5 LinkedIn Marketing Tips to Grow Your Company Page 600% Faster (2023)

While much of the focus over the last few years on social media has been on Facebook and Instagram, LinkedIn has been steadily growing its user base to more than 500 million users.

And we’ve seen first-hand that businesses are working hard on perfecting their LinkedIn marketing strategy so that they can tap into the world’s largest professional network.

A few months ago, we asked you (our readers) to let us know which social media networks you would like to learn more about – LinkedIn (53%) came in a close second, just after Instagram (62%).

To get started, we teamed up with LinkedIn to share with you tried and true tips on how to leverage one of the most valuable online resources for your business: your LinkedIn Company Page.

With this simple 5-step strategy your business can accelerate the growth of your Company Page by up to 600 percent.

Let’s get started!

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5 LinkedIn marketing tips to grow your Company Page 600% faster

LinkedIn is only just getting started!

CEO Jeff Weiner plans to “develop the world’s first economic graph” with the hopes of “digitally mapping out the global economy.” A goal not far from reach seeing how LinkedIn has an in-depth dataset of company, industry, and individual contact information for more than 500 million members.

In the long-term, LinkedIn marketing will be a game-changer for businesses and brands in the B2B space. Here are 5 tips to put your business of the forefront of this trend.

1. Complete your LinkedIn company profile (fully)

Did you know that Company Pages with complete profiles receive up to 2X more visitors than those with incomplete page profiles?

Make sure your page has the following seven items completely filled out:

– Logo
– Company description
– Website URL
– Company size
– Industry
– Company type
– Location

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In order to fully complete your profile, head to your Company Page on LinkedIn and select “Overview”:

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From there, you’ll be directed to your company’s information page where you can update all of the most important details about your business, including:

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Make sure to upload a high-resolution company logo and a cover image that captures your brand as well as fill out the “About us” section to provide visitors with more information.

Below the “About us” section you’ll find even more important fields to complete:

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Having a complete company profile (website URL, company size, industry, type, and location) are all important components in helping to make your Company Page look more legitimate and professional.

Legitimacy and professionalism are critical for brand image, and provides visitors with all the information they need to connect with your company when they’re ready.

2. Create a consistent posting schedule

According to LinkedIn, businesses that post at least once per month have been shown to gain followers 6X faster than those that don’t.

In addition, Company Pages with at least 150 followers typically get 5X more Company Page views than those with fewer followers!

You should aim to post at least once per week to your Company Page to keep your followers engaged (we post twice per week). To help you post consistently to your Company Page, set up a posting schedule so that you can easily schedule posts for your Page:

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We’ve found that our LinkedIn content performs really well if we include the following:

  • Descriptive caption: Helps to provide people with extra context around your content
  • Eye-catching images: Clean, simple aesthetic helps your content to stand out
  • Hashtags: A great way to increase the visibility of your content to new audiences
  • Bonus: Add emojis, questions, and bullet points to switch up the look and feel of your content
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If you’re unsure what to post to LinkedIn, or if you’d like a steady stream of quality content, we suggest taking some time to add a few RSS feeds to your content inbox.

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(Quick note: RSS feeds are only available in our paid plans).

We’ve been using RSS feeds in tandem with our LinkedIn marketing strategy for years and we’ve found that it provides us with a solid supply of content to share all the time. The key with RSS feeds is to customize the content using some of the tips we shared above.

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Try to avoid simply posting the headline and image provided with the article in the RSS feed. The same best-practices that you implement when posting your own quality content also apply to curated content shared on LinkedIn.

3. Re-Buffer your top content

If you find that your business is running out of content ideas, we recommend to (sparingly) re-share, or Re-Buffer, your top posts from the past. Due to sophisticated social media algorithms, it’s likely that only a very small percentage (2-6%) of your followers have seen your posts in the LinkedIn Feed.

If you have a backlog of successful social media content, it’s likely that the content will perform well again in the future.

You can find your top posts under the analytics section on your Buffer dashboard. Select your Posts Report and click “Most Popular”.

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(Quick note: The Re-Buffer feature is only available in our paid plans).

LinkedIn Pulse – or the LinkedIn Feed – no longer operates as a separate application within LinkedIn. It’s seamlessly integrated into members’ feeds as articles to help enhance the content-first experience.

It’s working, too! More than 100,000 organic articles are published weekly on LinkedIn, many of which are written by top-level executives at brands around the world. However, more content means less space in the News Feed, which means your business needs a rock-solid LinkedIn marketing strategy.

Set yourself up for success by re-sharing your top-performing content on a consistent basis – a crucial piece in growing your Company Page.

4. Engage your colleagues and employees

One of the most influential groups of people that can help you with your LinkedIn marketing is your colleagues and employees. When activated, they can boost your Linkedin content while simultaneously increasing the visibility of your Company Page on LinkedIn.

