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Setting up a business profile on LinkedIn can help you reach new customers, elevate your personal brand, and network with other small business owners.
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All of the major social media platforms serve different audience segments—and in that, they also develop their own niche cultures, lexicons, and norms. Unlike other social media platforms, LinkedIn explicitly brands itself as a professional platform. For small business owners, it’s a critical channel for both customer acquisition and business development.
Learn how to use LinkedIn for your business.
LinkedIn is a professional social network focused on business and employment-related content and connections. LinkedIn was founded in 2002, and as of 2023, the platform has over 900 million members in 200 countries around the world.
Private LinkedIn users rely on the platform to find job opportunities, build their professional networks, build skills, and keep up to date with industry trends. Business owners use it for these purposes as well. They reach prospective customers and bring in new business, build relationships with other professionals in their industry, build their personal brands, and connect with job seekers.
LinkedIn business pages are also known as company pages. You won’t register your company as a user—instead, a real person associated with your business will create a LinkedIn profile and set up your company page. Here’s how:
If you don’t already have a Linkedin account, sign up for one. Make sure your social media manager (or whoever will be responsible for managing your content on a daily basis) does the same.
To set up your business profile, select the “Business” icon in the top right-hand corner of your LinkedIn toolbar and select “Create company page” from the list of options.
To create your page, enter the following information:
Business owners can use LinkedIn to reach new clients, increase brand loyalty by providing value to target customers, acquire new connections, and strengthen their professional networks. These best practices can help you effectively leverage LinkedIn for your business:
Before launching any campaigns or brainstorming posts for your business page, determine your specific goals for your LinkedIn presence. Are you hoping to reach potential customers? Establish a reputation as an expert in your field? Network with other small business owners or seek expert advice on a specific problem?
LinkedIn can help you meet all of these goals. To maximize efficiency, prioritize them according to your existing business and marketing goals. This will help you identify tactics for your immediate needs.
Here are a few tips to optimize your company page for viewers:
Your LinkedIn strategy will be a subset of your social media strategy—and as on all social media platforms, a large and high-quality audience is key to meeting your goals. Here are a few ways to boost your followership:
Whether you plan on repurposing social content from other platforms or creating custom content for LinkedIn, understanding specific features of the platform and algorithm can help you maximize your efforts.
LinkedIn Groups are private communities designed to facilitate discussion around specific industries, interests, or job functions. Small business owners can use them to seek advice, research potential partners or vendors, and build relationships with industry peers.
For example, if you run a direct-to-consumer (DTC) chocolate company, you might join a group called DTC Snack Makers and build relationships with peers in the space. LinkedIn allows you to see the full profiles of other members in the group and send up to 15 free messages a month to other members—even if you’re not otherwise connected.
Take note, however, not all groups are created equal. Before joining, take a spin through the group you’re interested in to see if the members post regularly and earnestly. It won’t be a fruitful experience if it’s a dead zone or the posts are mostly spam.
In contrast with LinkedIn Groups, publishing circles are informal content-sharing arrangements you form with other business owners rather than through a designated platform feature. It works similarly to Instagram pods, a strategy where influencers join together to share content and boost engagement. LinkedIn’s algorithm prioritizes content based on clarity, quality, recency, and engagement, and with a LinkedIn publishing group, all of these factors are in your control. Here’s how it works:
These LinkedIn marketing strategies can help you generate new business:
Yes. The only thing you need to create a LinkedIn business profile is a personal profile on the platform.
No. To post sponsored content, you need to create a free company page.
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