A LinkedIn Company Page is important for multiple reasons. It is a place for a business to share its story and present the company image to potential customers. It gives the company an opportunity to advertise its products or services externally while also helping to showcase internal connections. Therefore, it is important that this page represent the business to its fullest potential as it’s often the first impression a potential customer will have of the company.

As I am continuing to learn more about LinkedIn, I decided to educate myself more on Company Pages. I ran across the Inc.com article, “How to Launch a LinkedIn Company Page.” While I thought this article offered great advice on starting a Company Page, I’ve realized that there are some less common, but more strategic, ways in which a company can use LinkedIn to help its business grow. Here are three tools that a company can apply to help maximize its LinkedIn presence:

Collect Customer Recommendations: Similar to the recommendations application on a personal LinkedIn profile, a business can have its customers recommend services on LinkedIn. These references are visible to the public, so when potential customers are reviewing the company’s page, they are able to read these recommendations. This service can provide a huge advantage for the company because it is a free way to build the brand name and gain customer confidence in the services. What’s the best way of getting these recommendations? A good place to start is by asking your close friends who have used your service in the past. Also, help others out by writing recommendations on pages of companies with which you have worked. A recommendation doesn’t have to be long, and the more you write for others, the more you are likely to receive.

Company Advertising: Company advertising on LinkedIn can be a very effective mechanism. Companies are able to direct its advertisement(s) to a very concentrated group which can be selected based on the job position or a particular set of demographics that the company wishes to reach. The downside, however, is that there is a cost. There are two ways you can pay for ads on LinkedIn: pay-per-click and pay-per-1000 impressions. With pay-per-click, there is a set charge each time someone clicks on your ad, but in order to avoid extensive costs, you can decide on a maximum number of clicks per day to stay within a reasonable budget. With the pay-per-1000 impressions method, the company will pay a set price per 1000 times the ad is shown, regardless of the number of times the ad is clicked. Which method makes the most sense? Unfortunately, there is no right answer. Much of the decision depends on what you are trying to accomplish and what you can afford. Establish an objective and budget and run the math for both options to help determine which type will be most effective.

Incorporation of Links: Include links on your LinkedIn Company Page that connect viewers to other company information on the Internet. This facilitates and encourages potential new customers to continue reading about your company and it is essentially a free form of advertising. First and foremost, be sure to include links to your company’s Twitter, Facebook, blog and other social media sites related to the company that give off a positive impression and help educate potential customers.

LinkedIn Company Pages have a lot to offer businesses, but the trick is to understand how to utilize them properly. Although the basic components of a Company Page are a great place to start, in order to step out of the crowd and get more attention, it is important to go above and beyond the standards. Try experimenting with the tips listed above and see how your Company Page can grow.

For more information on LinkedIn Company Pages, visit http://learn.linkedin.com/company-pages/