Editor’s Note: As 2020 begins, we’re looking back at some of 2019’s most popular posts on the LinkedIn Marketing Blog. This post ranked No. 2.
Growing the following for your LinkedIn Page is one of the most valuable marketing objectives on the platform. Increasing this total can lead to greater organic reach and more robust audience insights. It’s a critical step toward building your community on LinkedIn. And if you’re wondering about the most productive ways to work toward this goal, you’re not alone.
Below, you’ll find our brand-new, definitive list of activities for LinkedIn follower growth, including tips for beginners looking to start from scratch, as well as advanced guidance for companies that want to take their Pages to the next level.
The first step, before diving into any of the tips below, is to make sure your company’s LinkedIn Page is complete, and distinctly appealing to the types of members you want to attract. Pages with complete information get 30% more views, and if the content on your company’s Page is clearly useful to people within your target audience, those visiting will of course be more likely to click “Follow.” You can find pointers on completing and optimizing your LinkedIn Page here.
Once you’re good on that front, it’s time to get active in boosting that follower count.
- Starter Tips: How to Get Followers on Your LinkedIn Page
- Tip #1: Optimize your Page for SEO
- Tip #2: Engage your employees
- Tip #3: Add a Follow button to your website
- Tip #4: Add a Page link to your email signature
- Tip #5: Add a Page link to your personal LinkedIn profile
- Tip #6: Post content to your Page regularly
- Tip #7: Join topical conversations with hashtags
- Tip #8: Enlist help from customers and brand advocates
- Tip #9: Adjust your content based on your Page analytics
- Tip #10: Mention influencers and companies you admire in Page updates
- Tip #11: Share plenty of video and visual content
- Advanced Tips: How to Get More Followers on LinkedIn
- Tip #12: Encourage employees to participate in LinkedIn Groups
- Tip #13: Launch a Follower Ad campaign
- Tip #14: Adopt an employee advocacy program
- Tip #15: Encourage executives and prominent leaders to @mention your Page
- Tip #16: Encourage engagement on your posts
- Tip #17: Analyze your competitors’ Pages
- Tip #18: Create and maintain Showcase Pages
- Tip #19: Coordinate with influencers
- Tip #20: Respond to every comment on your posts (when warranted)
- Tip #21: Share job postings on your Page
- Grow Your LinkedIn Page Following and Take the Lead
Starter Tips: How to Get Followers on Your LinkedIn Page
These techniques are helpful for building up your Page’s following from a low number, or even from zero. However, even well-established Pages with thousands of followers are encouraged to implement them if they haven’t already. You’ll find more advanced tips in the section below.
Tip #1: Optimize your Page for SEO
Did you know you can optimize your LinkedIn Page for search? Follow the guidance in the linked article to ensure your Page is fully discoverable on engines like Google.
Tip #2: Engage your employees
Your team members will be your strongest allies in growing a Page following. Encourage them to spread the word with friends and colleagues who are interested in what you do. For new Pages, this is an essential step toward getting off the ground. When employees tag your Page in updates, and share with their networks the benefits of following your Page, it can provide a big boost.
Also, be sure your employees are properly mapped to your Page (by citing it accurately in their Work Experience), because every time your employee makes a new connection on LinkedIn, the new connection will be prompted to follow your Page.
Tip #3: Add a Follow button to your website
This simple addition can help turn your website visitors into LinkedIn Page followers. To compel action, you might include some messaging like, “If you enjoy our content here, you’ll love the stuff we share on LinkedIn.” Here’s an overview of how to add a Follow button to your company’s website.
Tip #4: Add a Page link to your email signature
Another “set it and forget it” tip that can pay major dividends. Edit your work email signature to include a link directing recipients toward your organization’s LinkedIn Page, and encourage them to give it a follow. If you’re corresponding with someone professionally, there’s a good chance your Page might interest them.
Tip #5: Add a Page link to your personal LinkedIn profile
Your personal LinkedIn profile is another opportunity to capture relevant members and direct them toward your company’s hub on the platform. Consider adding a shortlink to your LinkedIn Page in the “Website URL” field on your profile, or even in your headline. In accordance with Tip #2, you might invite other employees to do the same.
Just like with other employees, it’s important that you associate your profile with your organization’s LinkedIn Page, so new connections will receive a prompt to follow..
Tip #6: Post content to your Page regularly
Keeping a steady flow of fresh content on your Page will give it more visibility on member feeds (Pages that post at least weekly see a 2x lift in engagement, which in turn leads to greater organic reach) and make it more appealing to potential followers. Tap into the Content Suggestions feature if you’re short on ideas.
Tip #7: Join topical conversations with hashtags
Use three to five relevant hashtags in your posts to reach new, relevant communities with your content.
