Before you start creating LinkedIn Sponsored Content campaigns, it’s important to grow your organic following to build credibility and find out what type of content resonates with your followers.
Post Updates Regularly The easiest way to grow your audience organically is to share updates that your followers would like, share, and comment on because it’s interesting to them. And when they do engage with your content, their LinkedIn connections will see your updates in their feed too. The companies with the highest-performing LinkedIn Company Pages post several pieces of content each week, and some even post daily. They will often publish and repurpose images, infographics, posts from their company blog, or links to events, webinars, ebooks, and other content.
Here are some examples of top-performing content to get you started.
Optimize Your Website for Social Add social sharing icons and links to your Company Page on your website and other social media outlets. Adding social sharing buttons on all of your blog posts and website content allows users to quickly share content as updates which expands the reach of your content.
Embrace Employee Advocacy Leveraging your employee networks will help you grow your following quickly. Encourage your employees to add your company to their Linkedin Profiles and follow your Company Page. Take it one step further by having your executives and employees publish long-form posts on LinkedIn and encourage likes, comments and shares to gain new Company Page followers.
Keep Your Company Page Current Make sure your Company Page is up-to-date — updates will get shared on followers’ feeds, allowing them to share posts to their own networks. Also update your career section frequently with job postings so people looking for jobs will find your page in search features or through connection suggestions.
Share Rich Media Research by LinkedIn has shown that adding rich media to your LinkedIn Sponsored Content can increase CTRs by as much as 38%.
“Examples of rich media include videos, graphics, and visuals that capture users’ attention”.
Exercise Thought Leadership in Your Industry Follow other businesses and influencers in your industry and engage with their content to use their reach to grow your following. Engage with your network by responding to comments, liking or sharing other posts, and engaging in relevant groups for your industry.
These tips should get you well on your way to growing your following on your LinkedIn Company Page.
Next we’ll explore how to identify the right content to sponsor on LinkedIn.