Social media keeps on proving itself consistently as one of the most promising and influential channels of communication for businesses across all trades. Leveraging this rising surge in social media to attract the right customers at the right time is incredibly important for businesses. And LinkedIn is perhaps becoming one of the best means to achieve that.
While you may understand the significance of a well-established LinkedIn Business page for your business, it tends to be more challenging to figure out what best practices to follow to grow your page organically.
Is your company making the most out of LinkedIn? Have you figured out the mantra on how to grow your LinkedIn Business Page? If not, keep reading to find out how to optimize your LinkedIn Business Page and grow your presence, authority, and recruitment possibilities.
Why do Businesses need to create a LinkedIn Page?
Is LinkedIn a part of your social media marketing strategy yet?
Well, if you are still in a fix about including LinkedIn in your marketing strategy, you should perhaps have a look at these LinkedIn marketing statistics.
- LinkedIn has become a top-rated platform among B2B marketers, followed by Twitter.
- LinkedIn generates 3X higher lead conversion rates as compared to other influential ad platforms, including Google Ads.
- LinkedIn generates quality leads as 4 out of 5 members are responsible for making business decisions.
- 43% of B2B marketers have attributed their sales to LinkedIn.
- LinkedIn users have 2X buying authority, as compared to the average web audience.
- 89% of marketers prefer LinkedIn as the leading Digital Marketing Channel.
Did the numbers impress you? Hopefully, now you have been motivated to start using LinkedIn as a marketing platform for your business. Wondering how to grow your LinkedIn Business Page? Well, here are a few tips on how to grow your business on LinkedIn.
Tips to Grow your LinkedIn Business Page
The benefits of an incredible LinkedIn Page with a large and engaged following are countless. Regardless of where your Page stands currently, there are always possibilities for more growth and development.
So have a look at some tips you can follow to grow your LinkedIn Business Page.
Complete your LinkedIn Business Page Profile
Before you start creating a strategy to increase your followers, it's crucial to make sure that your LinkedIn Page is entirely ready for them. Pages with all sections completed get 30% higher views – and they are more likely to turn those views into followers. The more relevant the content on your Page, the more likely people will want to stay in touch with your business.
Therefore, make sure your LinkedIn Business Page has the following seven items filled out completely:
- Brand Logo
- Company description
- Company type
- Company size
- Website URL
To complete your profile, head to your Business Page on LinkedIn and select "Overview". From there, you'll be directed to your company's information page, where you can update every detail about your business.
Update your Profile Image and Banner
Your profile image is the first thing visitors will notice, so you have to make a good impression. As a matter of fact, Business Pages with profile pictures get a higher number of visitors than those without.
Picking a profile image is pretty straightforward. Simply use your business logo and resize it as per LinkedIn’s specifications.
The profile banner over your business logo offers a tad more room for creativity, as there are no hard-and-fast rules for making use of this space. How you wish to flaunt your Business Profile banner is entirely up to you.
Did you know that businesses that post weekly on LinkedIn can boost engagement by 2X?
I know this may perhaps seem rather obvious, but you'd be surprised that not many follow this practice. You should post at least once a week to keep your followers engaged (we post every day). You can also set up a posting schedule to post consistently to your Business Page.
As per statistics, the most engaging LinkedIn posts are published on Wednesdays between 8 a.m. to 10 a.m. and noon, Thursday at 9 a.m. and 1 p.m. to 2 p.m., and Friday at 9 a.m.
Although we regularly post, we observed that what worked best for us is posting sliders on Monday, Tuesday, and Friday, sharing testimonials on Wednesday, posting videos and industry articles on Saturdays.
So try new strategies, find out what works the best for you, and stick with it.
Share Video and Visual Content
Did you know that 75% of marketers who share video content on LinkedIn found it effective?
Therefore, make sure your content includes lots of fascinating visuals. Appealing images, particularly videos, tend to stand out more on feeds, helping your page get noticed. Specifically, what I have observed is that custom picture collages drive crazy levels of engagement, so don't be scared to upload a series from your latest event!
Especially when most businesses are working from home due to the pandemic, you'll probably have a plethora of images and videos from all those virtual celebrations and meetings. So don't stop yourself from sharing those. Let the whole world know how your business is acing the work from home culture and who knows; you might end up being an inspiration.
What I have observed is that the LinkedIn content performs exceptionally well if it includes the following:
- Descriptive caption
- Eye-catching images
- Sub-titles and thumbnails
Engage with your Community
Perhaps the most influential group of individuals that can assist you with your LinkedIn marketing is your associates and employees. With the right kind of engagement, they can support your LinkedIn content while at the same time expanding the visibility of your Business Page on LinkedIn.
Connect up to three hashtags with your Page to enter the feeds and react and comment from your brand's perspective, exposing your name to a broader and relevant audience.
Engagement can be in any form, be it commenting on a post or sharing a post. I know people think that sharing is not as important (to the algorithm) as commenting, which is true.
But what I have found with time is people are more likely to share a business page post than they are likely to comment. And that indeed is an excellent social validation.
This way, their connections will also see them sharing a page, and they are more likely to follow that page as well.
So make sure to go through your activity and comment, and thank them for sharing that post. Not only is this going to make them feel good and more likely to share your page again, but it also adds a personal touch. It's another pop in their notification feed with your company name and a good positive experience. That's certainly going to help build that community stronger.
Use Employees' Network
When employees post, chances are that they will reach more people than your business page. Therefore, it's more natural to grow your LinkedIn followers by taking advantage of your employees' networks than starting from the bottom.
Here are a few approaches to accomplish that.
- Make sure all the employees connect their profile to the Business Page. It's a simple yet frequently neglected part of setting up your LinkedIn profile.
- Have a few employees invite their network to the Page manually. Instead of sending out invites to people you don't know, leverage your employees' networks. You can send up to 100 invites per day.
- Add LinkedIn page link to every employee's email signature. Considering they perhaps communicate with customers and prospects frequently, this is a perfect and inconspicuous place to drop a link to your business page.
A LinkedIn Business page is the perfect way to communicate with the stakeholders hoping to be enlightened and learn about your business as much as possible. By including these tips into your social media strategy, you can definitely grow your reach, eventually leading to an increment in your overall sales.
Remember, it’s going to take some time, so be patient to see the results. If we had just given up in the first few months itself, we would have only gained around 100 followers. But because we continued our campaign, we doubled down. We grew from 400 followers to over 800 followers.
That goes to show that it's not going to happen overnight. It's all about consistency, finding your message, building your community, using thumbnails and subtitles strategically, and never giving up.
Editor: Richa Sharma