Complete guide to LinkedIn Business Manager: Optimize your business profile and see visible results!

LinkedIn is a platform that enables businesses and professionals – large and small – to connect and interact with each other, including potential customers. With LinkedIn Business Manager, you can manage your company profile and access a range of tools to help you create valuable content and engage your target audience. In the following article, we’ll go through all the basics you need to know about setting up and optimizing your LinkedIn Business Manager account.

Table of contents

  1. What is LinkedIn Business Manager?
  2. How to create a LinkedIn Business Manager account
  3. How to add and manage employees
  4. Optimizing your company profile
  5. Tools and features in LinkedIn Business Manager
  6. Get started with content targeting and analytics
  7. Best practices and our experiences – LinkedIn Business Manager account

1. What is LinkedIn Business Manager?

LinkedIn Business Manager is a free platform that helps companies manage their LinkedIn company pages. Business Manager enables you to:

  • Create and optimize your company profile
  • Manage employees and their access levels
  • Target and publish content to specific audiences
  • Follow up on company engagement and performance

2. How to create a LinkedIn Business Manager account

Here is a step-by-step guide on how to set up a LinkedIn Business Manager account:

  • Go to linkedin.com and log in to your personal account.
  • Click “Work” in the top right corner and select “Create a business page”.
  • Select the type of ‘business’ you want to create a page for: Small Business, Medium/Large Business, Educational Institution or Charity.
  • Fill in all the necessary information about your business consisting of; company name, URL, industry, size and location.
  • Upload a profile picture and cover image that represents your company identity and brand.
  • Click “Create page” to complete the process.

3. How to add and manage employees

To add employees to your LinkedIn Business Manager and manage their access levels, follow these steps:

  • Go to your business page and click “Admin tools” in the top right corner.
  • Select “Page admins” from the drop-down menu.
  • Click “Add administrator”. Then search for the employees you want to grant access to.
  • Select the appropriate access level for each employee: Administrator, Editor, Analyst or Recruitment Editor.
  • Click “Save” to confirm the changes.

4. Optimizing your company profile

It is crucial that your company profile is well optimized. This way you increase your likelihood of increased visibility and credibility on LinkedIn. The following tips and tricks ensure that your company profile is well optimized:

  • Use relevant keywords: Include keywords related to your industry and company in your profile text and headings. This helps improve your visibility in LinkedIn searches.
  • Fill in all fields completely: Make sure all fields in your business profile are filled out; including address, phone number, email and website. This gives a professional impression and makes it easier for your target audience to find and contact you.
  • Use targeted images: Choose images that represent your company brand and values and that attract attention. This includes both profile and cover images.
  • Share valuable content: Regularly share content that is relevant to your target audience and addresses the needs they may have. This can include blog posts, videos, easy-to-understand guides and more.

5.Tools and features in LinkedIn Business Manager

LinkedIn Business Manager offers a range of features and tools to help you continuously manage and optimize your company profile:

  • Content template: Create templates for your posts so you can easily create and share consistent content across your site.
  • Audience insights: Provides access to detailed information about your audience, including demographics, interests and behavior. Use this information to personalize your content, including your marketing strategy.
  • Content planning: With a built-in content calendar, you can streamline your work when planning and organizing your posts.
  • Advertising: Create and manage paid ads to reach a larger audience and increase engagement with your content. For example, ads can be targeted to specific segments of your audience.
  • Analytics: Monitor your company page performance and engagement with LinkedIn’s built-in analytics tools. This helps you to adjust your strategy and improve your results and goals.

6. Get started with content targeting and analytics

To ensure your content reaches the right audience and drives engagement, use LinkedIn Business Manager’s targeting and analytics tools:

  • Targeted updates: When you create a post, you can target it to specific segments of your audience based on demographics, interests or other relevant criteria. This ensures that your content is always relevant to those who see it.
  • A/B testing: Test different versions of your posts to find out what works best for your target audience. The following testing includes everything from headlines, images, text, specific calls to action and more.
  • Engagement analytics: Use LinkedIn’s analytics tools to monitor how your content is performing in terms of engagement, including views, clicks, shares and comments. Use this information to customize your content and strategy.

7. Best practices and our experiences – LinkedIn Business Manager account

There are many different ways to maximize the value of your LinkedIn Business Manager account. At Besa Digital, we have found that the following factors help you get the most out of your LinkedIn Business Manager account:

  • Be active and engaged: Share content regularly and be active in conversations and discussions related to your industry. This helps build your company’s credibility and visibility on the platform.
  • Leverage your network: Work with other companies and professionals in your industry to expand your network. This can include joint projects, content collaborations, etc.
  • Keep an eye on the competition: Keep a finger on the pulse of your competitors’ activities on LinkedIn. This way you gain insight into what works for them. As a result, you can analyze how you can differentiate your own strategy from theirs.
  • Measure and optimize: Use the built-in analytics tools to continuously measure your business page performance and engagement. However, it’s not enough to just measure and look at your data. Instead, actively use this data to improve your strategy.

By following the steps above and utilizing the many features and tools LinkedIn Business Manager offers, you can build a strong and engaging company profile that helps you achieve your business goals, including creating a solid and valuable brand.

Conclusion – are you ready to boost your business success?

LinkedIn Business Manager is a super valuable tool that helps companies – big and small – build brands and increase their visibility on LinkedIn. LinkedIn is, in our opinion, underrated and a must-have piece of your overall marketing strategy. If you choose to follow our complete guide, including making sure your LinkedIn Business Manager account is well optimized while actively using the aforementioned features and tools that the platform offers, we can only guarantee that you will be pleasantly surprised. With the right strategy and commitment, LinkedIn can become an invaluable resource for your business and help you build lasting connections with customers, partners, colleagues and others in your industry. If you need help, advice or guidance with your LinkedIn strategy, don’t hesitate to reach out to us. Contact us today and we guarantee that your business will be even more successful on LinkedIn. Our experts are ready to guide you through the entire process and ensure that your company gets the most out of your LinkedIn.

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