This document provides guidance on setting up and optimizing a LinkedIn Company Page for B2B marketing purposes. It discusses how over 225 million professionals follow more than 2.7 million companies on LinkedIn and view Company Pages to learn about brands, compare products and services, and find job opportunities. The document outlines the key sections of a Company Page including the Overview, Careers, Products & Services, and Analytics tabs and provides tips on how to populate each section with engaging content. It also offers best practices for promoting the Company Page such as embedding follow buttons on websites and mentioning the page in communications.

1. B 2 B M A R K E T I N G E B O O K
Making
Connections
with
B2BLinkedIn
CompanyPage
Your

2. 1
IsYourB2BCompanyPage
MakingaGoodImpression?
Over225millionprofessionalsarefollowingmorethan2.7millioncompaniesonLinkedIn.
Whenprofessionalswanttoknowmoreaboutyourcompany,theylooktoyourCompany
PageonLinkedIn.Theyfollowyoufornewdevelopments,tocompareproductsandservices,
trackbusinessopportunitiesorseeknewjobopenings.Inshort,yourCompanyPageoffers
tools to bring your brand to life.

3. 2
WhyDoesMyB2BCompany
NeedaLinkedInCompanyPage?
YourCompanyPageisyouranchoronLinkedInandtheplaceforprofessionalstogoto
learnaboutyourcompany,yourcultureandyourproductsandservices.You can provide
your most relevant and tailored message to your prospective customers.

4. 3
WhyDoesMyB2BCompanyNeedaLinkedInCompanyPage?(continued)
Youcanalsoengageyourfollowers
viaupdates,breakingnews,blog
posts,videos,specialoffersandmore.
Theword-of-mouthrecommendations
from friends, peers and colleagues
add more weight than your corporate
marketing messages.When you promote
and curate these recommendations,
youcanshowcasethemostcredibleand
authenticendorsementsofyourbrand.
YourCareersTabisagatewaytosavvy
jobseekers. You can introduce themto
yourcultureandemploymentprocess and
highlightyourmostrelevantjobsbasedon
theviewer’sprofessionalbackground.

5. Your Company Page can be viewer-aware with the content filtered by the viewer’s
experience and interest, as well as network-aware so they can see who in their networks
works at your company or recommends your products and services.
4
WhatContentGoes
onMyCompanyPage?

6. 5
Your Company Page is Made of 4Tabs:
Overview, Careers, Products & Services and Analytics.
Let’s look at each of these separately.
OverviewTab - This tab provides a friendly introduction of your brand. Here viewers can
see everyone in their network that works at your company, your company’s blog posts
andTwitterfeeds.
CareersTab-Thistaballowsyoutointeractwithmillionsofpassiveandactivejobseekers
on LinkedIn. Enhanced Silver or Gold Pages add features for additional content and
targeting your job postings to specific audiences.
Products&ServicesTab-Catchtheeyeofprospectivecustomersbyhighlightingproducts
and services that are relevant to them.Viewers also see how many recommendations
come from within their network.
AnalyticsTab - Only you see this tab as the administrator of your Company Page.
Use this information to understand your follower base by who they are, what they
do and what products and service interest them.

7. Introduce
YourCompany
6
Member’sNetwork
atYourCompany
CompanyStatusUpdate
FollowCompany
DataSummary
TwitterFeeds&Blogs
Overviewof
YourCompany

8. Showcase
WhatYouDo
7
FeaturedProducts
byAudience
DisplayBanner
FollowCompany
Network-AwareModule
ofRecommendations
ProductVideo
ProductListing

9. BuildYour
Employment
Brand
8
RecruiterContacts
DisplayBanner
EmploymentVideo
Benefits
CustomContent
Modules
EmploymentSpotlight

10. GainInsight
AboutYour
Following
9
MemberVisits
byIndustry
Interactionswith
YourCompanyPage
UniqueVisitorsCompared
toSimilarCompanies

11. ThereareplentyofwaysformemberstoorganicallydiscoveryourCompanypagewhile
theyaredoingresearchorsearchingonLinkedIn.YourCompanypagewillalwaysappear
when a member types in your company’s name in the search box, if they hover over your
company name on profiles, receive notification when one of the members in their
network recommends you
and other actions.
Discoveryof
YourCompanyPage
10

12. Discoveryof YourCompanyPage(continued)
Youcanalsogrowyourfollowersandincreaseyourrecommendations
throughafewsimplesteps:
B Embed a“Follow us on LinkedIn”button on your website
C Invite hiring candidates to visit your Company Page for more information
D Add your Company Page URL to outgoing emails and communications
E Mention your Company Page in customer newsletters
F Promote you Company page via email campaigns or advertising
11

13. NeedanInboundLift?
If you’re looking for an agency that can get your B2B content marketing ideas off the ground, look no further.
Give Billy Mitchell a call at 800-265-1244, ext. 227, or reach him online at @mltcreative.com.
Hurry up, though. We can’t wait to get started.
The MLT Creative team brings decades of B2B marketing experience
to building your brands and business. We craft winning programs with
results that matter.
MLTCreativeisanAtlanta-basedB2Bmarketingagency.Foundedbypartners
Billy Mitchell and Glenn Taylor, we are known as the Idea Launch Pad™
for
B2B marketers. MLT Creative services include B2B Content Marketing,
B2B Marketing Strategy, B2B Digital Campaigns, and B2B Design / Branding.
4020 East Ponce de Leon Avenue
Clarkston, GA 30021
www.mltcreative.com
Phone: (404) 292-4502
Fax: (404) 292-4480
12