How to Create a LinkedIn Business Page
As a hotelier, it’s best to always seek new ways to connect with your community. Investing time in creating a LinkedIn business page is an excellent place to start – you can grow a professional network and share your business insights all in one place.
If you’ve never created a business page on LinkedIn before, look no further: we have a complete guide here to get you started.
What Is a LinkedIn Business Page?
A business page is separate from your own personal profile on LinkedIn, though you need a profile before you create a business page. Your personal profile is used primarily to get new connections, share and create posts, and engage with industry professionals and thought leaders within your circle. Your business page will be connected to your profile, giving you a 1:1 connection between your business and your audience.
While many previously perceived LinkedIn as a virtual resume used primarily for job hunting, its role over the course of the global pandemic shifted to allow business professionals to connect with each other more effectively. Promoting your business on LinkedIn can help you extend your reach to potential clients and partners. You can even add your business to group pages for further industry discussion, opening further opportunities to capture business travelers, as well.
Creating a LinkedIn Business Page
The first thing you’ll need to do to create a business page is click the Work icon on your LinkedIn homepage. From there, you’ll be able to click Create a Company Page. You’ll be able to select from a couple of options depending on the size of your business or whether you want to make a showcase page. For now, simply select a business page that matches the size of your hotel.
Filling Out Business Page Details
Before your business page is ready to be published to the LinkedIn world, you’ll have to be sure to fill out the profile details. Once you have your tagline and Page identity filled out, all that’s left is to select the verification box and create your page!
Now that you’ve created your page, you have “Super Admin” access to it, allowing you to make a number of changes and edits whenever they arise. LinkedIn has a useful post on their Help page about the details you can change once you’ve published your business page.
Most importantly, you’ll want to be sure that you have a profile image and header photo for your business. Your profile image should represent your hotel so searchers can identify what your page is at first glance – a logo using your hotel or brand’s colors works ideally in this situation. LinkedIn header images are a 4:1 ratio: keeping this in mind, decide whether you’d like your header to be a gorgeous, high-resolution image of the front of your property, or if you’d rather try and compile images of your rooms and amenities together in a collage. There are a lot of options, but whatever you choose will set the tone for your audience.
When your business page is all spruced up, all that remains is for you to start developing and posting content for your hotel. If you’re unsure where to start, our blog has resources that will help you understand best practices for posting and capturing business travel.
Business Pages vs. Showcase Pages
Showcase pages act like sub-pages, similar to a landing page on a website. They’re a way for you to segment your audience or highlight special features about your business. For a hotelier, this may mean creating a showcase page for an event you’re hosting. Alternatively, you can create showcase pages to highlight your amenities, especially if you’ve recently updated them. We would recommend using this feature if your hotel property features a sought-after amenity, like a spa, or to highlight your event space as a venue for meetings and weddings.
However, you’ll want to be careful; LinkedIn advises against creating more than ten showcase pages for your business. If you do, you’ll risk over-fragmenting your audience. It’s important to note that Showcase pages have their own unique logo and tagline separate from your regular business page, and they also have unique URLs. To make the most of your LinkedIn page, monitor engagement on posts from your main business page first. Then, you can decide if making a showcase page is right for you.
Claiming an Existing Page and Adding Admins
In the event that you search your business on LinkedIn and find that it already has a business page, don’t panic – LinkedIn makes listing pages for corporations so their users have the ability to list them under their profile for work experience. At the top of the listing page, you’ll see a banner that notates it was created by LinkedIn, which means you can claim the page if you’re eligible to become an Admin. If your page has already been claimed, you’ll need to reach out to the current Admin to request access.
Claiming an existing page takes away time from page setup and helps you retain existing followers, allowing you to devote more energy toward updating the page online and developing posts to share while you build up your LinkedIn network.
If you’ve never used LinkedIn before, this process can feel overwhelming. Our social media team at Travel Media Group is here to help you get your page off the ground. We help you develop and schedule content designed to help you capture and attract more business and corporate travel to your hotel as the industry recovers.
To learn more about how our social media program can help you market your hotel, visit our services page.