You only get one chance to make a first impression.
LinkedIn boasts a network of over 930 million users across more than 200 countries. That’s a lot of potential connections and B2B lead generation opportunities for your business.
To capture their attention, it’s imperative to create a LinkedIn company page that makes an impact. Anyone who views your page should be left with a clear vision of who you are as a company, what you do, and why you do it.
The best way to do this is through a powerful “About Us” section.
Your 6-Step Blueprint for a Top-Notch LinkedIn “About Us” Section
Done right, the “About Us” section of your LinkedIn company page is an invaluable asset to your sales and marketing teams. Think of this as your virtual “elevator pitch” to those 930 million LinkedIn members.
1. Intentionally target your target market
Keep your target market in mind as you write the copy for your LinkedIn page. It can help to think of your best client (that one you wish all your other clients were just like). Then write as though you are speaking directly to them.
2. Use your SEO keywords
Data increasingly shows how important an active and intentional social media presence is in an overall SEO strategy. You want to be sure you are using your social platforms to mirror the strategy you have for your targeted keywords on your website.
Your website and social media pages should be working towards the same goal: getting your content in front of your target audience. It is important to include your primary keywords on social platforms in a way that feels natural and to avoid “keyword stuffing” or trying to shoehorn words into the text just so they’re included. This can negatively impact your SEO.
3. Add the right links
Another important element of your About section should be a link back to your main website. Take them right to your homepage and show them why you are the best at what you do. Don’t forget to include links to your social pages on your website as well. We want the traffic to flow both ways!
4. Hit the length sweet spot
Unlike your website, there is a character limit for this part of your LinkedIn profile. You want to keep it within the 2,000-character limit.
I know how hard it can be to say everything you’d like the world to know about your company with a content cap, but I’ll make it easy for you. Answer the question everyone who visits your page for the first time will be asking themselves: Why should I connect with you?
5. Write a snappy tagline
A tagline is exactly what it sounds like – a concise phrase that echoes the core of your company’s mission and values. You want a tagline that is short and memorable.
Maybe you use a pun, maybe you make it clever, or maybe you just get right down to the heart of what you do and how it impacts your clients.
6. Include engaging visuals
There is a reason we have specific attire we wear when we go in for a job interview – to leave a good first impression. The 4 visual elements below are just as important in creating a positive impact on a visitor as the copy you use.
1. Company Logo
You are proud of your company, right? Of course you are!
Show off your company by using your logo as the profile image.
- Do: Use a source file for the logo, not a photo taken of the logo or the logo on company shirts.
- Don’t: Use an image that is too small. Increasing the size of an image too much can distort it, leaving it pixelated and illegible.
2. Header Photo
The header photo is a great place to include a team photo or to reiterate the tagline we mentioned earlier.
This section can be updated often to reflect the content you are putting out.
For example, if a cybersecurity provider was doing a big push on the importance of protecting yourself from phishing, they could create a graphic for the header that aligned with the marketing.
3. Special Graphics
Are you speaking at a conference, hosting an event, or running a special for new clients? You can add a graphic for that!
Just be careful to avoid advertising too strongly.
Remember, your target audience wants to know about your company and why they should do business with you.
Swap stock images for real moments. Maybe it’s your team brainstorming over lunch or a snippet from a company event.
Let these images offer a sneak peek into your company’s day-to-day, revealing the authentic pulse of your brand.
4 Positive Impacts of a Stellar LinkedIn Company Page
LinkedIn’s influence on B2B decision makers is undeniable. It’s not just a social media profile. It’s a platform designed to showcase your brand’s offerings and the impact they can have.
1. Paves the way for B2B lead generation
LinkedIn stands out as a hub where business professionals can foster meaningful connections. An optimized company page acts as a B2B lead magnet, drawing potential clients and partners towards your company and your offerings.
2. Boosts brand credibility
Your LinkedIn page serves as a window into your company’s core values, culture, and capabilities. A thoughtfully crafted “About Us” section paves the way for establishing your brand as an industry authority.
3. Simplifies employee recruitment
The modern workforce, especially top talents, are discerning. They seek employers with values and cultures that align with theirs. Your LinkedIn profile offers a snapshot into your company’s culture, work ethos, and the satisfaction of your current team.
4. Establishes you as a thought leader
The beauty of LinkedIn lies in its members – a tapestry of professionals, decision-makers, and influencers all on one platform looking to connect with other professionals. When you start to publish content that establishes you as a thought leader in your industry, your target audience will notice.
Make Your LinkedIn Company Page Your Secret Weapon
Building your presence on LinkedIn is a journey, not a destination. The “About Us” section is a key piece, but every detail of your profile paints a picture of your business.
For those of you looking for a deeper dive into how to create a LinkedIn company page, I suggest you watch the recording of 5 Steps To Make Your Company LinkedIn Page Your Secret Weapon.
On LinkedIn, it’s not enough just to be there
It’s about forming real connections, building business relationships, and sharing your unique story. Business leaders should be tapping into the power of this platform.
If you have questions about how to integrate LinkedIn and social media into your overall digital marketing strategy, set up a call with KLA right now.
About the Author
Dawnel Wilcox is a digital marketer with a keen business acumen, rooted in her master’s degree in business administration. More than just a social media expert or storyteller, she uses her creative flair to craft compelling and informative content for blogs, ads, and social posts that deeply resonate with audiences.