If you run your own business or work for someone else, chances are you’ll be trying to promote it on LinkedIn.
Any business worth its salt has a LinkedIn Company page, but how you grow your network as a company page is very different to how you grow your network as a person.
In a word, it’s not that easy.
In today’s article, I want to share with you a practical guide on how you can boost your company page’s followers in eight easy steps.
Grow your followers on LinkedIn and get seen by the right people.
Here’s how…
1. Get your house in order
Okay, I’m not being literal here, what I mean is make sure your company page is complete and looks the part. Does it have a logo, a banner that quickly describes what your business does and more importantly how it helps with a strong call to action? If it doesn’t, Canva offers loads of free templates that you can use to create your own eye-catching visual assets.
Does it have an about section? This is not a place for you to simply describe your business and explain its key services. Instead, you should use it to tell people who you help and how. Don’t be lazy and copy content from your website’s ‘About Us’ page. Use keywords your audience might search for, as this will make your page more discoverable.
Does your company page profile have some distinct call to actions like ‘visit our website’, ‘book a call’, ‘contact us’? You can add these in your banner, and by adding your web address and a custom button.
Did you know that pages with complete info get up to 30% more weekly views than those that are incomplete. If your page looks half-finished, why would anyone want to follow it?
2. Post content people actually want to digest
LinkedIn is not the place for endless sales pitches. Share thought leadership, industry insights, trends, or your take on hot topics in your industry. Those that are interested in your field are more likely to engage with your content if it talks directly to them.
And don’t be afraid to showcase your people! I hear from many of my clients, especially those working in financial services that they are reluctant to promote their people for fear of them being headhunted. But if you offer a workplace that is inclusive, kind and sometimes fun, why would they consider anywhere else?
Some ideas on how to promote your people could be employee spotlights, where you shine a light on your top sales person or the customer support agent that receives the best feedback.
You could also share behind-the-scenes, or ‘day in the life’ posts to make your brand relatable. Don’t forget to mix up formats of your content. You can use images, carousels, short videos, and even PDFs or SlideShares to keep things fresh.
Another really important LinkedIn tip for content creation/post writing is to ask questions. Posts that ask a short and easy to answer question, invite conversation (not just likes) and they are far more likely to get more reach and engagement.
Above all, remember that consistency trumps frequency. Posting once a week with value is better than five times a week with fluff.
3. Activate/incentivise your team
Did you know that your employees are your secret weapon in winning over LinkedIn and getting more followers? They are like your army of supporters who are eager to fly your company’s flag and share in their own unique way what makes you great and what it’s like to work for you (this is golden when you are in a recruitment phase).
In the very first instance you should ensure they all follow your company page, so they can see your company updates in their newsfeed and can comment and share. Make sure they have listed your company as their employer. This links their profiles to your page and boosts visibility.
It’s a good idea, maybe twice a year to conduct a social media audit of your staff to ensure their LinkedIn profiles are up to date and you can easily see they have tagged you as their employer and follow your company page.
Encourage your team to share your company updates. When your team shares company posts, their networks see it, which can be 10x larger than your page’s follower base.
There is also a tool on LinkedIn that allows you to notify your employees when you publish a new post. Your latest post will show up as a notification on their profile page, so they can quickly navigate to it and engage.
Don’t forget to use LinkedIn to celebrate your team’s milestones and wins. This can really boost morale, and employees are more likely to share posts that relate to their peers and colleagues.
4. Invite your network to follow your page (But don’t spam them)
LinkedIn lets page admins invite their connections to follow the company page. You can invite up to 250 of your connections each month. So if you have four admins on your page, that’s 1,000 invitations per month being sent to follow your page!
But before you send out a blanket invitation, be selective. Focus on people who are genuinely interested in your industry or who have engaged with your content before. And, don’t be too eager to send your invites out. Don’t use your monthly quota all at once. Send the invites in batches and track who accepts and remove invitations from those that haven’t accepted.
When someone accepts your invitation, it’s always good manners to drop them a quick DM to thank them for following. You can also extend the invitation through your DMs. At the end of a conversation, you could add, “We’re sharing tips on [topic] that I thought you’d find useful. Please follow our page to get the scoop first”.
5. Cross-promote everywhere
Don’t just rely solely on LinkedIn to do all the heavy lifting. Add a LinkedIn follow button to your website, blog, and email signatures. You can even share your page on other social channels.
You could add a short line at the end of your Facebook post for example: “We’re sharing exclusive insights on LinkedIn, come join us!” with a link to follow.
Try and mention your page as often as you can. Think of events and webinars. Make it easy for attendees to follow you for updates and resources.
6. Engage with others as your page
This is a game-changer that most businesses ignore. Let’s say you post a post on your personal page that generates a good amount of engagement. Why not allow your company to comment on your post?
You should also get your company page to comment on relevant posts. Use your company page to comment on industry news, thought leaders’ updates, or trending discussions in your niche.
A great way to join even more conversations as the company page is to follow relevant hashtags. Engage with posts in those feeds to get your brand seen by new audiences.
Don’t be afraid to @mention other businesses or partners, as it can spark new connections and boost your reach.
7. Offer value, not just updates
You need to give people a reason to follow you. Whether it’s because you post lots of fun and humorous content, or you provide regular blogs. Give them a reason to click follow. While we’re discussing content, think about exclusivity. What can you share with them exclusively? Think early access to reports, industry guides, or event invites.
You could even run LinkedIn-only campaigns, like polls, Q&As, or competitions to create a buzz and encourage shares.
Another great way to increase your follower count is to Highlight customer stories. Social proof builds trust and shows you deliver real results on the products or services you provide.
8. Measure, learn, and adapt
It’s important to check your LinkedIn analytics regularly. For example, what posts get the most engagement? When is your audience most active? Which formats perform best?
Use these insights to refine your strategy. And, don’t be afraid to experiment. What works for one business might not work for another.
Growing your LinkedIn company page followers isn’t about chasing vanity metrics, it’s about building a community that cares about what you do. Be consistent, be human, and always add value.
With a bit of patience (and these practical tips), you’ll see your follower count and your business opportunities grow.
