How to get more LinkedIn followers
My company is on LinkedIn – now what?
Congratulations on taking the first, and most important step, in getting your company on LinkedIn – creating a LinkedIn company page. Now, you need get more LinkedIn followers. But how? And for what purpose(s)? If you haven’t clearly articulated your organizational goals for your LinkedIn presence, set aside some time to do that. You can read some suggestions in our post entitled “How to get started with social media.” If you want even more ideas, a quick web search for “LinkedIn company page goals” is a good way to get started. Either way, be sure to know what you want to accomplish on LinkedIn before planning your growth strategy.
Once you have established your goals, you’ll likely find yourself with a significant impediment to reaching them – you have almost no followers. Whether you want to attract new business, build brand awareness, or find the best candidates to fill your open positions, having company page followers is a crucial component to your success. There are several ways to build a company page following. Some are free, some are not. All of them take time and effort, the amount of which will vary based on how you choose to progress. Below are several strategies for growing your LinkedIn company page following. Each has a zero-to-five scale showing the relative effort and cost associated with that option, to help you understand the level of commitment required.
Strategies to get more LinkedIn followers for your company page
Here is a quick list of strategies you should consider when trying to increase your LinkedIn follower count.
- Add/update your company logo and information
- Add company page link to your organization’s email signature
- Add company page link to your email marketing communications
- Curate and post content from 3rd parties
- Invite employees to follow your company page and share company posts
- Create and share original content
- Optimize your website – particularly content like blog posts and case studies – for social sharing
- Create sponsored content campaigns, or use other paid advertising services on LinkedIn
- Purchase LinkedIn Talent Solutions
Interested in learning more about the strategies? Read on for a detailed explanation of each.
Add/update your company information and logo
Once you’ve created your company page, it is important to update it with a company overview and company details, as well as your company’s logo. Completing this is part of the page setup process, but if for some reason you aren’t able to fill in all the necessary blanks at that time, your company page admin can fill it in (or update out of date information) later via the page’s admin interface. If you don’t have company boilerplate you can borrow from a press release or your website’s “about” section, you’ll need to write some. You’ll also need to upload a logo, which has some file size and dimension requirements. In all likelihood you’ll be able to easily do this yourself, however if for some reason you cannot, contact your creative agency.
Add company page link to your organization’s email signature
Adding “Follow us” and a link to your company page to your organization’s email signature is one of the easiest ways to spread awareness of your social media presence and begin growing your followers. If needed, you can download the official LinkedIn square “in” logo here. While adding this to your company email signature generally not too difficult, the potential for requiring increased effort comes if your organization is large and has difficulty standardizing email signatures, as adoption rates can be quite low and slow-moving. Providing a “copy and paste” email signature template to all employees can be a good way to counter this problem.
Add company page link to your email marketing communications
As with adding a “Follow us” link to your company email signature, adding the same to your blast email communication can be an easy way to build company followers. This is generally added to the footer of an email template, as to not supercede any calls to action you are targeting recipients with. Because most email marketing programs have WYSIWYG (what you see is what you get, vs. manual coding) interfaces, this is usually a fairly easy thing to do. If you have difficulty, you may be able to contact your email vendor’s support line, or search for a walkthrough on their support portal.
Curate and post content from 3rd parties
This will likely be your first foray into posting updates via your company page, and the precursor to creating and distributing your own content. Have someone (or yourself) set aside ten minutes, three days per week, to search for timely, relevant, and interesting content your target audience would find valuable. You can use an aggregator like Google Alerts to deliver stories on certain topics to your inbox daily, weekly, or as they happen, saving you from needing to manually search for stories on industry sites and search engines. Once you find an appropriate story for your audience, share it. The key is to keep a steady cadence to your posts so your audience can come to rely on you to provide them with this type of information.
Invite employees to follow your company page and share company posts
Your employees can be your greatest asset on social media. While requiring them to follow your company page or share something via a personal social account is generally not a good idea (and may run afoul of FTC regulations), inviting them to do so of their own volition can help you reach a vastly larger audience. Here is an excerpt from a Fastcompany article on the topic:
A little math hints at the potential. Suppose you’re a mid-sized company with a total of 5,000 followers altogether on Twitter, Facebook, Instagram, and LinkedIn. Now, let’s say you have 100 employees, each with (a relatively modest) 250 followers of their own, for a total of 25,000 unique followers. By asking your employees to share messages, you can boost your audience (at least on paper) from 5,000 to 30,000–instantly.
Internal email communication can be a good way to manage this process. First, consider sending a message announcing your company has established a LinkedIn company page, explaining why you’ve done this (build brand reputation, increase exposure, generate new business, etc.), and inviting them to follow the page and share company posts. Then, as you post content (particularly original content), send internal messages alerting employees so they know new content is available.
Create and share original content
In general, the best way to organically build your company page following is through original, well crafted, and relevant content that informs the reader. This helps you transition from being a company who finds and shares industry thought leadership with your followers, to a trusted advisor and subject matter expert who is providing their own, original content as a resource for your followers. This can be a difficult transition to make, but it is well worth the effort. Myriad studies have shown B2B buyers perform a significant amount of research, much of which consists of reading educational and thought leadership content, before making a purchase decision. While the exact numbers vary, many studies show B2B buyers may be more than 50% of the way through the purchase journey before they directly engage with a vendor’s sales representative. Providing buyers with a regular stream of original content can help ensure your business remains top of mind when you don’t even know you are being considered by a buyer. Read our article entitled “3 simple steps to help decide what to blog about” to begin your own content creation journey. In addition to blog posts, which are generally an easy way to begin creating original content, you can consider producing eBooks, case studies, white papers, infographics, and videos, depending on your resource availability and level of expertise. If your company does not have internal resources to dedicate to drafting, reviewing, revising, and publishing original content, many freelancers and creative agencies can help.
Optimize your website – particularly content like blog posts and case studies – for social sharing
Having content on your website that is interesting enough for users to share is great, but not providing them an on-page vehicle by which to share the content can negatively impact its value. Be sure you have some sort of social sharing widget installed on the areas of your website you would like people to be able to share, like your blog and news sections. This enables users to click and share (or email, or print, or save for later) your content with their networks. Popular social sharing widgets include AddThis, ShareThis, or Shareaholic. These widgets are usually free, or quite inexpensive, and are relatively easy to set up, especially if you are using a content management system (CMS) like WordPress for your website management. Additional effort and/or costs can arise if your website is not managed via a CMS, and if you need to have an agency manually add the widget code to your site.
Create sponsored content campaigns, or use other paid advertising services on Linkedin
If you have created original content, you have the ability to sponsor an update on LinkedIn. To do this, you would need to set up an advertising account with LinkedIn, set a budget for your sponsored update, select the demographic characteristics of your target audience( location, business size, industry, seniority level, etc.), and publish the update. This can be a highly effective strategy, but requires more effort and, of course, money to execute. The financial threshold to entry is fairly low ($10/day for the length of your campaign, which can be as short as one day), but the amount you spend is generally correlated to campaign success. Larger spends drive greater impression figures (the number of times the sponsored update is served to a user in their news feed), and in turn, more opportunity for engagement. Please note, while paid campaigns are a great way to build company page followers, they are usually even more effective at driving users/leads to your website (where the content you are linking to resides), so make sure you know your campaign goals before sponsoring an update.
Purchase LinkedIn Talent Solutions
For companies trying to leverage LinkedIn as a resource for talent acquisition, you may want to consider LinkedIn Talent Solutions. These can be highly effective at attracting top talent, but can also cost $10,000 or more per year, depending on what you are interested in. If you wish to learn more, contact LinkedIn.