Linkedin social media marketing for beginners (2023)
How to build a LinkedIn company page, increase followers, and improve traffic? See examples of successful Linkedin social media marketing.
Do you want to know how to get followers on LinkedIn? If so, then you have come to the right place! This article will help you increase your audience on your LinkedIn company page, as well as boost engagement by following a few simple steps.
LinkedIn operates the world’s largest professional network on the Internet with more than 364 million members in over 200 countries and territories.
- Professionals are signing up to join LinkedIn social media at a rate of more than two new members per second.
- There are over 39 million students and recent college graduates on LinkedIn. They are LinkedIn’s fastest-growing demographic.
So if LinkedIn social media marketing is a huge deal, how can you drive more traffic to your LinkedIn profile? Well, you can start with the basics:
What is a good number of followers on LinkedIn social media?
Before we get into how to increase followers on your LinkedIn company page, You may wonder what is a good number of followers to have on a LinkedIn page?
That really depends on what your goals are. Truthfully, there is no “good” or ideal number of followers to strive towards rather focus on the engagement rate per post. LinkedIn calculates unique engagements per post which then decides to show that post to more people or not.
But for beginners, this may be difficult to do which is why the following tips we will provide in this article will help you to understand exactly how to increase LinkedIn page followers and engagement rates.
How to start?
How to build a high-performing Linkedin company page
Like all high-performing machines, you have to start by creating the best infrastructure. Let’s see what this means.
1. Fill out all your company details
For starters, make sure you fill out all the details on your LinkedIn business account. Take the time to do this, don’t just put anything. This is what your potential user will see. This includes:
1. Logo/ photo – a high-quality image.
2. Tag line – the sentence that appears near your logo
3. Cover photo – LinkedIn cover photo size: 1536 x 768.
4. Company description –
5. Topics Hash-tags -that matter to your page
Companies that fill out their LinkedIn page properly are more likely to get more page views. This is extremely important for any business that wants to achieve long-term results.
2. Write a solid company description
The company description is where you let your audience know about your vision, mission, and values. You can also write a little bit about the types of products and services you offer. This description should be no longer than 3-4 paragraphs. Keep in mind that on Google search engine results, only the first 156 characters are going to be visible. That means your best keywords should appear at the beginning
3. Start posting daily
Engage your audience with valuable content and they will start to see you as an authority that is reliable and dependable. Aim to post 4-6 times a week, and it doesn’t always have to be content that you created.
4. Upload a high-quality cover photo
If you have used banner photos in your signature in Gmail or other social media sites, then you already know about cover photos. Besides uploading a logo, which is a no-brainer, you should also get a background cover photo uploaded.
This will add personality to your company page and make it a more appealing page to view. When deciding on a cover photo, pick one that shows off what your business is all about. However, keep in mind that if it looks too ‘busy’ it is going to turn some people off. Make sure the image quality is high so that it looks crisp and visually appealing. The best size for a LinkedIn cover photo is 1584 x 396 px.
5. Include your location
If you have a physical storefront or office location, you should include it on your page. There is also an option to add more than one address, so make sure to add any relevant locations your business has.
6. Add a custom button
To get people to take action after visiting your LinkedIn company page, you should add a custom button of some kind. This could be a button that leads to your site, a contact form, a page to learn more about your company, or something else. When you add a URL to the button, visitors can click through to a page off of LinkedIn.
7. Add Hashtags
You are able to add up to three hashtags to your page. Adding these will make you more discoverable on the platform. Selecting popular hashtags in your industry will be the most beneficial strategy for you. However, make sure that the hashtags are not overused within the industry otherwise your LinkedIn page will get lost in the overuse of the Hashtags in the search gallery.
8. Get your employees engaged
If you have employees and they are on LinkedIn, encourage them to at least like your posts. When they do this, the algorithm that LinkedIn uses will see your posts as having value and will show them to more people.
Best performing post types on Linkedin
Content creation is something that proves to be essential for success regardless of your niche or industry.
LinkedIn has become a powerful platform to give people an outlet to create content for their audience. Content can be in article form directly posted on LinkedIn, or a re-post from the company’s site, videos, images, etc.
1. Authority-oriented articles
A great approach is thought leadership, this occurs when highly qualified professionals use their expertise to guide their surrounding audience/ followers.
Companies can use a Thought leadership strategy in which professionals in different departments share tips and tricks about their expert field that help their audience. You can then later translate the info into an article, video, or webinar.
Providing solutions to the struggle of your target audience will increase your value. Give them content that they will find useful and they will start to develop a sense of loyalty to your business and it helps boost your brand with your audience.
This is going to happen gradually, but you should be consistent with your efforts to create quality content. The longer you stick to those efforts, the more likely it is that people will start to develop a sense of loyalty and they will become long-term customers.
2. Behind the scene corporate articles
Start supercharging your LinkedIn growth strategy by showing who you are as a company.
Let your audience have a peek behind the scenes regarding your business activities. Those who want to know how to grow on LinkedIn are going to find this to be crucial for a positive outcome.
