Do you really need two pages on LinkedIn? For many business owners looking to develop business, the answer is yes.
Certainly you need a company page, explaining everything prospects and customers need to know about your product or service. It has become almost a given that after prospects view your website they will check you out on LinkedIn. You need to have your company page look presentable when they do.
But where can your target audience see further evidence that your business page claims (and website) are credible? Where will they go to see if there is an authentic presence beyond that? This is a job for your personal page.
Here you can put your best foot forward as the force behind the brand. Your passion for your work and relevant knowledge are perfectly showcased here in ways that usually won’t work on the company page or website. It is also a ideal place to connect with referral sources and even investors.
Next are five best practices for taking up the LinkedIn Two-Step: a highly functional, professional presence on two LinkedIn pages..
1. Have Brand Consistency Across Both Pages
Logo and Photo – Best practice involves coordinating the visual design of the two pages. While the company page will have your logo and the personal page will have your personal photo, both pages should coordinate in look and feel to the extent possible within LinkedIn’s parameters.
Cover Image – a similar background image for both pages is an ideal place to convey the connection between the two pages. Short of that, use background images that at least complement your overall branding. Here again, consistency in style ensures that when someone goes from one of your pages to the other, they will still be in the same brand environment, building trust.
Headline – You headline words will probably differ slightly due to the difference in context from one page to the next, but again, we want the headlines to at least seem related to the same brand. For example, if your company page takes the position that your innovation is a cornerstone of client success, your personal profile headline may reference a similar enthusiasm you personally have for the potential of small business applying technology to their processes.
2. Add Distinct, Yet Complimentary Content
Both pages will contribute to the overall impression of the company but in different ways.
The personal page will share industry insights, thought leadership content, and relevant updates related to your field. As a subject matter expert, you can discuss trends, innovative ideas, or challenges in your industry, and your followers will value your perspective. Make sure you mostly stay under the umbrella of the overarching topic(s) for which you want to be known.
The company page will focus on promoting your product/service and creating value for potential users. You can share how-to’s, case studies, product features, and customer success stories. You can also share any press releases or announcements about product updates or milestones. The goal is to attract new customers or clients while reinforcing your brand’s core messages to your current ones.
One benefit of having two pages is sharing some of your best posts between the two. When sharing, check to make sure the post image and description are suitable for a given location. If not, a quick edit of a few words will usually do the trick.
For example, if you company page announces a new feature for your app in the third person, your personal profile description might start out with “I’m excited to inform you that we launch our new feature today.”
3. Don’t Forget the Call To Action
On your personal profile, the Call to Action is much less promotional. You might say “Learn more” or “Let’s connect” if they might like to see more content or go offline to talk further about your ideas and shared information.
On your company page, the Call to Action can range from highly promotional to relationship building. From the transactional “Book an appointment” to “Subscribe to our newsletter” where they can be the first to hear about your company news and learn about your organization values.
4. Define Audience More Precisely
- Personal Profile: Focus on building relationships with professionals who can support your business, including potential investors, mentors, and referral sources. The content should be geared toward business development and thought leadership.
- Company Page: The content should be geared toward users and potential users of your product or service, providing insights on how your product can solve their problems or make their lives easier. This content should also focus on engagement and conversion.
5. Hone Authenticity
While it’s important to maintain a professional image on both pages, your personal profile should reflect more of your authentic self and personal journey as an entrepreneur or business owner. Share your story, why you started your business, and your values to help people connect with you as the individual behind the business. This helps differentiate you as a thought leader, build trust, and make it more interesting to follow you.
Your company page, on the other hand, should focus on your brand’s story and values but with an emphasis on your product or service offerings.This doesn’t mean it has to be dull and undifferentiated from other LinkedIn pages. You can still be original, have a specific tone and voice, and provide helpful content to your audience.
Where to Begin on LinkedIn: Personal Profile or Company Page?
Focusing on both platforms can be overwhelming at first, so choose one. Each approach offers distinct advantages and challenges.
Start with a Personal Profile
Starting with the personal profile page can be easy because you are talking about the topics you know best. Your product, your industry, your work environment, etc. Posting can be as easy as sharing a photo of you speaking at an industry seminar, attending a charity event or interacting with your team. You can also curate and share valuable posts from others that can further position you as a thought leader in your field.
Start with a Company Page
If you’re new to social media posting, initiating with a company page might feel more comfortable than speaking as yourself. While it may take time to adjust, especially in the early months, starting with a company page will help you establish a professional brand presence. Over time, you’ll develop a consistent voice and perspective that resonates with your audience.
A Balanced Approach
Regardless of where you start, the key is to begin. Once you consistently produce 2-3 posts per week, consider expanding to the other LinkedIn platform. The addition of a second page will go more smoothly as you should now be more familiar with LinkedIn’s dynamics. Moreover, you can repurpose content from your initial platform, making it easier to maintain regular posting.
For guidance on optimizing your pages for first impressions, read our blog.
At this point, you have the LinkedIn Two Step: a personal and company page. Like dancing, soon you won’t be noticing your footwork but will be enjoying your time spent. As a bonus: you can finish each day knowing the your “duo” will continue to work for you and your company even when you are offline.
If you need assistance formulating your LinkedIn strategy, reach out for a complimentary consult to kathy@strategiesbykms.com. Follow us on LinkedIn for more insights on thriving on the high profile social media site.
KMS Marketing Strategies’ mission is to lay the foundation for superior business marketing by creating, optimizing and syncing up the best tactics to achieve your business goals. We help professional service providers, entrepreneurs and small business owners.
