How You Can Help Improve Your LinkedIn Engagement
LinkedIn is an excellent platform for building brand awareness and strengthening your company’s online presence, but it’s important to understand its positioning. Posting content on LinkedIn is unlikely to result in customers suddenly booking overnight or enquiries instantly flooding in. Instead, successful social media marketing is a long-term process that builds visibility, trust and credibility over time.
A consistent LinkedIn presence ensures your business stays visible, professional and relevant within your industry. Often, social media success is simply about being in the right place at the right time. When a potential customer suddenly requires your services, they are far more likely to think of the company they have been regularly seeing appear in their feed over the previous weeks or months.
Our role is to help ensure your business maintains a smart, professional and active online presence through regular content posting and management. We also help improve visibility and engagement by interacting with your posts from our own accounts.
However, there are also several simple and effective ways your business can actively help improve engagement levels too.
1) Encourage Staff Engagement
One of the best ways to increase visibility on LinkedIn is by encouraging staff members to like, comment on and share company posts — particularly customer-facing employees such as sales teams, account managers and directors.
Of course, this does require staff to use their personal LinkedIn accounts, but LinkedIn is ultimately a professional networking platform. Supporting and promoting the company online should not feel like a chore, especially when it helps strengthen both the business brand and employees’ own professional presence.
ADL Media now use a new LinkedIn feature on most posts, which allows us to notify employees of posts through its system. However, the more you can encourage employees to interact, the more your content will be seen. Some companies try to make engagement fun by running occasional internal pushes, competitions or friendly challenges to encourage participation.
2) Invite Connections to Follow Your Company Page
LinkedIn offers a feature that allows a personal account, with admin access to a company page, to invite up to 250 of their personal connections each month to follow the company page. This is one of the simplest and most effective ways to steadily grow your audience and should absolutely be utilised regularly.
We offer this as part of every marketing or social media plan free of charge, although we do require access to a personal LinkedIn account in order to send the invitations.
3) Post More Personalised Content
The highest-performing LinkedIn posts generally involve people.
Content featuring team members, company events, charity activities, celebrations, achievements or behind-the-scenes moments consistently generates more engagement than standard promotional material. Audiences naturally engage more with human and relatable content. This type of content also adds a nice balance to your business related posts.
Examples could include:
- Attending exhibitions or networking events
- Supporting a charity initiative
- Welcoming a new team member
- Celebrating work anniversaries
- Sharing company milestones
- Highlighting employee achievements
Where possible, include photos as image-based posts almost always perform better than text-only updates. We are always happy to help with posting this for you, but you first need to share the information with us.
4) Repost Company Content With Personal Thoughts
When sharing a company post, avoid simply clicking “repost” every time. Instead, occasionally use LinkedIn’s “Repost with your thoughts” option.
This creates a new post on your personal timeline, which generally receive significantly more engagement than company page posts because people naturally connect more with individuals than brands.
Even a short sentence adding your perspective can make a noticeable difference to reach and engagement.
5) Share Positive News and Company Achievements
Businesses are often too modest about their successes, but LinkedIn is exactly the place to share positive news and achievements.
Won or been shortlisted for an award? Post it.
Reached a major milestone? Post it.
Been featured in an industry publication or news article? Post it.
Completed a major project or hit an impressive company statistic? Post it.
This type of content helps build credibility and demonstrates growth, expertise and success within your industry. Positive news also tends to perform particularly well because people are naturally more inclined to engage with achievements and milestones.
Again, we are always happy to assist with writing and publishing these types of posts.
6) Link Your Social Media Across All Marketing Channels
Your social media channels should be clearly linked across all marketing materials and customer touchpoints.
This includes:
- Your website
- Email newsletters
- Brochures
- Presentations
- Proposal documents
- Digital marketing materials
Do not be afraid to actively encourage customers, suppliers and industry contacts to follow your pages either. Many businesses simply forget to ask.
7) Add Social Media Links to Email Signatures
Your customers and prospects interact with your emails more frequently than almost any other form of communication, so email signatures are an excellent opportunity to promote your social media channels.
Adding LinkedIn and other social media links to staff email signatures creates a constant, subtle reminder that encourages more people to discover and follow your pages over time.
When implemented consistently across the business, this can become a surprisingly effective source of audience growth.
