LinkedIn is a key social channel to boost your visibility and connect with key audiences. Whether it’s about your company page or your personal profile, there are many opportunities to grow your LinkedIn social to improve your business opportunities.
Why your organic social presence matters
It’s essential nowadays to have an active organic social presence. It allows you to showcase your expertise, build credibility, and connect with your target audience.
Here are 4 more specific reasons.
1. It helps you aim for long-term success and not just vanity metrics
LinkedIn social is not just about posting for the sake of posting. It’s also not about obsessing over the number of likes you get on each post without any strategy behind it.
It’s about attracting the right audience and focusing on the tactics that will lead to new business opportunities.
For example, an organic social presence with an engaged audience makes it easier to get the best ROI from your paid campaigns.
It gives you insights on what works to create the best campaigns for existing and new audiences.
2. Build your thought leadership
Every piece of content that you create should align with your key objectives. What do you want to get out of it?
Whether it’s about engagement or lead generation (or both), your content should be strategic to help you build your credibility.
3. Turn likes into an engagement strategy
LinkedIn social is not just about posting content. It’s also about ensuring that people find it interesting enough to engage with it.
There’s no need to force engagement but you can still work on an engagement strategy to ensure that you create content that your target audience enjoys.
Even better, you want to include engagement activities in your marketing plan to ensure that you go beyond your page and share your thoughts on others’ posts.
By commenting on others’ posts, you go beyond your current followers to build relationships and develop your thought leadership.
4. Explore business opportunities
You are as strong as your network. It’s important to build meaningful relationships that reflect your target audience and what you want to get out of LinkedIn.
LinkedIn social makes it easier to build relationships by adding value and helping others while also building your thought leadership.
It also makes it less awkward to continue a conversation in DMs with those who could be interested in your business.
Tips for organic LinkedIn growth – personal profile
Here are four tips to grow your LinkedIn profile in a more strategic way.
1. Optimize your profile
The first thing to do is to optimize your LinkedIn profile.
✔️Make sure that your headline explains who you are and what you do. Since it’s what everyone sees when you share content, it needs to talk to your target audience.
✔️Your About section is an opportunity to share more details about your products and services while also showcasing your personality. It’s the section with the longest text on your profile so you get to decide how you want to use it.
✔️Use keywords that reflect what you want to be known for. LinkedIn SEO can boost your visibility both within the platform (how others find you) but also through search results. Pick keywords that describe your work and how you want it to be found.
✔️Feature key content and use custom links. Whether it’s about lead magnets, landing pages, or a link to your newsletter, make sure you highlight your key content and pages in your profile.
2. Create content for growth and engagement
It’s time to be more strategic with your content. Work on a content plan that aligns with your key objectives.
Focus on 2-3 content pillars that match what you want to be known for and experiment with various content formats.
Make sure that you don’t just broadcast content that feels like you are talking on your own so always leave space for conversations in the comments.
Your content is your currency for building thought leadership and developing relationships. You don’t want to waste time posting content that doesn’t match your objectives.
3. Identify your network and community
Before you aim for growth, start with your existing network.
Those who already know you can help you amplify your content at the start.
Map out your network, those who are closest to you, and those you need to reconnect with.
Identify supporting networks and communities you can activate based on your location, your interests, or your industry.
It’s your core network that will help you go beyond your existing connections.
4. Don’t limit yourself to your own profile
LinkedIn Social is not just about restricting your presence to your own profile. In fact, you can add value by commenting on others’ posts to tap into a new network.
This is not just about adding automated comments, it’s about being helpful, sharing your views, and building relationships.
Tips for organic LinkedIn growth – company page
Here are four tips on how to grow your LinkedIn page organically.
1. Optimize your presence
Just like your personal profile, you still need to optimize your Page’s presence.
Your branding should be consistent and all the company details should be up-to-date. The messaging should align with your website and the content should also have the keywords you want to rank for.
Review your product pages and any lead magnets you share to ensure you have the latest CTAs mentioned.
2. Involve your team
The best way to boost your engagement and grow your company page is to start with your existing network.
Your employees can be your brand’s best ambassadors. They get to share their thoughts and you get to reach a wider network.
Employee advocacy can be very powerful on LinkedIn as you get to build a marketing plan that goes beyond your company page to build your brand more authentically.
All you need is a plan on how you want to involve your team and the best ways to support your core activities.
3. Start from your audience and expand
First, you need to focus on your existing audience. It’s important to have an engaged audience that will ultimately be part of your community.
Your content should speak to your target audience and your KPIs should strongly focus on engagement.
Once you feel more confident about your audience’s engagement, it’s time to focus on growth.
A good idea is to explore collaborations and partnerships to reach out to new audiences (webinars, events, podcasts, etc)
4. Create an engagement and growth plan
Now it’s time to be more strategic with your content.
Your content strategy should align with your objectives. If you are aiming for engagement, you want to focus on the tactics that will help you create engaging content.
For example, you can ask questions, create content that feels effortlessly engaging, or involve your biggest fans in the engagement process to start a conversation.
When it comes to growth, you can get your team to invite their network to follow the page – it’s a quick way to grow your following base with relevant followers.
Conclusion
This is the best time to make the most out of LinkedIn both for your personal and corporate brand.
Start by defining your objectives. Focus on the tactics that will get you closer to your goals.
Not sure how to get started? Let’s have a chat!