Advertising, Digital

4 Ways to Grow your LinkedIn Business Page Organically

By: Tiffany Brandon

LinkedIn offers incredible opportunities to expand your network, market your business, establish your reputation in your industry, and connect with new clients, employers, and employees alike. You also don’t need a large advertising budget or following in order to have your content stand out.

In the last few years, LinkedIn has experienced a resurgence with more people joining and engaging on the platform. Declining organic reach has majorly impacted Facebook and has even impacted businesses on Instagram more recently. Since LinkedIn is a professional network, the organic reach hasn’t been torn to shreds, making it exceptionally valuable.

If your business has yet to make LinkedIn a priority – it’s time to step up your game and implement a LinkedIn strategy in 2020. So where do you begin? Here are 4 simple tips that can help you grow your LinkedIn business page organically and get the most value out of the social network.

Tip #1: Master the LinkedIn Algorithm

The goal of the LinkedIn algorithm is to deliver the most relevant content to each user’s newsfeed. LinkedIn wants to keep traffic on their website and stop irrelevant or low-quality content from showing on newsfeeds.

To do this, LinkedIn’s algorithm looks at clicks, likes, comments, and shares, and fills newsfeeds with content that seems most relevant to the actions a user takes on the platform. Knowing this can help you create and share pertinent and helpful content that will encourage meaningful interactions.

You can use LinkedIn as a place to position your company as a go-to source of information and solutions for both current and potential customers. Think about who you are trying to reach or influence on LinkedIn as well as your business goals for being on the platform in the first place. Are you trying to collect sales leads? Do you want to increase your influence as a thought leader in your industry? Or are you trying to share your company culture to help find new hires?

Create a LinkedIn content marketing strategy around what your target audience would find most valuable and post content that will help you reach your company’s goals for being on the platform.

REMEMBER: LinkedIn wants you to stay ON the platform, so if you link OFF the platform you will be penalized. So, avoid linking away and look for ways to keep your audience engaged within the platform.

Tip #2: Make a Good First Impression

Visibility creates opportunity. Just like how you would update your resume, be sure to spend time optimizing your LinkedIn business page for success. When you search for something on Google, you expect to find the information you are looking for. If your LinkedIn business page doesn’t have the information your followers are looking for, they’re going to move on.

Would you do business with a company whose online presence was spotty or outdated? Would you read or share content from a LinkedIn user or business whose profile is missing most of its pieces? The answer is probably no.

You want to make a good first impression when followers land on your page. As part of your digital marketing strategy, take the time to perform a social media audit of your LinkedIn business page and make it as complete as possible.

You can also create a company-wide initiative to help employees optimize their own LinkedIn profiles. Provide them with cover photos to create cohesion between your entire team on LinkedIn and encourage them to add their employment, education history, skill sets, and endorsements.

Eighty-five percent of jobs are filled by networking. And since LinkedIn is a platform dedicated to professionals, it’s a win-win for everyone when your company and employee LinkedIn profiles are as complete as possible.

REMEMBER: With more than 660 million users worldwide, LinkedIn is an excellent place to market your business. Make sure you put your best foot forward by updating and optimizing your company page.

Tip #3: Use Native LinkedIn Video

In case you’ve been stranded on a deserted island for the past year, allow me to remind you: video is dominating on social media, especially on LinkedIn. Native video means uploading a video file directly to the platform as opposed to simply sharing the link to a video that is hosted somewhere else, such as YouTube.

Native video is 5x more likely than other types of content to start a conversation among your connections. Being a B2B platform for professionals to connect, posting videos on LinkedIn can boost your business page – especially when you get it right.

People are tired of being sold to and are hungry for human connection. Video is a great way to humanize who you are, what your business does, and build trust with your followers all while driving engagement.

Capturing video content may take some extra time and planning – but I always try to remind our clients that it truly is worth it. The LinkedIn algorithm favors video content, so posting video will give you a better chance of having your content reach the top of a person’s news feed.

If you’re not sure what exactly to capture on video, here are a few suggestions that I recommend to help you get the ball rolling:
• Share what you learned at a webinar or conference
• Talk about something that is trending in your industry
• Give followers a behind-the-scenes look or tour
• Share some tips and tricks to educate your followers
• Spotlight a company executive or team member
• Post a video telling your followers about an upcoming event
• Share the story behind your business or how you got started

REMEMBER: We are already bombarded with so much noise on social media. You need to spend more time to give followers quality content. Video is so effective because it all comes down to communicating on a more personal level.

Tip #4: Don’t Post and Ghost

It is essential to remember that all social media platforms have an emphasis on social content. Interactivity is key here, and it is about connecting with people, not just posting content into a void.

As marketers or business owners, we sometimes need to take a step back and remind ourselves that social media is still a SOCIAL platform. The worst thing that you can do is post and ghost! You need to come back to the post and interact.

Engaging in authentic conversations shows that you’re not just a cold organization that is disconnected from your followers; it shows that you are listening, understand, and want to build a relationship on a human level.

When posting content, be sure to take advantage of your “Golden Hour.” LinkedIn measures the initial engagement of your post within that first hour to see if it’s worthy of moving on into other people’s feeds. If your post does well, it’s much more likely to do well all day, week, or month.

REMEMBER: That first hour is your power hour! Take 10 minutes within that first hour to genuinely engage in conversations with your audience. If people comment, be sure to comment back.

LinkedIn is a great platform to learn, grow and connect with your industry and customers. Being armed with the knowledge of how it works as a platform will put you in the best position to see positive results come from your time and effort spent posting and will add the most value to your overall digital marketing strategy.

Have questions? Let us know! We’re happy to help.

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