Help them help you! Here’s how to get your colleagues and employees involved:

Encourage colleagues to engage with your content

According to LinkedIn, encouraging your colleagues and employees to engage with your posts will help to spread to the content their networks, therefore increasing your company’s reach on LinkedIn. As it turns out, the people closest to you could be the biggest asset in amplifying your LinkedIn marketing strategy and growth.

At Buffer, we use Slack to get employees engaged in real-time. Recently, I was looking for some upvotes on GrowthHackers for a recent Facebook study that we conducted with BuzzSumo:

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We also use group brainstorming to help decide headlines for upcoming articles (with emoji!):

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Statista found that 42% of LinkedIn users have between 300-999 connections. Multiply that by the number of employees at your company and that’s a lot of potential reach!

At Buffer, we also send out a weekly internal newsletter with relevant links and stories for Buffer employees to share as well as “internal report” in Dropbox Paper for the latest new in social media.

If employees and colleagues understand the importance of sharing and what to share, they’re much more likely to do so.

Encourage employees to fill out their LinkedIn profiles

LinkedIn offers a perfect explanation of how your individual profiles influence your brand and LinkedIn marketing strategy:

Your LinkedIn profile – and the profiles of everyone else at the company – are the peaks that come together to form the mountain range that is your brand.

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We’re all a mountain peak!

Ensuring that all members of your team’s profiles are filled out completely is a wonderfully simple way to spread awareness of your brand. If you are in a company of 50 people, that’s 50 profiles with your company’s name with a quick link to your Company Page. And according to LinkedIn, it makes your company more visible in search results both on and off LinkedIn.

Encourage your colleagues to add your company in their current work experience on their personal profiles and engage with your Company Page posts.

5. Promote your Company Page beyond LinkedIn

No great marketing channel lives in a silo. It takes a coordinated effort across all of your digital platforms in order to see consistent growth over time.

LinkedIn recommends a few cross-promotion strategies in order to experience the maximum growth rate:

Link to your Company Page in your marketing communications, email signatures, and blogs

Email is one of the few remaining marketing channels that businesses truly own (i.e., you’re not subjected to changing algorithms and news feed updates).

One great example of this in action is when we were able to grow the Buffer Podcast by 109% in just two months by cross-promoting it on social media and email:

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We also encourage all of our employees to add the LinkedIn button to their email signatures and often link to our Company Page in blog posts (see what I just did there?).

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Another great way to cross-promote your LinkedIn Company Page is to make it easy for your readers to share content at any point throughout the reading experience or while browsing your website.

By adding the LinkedIn “Follow” button to your landing pages or using sticky social media sharing buttons within your blog posts, you’re setting yourself up for long-term success and reach.

What’s your LinkedIn marketing strategy?

We’d love to hear from you in the comments below?

Did we miss any LinkedIn marketing strategies that have worked particularly well for your Company Page?

If you’re interested in reading more, check out these awesome resources:

Image credits: Unsplash

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FAQs

How do I grow my business following on LinkedIn? ›

Starter Tips: How to Get Followers on Your LinkedIn Page
  1. Tip #1: Optimize your Page for SEO. ...
  2. Tip #2: Engage your employees. ...
  3. Tip #3: Add a Follow button to your website. ...
  4. Tip #4: Add a Page link to your email signature. ...
  5. Tip #5: Add a Page link to your personal LinkedIn profile. ...
  6. Tip #6: Post content to your Page regularly.

How do I market myself better on LinkedIn? ›

Discover 15 ways to boost your personal brand on LinkedIn.
  1. Optimize Your Profile for Search. ...
  2. Approach LinkedIn Like a Living Resume. ...
  3. Use Your Description to Sell Yourself. ...
  4. Reconsider Your Profile Photo. ...
  5. Get Creative with a Cover Photo. ...
  6. Customize Your LinkedIn Profile's URL. ...
  7. Write Articles for LinkedIn.
5 Feb 2020

What is a good LinkedIn strategy? ›

9 Tips to Crafting the Perfect LinkedIn Marketing Strategy:
  1. Define Your LinkedIn Marketing Goals.
  2. Know Your Target Audience.
  3. Perfect Your Company Page.
  4. Promote Your Company Page.
  5. Create and Share Useful Engaging Content.
  6. Use Images and Other Media in Your Content.
  7. Be Active in LinkedIn Groups.
23 Aug 2021

Why is LinkedIn so important? ›

You can use it to build connections in your industry and to stay in touch with colleagues, past and present. It's an invaluable tool for job searches and recruitment, and a great way to stay up to date with industry news, enhance your professional reputation, and increase the visibility of your brand.

