If your business is mostly B2B, LinkedIn is a necessary tool to connect with industry peers and potential clients. Whether you’ve just created a new LinkedIn company page or you’re looking for ways to grow your follower count, here are some LinkedIn company page tips to get you started.
1. Make Sure Your Page Looks Good
No one wants to follow a sloppy-looking business with an incomplete page. Your LinkedIn page should make sense aesthetically- take the time to write a good, concise description and use engaging visuals for your header and profile images. Remove as much clutter as possible to keep your page looking professional and streamlined.
Another thing that is easy to overlook is your custom URL. When you create a page, the default URL will include a group of random numbers at the very end. For example, our LinkedIn URL is www.linkedin.com/company/marionmarketing instead of a bunch of numbers at the end. You can customize your URL to look more professional and in control of your brand.
Keep in mind that your old URL will not redirect to your new URL if you change it. So, if you’ve linked to your LinkedIn page over the years on several websites, online profiles, or guest blogs, you will have broken links scattered across the web. Make sure you’re happy with your custom URL from the start so you don’t have to change it.
2. Get Employees Involved
One of the easiest steps to growing your company’s page is to have your employees list it on their personal profiles. Every time someone checks out their profile, it will lead back to your company’s LinkedIn page. They can also share company updates, blog posts, pictures, etc. to their own personal page. The more they engage, the more credibility it lends to the company’s page.
Another easy method is to have them add a small LinkedIn button at the bottom of their email signatures so that any time someone corresponds with your company’s members, they have an easy way to visit your company page.
3. Post Good Content Consistently
One of the best ways to attract and retain followers is to share good content consistently, but not too often. Posting on a reliable schedule with content that is relevant and valuable to your audience is the best method of gaining followers in the long term. Relentless self-promotion will turn away most people, so make sure your page includes helpful links, videos, infographics, etc. that will give them a reason to keep following you.
4. Craft a Showcase Page
Showcase Pages are extra pages that you can create from your main company page that show off specific products or services. Users are able to follow Showcase Pages without following the business, which means you can cater to specific audiences. There are countless ways you can set up a Showcase Page. They are also an excellent way to gradually attract people that wouldn’t normally follow your company page.
5. Use Existing Clients
Ask your clients to follow your page- after all, they’re already fans of what you do and are more inclined to share your posts and articles than someone who has just stumbled onto your page. It’s a no-brainer to tap into an audience you already worked hard to get.
6. Join LinkedIn Groups
LinkedIn Groups is a feature where professionals can gather to share insights and network with each other. Drive engagement by joining industry-related groups and actively participating by sharing your thoughts and joining discussions.
You can even make your own community by creating your own LinkedIn Group. The most important thing to remember is that to be successful using this method, you must be providing something of value for the members. Building trust and reputation in communities will drive visitors to your page.
7. Paid Advertising
LinkedIn allows pages to boost or “sponsor” their content or more straightforward options such as dynamic and text ads. Whichever you choose, your social media advertising campaign can be fine-tuned to be highly specific as LinkedIn can target people based on factors like:
- Company name
- Company size
- Number of followers
- Job title/function
- Job seniority
- Years of experience
- Degrees and fields of study
With a combination of these factors (and even more that haven’t been listed), it’s easy to reach the exact audience that you are looking to attract.
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8. Cross-Channel Promotion
Make sure you embed a LinkedIn button in all your relevant marketing channels. This includes emails, newsletters, business blog posts, other social platforms, company website, and more. You can even include the URL on business cards, brochures, etc. Any blog posts that you have on your company website should include an option to “share on LinkedIn” so the reader can post it onto their personal LinkedIn page if they’d like. This simple but ubiquitous presence can fill the holes in promoting your growing page.
Growing followers for your business can happen organically if you dabble in a few or all of these tips to increase visibility. For B2B marketing strategies, LinkedIn is extremely vital to your organization’s social media marketing success.