LinkedIn for companies: how to make your page bring in leads
Many companies set up a LinkedIn page, post a few times and give up because they see no results. Often the problem is starting only with the company page and posting content that doesn't answer readers' questions.
The company page is only one part
On LinkedIn, personal profiles also play an important role. A company page can have more limited reach than the profiles of the people who work there.
So the work can happen on two levels: the page acts as a shop window and gives the company credibility, while the profiles of the people who lead it help carry the content into their professional networks.
Tidy up the page before you post
Anyone arriving from an email or a proposal quickly decides whether the company looks relevant and professional.
Before the first post, check:
- A sharp logo and a cover image that explains what you do, rather than just a slogan.
- An About section with your services, the areas you cover and your website.
- Industry, company size and location filled in.
- The main button pointing to your website or contact page.
- Employees with the company linked on their profiles.
What to post
Content that shows knowledge and experience can be particularly useful for companies that sell to other businesses.
Some formats:
- Client cases: the problem, what you did and the result, with the client's permission.
- Behind the scenes: the site, the production line, the team or the preparation of a delivery.
- PDF carousels: one topic explained simply in five or six pages.
- Opinion on the sector: an analysis of a relevant change or trend.
- Short video: an explanation, an answer or a behind-the-scenes moment presented simply.
Posts that just share a news story without adding context have less chance to show what the company knows.
How often?
Two to three posts a week can be enough for many companies.
Having relevant content and being consistent matters more than posting every day.
Taking part in conversations in your sector also matters. Commenting on posts from clients, suppliers and other relevant people can help increase your profile's visibility.
How to tell if it's working
Likes and followers give a general idea, but other numbers are closer to your sales goals:
- Profile and page visits.
- Connection requests from people relevant to the business.
- Messages and meeting requests linked to your content.
- Job applications, when the goal is recruitment.
Review these numbers once a month and do more of the topics generating the most interest or enquiries.
When to get help
If there's no time to write every week, or nobody in the company likes being in the spotlight, it may make sense to hand the management to someone else.
What matters is that the communication still represents the company. At RL Agency, we write from conversations with you and nothing is posted without approval.