Growing your company’s following on LinkedIn is a valuable marketing tool that should be at the top of your list. You can start to build a more substantial following on LinkedIn and reap the benefits for your company with the correct information and guidance.
Why should you grow your LinkedIn following? Well, for starters, 80% of B2B social media leads come from LinkedIn. With this platform, you are reaching a quality audience on the largest professional network in the world.
LinkedIn is different from other social media platforms in that it is primarily a place where professionals gather to stay informed, network, and work smarter. Professionals and industry leaders are coming to LinkedIn to engage with high-quality content to connect brands, networks, and opportunities.
If you are wondering where to start, let us go over a few easy steps to start building your company’s LinkedIn Following.
Optimize Your Company’s LinkedIn Profile for SEO
Before you start posting, optimize your company’s LinkedIn page for SEO. This is important because it will increase your chances of being discovered in web searches by LinkedIn users.
How do you go about optimizing your company’s LinkedIn profile for SEO? First, research keywords that are relevant to your industry, your location, as well as services or specialties your company offers.
Next, when writing your company headline, keep it brief and include those relevant keywords at the beginning of your company tagline. When writing the “About” section, keep these keywords in mind.
Be sure to include a link to your website to your personal LinkedIn Profile in the “Website URL” section or even in your headline.
Post, Share & Engage with Content
People tend to ignore promotional or irrelevant content. That being said, people are interested in engaging with companies that are sharing valuable and informational content. When creating and posting content for your company’s LinkedIn page, you want to think about the following.
Post Quality Content
Your company should be posting content that is engaging, educational, entertaining, or a combination of the three to engage your target audience. Anyone can post regularly, but it is essential to take the time to strategize, craft, and post quality content.
Post Content Regularly
There’s no specific rule for how often you should post on LinkedIn. The consensus is that posting between two and five times a week and no more than once a day are good guidelines to follow.
Figure out a schedule that works for you and your company, and stick to it. Consistency is a significant factor in building your following.
Use Relevant hashtags in your post
You’ve probably heard this before regarding other social media platforms, but it bears repeating. You need to use hashtags relevant to your business and industry when you post.
LinkedIn is no different than the other social media platforms. Hashtags are a valuable tool for search purposes. It would help if you also kept tabs on the hashtags relevant to your industry and frequently used them.
Pay attention to and create posts relevant to LinkedIn trending topics
Creating content around trending topics shouldn’t be your primary focus, but if you’re trying to grow your following on LinkedIn, posting about trending issues is a great way to get your content in front of new eyes.
You can access the trending topics on LinkedIn by checking out the “Today’s News and Views” feed, which can give you a general idea of the current trending topics.
Share content relevant to your industry
Again, people are interested in engaging with relevant and informative content. That being said, you should be sharing content that is relevant to your business and your industry. The content your company page shares should be both relevant to your industry and target audience, as well as educational, entertaining, or engaging in some other way.
Answer all of the comments to keep conversation streams active.
Get familiar with LinkedIn’s algorithm. Your feed is not chronological; it’s actually based on which posts the algorithm determines useful and popular enough to display. This determination is based on a series of engagement metrics, and comments are high on this list of metrics.
So, if you’re not responding in the comment section of your posts, then you’re missing out on an opportunity to use the algorithm to your advantage. It’s also just good to signal to your audience that you’re active and responsive on the platform.
Use Employees and Their Networks
Make sure that you’re taking advantage of your employees and their network on LinkedIn. This is a valuable and straightforward way you can grow your following.
- Please make sure all employees connect their profiles to the company’s page.
- Have select employees invite their network to the page manually.
- Have critical employees re-share your content.
Use LinkedIn Page Analytics
Take advantage of LinkedIn’s Page analytics to gain valuable insights. Analytics can help you understand what content works, who your target audience is, and how best to reach your target audience.
It’s helpful you keep track of your most relevant social key performance indicators (KPI). This makes it easier to decipher the reasons behind bumps and dips in traffic, engagement, and followers and craft an informed and effective response.
Include your LinkedIn Profile URL
- Attach your business’ LinkedIn Profile URL to your email signature, and have your employees include this link in their email signatures as well.
- Use widgets or plug-ins to direct site visitors to your LinkedIn page
- Link your other social media accounts for your business to your LinkedIn
LinkedIn is a great way to connect with other professionals in your industry, potential customers, and your target audience. Unique from other platforms because of its professional nature, LinkedIn is a great marketing and networking tool that you should be using.
Steadily growing your following on LinkedIn can be achieved if you follow these best practices and remain consistent with your efforts. Before you know it, you’ll be on your way to building a centralized and robust following on LinkedIn.
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