Growing an audience on LinkedIn Company Pages requires a combination of strategic planning, engaging content, and consistent interaction. Businesses can use various tactics and approaches to expand their follower base on LinkedIn, including creating compelling, relevant content tailored to the professional audience on the platform. This also includes implementing techniques for engaging with followers, leveraging LinkedIn’s features for visibility, and using targeted updates and advertisements to reach a wider audience. 

The Importance of LinkedIn for Business Networking 

Although a company’s website helps its customers understand its products and services while providing them with key contact information, LinkedIn is where these same customers can really get to know your brand identity. Unlike a website, LinkedIn is a living, ever-changing destination for those interested in your business, allowing for direct and authentic engagement with followers who can help boost your image in the minds of clients and consumers as well as help you reach new markets organically through those interactions. 

Leveraging LinkedIn’s Professional Network 

Compared to other social media sites and static business pages, one of the most notable aspects of LinkedIn is its audience. According to its own About page, the site is home to “the world’s largest professional network with more than 1 billion members in more than 200 countries and territories worldwide.” Because of the site’s professional orientation, many LinkedIn profiles are verified through external means in a way that cannot be replicated on other social sites. This means that businesses that successfully leverage LinkedIn for growth are far more likely to do so with authentic, engaged audience members. 

Crafting Engaging Content for Your Company Page 

Companies that understand the value of LinkedIn are just at the beginning of their journey with this important platform. To truly get the most out of your experience with LinkedIn, it is essential to craft engaging content regularly. This involves following some important best practices that will resonate with this social platform’s unique audience. 

Types of Content that Resonate on LinkedIn 

LinkedIn is a social media platform dedicated to professionals who want to discuss issues related to their profession or to careers in general. This narrower focus allows users to easily set up clear content that will resonate with their specific audiences. The exact nature of this content will vary based on your business and niche. However, there are a few broad rules for creating LinkedIn content that all businesses should keep in mind: 

• Be a trusted voice: Make sure you are posting regularly and in the same tone, at least two to three times per week. 
• Remember the platform: LinkedIn may be about professional topics, but it is still social media, and social media is highly visual. Make sure you use eye-catching content. 
• Be a thought leader: LinkedIn is a space where people gather to engage in professional discourse. Make sure that you encourage that discourse by asking thought-provoking, timely questions. 

Optimizing Your LinkedIn Company Page 

What you post is one of the most visible elements of your LinkedIn presence, but your company website matters just as much, as that is where interested parties will naturally travel after seeing your clever and engaging posts. Therefore, the next key step for LinkedIn success is ensuring your company website is complete and optimized for search.  

Profile Best Practices for Maximum Visibility 

Optimizing your corporate website for maximum visibility starts with using relevant keywords in your page description, headline, and specialties, all of which make it easier for users to find your page through search.  

However, once they get there, you also want to make sure the information that they find is complete. Take time to fill in all relevant information so that followers can learn more about your company and learn to trust it. This also pays off in terms of engagement. According to LinkedIn statistics, completed pages get up to 30% more views each week. 

Engaging and Growing Your LinkedIn Audience 

Growing an audience on LinkedIn is also unique. Because of its professional orientation, the need for direct, targeted engagement is high. This means that you want to seem accessible by posting relevant, informative, and engaging content regularly to keep your audience interested and coming back for more. It’s also important to actively engage with that audience by responding to comments, messages, and shares. This shows that you value your followers’ input and feedback, which can help foster a sense of community around your brand. 

Similarly, encourage your current employees to engage with your website content, as well. Ask them to share it with their networks and comment as needed. On LinkedIn, employee advocacy can significantly expand your reach and credibility, as it contributes to your authenticity and thought leadership.  

Utilizing LinkedIn Ads for Targeted Reach 

While its angle and audience may be different, it is important to remember that, at its heart, LinkedIn is still a social media website, and that means that there are ways to leverage ads to benefit your company and its influence. LinkedIn offers a variety of ad formats that are highly effective for B2B lead generation. Sponsored content and targeted ads can help increase visibility and attract new followers. 

Measuring and Analyzing Your LinkedIn Performance 

Just like ads, analytics on LinkedIn are another area where its function as a social media website cannot be ignored. Just like your other social pages and company website, be sure to regularly monitor your LinkedIn Company Page analytics to understand what type of content resonates most with your audience. Then, use this data to refine your content strategy and optimize future posts for better engagement. 

Expand Your LinkedIn Presence with Elevation Ten Thousand 

When it comes to using social media sites to grow your business, LinkedIn presents a unique opportunity to engage with a targeted, professional audience. However, the subtle differences between LinkedIn and other social sites can be hard to manage at first. If this is the case for you, Elevation Ten Thousand can help. Our group of experienced organic social media marketing professionals can help you in every step of your LinkedIn journey, from setting up or optimizing your existing profile to creating a solid, effective social media strategy. Contact us today to learn more.