LinkedIn is a pivotal platform for professional networking, brand enhancement, and strategic content marketing: it transcends mere connectivity and offers businesses countless opportunities to amplify their reach organically.
However, navigating through LinkedIn's vast and dynamic environment demands more than just presence. It calls for a carefully crafted strategy that leverages the platform's nuances to stand out in a crowded digital space.
In this article, I will explore some tangible tips and best practices to boost a company's LinkedIn reach organically. I will delve into the significance of employee advocacy and the optimization of your LinkedIn page and its content. These are key elements to ensure that your brand garners visibility and fosters meaningful connections within its professional community.
1. Optimize Your LinkedIn Company Page
The cornerstone of any successful LinkedIn strategy is an impeccable company page. Your company page serves as your brand's first point of contact with potential clients, partners, followers, and employees. Therefore, optimizing it is a critical step for enhancing your online presence.
How do you optimize your LinkedIn company page?
Fill out every detail
This may seem obvious, but you'd be surprised to see how many companies don't actually do it. Start by ensuring that every section of your company profile is meticulously filled out. This doesn't just mean the basics, like your company description, location, and industry.
Fill in the Commitments, Workplace, and Life tab (if you have one), and add the keywords relevant to your business. These play a crucial role in enhancing your page's discoverability on LinkedIn, helping you stand out among your competitors.
Invest in high-quality visuals
The visual appeal of your LinkedIn company page cannot be overstated: people say not to judge a book by its cover, but everyone does it anyway. It's a human instinct that can't be avoided. That's why high-quality, professional images that align with your brand identity are a must for your profile and cover photos. These images offer a first impression that can significantly influence a visitor's perception of your brand on social media.
Embrace regular content updates
The frequency and quality of your content updates largely dictate the vitality of your LinkedIn page. A dormant page can quickly fade into obscurity, whereas regular posts keep your followers engaged and attract new eyes to your page.
I cannot stress it enough: regular and frequent posts will attract more visitors. So, my tip is to share a mix of updates, from company news and product launches to industry insights and thought leadership articles. This positions your brand as an authority in your field and keeps your audience informed and engaged.
Leverage multimedia content
Today's digital audience has a very short attention span. And that attention is harder and harder to capture in the first place. Chances are that your followers' preference goes to dynamic content (I'm talking videos, infographics, and slideshows).
According to LinkedIn Ads Blog, video is 5x more likely to spark a conversation than any other type of content shared on LinkedIn. That's why integrating them into your LinkedIn strategy can significantly enhance engagement. Such content formats are more likely to catch attention, encourage shares, and foster a deeper connection with your audience.
Discover more tips to optimize your LinkedIn company page for increased reach:
2. Upgrade your Content Strategy with Valuable Content
At the core of any impactful LinkedIn strategy lies the creation and distribution of valuable content. This is where your brand's voice and expertise can become authorities in the industry and attract and retain audience engagement.
I know this might sound obvious, so let me share some more concrete tips on ensuring your content is valuable and on point.
Establish thought leadership with insightful contributions
Positioning your company as a thought leader on LinkedIn is a game-changer in content marketing. Establish your position in your industry by articulating and sharing well-informed perspectives on current events and trends in the space and offering actionable advice that addresses common challenges your audience faces.
This approach will help you enhance your credibility and generate brand trust and awareness as you solidify your position on LinkedIn and on the broader industry space. Your followers will gradually come to see you as an industry leader and expert in the field, returning to and relying on your opinions and expertise.
Encourage engagement through interactive content
Engagement is a crucial metric on social media, and LinkedIn is no exception. Content that invites interaction — be it through direct questions, polls, or calls to action that encourage comments — and thus receives many engagements gets automatically boosted on LinkedIn.
If people in your audience find your post interesting and are compelled to engage with it with reposts or comments (or even likes, for that matter), chances are that even more people outside your direct reach will, too. That's why the LinkedIn algorithm will boost its reach.
