Posted on Sep 1, 2015

How To Use LinkedIn As A Small Business

LinkedIn is a social media platform that focuses on the professional lives of its users. It’s where individuals and brands can showcase their skills and network. It’s the place where you can find leads, build relationships with others in your industry, and even recruit staff. But how do you effectively use LinkedIn as a small business?

Our guide will walk you through setting up your company on LinkedIn. Here’s where to start:

Start Your Company Page

Here’s something super important: You’ll need a personal LinkedIn profile before you can set up a company page. If you don’t have one yet you will need to register. Make sure you use your real name and your main business email address. This will ensure you adhere to LinkedIn’s policies. But it also makes it easier for people to find and connect with you. Once you have your account registered fill out as much of the information as possible, including your current employment details.

When logged into your personal LinkedIn account you should click on Interests at the top of the page, and then Companies. You will then see an option to Create a Company Page – click on Create.

You then have some information to fill out:

  • Company name
  • Your email address at the company – you will have to verify this email
  • Company description – keep this to about two paragraphs and include details of what your company does, your products and services
  • Company type
  • Company size
  • Company website URL
  • Main company industry
  • Company operating status
  • Year founded
  • Company locations – you can include up to five
  • Company page admins – this gives permission to other people to update your LinkedIn page


The next step is to upload images to your page. Three main images are required:

  • Banner image – 646 x 200 pixels
  • Standard logo – 100 x 60 pixels
  • Square logo – 50 x 50 pixels

The square logo appears in all status updates you make on LinkedIn. Your banner image is the main image that appears at the top of your page. This should showcase your company in the best possible way.

Showcase Pages

Next you should create a showcase page so that you can give more detailed information of what you offer. To add a Showcase Page hover over the blue Edit button and select Create a Showcase Page.

Here is an example of a Showcase Page from Dell that features its cloud products.


Post Updates

Now you need to make your company page come alive by posting updates. If you’re like most business owners, you’re probably tempted to promote your products or services, or give out company news – whether it’s new recruits or awards won. Do not give into this temptation. There is a place for this sort of content but LinkedIn is a place for discussionrather than broadcasting.

Instead, engage with your audience, rather than telling people about what you have to offer.

You can establish credentials as a thought leader in your field by posting your thoughts and ideas around your industry. When you post helpful information, tips, resources, or how-to guides you are indirectly helping your customers. Be sure to link to your helpful blog posts as well. In addition to offering helpful information, it creates an opportunity to drive more visitors to your site.

This example from the Virgin LinkedIn page is a perfect example. Its business is air travel, but the posts on LinkedIn are about business startups, business funding issues, and general business advice.


Promote Your Page

Once you have completed your profile and posted updates to your page you can start to promote it. This includes following people who you know through your personal profile on LinkedIn. This allows friends to take note of your company page. Other options include:

  • Getting colleagues in your office (as well as your friends and family) to add your company page to their personal profiles, or follow the page
  • Add links to your website, your email signature, and your printed marketing materials
  • Promote your LinkedIn page on your other social media accounts
  • Purchase LinkedIn ads to boost your following

Engage in LinkedIn Groups

Take some time to search within LinkedIn’s Groups for existing communities relevant to your industry. For example, if you have your own handmade jewelry shop, there are over 110 groups specifically related to jewelry design. So you’ll want to join a handful that seem most relevant to you and your company. Then start talkin‘!

You should be actively and regularly engaging with people in your groups. Answer questions that people might be posting; start a discussion yourself! You are the expert after all. Aside from networking, this activity creates brand recognition and trust in your expertise and product, leading to future business!

The key to making a success out of LinkedIn is consistency. When you consistently grow your personal profile, engage with users on a regular basis, and post high-quality, useful content to your professional page, LinkedIn becomes a huge asset to your business.

iPage is actually new to LinkedIn, too! So follow us and watch as we develop our presence there as business owners as well: