It's essential to have a presence on the social media platforms that are most relevant for your business. When you manage social media for business, one of the things you want to ensure is that you are building a loyal audience and gaining exposure. Unlike other social media channels, there are limited ways to gain exposure to your LinkedIn Company Page. For example, with Facebook, your business page has a voice of its own. A Facebook page can venture outside of its own network to communicate with other pages, but LinkedIn is very much a stand-alone platform.
So how do you gain more followers on your LinkedIn page? How do people find your page so that they can follow you?
Here are 11 inspiring ideas to gain more traction on your page.
#1 – Ask Employees to Add Your Business to Their Profile
Take a look at your company page and see how many employees you have. Those that are associated with your business will be highlighted here, but you may find that a few may not be (especially if it is a new page). Ask your employees to edit their employment history and tag the correct company page. When employees update their profile to say that they are working for you (or freelancing) they will automatically follow the page.
#2 – Share native videos to your company page
According to LinkedIn, followers who engage with videos on LinkedIn take twice as many “amplification actions” (comments, likes, etc.) as they do on non-video posts. Try to share a minimum of one video a week. Videos shared should be native videos rather than YouTube links.
#3 – Promote your page on other social media channels
Remember to share your company page on Instagram, Facebook, Twitter, TikTok, Clubhouse, etc. You need to tell people that the content you are providing on your LinkedIn company page is a bit different to the other channels – otherwise, why would they follow? Is your content on your LinkedIn company page any different to your Twitter & Facebook content? It should be. Please do not just circulate the same content to all of your platforms. LinkedIn is, of course, a little more “professional” in tone, so gear your content around the latest news and trends in your industry.
#4 – Add the link to your website
I conducted a digital health check recently for a client and found that the link on their website for their LinkedIn page went to an “error” page. I urge you to check your social media links on your website to make sure that they do go to the right place. Many links tend to be directed to a personal profile rather than a company page, so checking is essential.
#5 – Add the link to your email signature
If you haven't added a link to your company page within your email signature – you're missing a trick! (This goes for all of your active social media channels FYI!) With the latest integration tools with Microsoft Office 365 this is relatively easy to do. (We are Mac users, so we simply add a hyperlink within our signatures).
#6 – Consistently share content
What type of content are you providing to your audience? If it is a constant flow of your blog articles and little else, then it's time to think about your LinkedIn content strategy.
- Post a minimum of once a day on the company page
- Add native videos (as previously mentioned)
- Do not always post links. Sometimes a simple graphic with a question will evoke conversation
- Be topical – what is trending in your industry today?
- Have a look at websites such as www.onthisday.com or www.daysoftheyear.com
- Share a selection of your posts from the company page onto your personal profile.
- Ask your employees/freelancers if they will regularly share your content.
#7 – Limit the self-promotion
Try to avoid promoting your own products and services more than 20% of the time. Abide by the 80/20 rule and you can't go wrong. If you are using words like “our” “us” “we” in your updates then you know that this is “promotional” content. I challenge you to take a look at the last ten posts on your LinkedIn company page and see how many of them are promotional posts. If it is more than 2/10 then it is time to look at your content strategy.
#8 – Is your company profile complete?
Did you know that LinkedIn shows a preference for completed bios in the on-site search? Make sure yours is 100% complete. Fill in every available option, including descriptions, YouTube channels, Categories, etc. Tick every box!
#9 – Use the Free Targeted Audience feature
Did you know that you can now ensure that your content is shown to the right audience? Using the targeted audience feature (which is free), you can really tailor your content for a specific demographic. (If your business is operating on an international basis – you definitely need to look into this!)
#10 – Send an Envelope Campaign
This technique was worked its magic for many of our clients LinkedIn company pages. If you are keen to increase your numbers dramatically over a short period of time, then a branded LinkedIn envelope campaign is certainly one of the most effective strategies to use. The key is to make sure that the envelope invitation is created in LinkedIn's colours and not your own colours.
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#11 – Optimise the first 156 characters of your About Us area
When looking at a company page, many people rarely click “see more”, therefore it is important to grab the attention of your audience in the first sentence of your about us area. Addressing the needs of the potential follower (your potential prospect) is essential, as is writing with customer-focused language.
Linkedin company pages are a slow burn. They're slow to grow and exposure is limited in comparison with other social media channels – but they're also high value (especially for B2B and service businesses), so implementing any type of strategy to ensure that more people view your content is crucial. I hope the above points are helpful.