Do you really need both a personal profile and a company page on LinkedIn?

For many business owners, 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 look at your website they will check you out on LinkedIn. You need to have your company page look presentable when they do.

But where will you target audience go to see if there is an authentic presence beyond that? Where can they see further evidence that your business page claims (and website) are credible? 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 great place to connect with referral sources and even investors.

Here are the best practices for having a highly functional, professional presence on two LinkedIn pages: your personal profile and your company page.

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, including the logo and photo, 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 words will problem 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 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 always stay under the umbrella of the overarching topic 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-tos, 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.

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 our company news and learn about your organization values.

4. Defined Audience Customization Needed

• 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 conversion and engagement.

5. Consider Content Sharing and Cross Promotion

Both pages can share information back and forth. Do a quick copy check to make sure the post image and description are suitable for a given location. If not, a quick tweak 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.”

6. 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, builds trust, and makes 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 tone and voice,  be memorable and provide helpful content to your audience.

Where to Begin on LinkedIn: Personal Profile or Company Page?

Embarking on your LinkedIn journey involves a strategic choice: should you start with a personal profile or a company page? Each approach offers distinct advantages and challenges.

Start with the 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 webinar, attending a charity event or interacting with your team. You can also curate and share valuable posts from others that that can 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 transition will be smoother 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 establishing a strong foundation for your two pages, read https://strategiesbykms.com/how-to-optimize-your-linkedin-profiles-first-impression/

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 platform.