers because it puts recommendations at the forefrontand displays testimonials much more prominently. Below these highlighted users,you’ll find any videos you’ve added to the page, which were also available in theformer page design.
  36. 36. a step-by-step guide to linkedin’s new company pages36www.Hubspot.comShare This Ebook!You’ll notice that your company’s product and services showcase images havestayed the same. These were the only ‘cover images’ available before the new designupdates, and still exist today. Now, however, they are more aesthetically integratedinto the rest of the page’s new design.Note: Make sure your product ‘cover photo’ image is still optimized for your new page.If the image looks to be of low-resolution, try re-uploading a higher resolution image.
  37. 37. a step-by-step guide to linkedin’s new company pages37www.Hubspot.comShare This Ebook!Previously, you could use the LinkedIn mobile app to only search for people, notcompanies. Now, users can look up information about your company on-the-go!Company Pages now exist on iPhone, Android, and iPad apps. This is great news formarketers and reinforces the importance of an updated, optimized Company Page.While the new LinkedIn CompanyPage design isn’t dramaticallydifferent, the design is certainlymore customizable, similar to thebusiness pages of other socialnetworks such as Facebook andGoogle+. This gives companies abetter opportunity to create a morebranded, unique-looking LinkedInpage that stands out from otherCompany Pages.7 Mobile App
  38. 38. a step-by-step guide to linkedin’s new company pages38www.Hubspot.comShare This Ebook!CHAPTER 4How to Setup Your NewLinkedInCOmpanyPage
  39. 39. a step-by-step guide to linkedin’s new company pages39www.Hubspot.comShare This Ebook!Include BasicOverview InformationNow that you have a better understanding of LinkedIn’s new updates, it’s time to fillthat page with great information and optimize appropriately based on the changes.A LinkedIn Company Page is theone page amidst your various socialnetworks that calls for the mostprofessionalism. This is the place toemit a white-collar persona pairedwith desirable company character.With that in mind, let’s explorethe next steps to completing yourcompany’s profile.N1
  40. 40. a step-by-step guide to linkedin’s new company pages40www.Hubspot.comShare This Ebook!Go to Admin tools and select Edit. Fromthere, LinkedIn will prompt you to fill ingeneric information about your company.Be sure to fine-tune the descriptionportion, as this will be crucial in userunderstanding of your company.Be sure to include your:company typesizewebsite URLindustryoperating statusyear foundedlocations
  41. 41. a step-by-step guide to linkedin’s new company pages41www.Hubspot.comShare This Ebook!Next, add your designated page admins. You can choose multiple admins to manageyour page, but you must be connected to the member on LinkedIn first.Then, add your images including a square andstandard logo. What do you want your cover image torepresent? Add some personality, but also keep yourbranding consistent.
  42. 42. a step-by-step guide to linkedin’s new company pages42www.Hubspot.comShare This Ebook!Lastly, include a brief write-up of what your company is all about. Your companydescription and specialties will show exactly what your company does, while includingsearchable keywords to optimize for LinkedIn’s search feature.Completely fill out your company’s summary section by adding searchable keywords,or “specialities” related to what your company does. Show a bit of personality andgrab attention!
  43. 43. a step-by-step guide to linkedin’s new company pages43www.Hubspot.comShare This Ebook!Post UpdatesIf you’re currently using Facebook or Google+ for your marketing, you’ll discoverthat posting updates on LinkedIn is quite similar. Your LinkedIn company feed isnot strictly for jobs or new hire updates. Promote your new blog posts, ebooks andwebinar on LinkedIn. Your feed should include anything your audience would beinterested in, and give you a chance to generate leads.2
  44. 44. a step-by-step guide to linkedin’s new company pages44www.Hubspot.comShare This Ebook!While you’re under Admin toolsand Edit, click on the secondtab on your Company Page,called “Careers.” As mentionedbefore, this feature allows you topost openings at your company.While your company mayalready have various methodsof announcing that you’re hiring,what better place to post a jobopening than the very networkwhere professionals live andexplore?Post Jobs3
  45. 45. a step-by-step guide to linkedin’s new company pages45www.Hubspot.comShare This Ebook!To subscribe to your Careers page, click on the big call-to-action that says, “Posta job.” To post a job, click on the “Post a job” CTA for the second time. Here, you’llreach a page that allows you to write a detailed description for your job and post it.This feature is not free. For the Greater Boston Area, a 30-day posting would cost$295, or you can save up to 40% with a multi-job pack. You also have the option tocompare prices for different locations and different job packs.
