You might be posting regular, engaging content on social media, but of course, you want the right people to see it.
Your content must be valuable, interesting, and sharable - remember, when a company page’s post is shared by a contact, LinkedIn gives you the option to follow, placed right next to the image or video - so perhaps this is the most important step towards more followers, but there is more you can do.
The first thing to mention is that there is no direct way to simply invite your connections to follow your page, sorry. If you’re desperate for more people to see your posts and follow your company page, here are my tips:
When you create a new company page, you’re obviously starting from zero. On LinkedIn, people tend not to follow companies as much as they connect with other individuals, so to get the ball rolling, your colleagues are your best bet. Whilst people do obviously use LinkedIn to search for new jobs, products and services, which can involve following companies, for smaller businesses this is unlikely to be your main source of followers.
So, encourage your team to have a LinkedIn profile which lists your company as their employer, then ask them to share, comment on or like the content you’re posting on the company page. That way, your content is appearing on the feeds of all of that individual’s connections, with a follow button alongside. Of course, asking your colleagues to follow the page as well means that the posts will show up in their feed, which will hopefully remind them to interact with it.
Martin shares a company post, and I get the option to follow
Also, if you’re posting something which involves or makes reference to your company, you can tag it. Similarly to Twitter, just type ‘@’ then start typing the name of your company. You should then be offered a drop down allowing you to select your company. When you’ve finished the post, the tag will link to your company page. Make sure your team know they can do this.
Wherever there is a touch point with your company, or anyone who represents it, you can link to your company’s LinkedIn page. This could be on your website, email signature, or YouTube channel, or indeed any of your other social channels.
If you publish newsletters and blogs, make sure there’s a button the reader can click to get to your company LinkedIn page. If you publish brand videos, you can include a LinkedIn icon or the page url at the end, or even a clear call to action to follow the page.
As the old saying goes, if you don’t ask, you don’t get. Ask current clients, suppliers and partners to follow your page. There are some drawbacks - this is a laborious task for someone to have to do, plus it becomes a little spammy if you extend this to all LinkedIn contacts, or everyone in your CRM. Try and keep it to people who might actually want to follow you, and make sure you follow other people’s pages in return.
Remember, this is about networking. Get in the spirit of community by creating, joining, and contributing to, LinkedIn groups. Make sure you respond to others or launch your own discussions regularly, and it’s also a great idea to create a group focused on your industry, mission, or clients. It goes without saying too, share posts from your page in the groups - they can serve as the focal point for a discussion. This is a useful post on groups by Hootsuite.
If you really want to be more visible on LinkedIn, consider advertising or promoting your posts. Using LinkedIn’s ad manager you can create follow ads, which put your name and logo in a sidebar on the right of user feeds, complete with a follow button. Sponsored posts simply increase the reach of your posts, meaning you don’t have to be connected, followed, or have had any interaction for someone to see your post.
When someone comments on one of your posts, always try to reply and stimulate a conversation. Each engagement amplifies your exposure, and also if you actually talk to people on social media rather than just posting, it strengthens your relationships, and reassures potential clients that your company is run by real people.
So, there you have it - if you’re thinking this is all pretty obvious stuff, you’d be right, but I hope the above points can serve as a reminder, or inspire some renewed sense of purpose. As always with social media, there is no magic bullet, and it will require a bit of time and effort from your team to get the results you want.