2. INTRODUCTION
LinkedIn is a magnet for professionals and decision-makers, who create their profiles, participate in
industry-related groups and communicate with others on interesting topics. If LinkedIn was a human,
I would describe him/her as a serious, professional and competent person.
If you are promoting a company whose clients are top managers, HR specialists, marketers, foreign
specialists, then LinkedIn is your sacred social network. Not only it is a hub that connects your target
audience – LinkedIn traffic brings more value compared with other social media.
So, LinkedIn a great place to build your audience and attract potential customers. You probably
have already tried to grow your LinkedIn business account. And it didn’t work…
When it comes to social media following – companies often require instant gratification and
constant followers growth. Business owners want to see their LinkedIn pages to grow exponentially
for very wrong reasons. Don’t fall into the same trap. LinkedIn is a very unique social network, where
everything from user behavior to the algorithm is different and serves a different purpose.

3. Pay attention to LinkedIn’s mission and vision statements
The mission of LinkedIn is simple: connect the world’s professionals to make them more productive
and successful.
Create economic opportunity for every member of the global workforce
Understanding LinkedIn environment is essential in building your successful presence in it. By
analyzing the driver behind why people use LinkedIn, why people follow businesses and what
content increases engagement rates – you will understand why your page is not growing or growing
very slowly.
Notice that the growing speed on each social media is different. Growing LinkedIn profile is the most
challenging task for social media marketers. 90% of businesses experience very slow growth, the rest
don’t grow at all. LinkedIn business profile moves in correlation to your company growth. If your
business is growing slowly, so will the company page and vice versa.

4. But as was mentioned earlier,
LinkedIn growth is all about
quality over quantity. Here are
some stats, that the LinkedIn
growth battle is worth fighting
for:
• 61 million LinkedIn users are
senior level influencers and 40
million are in decision-making
positions.
• LinkedIn is the most-used
social media platform
amongst Fortune 500
companies
• 91% of marketing executives
list LinkedIn as the top place
to find quality content

5. WHY PEOPLE USE LINKEDIN?
95% of business world players have
LinkedIn profiles. People come to LinkedIn
to build a social network, discover industry
insights, or find a job. Also, social media is
also very popular in head hunters and HR
agencies.
LinkedIn helps to build a virtual network of
contacts. Business card or phone number
can get lost or emails buried under
hundreds of others. So LinkedIn is a perfect
place to keep that valuable connection with
people.

6. The social media has become a hub for people to share their industry insights and expertise in the
groups. It is a wonderful opportunity to connect with like-minded people, whom you can easily ask
for help or share your personal experience.
Now that you have a good understanding of LinkedIn’s ecosystem, communities and reasons why
people use it, we will implement this information to guide your social media marketing strategy
and help you to grow LinkedIn company page.

7. YOUR LINKEDIN COMPANY PAGE DESERVES BETTER TREATMENT
Treat LinkedIn business page like you would treat your website. It is the face of your company that
can both increase brand credibility or kills it.
Filling in basic information about your company address, URLs, description, main picture, header
picture is not enough. It is the first step that you have to take, but it is content on the page that takes
you to the next level and gives the impression of an alive company.
LinkedIn deserves a separate content strategy keeping in mind the environment and audiences’
content preferences.

8. What should your new content
strategy include? Every
year LinkedIn nominates
company pages who did an
exceptionally impressive job. By
looking at the top 3 business
profiles, we will explore together
what can help you to grow your
page and what content can bring
you there.

9. Hays
Hays LinkedIn page
showcases its leadership
through branded images
and the company’s
leader’s opinions. Hays
often shares content they
create to help individuals
to learn more about HR
practices, prepare you for
job interviews and
general career lessons.

10. Schneider Electric
Schneider Electric also uses
branded images. All
company feed is consistent
in its signature green color
scheme everywhere.
Content often highlights the
company’s achievements
and successes and its
employees.
Pro tip: “Sharing exciting
company news makes your
page feel like an exclusive
community while attracting
top talent.”

11. PTC
PTC is a computer software
company with many
different business lines.
Each has its own unique
space on LinkedIn through
Showcase pages.
Pro tip: “By creating distinct
platforms for different
aspects of your business,
you can tailor messages
specifically to target
audiences for each.”

