LinkedIn, with its professional networking focus, provides an invaluable platform for brands to connect with a targeted audience and establish a robust online presence. Growing your brand’s organic following on LinkedIn requires a strategic and consistent approach. In this comprehensive guide, we’ll explore actionable steps to cultivate organic growth and enhance your brand’s visibility and influence on this professional platform.
1. Optimize Your Brand’s LinkedIn Profile:
Craft a Compelling Company Page:
Ensure your company page is complete, compelling, and accurately represents your brand. This includes a concise and engaging company description, a captivating banner image, and a recognizable logo. A well-optimized profile sets the foundation for attracting followers.
Example: Use a high-resolution logo and banner image that reflects your brand’s identity. Craft a compelling company description highlighting your mission, values, and unique offerings.
2. Create and Share Valuable Content:
Understand Your Target Audience:
Identify your target audience on LinkedIn and tailor your content to cater to their interests and needs. Understanding your audience helps you create content that resonates with them, increasing the likelihood of gaining followers who find value in your posts.
Example: If your target audience comprises professionals in the finance industry, share content related to industry trends, financial insights, and expert analyses.
Diversify Content Formats:
Experiment with various content formats to keep your audience engaged. Share a mix of articles, images, videos, and LinkedIn carousels. Different formats appeal to different preferences, ensuring a broader reach.
Example: Introduce a weekly video series where your leadership team discusses industry news, company updates, or provides expert insights.
3. Consistency is Key:
Establish a Posting Schedule:
Develop a consistent posting schedule to maintain a regular presence in your followers’ feeds. Consistency builds anticipation and trust among your audience. Use scheduling tools to plan and organize your content calendar.
Example: Post relevant content at optimal times when your target audience is likely to be active on LinkedIn. Consistency helps in building familiarity and engagement.
Engage with Trending Topics:
Stay abreast of industry trends and participate in relevant conversations. Share your perspectives on trending topics and leverage popular hashtags. Engaging with trends increases the visibility of your content and attracts followers interested in current discussions.
Example: Join LinkedIn discussions on emerging industry technologies, participate in relevant hashtag campaigns, and provide valuable insights.
4. Leverage LinkedIn Features:
Utilize LinkedIn Articles:
Publish long-form content through LinkedIn Articles to showcase your brand’s expertise. Articles allow you to delve into industry topics, share thought leadership, and establish your brand as an authority in your niche.
Example: Write an in-depth article addressing a common challenge in your industry, providing solutions and actionable insights.
LinkedIn Live Events:
Harness the power of live video through LinkedIn Live. Host live events, webinars, or product launches to connect with your audience in real-time. LinkedIn Live events are prioritized in users’ feeds, boosting visibility.
Example: Conduct a live Q&A session where your brand’s experts address audience questions and discuss industry trends.
5. Encourage Employee Advocacy:
Activate Employee Engagement:
Encourage employees to become advocates for your brand on LinkedIn. Motivate them to share company updates, industry insights, and relevant content on their personal profiles. Employee advocacy significantly expands your brand’s reach.
Example: Implement an employee advocacy program, recognizing and rewarding employees for actively promoting the brand on LinkedIn.
Employee Spotlights:
Highlight the human side of your brand by featuring employee spotlights. Showcase the talents, achievements, and stories of your team members. This humanizes your brand and attracts followers who appreciate the personal touch.
Example: Share posts introducing team members, their roles, and unique facts about each person.
6. Engage with Your Audience:
Respond to Comments and Messages:
Actively engage with your audience by responding to comments, messages, and inquiries. Create a responsive and approachable image by acknowledging and appreciating followers who interact with your content.
Example: Respond to comments with thoughtful replies, address any queries, and foster a sense of community around your brand.
Run Contests and Giveaways:
Organize contests or giveaways exclusive to your LinkedIn followers. Encourage users to follow your page, like the post, and share it for a chance to win. Contests generate excitement and attract new followers.
Example: “Follow our page, like this post, and tag two colleagues for a chance to win a special edition product. Winner announced next Friday!”
7. Promote Your LinkedIn Presence Externally:
Cross-Promotion:
Promote your LinkedIn presence across other marketing channels. Cross-promote on your other social media platforms, incorporate LinkedIn buttons in email signatures, and mention your LinkedIn activities in newsletters.
Example: Share snippets of your LinkedIn content on Instagram or Twitter with a call-to-action to follow your LinkedIn page for more updates.
Collaborate with Influencers:
Identify influencers or thought leaders in your industry and collaborate with them. Guest posts, joint webinars, or shoutouts from influencers introduce your brand to a broader audience.
Example: Partner with an industry influencer for a LinkedIn Live session discussing relevant topics.
8. Analyze, Refine, and Adapt:
Utilize LinkedIn Analytics:
Regularly analyze the performance of your posts using LinkedIn Analytics. Identify the content that resonates the most with your audience. Refine your content strategy based on these insights.
Example: If posts with infographics receive higher engagement, incorporate more visuals into your content strategy.
Experiment with A/B Testing:
Conduct A/B testing to understand which elements contribute to higher engagement. Test different headlines, visuals, and posting times to optimize your content strategy.
Example: A/B test two versions of a post, each with a different headline, and analyze which one performs better in terms of clicks and engagement.
Growing your brand’s organic following on LinkedIn is a gradual process that demands a strategic and holistic approach. By implementing these actionable strategies, tailoring them to your specific industry and audience, you’ll not only witness a growth in your LinkedIn following but also fortify your brand’s reputation as a credible and influential presence in the professional realm.
