20 Ways to Grow Your LinkedIn Company Page

Welcome to all of this week's new subscribers to The Link Tank?? newsletter; my newsletter always focuses on the practical: Real, implementable strategies to increase your LinkedIn ROI,?sometimes focusing on the what but?always?focusing on the how.

Having had 2 emails in my inbox this week asking how people can grow their company pages, this week I'm focusing on how to drive traffic to and gain more followers of your company page.

A LinkedIn company profile indeed takes a lot more work to establish an audience than a personal brand. Why? The algorithm gives more weight to human-generated material than to page-generated content.

This is common knowledge, but there are a number of strategies that you or your social media manager may use to increase the number of LinkedIn followers of their page. I have compiled 20 tried-and-tested methods to help you get there. While you should expect to see results from some of these initiatives right away, others may require consistent work over several months.

Are you prepared to venture into this new territory? Okay, then let's get started!

1. Harness the Influence of Visuals

Visual content captivates audiences, with images and videos becoming increasingly vital. Incorporate native videos on your LinkedIn company page, experimenting with varying lengths. Curate captivating images for updates, aiming for optimal dimensions of 1200x627 pixels. Use custom, brand-specific visuals instead of generic stock photography to reflect your company's unique identity. Platforms like Canva and Pixlr can assist in creating eye-catching graphics. Refresh your cover image every six months to showcase different aspects of your brand and maintain a dynamic presence.

2. Embrace the Art of Brevity

Brevity is crucial in social media. Craft updates that are concise yet impactful, ideally within 150 characters. Infuse personality by posing thought-provoking questions and highlighting key content aspects. Address your audience directly to foster a sense of connection and engagement. For instance, ask, "Tech marketers, share your thoughts on the future of VR. Is it gaining traction within your industry?"

3. Adopt the 4-1-1 Rule

For every self-promotional post, share one update from an external source and four pieces of content authored by others. This approach transforms your feed into a hub of diverse perspectives, prioritising audience needs over self-promotion and positioning your LinkedIn company page as a trusted resource for insightful information.

4. Leverage Tracking Links

Enhance your LinkedIn analytics by incorporating tracking codes (eg. Bitly ) at the end of your links. This practice allows you to accurately trace the origin of traffic to your website from individual updates, underscoring LinkedIn’s value as a strategic marketing asset.

5. Embrace the Power of Linkless Posts

While posts with links generally see higher engagement, occasional linkless posts can also be effective. These posts stand out amidst linked content and often spark introspection or discourse, attracting high engagement. Strike a balance between linked and linkless posts to maintain variety.

6. Utilise Showcase Pages

Create dedicated Showcase Pages for distinct audience segments with unique value propositions. Showcase Pages facilitate targeted updates, creating personalised feeds for different audience segments, and enable you to monitor and nurture the growth of unique audiences effectively.

7. Harness the Power of SEO

Optimise your LinkedIn company page by integrating relevant keywords throughout your profile. Conduct keyword research to identify terms and phrases your target audience frequently searches for. Incorporate these keywords into your company description, posts, and updates to improve discoverability and search engine optimisation.

I suggest that you use Keyword Research Tools eg.

• 谷歌 Keyword Planner: Enter your seed keywords to get suggestions, search volume data, and competition levels.
• Ahref s or Semrush : These tools provide in-depth keyword analysis, including search volume, keyword difficulty, and competitive analysis.
• Ubersuggest : Offers keyword suggestions, search volume, and competition data.

8. Embrace the Power of Hashtags

Integrate relevant hashtags to enhance discoverability and signal specific content topics to your audience. This increases findability and fosters connections with existing communities. Create branded hashtags for themed content initiatives, making it easy for your audience to engage with related content.

eg. #shareUBS

9. Engage & Actively Respond to Comments

Engage with your audience by posing questions and actively responding to comments. Prioritise comments where your input adds value, transforming your LinkedIn presence into a dynamic, people-centric space that fosters meaningful connections. Express gratitude to those who engage with your content and personalise replies using the @mention feature.

10. Mobilise Your Entire Team

Involve executives, subject matter experts, and employees from various disciplines in your LinkedIn strategy. Encourage them to reshare notable mentions and LinkedIn content, amplifying their voices and leveraging their networks. Use the "My Company" tab to foster internal engagement within a trusted, employee-only community.

11. Establish a Newsletter

Create a Newsletter when publishing an Article from your LinkedIn presence. This feature offers options for title, description, logo, and cadence. Align the content with your brand community's interests to attract and engage a qualified audience. Regularly analyse performance metrics to refine future editions and shape your broader LinkedIn content strategy.

