Ever spent a ton of time creating content and posting on LinkedIn only to be disappointed by its reach and engagement? One way to end this frustrating cycle is to increase your LinkedIn company page followers. How? Here are 11 methods you can use including one that will get instant results.
LinkedIn Company Page Best Practice
Before promoting your LinkedIn company page it’s really important to follow LinkedIn company page best practice by making sure it’s up to date and fully complete. You wouldn’t send visitors to a half-finished website so why send them to a half-finished LinkedIn page? The main elements to update include:
- Banner image
- Profile image
- Custom button
- Website URL
- Company size
- Company type
- Phone number
- Founding year
All of these elements can be accessed directly from your page when you are logged in as the admin. For continuity, you should make sure all of the information included here is the same as on your other social media profiles and your website.
Tips For Increasing LinkedIn Company Page Followers
With a fully completed and up to date LinkedIn company page you’re ready to start promoting. These 11 tactics will help you to build an engaged following on your page but it’s important to remember that quality is better than quantity. It’s much better to have a smaller following and high engagement than the other way round.
#1 Post Great Content To Your Page
The key to creating a great social media strategy is to post great content. This is more important than ever for a LinkedIn company page. Your page should be a content hub, a place where visitors come to find great content that educates and informs them. If they like the content you post they will follow your page because they want to see more. It’s as simple as that.
The content that you post can be a mixture of 3rd party content and content from your own website. Many social media marketers follow the 4-1-1 rule which says that for every 6 posts, 4 should be from a 3rd party source, 1 should be from your own blog and 1 should be a promotional post about your products or services.
LinkedIn has a pretty good in-built tool for sourcing 3rd party content which you can find just by clicking on the ‘content’ tab.
#2 Post Content To Your Page Regularly
Posting regularly is just as important as posting great content. LinkedIn states that pages posting at least once a week see a 2x uplift in engagement. The more people engaging with your posts the more reach they will get because your posts will show up in more member feeds.
We recommend posting at least once per day on both your personal LinkedIn profile and your LinkedIn company page. This will further increase your reach and get your page in front of a lot more people. This can mean having to find and create a lot of content. If that’s a struggle you can always engage the services of a content marketing agency to write content for you.
#3 Add a Link To Your Email Signature
Adding a link to your email signature is one of the simplest yet most overlooked ways to increase your LinkedIn company page followers. If you’re emailing someone it’s likely they already have an interest in your business so there’s a good chance they will be interested in following your page.
When the time is right, why not give them a prompt too? ‘I think you would really like the content we’re putting out on our LinkedIn page. You can follow us using the link in my signature.’
#4 Add a Link To Your Website
If you’re attracting website visitors with great content on your website it’s likely they will want to see more. However, it’s much easier for a potential customer to keep up to date with your latest posts and news via social media than coming back and checking your website. That’s why adding a follow button in strategic places on your website is a great strategy for increasing LinkedIn company page followers.
The most common places to add a follow button is in the header and footer but if you’re putting out great content on your blog, why not put a call to action at the end of your blog posts? Something along the lines of ‘Enjoy this post? See when our latest posts go live by following us on LinkedIn’ will get people clicking through and following.
#5 Join Conversations Using Community Hashtags
Community hashtags are a great ways to get your page in front of your target audience because they allow you to like and comment on posts as your page. Each page can follow up to 3 hashtags but don’t feel restricted to following the same 3.
If you set some time aside to go through and comment on posts as your page using these hashtags pick 3, do you work then go back and pick another 3. You can cover a lot of ground using this method and get a lot of coverage that will convert into company page followers.
#6 Use Hashtags In Your Posts
As well as the community hashtags you should be using hashtags in your LinkedIn posts. LinkedIn suggest using 3-5 relevant hashtags and will offer up suggestions based on the content on your post. This will help to increase the reach of your post and grow your followers because your content will be in front of more people in your target audience.
#7 Mention Companies & Influencers In Updates
This is a great method for getting sky-high reach and engagement on your posts. We recently shared a great piece of content that SEMrush has created about marketing podcasts and tagged them to let them know how much we loved it. SEMrush liked our post and commented back. This simple action increased our reach by 1,400% for the day.
#8 Run An Advertising Campaign
All advertising on LinkedIn is run through company pages which is one reason why it’s so important to make sure your page is up to date and complete before carrying out these tactics, including spending precious ad budget.
When you use the LinkedIn advertising platform there are multiple goals that you can choose from for your campaign including awareness, consideration and conversions. If you’re thinking of running LinkedIn ads, within the ‘consideration’ option you should choose ‘engagement’ where the objective are:
- Increase social engagement on your content
- Increase followers on your company page
#9 Publish LinkedIn Articles & Link to Your Page
Using your personal LinkedIn profile you can post articles directly to the LinkedIn platform. These are different from posts as they can be ranked on Google if SEO optimized and are permanently available on the platform. Here’s one I posted about marketing metrics.
Similar to using a call to action in an email or a blog post on your website, include a call to action at the end of your LinkedIn articles too asking people to follow your company page. LinkedIn articles can generate a lot of views so directing people to your page is a great way to build your followers.
#10 Use Analytics To Analyze Page & Post Performance
As we have mentioned, content is key for increasing LinkedIn company page followers. If you’re not posting regular, high-quality content no one is going to follow your page. You should think of social media as an extension of a great content marketing plan. Without the content, you have nothing to post.
With that in mind, you need to know which posts and content are getting your audience excited and engaging. Using the build-in LinkedIn page analytics you can see which content is working and which isn’t. If you see a particular format, such as video is working best then focus your efforts of producing and posting more video. Giving your followers what they want will help you to attract more followers to your page as engagement increases.
#11 *Instant Results* Use The Invite Connections Feature
Finally, there is one method that will get you instant results. This is the ‘Invite Connections’ feature. Admittedly, LinkedIn hasn’t had the best of relationships with this feature. Back in May 2019, it was re-introduced briefly before being dropped a few months later. Because of this, we can’t be sure how long it will be around for this time.
The new feature will certainly help LinkedIn company page owners to increase their LinkedIn company page following. However, it’s worth noting the limitations of the new feature that restricts its usage. Some are carried over from the May 2019 release and some are brand new.
- Only admins with fewer than 500 connections are allowed to send invites to all their contacts using the ‘select all’ feature
- Admins with over 500 connections need to manually select connections to invite
- Only company pages with fewer than 100,000 followers can use the invite connections feature
- Admins with fewer than 3 connections on their personal account don’t have the option available
- Members can only be invited to follow the company page once
In the latest release, a new limitation restricts users to invite a maximum of 50 connections per day.
If you plan to use this feature to increase LinkedIn company page followers (who wouldn’t) you should only invite relevant connections to follow your page. It might look good having 10,000 followers but if there are only 3,000 that are actually interested in your content 70% of your following is redundant and this will skew your reporting metrics.
There are plenty of ways to increase LinkedIn company page followers. An up to date page, great content and regular posting are the foundations of a good social media strategy. These 11 simple but effective tips will help you to grow your page following and ultimately generate more leads and sales for your business.