Perspectives

How to Optimise Your LinkedIn Company Page: B2B Edition

Share this

LinkedIn is a powerful platform for businesses to reach their target audience, and it is a cornerstone of a strong, omnichannel online presence for B2B brands. LinkedIn is the world’s largest professional network and a hub for industry thought leaders and decision-makers with nearly a billion users as of this writing.

Regardless of your opinion of LinkedIn as a platform (and we’ve heard many!), LinkedIn company pages are seen by current and potential customers, employees and partners. 

That means companies in the B2B space need to have an up-to-date LinkedIn company page that clearly showcases their brand and what they offer. 

Optimising the page is a simple affair. Note: You must be a company page administrator to make these changes. 

Start with a Strong Headline and Summary

The first impression your LinkedIn company page presents matters a lot. Your headline can make or break your chances of visitors reading what you have to say in your summary in the About section. 

We are big fans of being clear over being clever in LinkedIn headlines — or any above-the-fold copy for that matter. Use relevant keywords and phrases your target audience will likely search for, and keep it brief and informative. 

Here are some headlines we like: 

2C2P: We are a full-suite payments platform trusted by global businesses. 

Refine Labs: We innovate your revenue engine the way you innovate your product 

6sense: 6sense Revenue AI™ reimagines the way revenue teams create, manage and convert pipeline into revenue. 

HubSpot: The easy-to-use CRM to scale your business. 

Here are a few that we believe tried to be a little too clever: 

Gong: The Revenue Intelligence Platform. 

Monday.com: The Work OS that gives everyone the power to build and improve the way their organisation runs. 

For your company summary, the About > Overview > Description copy should match your website’s positioning copy so you have a consistent online brand tone. You have up to 2,000 characters to play with. 

The About > Overview section also lets you add your website URL, information about your company, and up to 20 specialities. The more complete your entry is, the better. 

About > Locations lets you add the street addresses for all your locations or just your headquarters if you prefer.  

Customise Your Cover Image and Company Logo 

Your cover image and company logo are the eye candy that support your headline and summary. 

The logo is, well, your logo. But the cover image can be nearly anything you want it to be. Effective options include a company-branded graphic, a picture of your company headquarters, or an industry-related photo or graphic. 

The recommended image size for the cover is 1128x191pixels, and for the company logo it’s 400×400 pixels. Image format must be PNG or JPG with a maximum file size of 3MB. 

The logo is added via the Edit page > Header > Page info tab. You also have the option to add a custom button to your header at Header > Buttons. We like “Visit Website.” 

The cover image can be edited by clicking on the pencil icon on the left sidebar of your admin page. If you are planning to add text to the cover image, be careful — and experiment. The “title safe” area of the cover image varies not only across devices, but also depends on whether the user is logged in to the platform. 

To give you an idea of the challenges involved, this article is an interesting read. It’s a few years old, but still relevant. 

That said, in B2B land the majority of your page visitors will be on desktop. That presents an opportunity that a few brands have leveraged by adding brand messaging or tactical campaign copy to cover banner.

Here 6sense is plugging an upcoming event.

Regularly Publish Content that Educates and Informs

Your LinkedIn publishing strategy should be a part of your holistic, omnichannel content marketing strategy. It should not live in a silo. 

A well-optimised company page is not a ghost town — it’s active and regularly offers content that’s relevant to your audience. If you are pressed for time or short on ideas, our content team can help

Monitor Your Metrics 

LinkedIn’s analytics tools allow you to track your page’s performance, identify what’s working and what’s not, and then optimise your strategy accordingly. 

When logged in as a page admin, the Analytics page provides you with: 

  • Anonymised data on your company page visitors and their demographics such as job function, seniority and location
  • Page followers by LinkedIn profile name and demographics
  • Content engagement metrics
  • Competitor benchmarking by number of followers and content engagement
  • Employee advocacy metrics

The Competitors tab allows you to add up to 10 competitors and is a great way to see how your social media efforts compare to theirs. 

Employee advocacy and engagement on LinkedIn is important. Important enough that it will be the subject of a future post. People follow other people more than they follow company pages on LinkedIn, so your team’s active presence on the platform can greatly benefit the company. This article from LinkedIn shows how your company page can be used to curate and recommend content for your employees to reshare with their networks. 

Optimising your LinkedIn company page takes a little time and effort, but the rewards can be remarkable. Your LinkedIn company page should rank on the first page of search for your brand name, enhancing discoverability for current and potential customers and employees. 

About the author

The Salween Group Content Studio

The Salween Group Content Studio

The Salween Group Content Studio produces in-depth strategic and creative multimedia content to tell stories that build brands. Founded and managed by award-winning former journalists, we bring global brands to Southeast Asia, and Southeast Asian brands to the world.

Your brand has a story.
Your customers need to hear it.
We'll help you tell it.

Your brand has a story.
Your customers need to hear it. We'll help you tell it.