  46. 46. a step-by-step guide to linkedin’s new company pages46www.Hubspot.comShare This Ebook!We’ve already learned how LinkedIn can effectively showcase your various products,now it’s time to actually include them. Heading to the products tab on your companypage, click on the Admin tools button again to reveal a new drop down menu—this menu changes from tab to tab. You now have the option to “add a product orservice.” Do it. LinkedIn will go through simple step-by-step instructions to help youbroadcast those services.Step 1: Product or service?Choose between a product or service.Step 2: pick categorySelect a category that best fitsyour product/service.Add Products or Services4
  47. 47. a step-by-step guide to linkedin’s new company pages47www.Hubspot.comShare This Ebook!Step 3: name your product or serviceYou can add multiple products and services for your company, so just startplugging away. Choose the first from a random list or select from your mostpopular products, whichever makes the most sense for your business.Step 4: Add an image of your product or serviceChoose an image that best represents your product or service. Note: Your imagewill be re-sized to 100x80 pixels.Step 5: describe your product or serviceWhat do you want users to know about your product or service? What sets itapart from the competition? Why would someone be likely to recommend it? Beinformative, but don’t forget to add some personality!Step 6: list key featuresUse this section to list the key benefits or use cases of your product orservice. If you’d like to mention anything regarding your responsibility withthe product or service once it’s purchased, include that here.Step 7: add a url for the product or serviceUse this section to link to a location on your website where LinkedInmembers can learn more about this specific product or service.
  48. 48. a step-by-step guide to linkedin’s new company pages48www.Hubspot.comShare This Ebook!Step 8: Add a contact from your companyIf a LinkedIn member wants to contact your company or learn more about thisproduct or service you can showcase who in your company they can contact.Start typing the name of the contact people in the boxes below. You must beconnected to that member on LinkedIn to include them below.Step 9: Add a promotion for this product or serviceDo you have a promotion or special offer for this product or service? Include atitle, description and URL where users can click to learn more.
  49. 49. a step-by-step guide to linkedin’s new company pages49www.Hubspot.comShare This Ebook!Step 10: Add a YouTube videoabout this product or serviceDo you have a YouTube video about thisproduct or service? Add a creative title foryour video.Step 11: Add your YouTube video URLOnce you’ve added your title, copy andpaste the URL from your YouTube video inthe box below it.Step 12: PublishThis is the fun part! Once you’ve filled out yourinformation, you’re all set to hit the Publishbutton in the top right corner.
  50. 50. a step-by-step guide to linkedin’s new company pages50www.Hubspot.comShare This Ebook!When you make your way back to the general Products page to see your publishedwork, head back up to the Admin tools and Edit section. When you do this, you shouldend up on the Edit section of the Products page.To complete this section, follow these steps:Step 1. Create multiple variations of your Products pageJust as HubSpot offers smart calls-to-action that adapt based on user history,LinkedIn also can target your Products page to different segments. You cancreate versions of this page to be served to custom audiences based on theirprofile content. For example, you can create a version targeted to people in theU.S., and a different version targeted to members in Europe.Edit Products or Services5
  51. 51. a step-by-step guide to linkedin’s new company pages51www.Hubspot.comShare This Ebook!Once you have created a Default version, create different versions by clicking NewAudience below. Name your target, choose your targeting characteristics and clickSave and Exit to edit your targeted page.Step 2. Describe what your company offersIn the first field add a title (e.g.: World Class Software Products). In the secondfield add an overview description about your company, products and services.The logo will be pulled automatically from your overview page if one exists.Step 3. Market and showcase your company with up to 3 imagesYou can drive traffic to your website by adding URLs where you want people togo when they click your images. Add up to three images (640x220 pixels) andURLs, and LinkedIn will create a rotating spotlight module to display on yourpage. Note: When uploading your URLs, be sure to paste in a link to helpyou track your clicks. The URL you paste into should include a trackingtoken so you can measure your leads through your analytics software.Step 4. Feature Specific Products or ServicesDo you want to promote certain products or services above others? Asmentioned before, you can include multiple products and services, so choosefrom your list to feature up to five of your products.