12. CONSISTENT POSTING SHOWS THAT THE COMPANY IS ALIVE
After analyzing the top 10 LinkedIn business page accounts we all can come to a simple conclusion.
Businesses use LinkedIn to post updates and announce new functional features. Moreover, they use
LinkedIn to distribute their blogs and newsletters. If they want important updates to receive
maximum coverage, they pin posts at the beginning of newsfeed.
The LinkedIn profile helps them to bring traffic to their website or blog and promote updates and
news among subscribers.
To make thing fast and efficient introduce Sociality.io Publish feature, that enables you to schedule all
LinkedIn posts in advance. Publish features makes sure that your target audience will see your
message at the right time. Reaching your audience at their user peak time drives higher engagement
rates.

13. Notice that Hays, for example, has 2,8M
subscribers and only 106 likes and 1
comment. Do you think that LinkedIn is
effective?

14. SOCIALITY.IO AND LINKEDIN BUILT-IN ANALYTICS
To truly assess the effectiveness of your LinkedIn engagements rates I strongly discourage you to just
compare likes to subscribers numbers. Instead, take a deeper look at analytics and pay attention to
average conversion rates from a visitor to a potential customer.
LinkedIn efficiency will not be measured in how many likes and shares your posts have collected,
but as the traffic that you drive.
But if you don’t know what content is driving engagement, or who you are engaging with, how can
you understand how to drive results for your business?

15. LinkedIn offers inbuilt
analytics that shows
deeper insights into your
page performance. You
can evaluate which posts
receive the most
interactions, clicks and
even followers acquired.
Also, LinkedIn analytics
present more detailed
demographic data about
your followers.

16. Sociality.io Report feature prepared detailed,
deep data (that is not available in built-in
LinkedIn analytics) in seconds. All reports are
exportable and show you everything you need
to know about your page’s performance.
For example, you can create thought
leadership content created specifically for
senior management or filter by industry type
or company size. You can see where the
majority of your followers live and schedule
posts according to their active hours.
Deep data helps you to make intelligent
decisions, understand who your followers are
and guide your content strategy accordingly.

17. GUIDE TO LINKEDIN CONTENT THAT CONVERTS
The LinkedIn algorithm is different. You can notice sometimes the first post you see can be 3 weeks
old, but the algorithm decided that it is relevant to your interests. Overall, the LinkedIn algorithm is
one of the hardest to understand, but it is not rocket science.
What content LinkedIn algorithm approves?
• Share value to the community
• Inspire people to achieve more by showing your own company success
• Offer industry or career actionable tips they could implement
• Industry-specific jokes or memes can also be fun
• Evoke an emotion. Use real people in your visuals
• Share industry statistics
• Share short videos

18. BROADCAST ARTICLES AND OPINIONS
LinkedIn Audience welcomes links to your articles that
primarily solve problems and answer questions. Even if
your company doesn’t do content marketing, then
sharing useful links to articles and experts on other
resources would also help to bring more people to your
profile.

19. HUMAN FACE
Although LinkedIn is a professional
social network, you should not limit
your content strategy to dry experts
and corporate articles and posts.
Sharing your company achievement,
news, and your own employees will
bring a personal touch and leave a
warm impression.
For example, ask questions and post
content that provokes discussion,
publishing partner’s content,
congratulates subscribers on holidays,
etc.

20. SOCIAL PROOF INSIDE YOUR LINKEDIN PAGE
Social proof is one of the most effective ways to
increase traffic and sales. Customer
testimonials can help you to switch potential
customers to long-term loyalists.
On average, a Linkedin user spends only 17
minutes a month on this social network.
Therefore, when a Linkedin user hits your page,
you have only a few seconds to say what you
are doing and why your company page is worth
their attention.
State clearly why your company deserves
people’s attention, what makes you stand out
from other competing companies?

21. AND LASTLY – LINKEDIN GROUPS
42% of LinkedIn users participate in group discussions and consider groups to be the easiest way to
share content and opinions with colleagues. It drives high-quality traffic and brings more users to
your profile. Join industry-relate groups.
Pro tip: Instead of spamming groups and annoying both group participants and moderators, be a true
expert. Share your expertise and prove that the content you share deserves their attention. The higher
is your credibility and authority, the more successful will your business page be.

22. CONCLUSION
Growing LinkedIn company page is a long and time-consuming process that won’t happen overnight.
The best strategy is to create separate content for the LinkedIn audience, monitor key metrics with
Sociality.io reports and consistently post relevant, valuable and industry-related content.
Keep in mind why professionals and decision-makers use the platforms and how to attract their
attention. After all, traffic that comes from LinkedIn is more valuable than from other social media. It
is the battle worth fighting for.

23. Sociality.io
All in one social media management platform.
Learn more at Sociality.io