Also, when you associate your LinkedIn Page with relevant hashtags in your Communities Hashtags panel, you can enter a feed and react/comment on conversations from the perspective of your organization, further exposing your brand name to new, relevant audiences.
Tip #8: Enlist help from customers and brand advocates
Do you have customers who are crazy about your brand? Or people in your circle who are driven to advocate for you? Let them know that increasing your LinkedIn following is a priority, and see if they might be willing to help out by posting about your organization to their networks.
Tip #9: Adjust your content based on your Page analytics
Page admins can access a robust set of analytics, which provide demographic information about your followers and visitors, as well as engagement data for your updates. Use these insights to figure out what’s resonating vs. what’s not and align your content with what your visitors want.
Tip #10: Mention influencers and companies you admire in Page updates
Are there influential people in your industry, and non-competing companies, that you respect and wish to be associated with? By @mentioning them in your updates, you’ll have a better chance to get in front of their network, since they’ll be able to reshare your post to their followers. Just make sure not to overdo it, as this tactic can quickly become spammy in abundance.
Tip #11: Share plenty of video and visual content
Make sure your content mix includes plenty of eye-catching visuals. Unique imagery, and especially videos, tend to stand out more on feeds, helping your brand (and Page) get noticed. In particular, we find that custom image collages drive heightened levels of engagement on the platform, so don’t be afraid to upload a series from your latest event or another photo opp!
Advanced Tips: How to Get More Followers on LinkedIn
Once you’ve established a core following on the platform, it’s time to grow. These advanced tips for how to get more followers on your LinkedIn Page will help your business expand and solidify its LinkedIn community.
Tip #12: Encourage employees to participate in LinkedIn Groups
Groups feature highly engaged conversations between people who are passionate about niche topics. When your company’s subject matter experts participate as genuine members of these mini-communities, it can help create awareness for your brand while also demonstrating its authority on key topics.
Tip #13: Launch a Follower Ad campaign
LinkedIn Page growth is a popular objective for brands advertising on the platform. Run a Dynamic Ad campaign using the Follower Ad format. By tapping into LinkedIn’s powerful targeting capabilities, you can use this method to gain highly relevant followers.
Tip #14: Adopt an employee advocacy program
This is the next evolution of Tip #2, creating a formal structure around your company’s employee engagement engine. Tools like LinkedIn Elevate make it easy for your team members to share content and promote your Page authentically.
Tip #15: Encourage executives and prominent leaders to @mention your Page
The most prominent figures in your business serve as critical voices, and they often have large professional networks. When they frequently talk about and link to the company’s LinkedIn Page, it helps drive traffic and followers.
Tip #16: Encourage engagement on your posts
When members engage with your Page content by way of reactions or comments, it helps expose that content to a wider audience (oftentimes outside of your immediate following). Consider what you can do to encourage thoughtful and substantive comments on your Page posts, and remember to comment back with something equally valuable. We’ve seen threads with strong comment depth reap additional viral benefits.
Tip #17: Analyze your competitors’ Pages
Competitor analysis is important in all aspects of digital marketing, and this is no different. You should review what others are doing on LinkedIn, not so you can replicate these practices, but the opposite: so you can identify the white space and provide something members won’t find elsewhere.
Tip #18: Create and maintain Showcase Pages
A Showcase Page is an affiliated extension of your company’s LinkedIn Page, designed to highlight a specific sub-brand, business unit, or initiative. Creating them, when warranted, develops multiple points of discovery and entry for your main Page. Don’t dilute your LinkedIn presence by creating Showcase Pages for every product, or for different regions; it’s better to utilize this feature for broader (yet distinct) verticals or business lines.
Tip #19: Coordinate with influencers
Co-creating content is a staple for many influencer marketing relationships. When deployed on LinkedIn, you can use this tactic to mutual benefit: the influencer gains recognition with your brand’s audience, and vice versa.
Tip #20: Respond to every comment on your posts (when warranted)
Obviously not every comment merits a response, but it’s a good idea to reply to every question or thoughtful contribution to posts on your Page. Not only does this help drive higher feed visibility for the posts, but members will be more likely to follow a Page that actively engages its community.
Tip #21: Share job postings on your Page
LinkedIn is, of course, a very popular destination for job-hunting. Leveraging your Page for talent acquisition as well as marketing can open it up to new audiences.
Grow Your LinkedIn Page Following and Take the Lead
The advantages of a great LinkedIn Page with a large and engaged following are innumerable. No matter where your Page currently stands, there are almost always opportunities for further growth and expansion.
For small business looking to further nail-down their LinkedIn Page presence, download the LinkedIn Pages Action Plan for Small Businesses and unlock powerful insights.
For more mature enterprises looking to take their LinkedIn Page to new heights, download the LinkedIn Pages Enterprise Playbook and see how pros like Microsoft, Adobe and Oracle have built massive online communities.