  52. 52. a step-by-step guide to linkedin’s new company pages52www.Hubspot.comShare This Ebook! allows you to promote your Company Page through anad campaign. This feature is split into four simple steps, which LinkedIn takes youthrough in a very comprehensible manner. A Common Questions box also appears tothe right of this page, so you can truly understand how the feature works.A LinkedIn ad campaign could help spread the word about your company as you buildand integrate inbound marketing efforts into your business platform.Promote6
  53. 53. a step-by-step guide to linkedin’s new company pages53www.Hubspot.comShare This Ebook!Well, everything provided on your company page. Thelast three tabs on your Company Page consists ofinsights and analytics.Remember that everything you do with internet marketinginvolves taking the time to see how those efforts are playing out.This will help you determine whether or not those efforts areworth the time and how you should prioritize in the future.In this section we will cover how you can measure progress with your followers, pageinsights, employees and new leads.ZMeasure everything7
  54. 54. a step-by-step guide to linkedin’s new company pages54www.Hubspot.comShare This Ebook!Follower InsightsFollower Insights shows you who is following you and how engaged they are with your page.This will help you discover how you should be interacting with these followers and what theright messaging should be.Are your followers Gen X or Y? What are their primary job functions and where do they live?This information will help you create a persona, to which you will adapt all your messaging.
  55. 55. a step-by-step guide to linkedin’s new company pages55www.Hubspot.comShare This Ebook!Page InsightsThe Page Insights tab will allow you to track page views and unique visitors on youroverall page, as well as each individual tab. LinkedIn also measures how many clicksyour products or services have received and the number of members following yourcompany. These insights are really valuable for understanding who’s visiting yourpage and tracking how much traffic you’re driving to your website.
  56. 56. a step-by-step guide to linkedin’s new company pages56www.Hubspot.comShare This Ebook!Employee InsightsEmployee Insights matter because they help you take the right steps towards hiringstellar employees in the future and maintain a strong company culture. By learningexactly which companies your employees have come from (and the top skills andexpertise these employees have), you can assess what you should look for next.
  57. 57. a step-by-step guide to linkedin’s new company pages57www.Hubspot.comShare This Ebook!Lead InsightsSo you’ve discovered valuable insight about your followers, page visitors, andemployees, but what about your leads? Do you know how many leads you’vegenerated from your LinkedIn efforts specifically?When you pair your LinkedIn content and insights with HubSpot’s inbound marketingsoftware, you and your company will discover business benefits you’ve neverwitnessed before. HubSpot’s Sources tool reveals exactly how many leads you’regenerating directly from social media.
  58. 58. a step-by-step guide to linkedin’s new company pages58www.Hubspot.comShare This Ebook!When you want to dig deeper to find leads per channel, scroll down to the moredetailed breakdown of each individual channel and its performance with drivingtraffic, generating leads, and your conversion rate for each channel. This data willshow you what’s working and what’s not to help you make executive decisions andfurther develop your LinkedIn content strategy.
  59. 59. a step-by-step guide to linkedin’s new company pages59www.Hubspot.comShare This Ebook!Conclusion& additionalresources
  60. 60. a step-by-step guide to linkedin’s new company pages60www.Hubspot.comShare This Ebook!Posting, monitoring,responding, and analyzingshould take you no more thanten minutes a day.“”Congratulations! You have the knowledge to build a brand new, stellar LinkedInCompany Page. Now you just need to maintain it.Once your page is developed, maintaining shouldn’t be too time consuming. UnlikeTwitter, which requires constant publishing and monitoring, marketing on LinkedInshould be easy in terms of time management. In fact, if you exceed three posts ina day, you’re probably posting too often. Focus on posting valuable content that ishelpful to your audience. If you post one invaluable piece of information per day, youraudience will be much more engaged and appreciative than if you post six boring,useless pieces of content.
  61. 61. a step-by-step guide to linkedin’s new company pages61www.Hubspot.comShare This Ebook!Posting, monitoring, respondingto comments, and analyzing pagestatistics should take you no morethan ten minutes a day. If you have allyour posts planned out ahead of time,you’ve just cut those ten minutes downto five. That’s right, only five minutes aday. Do you think you can do it?LinkedIn has shaken things up forbrands with this new page design,but having read this ebook, you havea competitive advantage to leverageLinkedIn for your marketing. You nowknow how to use LinkedIn’s newupdates to build an active following,showcase your company’s personality,and introduce calls-to-actions for yourproducts and services.Now go experiment with the layout and features so you can find the bestways to use them for your company. Good luck and don’t forget to usevisuals!t
  62. 62. a step-by-step guide to linkedin’s new company pages62www.Hubspot.comShare This Ebook!Measure Leads &Customers comingfrom linkedinFind out how many leadsand customers your LinkedInmarketing efforts are bringing you.Get a free demo of the HubSpotsoftware and get access to somepowerful analytics.