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LinkedIn Pages
Action Plan for Small Businesses
Your LinkedIn Page is the first place members go to learn about your products and services. More than
any other social media platform, members leverage LinkedIn to find business solutions because of the
trusted, professional nature of the community.

By maintaining an active and updated Page that showcases the best of your brand, members will more
easily be able to search, learn, and refer your business to their broader network. We put this guide
together to help you get set up quickly and start growing your business on LinkedIn.

Complete your Page Completed Pages

First, you’ll need to set up your Page and fill out the
“About” tab. This step is crucial, because it establishes
30% get 30% more
weekly views.
your business’s credibility in the online community.

1 Fill out your overview.

Ask yourself these key questions when writing your organization’s description:
• Vision: What future do you want to help create?
• Mission: How will you help create that future?
• Values: What core values support your vision and decision making processes?
• Positioning: What makes your brand different?
• Products/Services: What are your core product & service offerings?

2 Add your logo and cover image.

If you don’t have a logo or cover image, create a free one at Canva.com. Logos should be sized
at 300x300, cover images at 1536x768.

3 Input your organization’s details.

This includes your website, headquarters, office location(s), industry, organization type, and size.
Do this to increase your searchability on the platform.
 Grow your followers
On LinkedIn, we’ve seen that once Pages gain 150 followers, their opportunity for growth
becomes exponential. Follow these best practices and you’ll be on your way.

One Add the LinkedIn “Follow” button to your Link to your Page in all of your marketing
website. You may need to ask your web templates. Consider adding a link to
time developer to implement the plugin, but we your email signature, business cards,
promise it’s easy and worth your while. newsletters, and blogs.

Once a Post content daily. We recommend 1-2 Check your Activity tab. If your Page has
times per day to establish a trusted voice been @mentioned, you can re-share your
day within your community. best mentions to highlight why people
love your brand.

Once a Cross promote your Page on other social Join topical conversation with hashtags.
platforms to reach different audiences. By associating your Page with relevant
week hashtags in your Communities panel,
you can enter a feed and participate in
conversations from the perspective of
your organization.

Once a Switch up the hashtags in your Review your Page analytics. It’s hard to
Communities panel. Based on your gain followers if you’re posting the wrong
month current goals, consider broad (location, content for your audience. Use analytics
etc.), niche (product, etc.), and talent to find out what resonates most and where
branding hashtags. there are opportunity gaps.

Tap into your customers’ networks. Think @mention influencers or other Pages you
of top customers who’d recommend your admire. Share why you admire or want
business, and ask them to post on their to work with them. Avoid being spammy,
network with an @mention of your Page. and make those tagged proud to re-share
Re-share the posts on your Page with a your post with their broader network.
thank you.

Once a Invite your personal connections to follow Research your competitors’ content.
quarter your Page. Starting May 2019, you can use This will help you identify tactics that
the new “Invite to Follow” feature to send are working and whitespace that your
direct follow requests to your network. organization can fill.
Post engaging content
Posting consistent, compelling updates on your Page is key as you acquire and retain followers.
Here are our best practices for sharing the right content for your audience(s).

2X
Pages that post daily
get 2x the member
engagement

• Use the Content Suggestions tool. Here, • Spark conversation to win engagement.
you can discover topics and articles that Ask a thought-provoking question, run a
are trending with your target audience. contest, or host a raffle. Get creative in
the ways you add value.
• Re-share your business’s best @mentions
(find them under the Activity tab). Highlight • Create a monthly content calendar.
the best of your brand by showcasing Review your analytics tab prior to see
mentions from employees, executives, what is performing best.
and key customers.
• Use the 3-2-1 model. Every week, aim to
• Include custom images and videos in publish three pieces of industry-related
your posts. Video is 5x more likely to drive content, two pieces of “proud” content
member engagement than other media (content that make your employees and
types. Keep them short and authentic. community feel good) and just one piece
of product or service-related content.
• Share PowerPoints and PDFs. Upload
visually rich documents to help your • Schedule your posts. Using tools like
followers dive deep on your organization’s Hootsuite, Buffer, or Sprinklr, you can
offerings. schedule all of your content for the
month in one sitting.
Examples from successful small businesses
Sometimes, it’s easier to show than tell. Here are some of our favorite examples of small businesses
leveraging Pages to achieve their growth objectives. Use these examples as thought starters for your Page.

Lead generation Thought leadership

See the post See the post

By leveraging giveaways and contests, Gong.io, a The Female Quotient, a startup focused on workplace
conversation intelligence tech startup based in San equality based in Los Angeles, CA, captures thought
Francisco, CA, drives member engagement and leadership with a video of Unilever’s Chief HR Officer
leads through comments. speaking about gender equality.

Customer spotlight Brand awareness

See the post See the post

Lemonade, a direct-to-consumer insurance startup The Jack Welch Management Institute, an

based in Israel, drives timely awareness of its insurance online MBA institute based in Virginia, promotes
service offerings by showcasing real customer their program by @mentioning a student with an
interactions with their customer service bot, AI Maya. inspiring success story.
Partnership promotion Product innovation

See the post See the post

Plenty Farms, an eco-conscious farming startup Beat Co., a transportation tech startup based
based in San Francisco, @mentions Good Eggs with in Greece, shares an animated GIF that
a custom image to promote the new products carried demonstrates the ease of hailing a ride with its
by their partner retailer. app on the Apple watch.

Audience engagement Talent branding

See the post See the post

Kaggle, a data science services startup based in Bumble, a social networking startup based
San Francisco, posts contests, challenges, and in Texas, shares a video interview with their
niche third-party content to spark conversation HR advisor on what it takes to work for their
and inspire its target audience. organization.
About LinkedIn
LinkedIn operates the world’s largest professional network online,
with more than 600 million members in over 200 countries and
territories. This represents the largest group anywhere of influential,
affluent, and educated people.

Relationships matter
With services and tools provided by LinkedIn Marketing Solutions,
brands build relationships with the world’s professionals by using
accurate targeting to deliver relevant content and communications.
As today’s connected professionals seek out ideas and insights from
the people and brands they trust, marketers use LinkedIn to target
advertising and publish professional content to reach and connect
with them.

To learn more about how to optimize your small business’s LinkedIn

Page, visit: lnkd.in/pagesbp

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