This can include showcasing information on how a product is being tested or developed. Details on the accomplishments and profile of an employee that is valuable to the company.
Anything else that you consider valuable to share, such as:
- Quick tips and shortcuts
- Logo or photo updates
- Company Updates
This can be in the form of an article, video format, or company update release.
3. Share or repost customer satisfaction
People love transparency and publishing the kind of feedback that your customers are sharing is going to be very useful. Sharing with your audience how your company or service helps others is tremendously valuable. This can also be in the form of testimonial videos.
4. Publish posts from your LinkedIn publisher
Most users don’t know that you can publish your article directly on the LinkedIn platform. So, for an article, you published/want to publish on your website you can directly use the platform.
Instead of linking your article outwards, it will stay within the platform and the algorithm will show more people. Thus, more chance of engagement!
There is a 1300-character limit, so try to summarize, make sure the first three lines are a hook because that’s what people will see.
Main types of LinkedIn campaigns
Now that we are done discussing the content type and analytics. We are moving on to the different types of campaigns available on LinkedIn.
In order to start using LinkedIn, campaigns ad, your LinkedIn business profile should be maximized organically, meaning that all company details are on your profile and you have daily content posts on LinkedIn.
The Awareness campaign This type of ad campaign is used to get user engagement and brand awareness. Such as introducing your company to the market, commenting, liking, and sharing. So, if you are new in the market and you want to get your brand out there use this type.
However, this type of ad can be quite expensive in comparison to other platforms such as Facebook and Instagram but can be useful since it’s a corporate platform.
Being able to measure your achievements in terms of exposure. Having this level of awareness regarding your ability to reach an audience is going to play a major role in your campaigning efforts.
The consideration campaign is measuring how your potential customers are taking action after they see your content is going to be very revealing. Their clicks, the actions they take, if they subscribe, etc. This is very valuable information that will give you more clarity when deciding your next move.
In the conversion campaign, this type of ad is learning more about the percentage of people that convert into leads is going to be extremely helpful. A converting visitor is more likely to end up becoming a paying customer.
Keep in mind that conversions are more than simply selling products or services. An action such as subscribing to a newsletter is a conversion. It converts a visitor into an actual lead that you can gradually turn into a buyer.
How to increase followers on your LinkedIn company page
So, how do you get followers on LinkedIn? There are several action steps you can take to skyrocket the number of followers you have on your company’s page.
Company pages on LinkedIn have been found to enjoy 30% more views when they follow the steps below:
1. Add a page link to your personal LinkedIn profile
Sine your personal LinkedIn profile is separate from your company page, it provides you with another chance to point people toward your company page. You can easily do this by placing a link to it in the field that is there marked “Website URL” or your profile’s headline. Better yet, encourage the rest of your employees to do the same!
2. Include a page link in your email signature
Your email signature is another location you can take advantage of to promote a link to your company page. When you do this, you could also ask them to follow the page once they pay it a visit. If they are already on your personal profile, the chances are high that they will be interested in following your company page.
Try wisestamp’s FREE email signature generator and create a fantastic branded email signature with linkedin logo & link.
3. Adjust your content
Once you have a company page, you will have access to a massive amount of helpful analytics. They will inform you about the demographics of your followers and other information that can be a goldmine. With it, you will get to understand what content is seeing engagement and what is not getting that much.
You can refine and tweak the copy content you share on your company page to make sure it boosts engagement. There are several ways to optimize organic posts you create on LinkedIn, so be sure to get informed about them to magnify your success.
4. Jump into conversations in other communities using hashtags
Each one of your posts should contain 3-5 hashtags. This will help extend its reach and get seen by other communities. You could also get your company page associated with industry-specific hashtags within your Communities Hashtags section. This will get your brand out there in front of even more people who have not heard of you previously.
5. Include a Follow button that goes to your site
Adding a Follow button is a quick and easy addition that will help steer people toward your company page. You can increase the likelihood of visitors actually clicking on it by writing a persuasive call to action.
6. Give a shout-out to other businesses and individuals
Do you know of other businesses and influencers in your niche who are not direct competitors of yours who you want to be allied with? If so, then you can mention them by using the @ symbol, followed by their LinkedIn username.
Mentioning them in your post updates increases the likelihood of them finding out about you. They may even end up sharing your content with their audience! The one caveat with this tactic is to avoid overdoing it. You definitely do not want to appear as a spammer.
7. Upload and share unique and original content
Content is king. Not only should you share photos with captions but also videos as well. People have short attention spans and you are going to need to capture it and do so quickly. Videos stand out on your page and will lead to higher levels of engagement. The key is to make your content as eye-catching as possible.
8. Encourage people to engage with your content
Another simple way how to increase engagement on your LinkedIn company page is to simply ask for it! The more that people engage with your posts by commenting, liking, or sharing them, the more valuable your content will be to the almighty algorithm. This means your posts will have a greater reach.
