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As a business, LinkedIn is a powerful tool to establish credibility. You can use it to create a meaningful network, get access to trends and insights from established experts in your industry, or even become an expert yourself! But many businesses struggle to use LinkedIn effectively because they are following approaches that work for bigger companies with large marketing budgets, extensive brand awareness and social media systems.

In this article, we provide some essential tips to manage your online presence on LinkedIn and drive organic growth. You will learn how to: 

  • setup your business page;
  • grow your following; and 
  • post the right content. 

1. Set Up Your LinkedIn Business Page 

Unlike other platforms, you need to have a personal LinkedIn profile in order to create a business page. If you have plans to position yourself as an expert in your industry, it pays to optimise your personal profile before you create your business page. You can do this by: 

  • setting your visibility settings to private;
  • customising your LinkedIn URL using your name and last name;
  • using appropriate images in the profile and background sections;
  • writing a keyword-rich, professional headline; and
  • including keywords in your summary. 

To create your business page you will need some essential information about your business, including: 

  • your logo, sized at 300×300 and a cover image, sized at 1536×768 (you can create these for free using;
  • an overview that describes your business’ mission, core value proposition and product or service offering (use relevant terms as LinkedIn members can search by keywords);
  • your website URL, business location, industry and company size (this increases your searchability on the platform); and
  • a custom button that aligns with your goals.

Before you publish your page, make sure that you view it as a visitor and that you are happy with its overall look and appearance. Take a look at some of your competitors’ pages to identify any other best practices that may apply to your industry. 

2. Grow Your Following on LinkedIn

Once you set up your page, your next goal is to get to the 150 followers mark as quickly as possible. This benchmark increases your opportunity for growth exponentially. Gaining new followers is relatively easy on LinkedIn, as long as you follow some best practices: 

  • link your page to your website, email signature and all other marketing collateral;
  • post content at least once every day or two and re-share your best @mentions;
  • cross-promote your page on other social platforms to reach different audiences and join topical conversations with hashtags;
  • edit your hashtags as your goals change – consider broad (location, etc.), niche (product, etc.), and talent branding hashtags;
  • ask top customers to recommend your business to their network (and @mention of your page) and don’t forget to thank them and re-share these on your page;
  • review your analytics dashboard monthly to find out what your audience prefers and identify any opportunity gaps; 
  • @mention influencers or other Pages you admire;
  • at least once a quarter, invite your personal connections to follow your page using the “Invite to Follow” feature; and
  • keep an eye on your competitors’ activity to identify any tactics that you could replicate.

3. Share Engaging Content With Your Audience Regularly  

Sharing high-quality and well thought out content at least one to three times a week is crucial if you want to drive engagement. A good place to start is to research topics and articles that are trending with your target audience. You can use LinkedIn’s content suggestions tool to get some ideas. 

You should also review your analytics dashboard periodically to check which content types and formats your audience prefers, and incorporate these insights into your monthly content calendar. When planning your posts, use the 3-2-1 model. For example every week you should aim to post: 

  • three pieces of industry-related content;
  • two pieces of ‘feel-good’ content; and 
  • one piece of product or service-related content.

Visually rich content formats are a great way to drive engagement, especially video. Some examples you could try include: 

  • custom images; 
  • short videos; 
  • PowerPoints; and 
  • visually rich PDFs.

You can schedule your posts using tools like Hootsuite, Buffer, or Sprinklr. This allows you to automate the posting process for the whole month. 

Another way to drive engagement is to start a conversation with your audience. You can do this in your posts by: 

  • asking a thought-provoking question;
  • running a contest; or 
  • hosting a raffle. 

Key Takeaways

Posting consistent, compelling updates on your LinkedIn business page is essential to acquire and retain followers. Here are some best practices to optimise the overall appearance of your page and your content production workflow:

  • use a professional looking logo and cover image and add your company information;
  • cross-promote your page on other social platforms to reach different audiences and join topical conversations with hashtags;
  • review your analytics dashboard monthly to find out what your audience prefers and identify any opportunity gaps; 
  • incorporate these insights into your monthly content calendar; 
  • post engaging visual content frequently using the 3-2-1 model; and 
  • automate your posting process by scheduling your posts using a tool like Hootsuite. 

If you need help to craft a LinkedIn marketing strategy or to talk about how a partnership with LegalVision could help grow your business, get in touch on 1300 544 755 or fill out the form on this page.


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