By James R — Aug 7, 2024

How to Grow Your LinkedIn Business Page: 5 Strategies

Growing your business page on Linkedin can be a challenging task.

Unlike personal profiles, company pages often receive less reach on the newsfeed, making it difficult to expand your follower base.

But don't worry—there are effective strategies you can use to boost your LinkedIn business page's growth.

In this week’s Sell with Social, we’ll review 5 strategies you can use to increase your engagement and follower count on your business page. From regular content posting to leveraging your team's existing network, these are proven tactics we’ve seen work with our clients.

Let’s dive in!

The Benefits and Challenges of Growing Your LinkedIn Business Page

Growing your LinkedIn business page offers numerous benefits that can significantly impact your company's success. A robust company page not only enhances your brand's visibility but also serves as a powerful tool for attracting potential clients, partners, and top talent.

A well-maintained LinkedIn page provides social proof, demonstrating to prospects and stakeholders that your business is active, engaged, and respected within your industry. By sharing valuable content, you can position your company as a thought leader, building trust and authority over time.

It also offers a platform to showcase your company culture, highlight employee achievements, and share important updates, which can boost employee morale and attract job seekers who align with your values and mission.

However, despite these benefits, growing a LinkedIn business page comes with its challenges. Unlike personal profiles, company pages often receive less reach on the newsfeed.

This can make it difficult to gain visibility and attract followers organically. The content posted from company pages may not garner as much engagement as content from individual profiles, as people tend to prefer interacting with other individuals rather than brands.

In the following sections, we'll explore effective strategies to help you grow your LinkedIn business page despite these obstacles.

5 Strategies to Grow Your LinkedIn Business Page

Growing your LinkedIn business page can be challenging, but with the right strategies, you can enhance your brand's presence and drive business growth. Here are five effective strategies to help you succeed.

1. Create Quality Content

Creating quality content is crucial.

Focus on content that speaks directly to your target audience by understanding their pain points, interests, and needs. Instead of just promoting your products, aim to educate and entertain your followers. Share industry insights, how-to guides, success stories, and engaging multimedia.

Consistency is also key, so aim to post from your company page at least three times a week.

Pro-tip: People are more likely to engage with "authentic" content versus highly branded content. Encourage your employees to post about their experiences and insights related to your industry to boost engagement.

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Example: Instead of a generic post about a new product launch, create a video where an employee explains how the product solves a specific problem your audience faces.

2. Optimize Your Page

A fully optimized LinkedIn page makes it easy for visitors to understand your business at a glance.

Ensure your company profile is complete with a compelling description, relevant links, and detailed services. Use clear and concise language to describe what you do and who you do it for. Encourage visitors to follow your page by including calls-to-action in your description and posts.

You can also utilize the new LinkedIn Premium for Business features to include a testimonial and a custom call to action button directly at the top of your business page.

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Example: Add a clear call-to-action in your page's headline like, "Follow us for the latest industry insights and updates."

Our Roloff Consulting page features a testimonial to provide additional social proof.

3. Engage with Your Audience

Engaging with your audience is essential for building relationships and fostering a loyal community.

Respond to every comment on your posts to show that you value your audience's input. Ask questions in your posts to spark conversations and increase interaction.

Additionally, leave comments on other people’s and businesses' content to build relationships and attract attention to your page. Make your audience feel special by providing personalized responses and acknowledgments.

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Example: If someone comments on your post with a question, take the time to provide a thoughtful and detailed response.

4. Utilize LinkedIn Features

Leverage LinkedIn's features to expand your reach beyond simple posts.

Use LinkedIn Live to host live events, webinars, or Q&A sessions. Live interactions can significantly boost engagement and reach. Additionally, utilize LinkedIn newsletters to share valuable insights, industry news, and exclusive content with a broader audience. Showcase pages can also be created for specific products, services, or initiatives to target different audience segments more effectively.

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Example: Host a LinkedIn Live session where you discuss the latest trends in your industry and answer audience questions in real-time.

5. Leverage Your Team

Your employees' personal brands and networks are powerful assets. Encourage them to share company content and engage with their networks.

Share their content on the company page, amplify their voices, and recognize their contributions. This not only boosts reach but also humanizes your brand.

Crawford & Company does a great job of featuring employees, including with video.

Additionally, motivate employees to manually invite their 1st connections to follow your page each month. Personal invitations can significantly increase your follower base. Involve employees in content creation to add authenticity to your posts and provide training and resources to help them build their personal brands on LinkedIn.

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Example: Create a content calendar where different employees take turns creating posts about their areas of expertise, and provide them with guidelines on how to invite their connections to follow the company page.

By implementing these strategies, you can effectively grow your LinkedIn business page, enhance your brand's presence, and drive business growth.

To help you get started on growing your LinkedIn business page, here are a few actionable items you can implement this week. These tasks are designed to give you a quick win and set the foundation for continued growth.

Leverage LinkedIn Features - Plan and schedule a LinkedIn Live session. This could be a Q&A, a behind-the-scenes look at your company, or a discussion on industry trends. Leverage a live to put faces of your brand out in front of your followers.
Engage with Your Audience - Dedicate time each day to respond to comments on your posts, as well as posts of other companies or individuals in your industry. Personalize your responses to show you value the engagement.
Optimize Your Company Profile - Ensure every section of your company page is fully filled out. This includes a compelling description, detailed services, and relevant links.

By tackling these action items, you'll be well on your way to growing your LinkedIn business page and engaging more effectively with your audience. Each small step contributes to building a strong, visible, and active presence on LinkedIn.