Don't forget that the engagement should be reciprocal: try to actively participate in the conversations happening in the comments section of your posts. This level of interaction boosts your content's reach and visibility and builds a community around your brand.
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3. Leverage Employee Advocacy
Employee advocacy is what happens when your employees become your brand ambassadors on social media, and they co-create and share your content to amplify your brand organically. Launching an employee advocacy program means transforming your employees into brand ambassadors, leveraging their networks to extend the brand's message.
Each of your employees has a unique social circle that likely hasn't been exposed to the company's official marketing campaigns. Leveraging that broad net of influence will allow you to tap into their networks to boost reach and visibility organically on LinkedIn and other social media platforms. When employees share content about their work and their company's achievements, it introduces the brand to a wider, untapped audience.
Additionally, those posts have a much bigger impact on the online user: employee voices are perceived as much more trustworthy than a corporate voice or a CEO's, thus lending renewed credibility to that message.
The power of employee advocacy in organically boosting your reach on LinkedIn cannot be overstated. In fact, employee posts see, on average, 8x more engagement than any other post (Source: Social Media Today).
How to boost LinkedIn reach with employee advocacy
When employees share your branded content, they automatically engage their connections and followers, thus expanding your own brand's reach organically. This propagation of brand messaging through trusted personal networks is invaluable.
First of all, you don't have to spend any marketing budget to achieve it because your teams are organically achieving these outstanding results. Second, the expanded reach also wins you higher engagement rates for the content employees share. People trust people (not logos, not companies), which makes each employee post more likely to be seen, interacted with, and further shared.
Marketers and social media managers know how strongly social media platforms prioritize personal over corporate content in their algorithms. They prioritize content that generates engagement, often giving lower visibility to straightforward corporate promotions.
Content shared by individuals, however, tends to naturally encourage more interaction and thus benefits from greater organic reach. And, of course, it also aligns with the algorithms' preference for authentic, engaging content, thus becoming a fundamental part of your social media strategy.
Read more tips in ‘The Lazy Guide to Maximizing Reach on LinkedIn with Employee Advocacy’
4. Engage with the Industry Community
Engaging with the industry community is another super effective way to organically boost reach and visibility on LinkedIn. Active participation within your industry community also establishes you as an engaged and knowledgeable entity of that community, thus improving your thought leadership.
Here are some tips to deepen your engagement and establish your position in the industry space on LinkedIn:
Participate in and contribute to LinkedIn groups
Joining LinkedIn groups relevant to your industry and actively contributing to them can significantly boost your reach and visibility. This is where like-minded people gather to share industry-relevant news, trends, and insights, which means that you'll be able to reach more people outside your regular circle of influence and spread your message to and through them.
Collaborate with influencers and thought leaders
Partnering with industry influencers and thought leaders for content creation or co-hosting webinars can dramatically boost your reach. Why? Simply because you'll be able to tap into their network of followers and their wider audience. These collaborations offer mutual benefits, exposing both parties to each other's public.
Actively engage with other content
As I mentioned earlier, engagement should be reciprocal. Make engaging with content posted by others in your industry a habit. Like, comment, and share posts that align with your brand's values or interests. This shows that you are an active member of the community and increases the likelihood of reciprocal engagement, further boosting your reach and visibility.
Conclusion
Organically boosting your LinkedIn reach is a multifaceted process that requires a combination of strategic content creation, employee advocacy, and active engagement with your industry community.
By optimizing your company page, leveraging the power of your team, and engaging thoughtfully with content, you can significantly enhance your brand's reach and visibility organically and expand your sphere of influence on LinkedIn.
Remember, success on LinkedIn doesn't happen overnight. It requires consistency, adaptability, and a commitment to providing value to your audience. With these tips and best practices, you're well on your way to establishing a strong, influential presence on the platform, and you'll have the key to scaling and growing your brand and online presence on social media.
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