Having a strong presence on LinkedIn is crucial for any business looking to build its brand, connect with customers, and drive engagement. With over 800 million members, LinkedIn is the world’s largest professional network and an incredibly valuable platform for businesses of all sizes. One of the best ways to establish your business on LinkedIn is by creating an eye-catching company page and growing your follower base. But how exactly do you get people to follow your business page on LinkedIn?
Optimize your LinkedIn company page
The first step is making sure your LinkedIn company page looks professional, is completely filled out, and highlights key information about your business. Here are some tips for optimizing your page:
- Include an eye-catching cover photo that represents your brand.
- Display your company logo and make sure it follows LinkedIn’s image guidelines.
- Write an intriguing “About Us” section that describes what your company does.
- Showcase your business’ products and services using photos, videos, SlideShare presentations, etc.
- Provide details like company size, year founded, industry, website URL, and address.
- Add applicable focus areas under “Specialties” such as services, skills, or industries.
Having a complete and polished company page establishes credibility and gives people more reasons to follow your business on LinkedIn.
Leverage your employees’ networks
Once your page is looking sharp, it’s time to start accumulating followers. A great way to do this is by leveraging the networks of your employees who have LinkedIn accounts. Here are some employee-driven tactics:
- Encourage employees to follow your company page and engage with your content.
- Ask employees to endorse your products or services.
- Request employees to share your company status updates with their networks.
- See if employees can get testimonials from clients or partners.
- Have employees promote your page in their email signatures and profiles.
Tapping into the connections of your entire team can help extend your reach and get more eyes on your company page organically.
Post engaging content frequently
Publishing interesting content on a regular basis is one of the best ways to attract and retain more followers. Avoid blasting out pure marketing or sales pitches. Instead, focus on sharing a mix of relevant industry news, company updates, thought leadership content, and behind-the-scenes photos/videos. Here are some types of engaging content to post:
- Thought leadership articles on industry topics.
- Case studies and client success stories.
- Trend reports, research findings, and data/stats.
- Company news like new hires, awards, or milestones.
- Photos from company events or office visits.
- Employee spotlights showcasing your team.
- Funny or inspiring quotes related to your work.
Posting daily is a good goal. Using relevant hashtags also helps surface your content to more viewers. Mixing in both original posts and shares from around the web is an effective strategy.
Interact with your followers
Once you start accumulating followers, be sure to engage with them. Here are some ways to interact:
- Respond to any comments left on your posts in a timely manner.
- Like or share any content posted by your followers.
- Reply to messages received through LinkedIn.
- Check analytics to see which types of posts get the most engagement.
- Ask for feedback or suggestions from your followers.
- Consider hosting a LinkedIn Live video or AMA (Ask Me Anything) session.
LinkedIn is a social network, so focusing on building connections and community around your company page is key. Two-way communication shows followers that you care about them.
Join relevant LinkedIn Groups
LinkedIn Groups based on topics like industries, job functions, or common interests are an excellent way to get in front of more of your target audience. Here are some tips for leveraging Groups:
- Search for and join Groups related to your business or target customers.
- Engage in Group discussions by offering expertise and perspective.
- Share company page posts and content with relevant Groups to increase reach.
- Avoid spammy self-promotion and focus on value-add.
- Consider starting your own Group if existing options are missing the mark.
Actively participating in Groups signals that your company understands the issues and conversations important to your market.
Run LinkedIn ads and campaigns
In addition to organic tactics, consider investing in LinkedIn advertising and marketing campaigns to accelerate follower growth. Here are some of the options:
- Sponsored Content – Pay to amplify your company page posts into the feeds of targeted members who may be interested.
- Text Ads – Display relevant text ads along the side of LinkedIn feeds.
- Dynamic Ads – Highly personalized ads that engage members who have already interacted with your business in some way.
- Message Ads – Send targeted messages to LinkedIn members to drive awareness.
Ad campaigns can help get your LinkedIn company page in front of many more potential followers. Be sure to track conversion metrics to evaluate effectiveness.
Make following your page easy
Finally, make sure it’s easy and frictionless for people to follow your company on LinkedIn. Here are some final tips:
- Add LinkedIn “Follow” buttons to your website, emails, and other marketing materials.
- Showcase your LinkedIn page prominently in online bios and email signatures.
- Link to your LinkedIn page anywhere you can online, such as your Instagram profile.
- Mention that people can follow you on LinkedIn during presentations, webinars, videos, etc.
- Promote page follower contests or giveaways to create a buzz.
The more places you put “Follow us on LinkedIn” buttons and calls-to-action, the easier it will be for people to find and follow your page.
Conclusion
Attracting more followers to your LinkedIn company page can significantly boost your brand presence and enable you to reach new audiences. By optimizing your page, leveraging employees, posting high-quality content consistently, engaging with your followers, joining Groups, running ads, and making it easy to find your page, you can build up an impressive follower base on the world’s largest professional network. Just focus on providing value for your target audience members rather than blasting promotional messages, and your follower growth efforts will pay dividends.