Do you want to get serious about promoting your business or nonprofit on LinkedIn?

See how, by following a few small steps, you can get a lot more out of your LinkedIn company page and grow your followers month over month. Let’s start with the important basics.

1. Why would anyone follow your LinkedIn company page? Some organizations get a huge following by simply sharing updates about their product or service. A lot of people follow Apple’s product updates. Chances are, you’re not yet in that league. You would need to ask yourself the question: ‘how interesting are my company/product updates?’ If the answer is: ‘quite interesting’. You can get some very loyal followers that want to know everything about what’s going on with your organization. What’s new, where can they find you, what’s up with your employees, etc. Sharing only company updates will lower your potential, though. Why? Because chances are that you won’t get a lot of ‘top of the funnel’ new followers. Followers would follow your company page because you are the go-to place for new inspiration, for helping them to solve their problems, etc. Examples of great B2B LinkedIn company pages HubSpot sells sophisticated CRM-software to organizations. They have a ton of product updates, but that’s not the only thing you see on their LinkedIn company page. They share a lot of interactive content, tailored to attract new followers in their target group. It’s not a coincidence that they have more than 400,000 followers on LinkedIn. Here are some examples of posts from great B2B Linkedin company pages: MailChimp, Hootsuite, Slack

This doesn’t mean you shouldn’t share company updates. It means that, if you want to attract new followers that are not that well acquainted with your organizations, it helps to provide content that is valuable even if they don’t use your product (yet!). Also, if there are influential people in your industry, and non-competing companies, that you respect and wish to be associated with, be sure to mention them in your updates. You’ll have a better chance to get in front of their network, since they’ll be able to reshare your post to their followers. 2. Finding and using the right hashtags on LinkedIn Organic reach on LinkedIn is really great. Using the right hashtags helps you to get in front of the right audience. LinkedIn posts with 0 hashtags, will mainly be seen by your followers and connections of people that interact with that post. LinkedIn posts with the right hastags will be seen by people who are not following you yet and you’re not connected with. LinkedIn is even encouraging you to use hashtags. They want to catch up on being a content platform like Twitter, Pinterest and Facebook. Work with LinkedIn and you will get rewarded. When posting on your LinkedIn company page, you’ll see that the post-builder is helping to use relevant hashtags.

Using relevant hashtags is great to get better results, but if you want to get great results, you will need to also check the popularity of a hashtag. If you have a small LinkedIn company page as we do. You shouldn’t (only) use the most popular hashtags because your post will never get seen in the big ocean.

But some hashtags seem nice but have 0 (or close to 0) followers. That’s also a waste of hashtag usage.

Homework Make a list of hashtags that fit your LinkedIn company page and content you publish. The hashtags should be just right. Not too popular, but also don’t choose the hashtags that no one follows. Check out your hashtags here: https://www.linkedin.com/feed/hashtag/?keywords=[enter hashtag] I haven’t yet found a great tool that takes out the manual work of finding great LinkedIn hashtags. Be sure to subscribe below to receive an email when I do.

3. Let colleagues know that you’ve published a post on your LinkedIn company page All platforms are aware that some content is great and some… isn’t. Listings on Booking.com, Tweets on Twitter, photos on Shutterstock, etc. They all have an algorithm to boost great content up the ranking. Usually, they look a data provided by the users. In the case of Social Media platforms, the percentage of people interacting with a post. Example: Post that has been seen by 500 people and has received 10 interactions. Is of better quality than: Post that has been seen by 500 people and has received 1 interaction. Even if you have 10,000 followers on your LinkedIn company page. That doesn’t mean that all your followers will see your post. You will need to prove to LinkedIn’s algorithm that your post is worth showing to all your followers and their connections. You will need to raise the interactions, FAST. How? One simple way is to message your colleagues to let them know that a post has been published and that liking, sharing, commenting and even clicking on the link is appreciated. You’d want to show the algorithm as soon as possible that the post that has been published. It is great and that all your followers should see it. You can message your colleagues within your group app or on LinkedIn.

4. Educate your employees on how to get the best out of LinkedIn Not all your employees or colleagues are marketers. It’s not their job to know about the best practices on LinkedIn. Often time, they do want to help the organization they work at to get more followers. Share a short explainer on the best practices and benefit from the collective power of your organization. Here’s an example:

Also, be sure your employees are properly mapped to your Page (by citing it accurately in their Work Experience), because every time your employee makes a new connection on LinkedIn, the new connection will be prompted to follow your Page. 5. Interact in LinkedIn groups Did you know that there are some great thought leaders in various LinkedIn groups? There are small- and large LinkedIn groups and you can even start your own. You can share articles, comment on what others have shared and interact with people in your target group. Be sure to be present and mention your company page when it’s relevant. 6. Invite connections to follow your LinkedIn company page LinkedIn had introduced this option for a short period, then removed it and has now re-introduced it. You can invite your first connections to follow your LinkedIn company page. All team members that are page admins can use this function. You can invite an individual only once. This can be a powerful tool to get more followers for your LinkedIn company page, but be sure not to spam people.

7. Interact with your LinkedIn company page You can interact on various topics with your personal account and tag your LinkedIn company page. Or. You can simply interact directly with your LinkedIn company page (like and comment). LinkedIn is even promoting this. Have you seen updates showing which conversation might be valuable to interact with, with your company page? LinkedIn is helping out.

If you want to take it a step further, go and search for conversations based on your hashtags. Start by clicking on the hashtags on your company page as seen in the image below.

8. Publish long-form content on LinkedIn with your personal account As I mentioned before. LinkedIn wants to catch up with other content platforms and is doing her best to help people reach a large audience on LinkedIn without having to pay for it. One of the best ways to reach a large audience on LinkedIn is to publish long-form content with your personal account. Of course, be sure to mention your company page, add the right hashtags, invite your colleagues to like and share, etc. If done well, this tactic can really help you get more followers for your LinkedIn company page. The people you’ll reach will at lease have a LinkedIn account but will likely also be highly active on the platform. Following your company there will make more sense than, for instance, on Instagram. 9. Make it easy to share website content on LinkedIn Aside from tactics you can follow to get more followers from within LinkedIn, there are also tactics to utilize your assets and channels. One of the most straight forward way is to make it easy for people to share your content on LinkedIn. First, it’s important to have the LinkedIn share button on your webpages.

Second, it’s important to have the LinkedIn O.G. tags configured properly. If you have a visitor that likes your content and wants to share it on LinkedIn, it would be a shame if he would not do so, simply because the post looks really messy.