12. Amplify Your Top-Performing Posts

Boost the visibility of your best-performing posts through paid promotion, ensuring your content reaches beyond existing followers. Utilise LinkedIn's targeting features to connect with a demographically similar yet broader audience, enhancing brand awareness and fostering trust and credibility.

13. Optimise Your LinkedIn Profile

Ensure your LinkedIn profile is visually appealing and informative. Use high-quality headshot and banner images, craft a compelling description, and include relevant links to your website and other social media profiles. Upload photos and videos showcasing your company culture, and customise your LinkedIn URL to incorporate your company name.

eg. https://www.dhirubhai.net/company/trevisan-linkedinmarketing-linkedin-training-employeeadvocacy/?viewAsMember=true

linkedin.com/company/trevisan-linkedinmarketing-linkedin-training-employeeadvocacy/

14. Post Valuable Content Consistently

Consistency is key to building an engaged audience. Aim to post 2-3 times per week, varying content formats to cater to diverse preferences. Focus on creating educational and informative posts that provide tangible value. Consider incorporating LinkedIn Live sessions for real-time interactions.

15. Use the Follow Page Feature

Rather than relying on complete strangers with no background in your industry, you can tap into the networks of your employees—those who know and trust them. Your daily invitation limit is 100.

When you invite someone to follow a LinkedIn Page, you can view or cancel the sent invitations at any time. Cancelling an invitation doesn’t return the credit to your invitation limit balance, and credits are shared across all admins for the Page.

To view or cancel your sent invitations, go to your Manage invitations page or:

1. Click My Network at the top of your LinkedIn homepage.
2. In the Invitations section, click See all [number] in the upper-right corner.
3. Click Sent.
4. Click Pages.
5. (Optional) Click Withdraw to cancel an invitation.

Important to know

With a Premium Company Page subscription, you can automatically invite members who engaged with your content to follow your Page. Automatic invitations aren’t shown in your Manage invitations page and can’t be withdrawn.

16. Leverage Cross-Promotion

Drive traffic to your LinkedIn presence from all available channels. Incorporate calls-to-action on your website, promote LinkedIn content across various channels, and encourage employees to share updates. This integrated approach maximises the impact of your efforts.

17. Add a Link to your Company Page to Everyone’s Email Signatures & Your Website

A subtle link to your business page would be ideal here as you are currently interacting with potential and current clients.

18. Analyse Performance and Optimise

Utilise LinkedIn's analytics tools to track key metrics and refine your strategy. Conduct A/B tests on various content elements, optimise your LinkedIn Audiences based on insights, and consider advanced third-party segmentation tools to target relevant prospects.

19. Leverage Your Network, Employees & Employee Advocacy

Check that everyone in your team(s) has linkedin their profiles to the correct company page. It may seem like a no-brainer, but a lot of firms have workers whose LinkedIn accounts aren't linked to your corporate page. It's mutually beneficial to recommend that people add this information to their profiles. While it's great for their professional development, it could mean more organic traffic and followers for your business page.

???? Solidify Your Executive Social Media Programme and Employee Advocacy When staff participate in an employee advocacy programme, they are encouraged to use their personal social media accounts to promote the company.

One effective strategy for expanding your business is to use employees as "brand ambassadors" to increase engagement and visibility on LinkedIn. You may combine the two most powerful marketing tools—the reach of social media and the power of referrals—by launching an employee advocacy programme on LinkedIn.

In addition, establish an executive social media programme and make use of your executive teams' personal LinkedIn pages. Executives play a dual role as advocates for the company's image and leaders in the industry, establishing credibility and trust while reaching a wider audience than the average worker.

• Verify that all individuals' profiles are current.
• Make resources available to your staff by creating templates.
• Teach your staff to speak positively about the business (i.e., to keep the brand voice consistent).
• Give your employees a platform to showcase their work, initiatives, and accomplishments.

Contact me directly for more details on setting up LinkedIn training and and / or a bespoke employee advocacy programme : https://www.trevisanconsulting.com/corporate-training/

20. Notify Employees of New Posts

When you publish on your LinkedIn company page, all of your employees whose accounts are connected will receive a notification. This is a built-in feature of LinkedIn. One other way to make your post stand out is to put the links in Slack and tag the entire channel.

Conclusion

Growing your LinkedIn presence requires a multifaceted approach, combining strategic content creation, audience engagement, employee advocacy and data-driven optimisation. How long does it take? Organically, it is a slow and steady approach which will reap its long-term rewards.

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#businessdevelopment #LinkedInTraining #EmployeeAdvocacy #investing