How to build extra pages on LinkedIn

B2B Success through LinkedIn Optimisation

Have you ever thought that your business could benefit from a greater presence on LinkedIn? LinkedIn is huge. In fact, it has over 500 million users worldwide! It provides a valuable opportunity for businesses looking to spread the word about their products and services through expertly targeted social media campaigns.

Did you know that LinkedIn can function as a second company website?

Did you know that if you optimise your pages they have a chance of appearing in Google search results?

Now you can add Showcase Pages and Product pages in addition to your main company page. These pages, if properly built, may be the most effective marketing tool you have, increasing your presence and distinguishing your products and services from those of your competitors.

In this blog post, we will cover how to optimise LinkedIn pages for search, as well as increasing presence to help transform any business pages into a marketing machine.

Structure your LinkedIn pages

The first thing to do is to plan out the structure of your Showcase pages.

You can create up to 25 Showcase pages from each company page, however, we recommended you keep the number of pages to a minimum. When creating posts, each one will be page-specific, so all future posts will need to consider which pages it belongs to. Furthermore, followers are page-specific and cannot be transferred or carried over. You can create a post to show-off your new pages, and request they follow them too.

If you are planning to create a Showcase page it must be clear what value this showcase provides for your visitors. Similar to the structure of your website, your company page and showcase pages should be written to target specific keywords.

We recommend you start slowly, as your marketing capacity increases you should look to increase your LinkedIn pages.

Keywords and Hashtags

Identify and use keywords. Keywords are the words and phrases users are searching for online. Keywords are how normal people talk about things related to your business, not what you call your products or services. Think about your key offerings; your industry, location, and specialties.

Whether you’re an SEO specialist or just starting out, this process is only going to take up a couple of hours and will definitely be worth the effort. As you build your keyword list, group them by page. Keywords on each page should be complimentary whilst not conflicting with other pages.

If someone wants to find a Digital Strategist, I’d rather they find our Digital Strategy Showcase page rather than our main Company page, which may be mistaken for being too general.

Hashtags work in the same way, and you should identify 3 for each page. More often than not these are the same as your keywords. We have chosen just two per page, and used the third for our brand name.

Make your pages SEO friendly, don’t spam!

Always write naturally when writing the copy for your pages. Keep on topic for the page and use the keywords you have identified.

Spam is the overuse of specific keywords and phrases as well as inappropriate placement. A short example might read, “If you’re looking for an affordable business vehicle lease, check out our affordable business vehicle lease services. Our business vehicle lease experts are trained to provide quality business vehicle lease advice.” As well a being unpleasant to read, LinkedIn may remove your page from search results!

Name, tagline & Images

When selecting the names for your pages, consider putting your company name up front and then a brief description after it. Keyword research also helps when choosing a name that will resonate with your customers.

A tagline then explains what they can expect. Use up to 120 characters to explain what your page is about, and key benefits. Again – include your main keyword here too.

Branding is important, so make sure you are consistent with your image use across LinkedIn and your website. If you already have a logo designed for your company page, consider using it on the Showcase pages to avoid confusion. You could use a modified version to represent your Showcase page by adding some text.

Image file sizes: Company logo 300×300 pixels (72dpi) and page cover 1128×191 pixels (72dpi). Using a graphic designer to add a professional cover image is well worth the investment.

How are product pages different

Some may already see the new Products Tab on your company’s page in Admin View, but if you don’t, don’t be alarmed – it isn’t available to everyone just yet.

Introduced in December 2020, LinkedIn Product Pages allows brands promote their products in a unique way. You can create up to 35 Product Pages, but each will need to be reviewed before being able to publish. This may take up to 2 weeks.

Right now, product pages are only for B2B Software products. LinkedIn are currently working to expand beyond B2B software, so your page may be held, instead of rejected, and then approved once your product category is available.

As well as Product Name, Description, Category, Logo, Images or Videos and 6 different types of CTA (Call To Actions), LinkedIn offers some interesting features including Job role targeting, Featured customers and Product reviews:

This product is intended for – Job role targeting, up to 10 job titles, for whom your product is intended. You don’t need to do this if your product is for everyone, but it’s useful if you want to get your product seen as particular sector or only senior professionals.

Featured customers – builds social proof by showcasing your valued customers. It is your responsibility to obtain your customers permission to mention their company name and use of their logo, same as you would on your own website.

Product recommendations left by members. With LinkedIn it easy to reach out to your customers for a review. Once the Product Page is published, a member of your team should regularly check and moderate user reviews and ratings.

If you develop a B2B software solution, being an early adopter might be beneficial to you. As LinkedIn updates its algorithm, there will almost certainly be changes to make; as always it’s the early bird that gets the worm.

Final Thoughts

Google crawls LinkedIn just like it crawls your website, by following the same best practices for SEO on LinkedIn as you would do with any web page – including using unique and relevant content – then Google will reward your efforts.

Think about your structure and start slowly. While is hugely beneficial for your SEO, it also increases the amount of work involved to maintain all these pages.

If you need help optimising your LinkedIn company page or any social media marketing for that matter, please get in touch with us via our contact form. We would love to hear from you.

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How to build extra pages on LinkedIn
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