Can LinkedIn help you market your business?

LinkedIn is one of the biggest marketing platforms in the world; in fact, it is the seventh most popular social media platform. The thing that makes LinkedIn different from other sites is that it is almost always used for professional endeavors. The website is where one can find and apply for jobs, advance their careers, and even interact with businesses. The top five countries that use the platform are The United States, China, Brazil, India and the United Kingdom, which makes sense since these countries generally have the largest business populations. LinkedIn isn't just great for personal marketing or networking; the website is also great for businesses to create deep relationships with their employees and customers. If you are running a business and have no idea how to create a page on LinkedIn, don't worry; you've come to the right place because today, I'll talk about the types of pages someone can make on LinkedIn and what they do. Here are the five types of pages and descriptions of each one: 

* note: All this information is sourced from the textbook The Essentials of Social Media Marketing by Michelle Charello. You can refer to this book if you need further information.

Company page:

A Company Page is the first thing customers will see about a company and how they can interact with your business. Of course, the page can be used to interact with and attract your target audience. Still, the Company Page is also where professionals can get insight into a company they may be interested in. Another reason the page is beneficial is that people can search for and apply for jobs directly on the company page instead of going to the website, saving a lot of time for people with busy schedules. After creating the page, optimizing the profile by adding a cover image and profile picture is best. It is recommended that your brand use the logo as your profile picture so people can best recognize the company when searching for businesses and jobs. 

Pages Messaging: 

In 2023, LinkedIn created a new feature that allows users to send and receive messages from companies, ultimately enhancing professional interactions between consumers and businesses. Pages Messaging helps customers reach out to brands about products, services, or opportunities they may be interested in. 

Showcase page:

The showcase page is an extension of LinkedIn company pages that allows businesses to create specific pages dedicated to promoting products, business lines, and company initiatives. Brands can create showcase pages if they are trying to boost a product with a specific target audience. By doing this, your company can avoid posting all its content on a single company page, which would likely reach a broad audience instead of targeting the intended audience. 

Product page:

This is a page where companies can post information about specific products they are selling, as well as post videos and photos and gather customer reviews about those items. The product page also connects the company's products with LinkedIn's professional network to help generate the most outreach possible. 

Career page:

The career page is embedded within the company page and is used to highlight job opportunities to candidates. Career pages can personalize job recommendations based on interests, location, and current job title. This page is also helpful because it allows candidates to understand how the company works and its culture through videos, pictures, and direct messaging. A life tab on the page gives people a way to look into employee life (how they are treated, the company leaders, and testimonials from employees who currently work at the company). 

My Company:

The My Company tab is a page strictly used for employees to interact with one another. This tab was created in 2020 as a response to COVID-19, and its purpose was to keep employees engaged with each other and the company while having to be remote. According to the textbook, "LinkedIn reports that employees are 60% more likely to engage with posts from coworkers and 14 times more likely to share their organization's post content". This is a great page to have so that employees can get to know one another better if their job requires them to be remote. 

These descriptions helped you understand LinkedIn's various pages and how they can help you market your business. These are all great tools for increasing brand awareness and creating a stronger customer connection. I wish you the best of luck on your marketing journey with LinkedIn!