How do I increase my engagement on LinkedIn 2022? ›

Engage your people regularly by resharing their best @mentions and LinkedIn content. Boost the reach of your most important content by notifying employees who may be interested in sharing the post. Recognize team members and team accomplishments by giving them a shout-out from your Page.

How do you promote yourself examples? ›

7 best strategies for marketing yourself
  1. Choose a niche.
  2. Become an expert.
  3. Educate.
  4. Build a social media following.
  5. Be inclusive.
  6. Look for speaking opportunities.
  7. Get to know people.
18 May 2022

How successful is LinkedIn marketing? ›

According to Sprout Social, businesses marketing on LinkedIn generate 277% more leads on average than those engaged in Facebook marketing alone. Surveyed B2B marketers also said that LinkedIn is responsible for 80% of their social media leads.

How do I build my brand on LinkedIn? ›

Helping others is a crucial way to build your own personal brand. Give advice, share job leads, provide endorsements, and congratulate people on their successes. Share in LinkedIn Groups. Every Group post you make and question you answer is an opportunity to market yourself and to build your credibility.

What are LinkedIn marketing Solutions? ›

Our marketing solutions allow advertisers to select specific characteristics to help them reach their ideal audience. The ads you see on LinkedIn are then targeted to provide content relevant to you. Types of ads on LinkedIn. We offer several types of ads that you may see when using LinkedIn.

Why is LinkedIn important for business? ›

LinkedIn for business allows you to build credibility, create a meaningful network, and glean insider expertise from established experts in your industry. LinkedIn is the world's premier business network with 722 million users as of January 2022.

What are the 5 benefits of having a LinkedIn profile? ›

Here's why having a LinkedIn profile is advantageous:
  • Employment Opportunities. ...
  • Easy Job Applications. ...
  • Skill Assessments. ...
  • Initiate Connections. ...
  • Endorsement and Connections. ...
  • Branding. ...
  • Get Job Alerts. ...
  • Positive Social Image.

What is LinkedIn in simple words? ›

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.

Why is LinkedIn so successful? ›

LinkedIn has a powerful job board that users can tap into to apply for jobs or recruit new people to their organization. It works well for recruiters and job seekers alike.

Is LinkedIn good for small business? ›

LinkedIn is the perfect place for the business-minded who want to connect through content. With content marketing playing such an important role in driving traffic and leads to businesses, it makes sense that small businesses would be attracted to a social media audience that is the most receptive to it.

How do I grow my business on LinkedIn 2021? ›

  1. Create a Striking Cover Picture. Your cover picture is the second psychological element that anyone sees on LinkedIn after your profile picture. ...
  2. Write a Detail Rich Summary. ...
  3. Writing Work Experience. ...
  4. Using Featured Section. ...
  5. Connecting with Target Audience. ...
  6. Creating LinkedIn content.

How do I get clients on LinkedIn? ›

Attract More Clients on LinkedIn With These 6 Steps
  1. Optimize Your Professional Profile on LinkedIn.
  2. Identify the Right Prospects.
  3. Follow up After Connecting.
  4. Build a Relationship by Engaging and Sharing.
  5. Join Communities and LinkedIn Groups to Convey Expertise.
  6. Leverage Trust for Sales-focused Discussions.
10 Mar 2021

Why is LinkedIn important for business? ›

LinkedIn for business allows you to build credibility, create a meaningful network, and glean insider expertise from established experts in your industry. LinkedIn is the world's premier business network with 722 million users as of January 2022.

How do I increase my engagement on LinkedIn 2022? ›

Engage your people regularly by resharing their best @mentions and LinkedIn content. Boost the reach of your most important content by notifying employees who may be interested in sharing the post. Recognize team members and team accomplishments by giving them a shout-out from your Page.

What are LinkedIn marketing Solutions? ›

Our marketing solutions allow advertisers to select specific characteristics to help them reach their ideal audience. The ads you see on LinkedIn are then targeted to provide content relevant to you. Types of ads on LinkedIn. We offer several types of ads that you may see when using LinkedIn.

How can I grow my network? ›

8 Ways to Grow Your Professional Network
  1. Talk to Family and Friends. ...
  2. Attend Networking Events. ...
  3. Get Social. ...
  4. Connect With Former Coworkers. ...
  5. Join Professional Organizations. ...
  6. Think Outside Your Industry. ...
  7. Volunteer. ...
  8. Connect With Your Alumni Association.

How do you build connections with others? ›

10 Ways to Deepen Your Connections With Others
  1. Smile. Smiling at another person is one of the simplest ways to connect with them, and it only takes a second. ...
  2. Make Eye Contact. ...
  3. Schedule Quality Time. ...
  4. Listen With Your Heart. ...
  5. Actively Love. ...
  6. Communicate Consciously. ...
  7. Dig Deeper. ...
  8. Be Present and Focused on the Other.
16 Mar 2020

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