We are committed to safeguarding the privacy of our website visitors; this policy sets out how we will treat your personal information.

The salweengroup.com website uses cookies. By using our website and agreeing to this policy, you consent to our use of cookies in accordance with the terms of this policy.

1. What information do we collect?

We may collect, store and use the following kinds of personal information:

(a) information about your computer and about your visits to and use of this website (including your IP address, geographical location, browser type and version, operating system, referral source, length of visit, page views and website navigation.

(b) information that you provide to us for the purpose of registering with us.

(c) information that you provide to us for the purpose of subscribing to our website services, email notifications and/or newsletters.

(d) any other information that you choose to send to us; and

(e) other information.

2. Cookies

A cookie consists of a piece of text sent by a web server to a web browser, and stored by the browser. The information is then sent back to the server each time the browser requests a page from the server. This enables the web server to identify and track the web browser.

We use “session” cookies on this website. We will use the session cookies to: keep track of you whilst you navigate the website; and other uses.

Session cookies will be deleted from your computer when you close your browser. Persistent cookies will remain stored on your computer until deleted, or until they reach a specified expiry date.

We use Google Analytics to analyse the use of this website. Google Analytics generates statistical and other information about website use by means of cookies, which are stored on users’ computers. The information generated relating to our website is used to create reports about the use of the website. Google will store this information. Google’s privacy policy is available at: http://www.google.com/privacypolicy.html.

3. Using your personal information

Personal information submitted to us via this website will be used for the purposes specified in this privacy policy or in relevant parts of the website. We may use your personal information to:

(a) administer the website;

(b) improve your browsing experience by personalising the website;

(c) send you general (non-marketing) commercial communications;

(d) send you email notifications that you have specifically requested;

(e) send to you our newsletter and other marketing communications relating to our business or the businesses of carefully selected third parties that we think may be of interest to you by post or, where you have specifically agreed to this, by email or similar technology (you can inform us at any time if you no longer require marketing communications)

(f) provide third parties with statistical information about our users – but this information will not be used to identify any individual user;

(g) deal with enquiries and complaints made by or about you relating to the website; and

(h) other uses.

Where you submit personal information for publication on our website, we will publish and otherwise use that information in accordance with the licence you grant to us.

We will not without your express consent provide your personal information to any third parties for the purpose of direct marketing.

4. Disclosures

We may disclose information about you to any of our employees, officers, agents, suppliers or subcontractors insofar as reasonably necessary for the purposes as set out in this privacy policy.

In addition, we may disclose your personal information:

(a) to the extent that we are required to do so by law;

(b) in connection with any legal proceedings or prospective legal proceedings;

(c) in order to establish, exercise or defend our legal rights (including providing information to others for the purposes of fraud prevention and reducing credit risk);

(d) to the purchaser (or prospective purchaser) of any business or asset that we are (or are contemplating) selling; and

(e) to any person who we reasonably believe may apply to a court or other competent authority for disclosure of that personal information where, in our reasonable opinion, such court or authority would be reasonably likely to order disclosure of that personal information.

Except as provided in this privacy policy, we will not provide your information to third parties.

5. International data transfers

Information that we collect may be stored and processed in and transferred between any of the countries in which we operate in order to enable us to use the information in accordance with this privacy policy.

Information that you provide may be transferred to countries (including the United States, Japan, (and other countries) that do not have data protection laws equivalent to those in force in the European Economic Area.

In addition, personal information that you submit for publication on the website will be published on the internet and may be available, via the internet, around the world. We cannot prevent the use or misuse of such information by others.

You expressly agree to such transfers of personal information.

6. Security of your personal information

We will take reasonable technical and organisational precautions to prevent the loss, misuse or alteration of your personal information.

We will store all the personal information you provide on our secure (password- and firewall-protected) servers. All electronic transactions you make to or receive from us will be encrypted using SSL technology.

Of course, data transmission over the internet is inherently insecure, and we cannot guarantee the security of data sent over the internet.

7. Policy amendments

We may update this privacy policy from time to time by posting a new version on our website. You should check this page occasionally to ensure you are happy with any changes.

We may also notify you of changes to our privacy policy by email.

8. Your rights

You may instruct us to provide you with any personal information we hold about you. Provision of such information will be subject to:

We may withhold such personal information to the extent permitted by law.

You may instruct us not to process your personal information for marketing purposes, by sending an email to us. In practice, you will usually either expressly agree in advance to our use of your personal information for marketing purposes, or we will provide you with an opportunity to opt out of the use of your personal information for marketing purposes.

The website contains links to other websites. We are not responsible for the privacy policies or practices of third-party websites.

9. Updating information

Please let us know if the personal information that we hold about you needs to be corrected or updated.

10. Contact

If you have any questions about this privacy policy or our treatment of your personal information, please write to us by email or by post.

The Data Protection Officer
Salween Group Pte Ltd
143 Cecil Street, #25-01 GB Building, Singapore 069542