LinkedIn has become the go-to platform for B2B companies to build brand awareness, generate leads, and foster professional relationships. With over 774 million users worldwide, it’s a hub for professionals and businesses alike to connect and engage in meaningful conversations. But how do you increase your followers and maximize your reach on LinkedIn? In this comprehensive guide, we’ll share proven Linkedin strategies to help your B2B company grow its LinkedIn following and create a lasting impact. Let’s get started!
1. Optimize Your Company Page
Your LinkedIn Company Page serves as your business’s digital storefront on the platform, making it crucial to optimize it to attract and engage followers. Here’s how:
a. Use a high-resolution logo and cover image that reflects your brand identity and captures attention.
b. Write a compelling and keyword-rich “About” section that clearly communicates your company’s mission, values, and unique selling proposition.
c. Include relevant information, such as your website, industry, company size, and location, to make it easier for users to find and connect with your business.
2. Publish Valuable and Engaging Content
Sharing high-quality content is the key to attracting and retaining followers on LinkedIn. Focus on creating and curating content that resonates with your target audience and showcases your expertise. Here are some content ideas to get you started:
a. Industry insights and trends: Share your perspective on the latest industry developments, news, or emerging technologies to position your brand as a thought leader.
b. Educational content: Create informative articles, infographics, or how-to guides that address common challenges faced by your target audience.
c. Company updates and achievements: Share your company’s milestones, recent projects, or case studies to demonstrate your credibility and showcase your success.
d. Engaging visuals: Utilize eye-catching images, videos, and presentations to make your content more shareable and engaging.
3. Leverage Hashtags and Keywords
To increase your content’s visibility on LinkedIn, it’s essential to incorporate relevant keywords and hashtags strategically. Use industry-specific hashtags and popular keywords related to your niche to help users discover your content in their feeds and search results. Unlike with a platform like Facebook, hashtags on Linkedin are impactful and help to get more eyeballs on your content. Be sure to not skip this one in your Linkedin strategy!
4. Engage with Your Audience
Building a loyal following on LinkedIn requires active engagement with your audience. Take the time to respond to comments, messages, and mentions, and participate in relevant discussions in your industry. By interacting with your followers, you’ll foster stronger connections and encourage them to share your content with their own networks.
5. Promote Your LinkedIn Company Page
Don’t rely solely on organic reach to grow your LinkedIn following. Instead, leverage other marketing channels to promote your Company Page and encourage users to follow your business. Here are some ideas:
a. Add a “Follow” button to your website, email signatures, and marketing collateral.
b. Share your LinkedIn Company Page on other social media platforms, and encourage your employees to do the same.
c. Cross-promote your LinkedIn content with industry influencers or partner companies to expand your reach.
6. Encourage Employee Advocacy
Your employees are your greatest brand ambassadors. Encourage them to engage with your LinkedIn content and share it within their own networks. This will not only amplify your reach but also add credibility to your brand. You can also consider creating a formal employee advocacy program to streamline the process and track results.
7. Join and Engage in LinkedIn Groups
Participating in relevant LinkedIn Groups is an excellent way to connect with like-minded professionals and showcase your expertise. By actively engaging in discussions, answering questions, and sharing valuable insights, you’ll position your brand as an industry authority and attract potential followers. Here are some tips for making the most of LinkedIn Groups:
a. Choose groups that align with your industry, target audience, or areas of expertise.
b. Be authentic and genuine in your interactions, avoiding overly promotional or spammy content.
c. Share your own content sparingly, focusing primarily on providing value and contributing to the conversation.
Check out this Hubspot guide on Linkedin groups for additional insights.
8. Utilize LinkedIn Analytics
LinkedIn provides a wealth of data on your Company Page’s performance, including impressions, clicks, engagement rates, and follower demographics. By analyzing this data, you can gain valuable insights into your audience’s preferences, the types of content that perform best, and areas for improvement. Use this information to refine your LinkedIn strategy and create content that resonates with your target audience.
9. Experiment with Different Content Formats
LinkedIn supports a variety of content formats, including articles, videos, images, polls, and more. Experimenting with different formats can help you engage your audience in new ways and discover which types of content yield the best results. For example, you might try hosting a LinkedIn Live event, creating a video series, or conducting a poll to gather feedback from your followers.
10. Consider LinkedIn Advertising
If you have the budget, LinkedIn advertising can be an effective way to boost your organic efforts and reach a larger audience. Sponsored Content, Sponsored InMail, and Display Ads are just a few of the advertising options available on LinkedIn. By targeting your ads based on factors such as job title, company size, industry, and location, you can ensure that your content reaches the most relevant users and attracts the right followers.
11. Outsource Linkedin Management
Growing your brand’s Linkedin audience is a big commitment. It’s without a doubt a full time job, between creating content, engaging with other brand’s content, it’s a bigger time investment than many other marketing channels. However, it is one that is growing in popularity very quickly. If you’re interested in off-loading social media to a reputable agency, you can learn more about our social media marketing services here. For other B2B marketing strategies, check out our other blog post here.
Similarly to SEO, it’s a long game, but it builds trust, loyalty, and brand recognition. Brands that realize Linkedin is the new platform for B2B growth will have a big advantage over competitors. If growing your audience on Linkedin isn’t something that your internal team has the time to do effectively with full resources behind it, you always have the option to outsource to a credible agency with years of experience in B2B brand building on Linkedin. Book a free consultation with us today.
Growing your LinkedIn following as a B2B company may seem challenging, but with the right strategies in place, you can build a strong and engaged audience that will help propel your business forward. By optimizing your Company Page, creating valuable content, engaging with your audience, and leveraging the platform’s various features and tools, you’ll be well on your way to establishing a robust presence on LinkedIn. Don’t forget that success on social media requires consistency and patience, so keep refining your approach and stay committed to your efforts for the best results.