The world of business is more interconnected than ever before, and LinkedIn is proud to play a part. With nearly 740 million members across 200+ countries, the platform has evolved to become more than just a portal for job seekers. Today, LinkedIn is the world’s largest professional network and an excellent destination for B2B marketing.
The LinkedIn Page is your organization’s hub within this global community: a place to share, connect, and grow. It’s an instrumental tool for building awareness, authority, and trust. Best of all, the potential reach and impact of your LinkedIn Page increases along with its number of followers.
We’re sharing five effective techniques to organically attract more LinkedIn Page followers, you can learn more in our LinkedIn Marketing Labs course on Using LinkedIn for Brand Awareness.
1. Get the Basics Right
The first and most important step is to have a LinkedIn Page worth following. You want the content to clearly and quickly convey what your business does and who you’re here to help. Complete your Page by filling out the overview, logo, organization info, and call-to-action button. Be sure to include pertinent keywords in your business description, as LinkedIn Pages are crawled by search engines and can often rank highly.
Next, add a “Follow” button on your blog, website, and newsletters to make it easy for visitors to join in. Encourage first-degree connections to jump aboard with the “Invite to Follow” function. Consider linking to your organization’s LinkedIn Page in your email signature, or on other social media profiles.
2. Publish Thought Leadership Content
LinkedIn is a thriving community of entrepreneurs, marketers, C-suite executives, and other decision-makers. These members are on the lookout for original, insightful, and valuable content to expand their knowledge and achieve their professional goals.
The best way to capture the attention of such an audience is to publish compelling content about industry news, trends, and other relevant topics. In fact, 88% of business decision-makers agree that thought leadership content plays a crucial role in uplifting their perception of an organization.
Unfortunately, only 17% of them rate the quality of thought leadership content available online as “very good” or “excellent.” You can capitalize on this gap by publishing well-researched, useful, and relevant content for the audience you wish to attract.
Organizations can share content through their LinkedIn Page in a variety of ways from writing short-form or long-form posts to curating third-party articles to showcasing employee voices and more. Use the Content Suggestions feature to gain insight into topics resonating with your audience.
3. Join Conversations that Matter to Your Brand
Strong communities aren’t built through one-sided dialogues. To make your LinkedIn Page appear lively, interactive, and approachable, you’ll want to engage with others and help shape existing conversations on the platform. Community Hashtags present a simple way to do so.
You can choose up to three specific hashtags to associate with your Page, making it more discoverable for members interested in the hashtag. You’ll also be able to react to and comment on conversations taking place on the hashtag feeds from the perspective of your brand, carving a distinct point of view.
Another smart tactic, especially as your following grows more robust, is to find and host popular events related to your industry through LinkedIn Events. This creates opportunities for real-time interaction and engagement.
4. Know and Grow Your Audience
Through Page analytics, you can access detailed, aggregated data about the demographics and traits of your followers and visitors from either desktop or mobile app. You’ll also be able to identify which of your posts and updates are driving the highest engagement. With these insights in hand, you’ll be able continually optimize for better audience alignment, providing the type of content they find most valuable.
5. Activate Your People
When it comes to growing your brand on LinkedIn, your employees are among your biggest assets. To begin with, encourage all employees to keep their own profiles up-to-date, with your organization included in their work experience (it will automatically link to your LinkedIn Page).
There is a four-pronged blueprint we recommend for activating and elevating your employees on LinkedIn:
- Re-share your employees’ best @mentions and LinkedIn content.
- Notify employees of your most important Page posts to boost organic reach (up to 1x/day).
- Personalize by recognizing team moments or employees with a shout-out from your Page.
- Engage by fostering internal engagement through a trusted, employee-only community on LinkedIn via the My Company tab.
Grow Your Brand’s Impact and Influence on LinkedIn
The LinkedIn Page is your brand’s social homepage in the world’s online business community. Investing a bit of time and energy into making it the best it can be will go a long way. We find that once Pages gain 150 followers, their opportunity for growth becomes exponential. There’s no better time than today to start building momentum.
Explore the free course on LinkedIn Marketing Labs, Using LinkedIn for Brand Awareness, to learn more about building and growing your brand on the platform.