LinkedIn is a magnet for professionals and decision-makers who create their profiles, participate in industry-related groups, and communicate with others on exciting topics. If LinkedIn were a human, I would describe them as a serious, professional, and competent person.
For the B2B sector, LinkedIn is the sacred social network. Some social media marketers believe that LinkedIn traffic brings more value compared with other social media.
So, you probably have already tried to grow your LinkedIn business account. And it didn’t work…
What is LinkedIn?
LinkedIn is a social media network for professionals. The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.
Linkedin’s vision: Create economic opportunity for every member of the global workforce.
Here are some stats that the LinkedIn growth battle is worth fighting for:
- 61 million LinkedIn users are senior-level influencers, and 40 million are in decision-making positions.
- LinkedIn is the most-used social media platform amongst Fortune 500 companies
- 91% of marketing executives list LinkedIn as the top place to find quality content
Bonus article ✨”Top 6 LinkedIn features to boost lead generation.“
What is LinkedIn used for?
Understanding the LinkedIn environment is essential in building your successful presence in it. By analyzing the driver behind why people use LinkedIn, why people follow businesses, and what content increases engagement rates – you will understand why your page is not growing or growing very slowly.
People come to LinkedIn to build a social network, discover industry insights, or find a job. 95% of business world players have LinkedIn profiles. Also, social media is viral in head hunters and HR agencies.
LinkedIn helps to build a virtual network of contacts. Business cards or phone numbers can get lost or emails buried under hundreds of others. So LinkedIn is a perfect place to keep that valuable connection with people.
Social media has become a hub for people to share their industry insights and expertise in groups. It is a beautiful opportunity to connect with like-minded people, whom you can easily ask for help or share your personal experience.
Now that you understand LinkedIn’s ecosystem, communities, and reasons valuable. Youpeople uses it, we will implement this information to guide your social media marketing strategy and help you grow your LinkedIn company page.
Why should you NOT buy LinkedIn followers?
Buying LinkedIn followers is pointless. The number of your followers not only is a vanity metric but also diminishes your future LinkedIn content strategies.
Buying LinkedIn followers lowers page engagement rates, reach, number of interactions (shares, likes, comments).
Growing a LinkedIn profile is the most challenging task for social media marketers. The growing speed on each social media network is different. 90% of businesses experience prolonged growth. The rest don’t grow at all. LinkedIn business profile moves in correlation with the company’s actual development. If your business is growing slowly, so will the company page and vice versa.
How to get more followers on LinkedIn?
In 2018 and 2019, LinkedIn used to announce top LinkedIn Business pages with explanations of what they are good at. However, in 2020 and 2021, they’ve stopped the practice.
If you are interested, here are the winners of 2019:
We’ve analyzed the top 5 most followed LinkedIn Business pages for this article and reverse engineers their performance metrics and social media content strategy.
| LinkedIn most followed company page | Followers | |
| 1 | 22M | |
| 2 | TED Conferences | 21.5M |
| 3 | Amazon | 21M |
| 4 | 18M | |
| 5 | IBM | 12M |
1. Publish LinkedIn content consistently.
After analyzing the top most followed 5 LinkedIn business page accounts, we all came to a simple conclusion — publish LinkedIn content consistently.
- Google publishes 3-5 posts per week.
- Ted conferences published 25-40 posts per week.
- Amazon publishes 7-13 posts per week.
- LinkedIn publishes 3-5 posts per week.
- IBM publishes 1-3 posts per week.
You can integrate social media content scheduler tools to automate the process.
2. LinkedIn content ideas that drive engagement
The LinkedIn algorithm is different. You can sometimes notice the first post you see can be three weeks old, but the algorithm decides that it is relevant to your interests. Overall, the LinkedIn algorithm is one of the hardest to understand, but it is not rocket science.
On average, a Linkedin user spends only 17 minutes a month on this social network. Therefore, when a Linkedin user hits your page, you have only a few seconds to say what you are doing and why your company page is worth their attention.
State clearly why your company deserves people’s attention. What makes you stand out from other competing companies?
✨ Related article: Social media trending content ideas – The ultimate list
What content LinkedIn algorithm approves?
- Share value to the community
- Inspire people to achieve more by showing your valuable company success
- Offer industry or career actionable tips they could implement
- Industry-specific jokes or memes can also be fun
- Evoke an emotion. Use real people in your visuals
- Share industry statistics
- Share short videos
Limit outbound links inside posts
Note that the LinkedIn algorithm doesn’t favor external links. Although, sharing useful links to articles and experts on other resources can be a part of your strategy. However, in general such posts generate lower engagement.
Spotlight talent and elevate employee voices
LinkedIn is a social network for professionals, you should not limit your content strategy to dry experts and corporate articles and posts. Sharing your company achievement, news, and your own employees will bring a personal touch and leave a warm impression.
For example, ask questions and post content that provokes discussion, publishing partner’s content, congratulate subscribers on holidays, etc.
Use social proof
Social proof is one of the most effective ways to increase traffic and sales. Customer testimonials can help you to switch potential customers to long-term loyalists.
3. LinkedIn growth tips and tricks
Join LinkedIn groups
42% of LinkedIn users participate in group discussions and consider groups your followers. It is the easiest way to share content and opinions with colleagues. It drives high-quality traffic and brings more users to your profile. Join industry-related groups.
Pro tip: Instead of spamming groups and annoying group participants and moderators, be a true expert. Share your expertise and prove that the content you share deserves their attention. The higher your credibility and authority, the more successful your business page will be.
Embed links to a LinkedIn page
Add links to your LinkedIn page to your email signature.
Use LinkedIn hashtags
In comparison to Instagram hashtags, LinkedIn offers a tremendous inbuilt tool. In general, we recommend using 3-7 hashtags per post and mixing popular with the niche ones.
4. Know your audience. Get the correct LinkedIn data.
To honestly assess the effectiveness of your LinkedIn measuring account’s growth is not enough. Instead, develop an advanced plan to measure your KPI and benchmark against LinkedIn competitors.
LinkedIn offers inbuilt analytics that shows deeper insights into your page performance. You can evaluate which posts receive the most interactions, clicks and even followers acquired.
For example, you can create thought leadership content specifically for senior management or filter by industry type or company size. You can see where the majority of your followers live and schedule posts according to their active hours.
The analytics tap is divided into separate reports: Visitors, Updates, Followers, Competitors, Employee Advocacy.
Followers: Get detailed demographics about followers’ location, job function, seniority, industry, company size. As well as a list of all followers sorted by month followed and general account growth dynamic.
People who visit your LinkedIn company page and followers might share differences. Thus, Visitors’ reports show you a separate demographics report.
Sociality.io Report feature prepares detailed, deep data (not available in built-in LinkedIn analytics) in seconds.
Deep data helps you make intelligent decisions, understand who your followers are, and guide your content strategy accordingly.
Sociality.io metrics’ that aren’t available inside LinkedIn Analytics:
- User activity
- Number of page posts
- Post types
- Total post impressions
- Total interactions
- Engagement rate
- Video views
- Advanced filters
Conclusion,
Growing a LinkedIn company page is a long and time-consuming process that won’t happen overnight. The best strategy is to create separate content for the LinkedIn audience, monitor vital metrics with Sociality.io reports, and consistently post relevant, valuable followers and industry-related content.
Keep in mind why professionals and decision-makers use the platforms and how to attract their attention. After all, traffic that comes from LinkedIn is more valuable than from other social media. It is a battle worth fighting for.
