A funny thing happens when you work in a marketing agency. More often than not, your company’s marketing isn’t up to scratch, especially when you want to grow your company LinkedIn page.
It makes sense, though. Client work comes first, and the working week is only so long. But any marketing agency needs to practice what it preaches.
With over 67 million companies on LinkedIn, having a strong presence on LinkedIn for business and marketing is crucial.
That’s why our team at BGM has worked hard to show the value of company marketing, especially on LinkedIn.
Want to know how we built our company page to almost 2,000 followers and maintained engagement rates that were much higher than the platform average?
Keep reading.
In this article, we will share expert tips to help you grow your company’s LinkedIn page effectively and employ some vital LinkedIn company page best practices.
1. Post with a plan
If you’re in charge of growing your company’s LinkedIn page, you’ll know what a challenge it is to post regularly.
Finding the right posting frequency varies for everyone. Did you know that posting once a week can help you gain five times more followers than if you don’t post at all.
We recommend posting three to five times a week to get the most benefit. It’s best to do this on working days when people are active on LinkedIn.
At the same time, you need to provide at least seven hours between posts to maximise engagement.
This was a big hurdle for us to overcome.
With many teams working on different projects, they could easily overlook things. Also, several updates could arrive in just one day.
So, we needed to create a content calendar to plan our uploads.
After creating and sharing the calendar, we identified gaps in the plan during team meetings and collaborated to address them, which allowed us to post quality material daily.
The results?
Our impressions shot up by 70%, and our total engagements rose 62%.
Content stayed fresh and engaging, connecting with what’s happening at BGM. This included lively company meet-ups and polished podcast clips.
The content calendar also made posting on our company’s LinkedIn easier. Now, we can plan and schedule content ahead of time instead of rushing to post updates during client work.
2. Invite your connections
Like anyone on social media, we wanted our content to go beyond our current follower numbers.
Regular posting grows a LinkedIn account, so we wanted to supercharge our efforts.
More followers help us connect with people and boost our visibility in the sector. It’s a winning formula.
The simple solution? We invited people to follow us.
We know, it doesn’t sound that impressive, but a surprising number of companies don’t do this, even though they want to boost their LinkedIn visibility.
LinkedIn gives admins 250 ‘credits’ to invite connections each month. One invite costs one credit. If that person accepts your invitation, you get the credit back.
The trick was getting our team to invite people in their network and use all those credits before the month ended.
No matter how many people came, it was an excellent opportunity to reconnect.
We could remind old contacts about our company and see who might be open to a call or a coffee.
If people accepted our invitation, that would be a bonus. Internally, this made everyone at BGM engage with our LinkedIn, sharing the load and making it far easier to grow the channel.
Our following grew significantly, with a remarkable 142% increase in new followers. Additionally, our content gained visibility within the broader industry.
Our 2024 Game Journalist Survey became a central topic of discussion during TriplePoint’s annual Mixer at GDC.
3. Learn and improve
We tell all our clients that keeping a social channel moving forward requires proper evaluation.
So, while you may want to post about your last company social or promote a blog, knowing if that’s working is essential.
We review our metrics monthly, identifying what’s doing well and what needs improvement. This includes engagement rates, impressions, CTRs (click-through rates) , and more.
Evaluating this kind of content takes some practice, and it’s unclear why some posts perform better than others. They just do!
Regularly checking our metrics and adjusting our strategy helps our platform grow monthly.
We also see how other marketing activities could feed into LinkedIn as part of that improvement.
The most obvious has been utilising LinkedIn’s newsletter function as a weekly wrap-up of our daily newsletter.
What began as an experiment became a hit for our channel, and the Weekly Download now boasts over 550 LinkedIn subscribers.
4. Assets are essential
Even if you’re the best writer, your excellent copy needs the right assets to deliver results.
While completing our monthly social media reports, we noticed a trend in our best-performing content. Interestingly, the most significant difference was found in the visuals, rather than the subject matter or the posting time.
Posts with striking images of our team, fun TikTok-style videos, or interactive carousels always did better than those without.
Moving forward, we made sure to accompany every post with an asset – every single one.
The result.
The LinkedIn algorithm started to favour our content. We also captured our audience’s attention, resulting in a 70% increase in our engagement rate in 2024. Not too shabby!
5. Profile optimisation matters
In 2024, we refreshed our brand and updated all social media platforms with a new, eye-catching logo.
Maintaining a cohesive look across platforms enhanced our visual appeal and helped build brand recognition and trust.
Being cohesive across platforms not only looked great but also helped to build brand recognition and trust.
We also improved our LinkedIn page. We improved our company description, updated the banner image, and verified our contact details.
These minor but vital tweaks made our page more professional and inviting to visitors, increasing followers.
6. Be responsive
Being responsive to comments and DMs demonstrates to your audience that you’re active. The LinkedIn algorithm also favours posts that receive comments, so we aimed to spark discussions.
Users are more likely to engage when they anticipate a response, so we focused on replying to comments and DMs promptly. We assigned specific comments to certain BGM team members to add a personal touch.
Tagging relevant accounts can also help generate comments and enhance engagement, but we avoided tagging large accounts, as the algorithm may deprioritise content that those users don’t engage with.
Additionally, we consistently monitored comments and messages, which encouraged more conversations and helped us strengthen relationships with our audience.
7. Teamwork is vital to grow your company LinkedIn page
A key takeaway from enhancing our company’s LinkedIn presence was the importance of teamwork.
Typically, individuals managing a company’s social media presence aren’t directly involved in primary business operations.
However, it’s crucial to understand activities at all company levels to develop an effective strategy.
To address this, we held regular team meetings to ensure effective communication.
In these meetings, we discussed our recent social media activity, plans for the next month, and upcoming agency work that we could integrate into our plans.
By regularly checking in with team members across all departments, we kept a complete and up-to-date content calendar, allowing us to post optimally.
By involving the team, we also created a company culture that cared about our social success.
From suggesting content ideas to inviting connections to follow, we’ve experienced an upward trend in metrics following our team’s involvement.
Final Thoughts
We hope you’ve found this helpful.
Like other social media platforms, LinkedIn requires significant time and commitment. Creating a LinkedIn company page can be challenging, and growing it is even tougher.
However, even if you can only implement some of our suggestions, you’ll still be on the right track to building a top-notch company page.