A simple “What do you think?” works really well, as do other, more creative requests like “What emoji best sums up how you feel about this?” You can also encourage deep and insightful conversations if it’s fitting. Or you can set up a poll, The key is to post valuable content that people find meaningful.
9. Study the company pages of your competitors
You should be conducting competitor analysis if you want to get ahead of the competition. This should be a part of your digital marketing strategy and be done regularly.
The easiest way to do it on LinkedIn is to head over to the pages of your competitors and see what they are providing. This will help you figure out where they are falling short, letting you fill in the gaps and provide something they do not.
10. Respond to all @ mentions of your company
The final tip for how to increase engagement on your LinkedIn company page we recommend is responding to all @ mentions of your company. Depending on how active your page is with comments, you do not necessarily need to respond to every single comment.
However, if someone directly @ mentions you, then you should reply. This demonstrates that you care about your audience and value them enough to warrant a response. These are some of the top ways to succeed on LinkedIn but they are not the only ones.
In fact, there are several things small businesses should be doing on LinkedIn but aren’t. Brushing up on them and applying them to your success strategy on the platform will give you an edge over your competitors. There is also a neat marketing trick that LinkedIn pros are using that you could greatly benefit from.
When it comes to marketing, there are 2 main ways to hack your way to success. You can A/B test, tweak, test and re-test, until you figure out what works, or you can check out how the Pros are doing it, and start off all your testing and tweaking at a major competitive advantage. To get a better understanding of the crazy growth of LinkedIn as a social channel.
How to analyze your Linkedin marketing performance
Being able to measure your efforts is essential in any kind of marketing campaign. The reason why you are using LinkedIn is that you want to be able to engage a large audience.
This makes analytics extremely reliable for this process and it helps you keep things under control. If one topic gets a better reaction, you know which direction to take. But test the waters, at least for the beginning.
Measure your efforts
LinkedIn social media marketing KPIs (metrics)
You can and should be monitoring most of these metrics through your LinkedIn Page Analytics.
1. Impressions: This is basically the moment when any kind of information and content is displayed on the screen of a potential customer. Impressions don’t reflect any information on how interested a person may be in regard to your products and services. What they do is provide insight into how many people are seeing your content.
2. Reactions: Reactions are the kind of actions of your visitors after they have been exposed to your content. This includes any comments or shares that mention your business. This is the reason why being able to analyze reactions is going to be so important.
3. Click-through-rate: The metric to analyze your CTR is the number of users who took action on your LinkedIn post or ad, then Divide it by the number of impressions. The Avg CTR for organic posts is 1.09.
4. engagement rate: how frequently and how long a user interacts with your post.
Visitors: Your visitors are going to be extremely important in this process because they are the key factor that is going to determine your long-term success.
Knowing the exact number of visitors you are getting on your website is crucial. This is how you decide your next step in terms of marketing and promotion.
Updates: Being able to measure the results that come from your updates is also essential because it will shine a light on your current strategies. One of the key elements for success in the digital world is to test everything out to start the process of optimizing your content.
Followers: Learning how many followers have joined in a weekly or daily basis is also going to be essential. If the numbers are too low, your strategies need to be shifted accordingly.
The top 3 most followed company profiles on LinkedIn
All of the tips above will help turn your LinkedIn company page into a very active and popular one. These are used by the most followed company pages on LinkedIn today.
Here are the most popular pages as of April this year:
- Google – 17.724 million followers
- TED Conferences – 17.693 million followers
- Amazon – 15.048 million followers
You may want to take some points for how to increase followers on your LinkedIn company page by seeing what these companies are doing successfully.
What Google is doing
Google is on top of its optimization game when it comes to its LinkedIn company page. You will notice that they have an eye-catching cover photo that expresses many of the areas the company is involved in these days.
Their company description is short and to the point, being only a single paragraph in length. Their location mentioned is their headquarters in Mountain View, CA.
What TED Conferences is doing
TED Conferences is the second-largest company page on LinkedIn, which may surprise you. However, they definitely understand how to create an engaging and eye-catching profile. They also make sure to point visitors to their official website using a clickable button.
A feature that you may want to take advantage of is adding non-competitive partners in the sidebar that can appear on the right-hand side of your company page. This provides some cross-promotional exposure to you and any company or organization to place in the sidebar.
What Amazon is doing
Online retail behemoth Amazon ranks third in terms of the largest LinkedIn company pages. It includes everything that Google and TED Conferences have on their pages but also includes a handy map of every major location the company has. If you have a business that has multiple locations, be it within the United States or globally, this could be a neat feature to display on your page.
With nearly 350 million users, LinkedIn has become the largest professional and business social network today. That means small businesses like yours stand to gain a whole lot by having a presence on it.
Now that you know some of the best methods for how to increase LinkedIn page followers, as well as maximize engagement, you can expand your audience and get more leads. This, in turn, can result in you enjoying more sales. Setting up a LinkedIn page is relatively easy. Staying engaged and active will require a commitment that you will soon notice is well worth it.