I hope by now each of you has set up your Company Page on LinkedIn and discovered how important it is to use it! If you don't yet have a LinkedIn company profile, I refer you to here.

Here are the most common mistakes made when running a company profile on LinkedIn:

1. links in profile not linked to company website

You know how LinkedIn lists your company's name under every post you've made (and any previous companies under older posts? The mistake is that these links don't lead to your company page, because they aren't exactly the same as your page name.

The difference can be so small however significant. The profile entry must be exactly the same as the name on the company website.

I have seen examples where key people in the company did not show up on the company website because of this simple mistake.

2. not ensuring that everyone in the company is connected to the company website

From my observations over the years, I'm convinced that many companies, even quite large ones with prestigious brands, devote few resources and little attention to ensuring that all employees have a completed company on their job profiles.

It is important, therefore, to make sure that current and newly hired employees understand that they are expected to include information about their current employment on their job profile and to do so in a way that links to the company website. The broader goal should be to ensure that individual employee profiles are at a level that reflects the best image of the company.

3. having only one administrator for the company website

Not having more than one administrator for your company site is an optimistic approach at best, but fundamentally not wise. It's not even that people get sick, or worse, die and are thus unavailable. People go on vacation. People even leave the company, and then you ask yourself, "Who's going to administer the company page on LinkedIn now?"

So there is no shortage of reasons to have more than one administrator. Believe me, you really don't want to rely on LinkedIn to sort it for you if you haven't bothered to have more than one admin. It's just a few clicks 🙂

4. not checking LinkedIn profiles of departing employees

Understand that when employees leave, they don't always update their profiles, so they may still be displayed on the company website as employees. In some circumstances, this can be very problematic and even quite damaging to your brand. For example, you may even have people who have been fired, but their profile shows them as still employed.

Yes, LinkedIn can fix this, but it's not a process you want to go through. Make them understand during the exit interview that they need to update their profile with the date their employment with your company ended, even or especially if they don't have a new position they are going for.

5. you don't list your products and services on the company website

It's strange, but I've seen it a few times, that companies have gone to some trouble to provide company history and other information on the company website, but have included little or nothing about their products or services. It's as if they have nothing to sell.

My guess is that this is another case of business owners or executives not paying attention to how they are presented on LinkedIn.

6. outdated company page

Your company website and description should always be up-to-date. It should contain keywords about your company and show visitors exactly what your company does.

Include relevant keywords in your description and be concise in your message. Be sure to include links to the profiles of all your team members. Business pages on LinkedIn with outdated descriptions or content are much less visible than companies with updated pages.

Don't forget to make your content engaging, interesting and helpful. When potential customers or other companies see your company page, your content will determine whether or not they show interest in your brand. Remember to make the most of a professional LinkedIn page that showcases your brand, expertise and experience.

7. forgetting the importance of SEO

Believe it or not, but SEO plays a significant role in how people view a page on LinkedIn. Your company description should include strong keywords that will help it rank better on Google and LinkedIn.

This way, people searching for keywords related to your company are more likely to see your site, which will help increase your reach and bring your business to potential customers.

When you boost SEO on your LinkedIn page, you increase the chances that LinkedIn members and search engine browsers will see you.

8. no regular posts

LinkedIn has more than 60 million visitors each month. When you post company updates, articles, announcements and more, it helps start a conversation and engage directly with your target audience.

Publishing content regularly gives you a better chance of appearing in front of an audience that can share it on their sites or other platforms. When other people share your content, it expands your reach and reaches even more potential customers and thought leaders in your industry.

9. lack of networking

Never underestimate the importance of LinkedIn connections on your personal LinkedIn page.

When you connect with other entrepreneurs and companies in your field, you expand your network and have a better chance of appearing in search results.

More connections means more visibility, which also means increased exposure. Every time you publish a post or update, your connection receives a notification, which means you can reach a wide range of people and other businesses.

You can also use your personal connections to help build your business page. A couple of ways you can do this is by inviting your personal connections to follow your business/business page, or you can repost and share your thoughts on business posts on your personal page. Both of these methods are great for building traffic to your business page.

10. no photos or branding

Brand awareness is key when it comes to LinkedIn. A company page with high-quality photos, images and branding will make it look more credible, which will help you build your online presence.

Use eye-catching images and banners that are engaging, and remember that people are visual creatures. They retain visual information much better than written content.

12. lack of optimization of company page on LinkedIn

Optimizing a company page on LinkedIn requires more than making sure all the fields are filled in, although that's part of it, too.

The idea is to look at your site as a potential customer or job candidate and see if you are taking every opportunity to tell them your brand story.

13. no company-wide LinkedIn policy

To be fair, every company should have some form of social media policy that sets expectations for at least public employees and how they should behave on social media that makes sense for both your company and your employees.

But when it comes to LinkedIn, it's especially important to communicate expectations to a company's employees, since most professionals will look for each other on LinkedIn before deciding to do business.

Inadequate presence and/or any damaging communications are like the equivalent of handing out homemade business cards. It affects how potential customers perceive you and your company.

14. prioritizing sales over everything else

As with any social media platform, users largely ignore any brand that focuses solely on selling (and only selling).

Take a look at your content mix and how you engage your followers. Does it all revolve around sales? Can you take a step back and evaluate what content would best meet the needs and interests of your target audience?

Make sure you offer value, not just promotions about a free trial or discount on a service or product. While there is room for sales in general, you need to dilute this amid a content strategy that aims to educate, entertain and inform.

15. disregarding the value of LinkedIn groups

Increasingly, social media is about building online communities around shared interests. LinkedIn groups can help you connect with potential clients and others.

If you're creating a group, think about focusing it on a topic that your target audience is interested in. Think similarly when looking for groups on LinkedIn to join. In this way, you are able to put your knowledge to use where you are reaching people at the right time and place.

With knowledge of these most common mistakes and how to avoid them, your company website will be top notch!