LinkedIn is not only the best social media marketing channel for doing business but probably the best marketing channel currently, especially if you’re offering business-to-business (B2B) services. In 2025, LinkedIn Company Pages will become absolute powerhouses for small businesses looking to build their brand, connect with customers, and grow their network. Better still, it’s zero-budget (unless you choose to do paid advertising), with organic reach being much better than on the Meta channels. Let’s dive into how to make your Company Page work harder for your business this year.
1. Getting started: creating your page
First things first – let’s get your page up and running. For a start, this will mean your business will stand out more on your personal profile page as the logo will pull through.
Head to LinkedIn, click on “For Business” (top right) and select “Create a Company Page”. Choose the “Company” option and you’ll be walked through the basics like your business name, website, and industry.
Don’t rush through these next steps; taking your time with them makes the difference between looking like you care and it looking like it was an afterthought.
- Your logo needs to be 300×300 pixels (no stretching or squashing)
- Pick a cover image that tells your brand story at a glance (check out others for inspiration)
- Write your “About” section like you’re chatting over a coffee with someone and telling them about what you do best, not writing your corporate manifesto
- Fill in every single field available, and you’ll make the LinkedIn algorithm happy – pages with complete information get up to 30% more views.
2. Crafting content that actually gets noticed
Please don’t just post job openings and company announcements. In 2025, successful LinkedIn content needs to be a mix of professional insights and personality. Here are a few ideas that are working brilliantly:
- Behind-the-scenes peeks at your company culture
- Employee spotlights (people love seeing the humans behind the business)
- Employee and customer-generated content
- Industry insights and trend analysis
- Turn FAQs into helpful tips
- Customer success stories (with their permission, of course)
- Quick tips and how-tos relevant to your industry
- Polls and questions to spark discussion
Aim to post at least twice a week. The more you post, the more your posts are likely to appear, but remember, quality trumps quantity every time. A thoughtful post once a week is better than daily posts that add no value.
3. Making the most of LinkedIn’s features (including some hidden gems)
LinkedIn’s got some brilliant features that many small businesses aren’t using yet.
Here are the ones worth your time in 2025:
- LinkedIn Newsletters: Perfect for sharing regular industry insights
- Product Pages: Showcase your offerings with customer reviews and detailed features
- Analytics Dashboard: Your best friend for understanding the content that’s resonating and getting results
- Custom CTAs: Update these monthly based on your current business goals
- Content Suggestions Tool: Helps you understand what your audience is interested in
4. Building genuine relationships (because that’s what it’s all about)
Here’s the secret sauce: LinkedIn success isn’t about broadcasting – it’s about connecting. Considerate commenting can be as powerful as posting when it comes to driving people to find out more about you. Try these relationship-building strategies:
- Respond to comments promptly (and meaningfully – no generic “thanks!” or AI-generated comments)
- Join industry groups and participate in discussions
- Share and comment on other businesses’ content (especially your clients and partners)
- Use your Company Page to highlight customer successes and collaborations
- Drive people to sign up for your newsletter to continue the relationship in a space you own
6. Focus on your personal profile too
People like to work and interact with people, not logos, so keep your Company Page as human as possible and make sure you’re also using your personal profile on LinkedIn to network, be helpful and showcase your business and expertise (without being showy-offy. Remember, the goal is fortune, not fame, so drive people to your website and newsletter – a few people doing this is worth more than lots of likes. Train and empower your team (and your customers if they tend to be LinkedIn users) to talk about your business in their own way. Encourage your employees to be themselves and have fun with it and lead by example.
7. Measuring success (without getting lost in the numbers)
LinkedIn provides fantastic analytics, but don’t get overwhelmed. Focus on these key metrics:
- Engagement rate (more important than follower count)
- Click-through rates on your calls-to-action (use trackable URLs)
- Page visitor demographics (are you reaching the right people?)
- Post performance by type (what content works best for yoru audience?)
- Google Analytics referral website traffic (how much is coming from LinkedIn?)
5 top LinkedIn Company Page content creation tips for 2025
- Video content is king – but keep it under 2 minutes
- Use hashtags strategically (3-5 per post maximum)
- Encourage employee advocacy – their networks are golden
- Test different posting times – the old 9-5 rules don’t apply anymore
- Mix professional content with personality – LinkedIn’s not as stuffy as it used to be
Remember, your LinkedIn Company Page isn’t just another social media profile – it’s your business’s professional shopfront in a digital world. Take time to get it right, be consistent with your content, and most importantly, be genuine in your interactions.
Don’t try to do everything at once. Start with the basics, build gradually, and keep what works for your business. After all, the most effective LinkedIn strategy is one you can maintain consistently.
