Learn why having the most LinkedIn Company Page followers can set your brand apart by establishing social proof, credibility, and industry leadership. Discover how to transform your company's presence on LinkedIn, attract new followers, and engage your audience better.
Key moments in this episode
00:00 Importance of LinkedIn Company Page Followers
01:16 Why Page Followers Matter
04:43 Audit Your LinkedIn Company Page
08:49 LinkedIn Content for Follower Growth
13:58 The Power of Two
17:03 Action Steps
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
ABOUT MICHELLE J RAYMOND
Michelle J Raymond is an international LinkedIn™️ B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn™️ and let her know you are part of the community of podcast listeners.
Connect with Michelle J Raymond on LinkedIn - https://www.linkedin.com/in/michellejraymond/
B2B Growth Co offers LinkedIn™️ Training for teams to build personal and business brands and a LinkedIn™️ Profile Recharge service for Founders/CEOs.
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#LinkedIn #LinkedInCompanyPage #B2BMarketing
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Is your CEO breathing down your neck to make sure that your LinkedIn Company Page
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has the most followers in the industry?
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Then you are going to want to stick around because we're going to talk about how to
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grow your Company Page followers fast.
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G'day everyone.
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It is coach Michelle J Raymond, and welcome back again, where we
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get to talk about my favourite topic, LinkedIn Company Pages.
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And specifically this week, we are going to be talking about
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LinkedIn Company Page followers.
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And I'd love to know listeners, if you are someone that has had your CEO come
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to you and say, I want to make sure that the Page has the most followers out of
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all of our competitors in the industry.
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And you've sat across the other side of the desk and said, yeah,
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but it's not really that important.
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It's all about, you know, quality over quantity, et cetera, et cetera.
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It's just vanity metrics, or we're better off focusing our
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time and attention over here.
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How did that go for you?
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Because I have worked with so many clients where their number one goal
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is to make sure that they have more Page followers than their competitors.
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And at first it might sound like this is something that you should
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dismiss, that it seems like it's a bit arrogant, not really good marketing
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or focusing on the wrong things.
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And I thought that at first as well, but then if I stop and have a think about it,
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having the most Page followers in your industry can really set up a lot of social
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proof for your business and your brand.
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When it comes to social proof of your brand, having the most number
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of Page followers in your industry can certainly have an impact.
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It can do things like it signals popularity and credibility.
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So the more people that know your brand and have selected to follow your Page,
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then it signals to other people that this is actually probably something of
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value and they should stick around too.
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And that also creates the bandwagon effect.
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IE, if everybody else is following, I don't want to be left behind also.
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It also can highlight that your brand has leadership in the industry.
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So you are ahead of the curve and there is something valuable that you are giving
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to your community and audience that other people want to be a part of, so that
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social proof encourages new followers to come and follow your Page as well.
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And it also enhances the perception of quality on your Page.
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So the largest number of people are not going to follow a Page that ultimately
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is a waste of time and rubbish.
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Because we know that people are pretty choosy when it comes to the
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Pages and brands that they follow.
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They're not doing it because they have a personal relationship in most cases.
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So when it comes to the most number of followers, don't dismiss it too
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quickly because you might actually discover that there's something in this
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and I'm going to show you exactly how if I was a Page admin on your Company
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Page, these are the actions I would take to grow your Page followers fast.
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I'm going to go into that in more detail after we hear a quick word
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about our podcast sponsors, Metricool.
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How do we set up a really strong foundation for
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follower growth on LinkedIn?
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Well, number one, I think you actually have to spend some
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time auditing your Company Page.
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I want you to have a think about what would happen if a random person
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who doesn't know your business landed on your Company Page.
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Would they know exactly and immediately that they are in the right place?
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Imagine if they're making that decision in a split second.
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Have you done the work to make sure that you don't confuse them.
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Because why?
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Said it a million times on this podcast.
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If you confuse them, you lose them.
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It really is that simple.
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So areas that I want you to take a look at is your tagline on your Company Page.
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120 characters.
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Make them powerful.
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They sit at the top of your Page underneath your brand name.
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And for those who might have a brand name that it's not immediately obvious
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what your business does, you can always go in and add a short tagline
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to the end of your Company Page.
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So if you go and have a look at B2B Growth Co, you can see
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exactly how I've done that.
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Now the tagline is one very small piece of this puzzle that we're putting together.
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When you're auditing your Page, go and have a look at the banner or the
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cover image on your Company Page.
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Like, honestly, is it something that you're proud of, that it excites you,
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entices you, that you think other people, if they were to glance at that banner
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would immediately know that they're in the right place and you're the right
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business that solves their problems.
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And if the answer is yes, 10 out of 10 for you.
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If the answer is yeah, no, I'm a little bit embarrassed by it, then
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you've got some homework to do.
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Do not underestimate the power of your cover image on LinkedIn.
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Now besides the cover image and the tagline, there's probably one other
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area that every time when I go and do a LinkedIn Company Page audit and strategy
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for a client, and I've lost track of how many I've done of those, ultimately we
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always come back to that About section.
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Old school About sections on Company Page, always talk about
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how amazing the company is.
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You know, we've got this many employees we founded this time, maybe these are
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a few products and services and blah, blah, blah, blah, blah, all about us.
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Now I want you to go and have a look at yours.
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And if that is how you would read your Company Page About
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section, then you've got a little bit more homework to do as well.
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It's time to flip the script.
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If you want Page followers, then we need to give them a really good
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insight into what they can expect from your LinkedIn Company Page.
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Because if they're doing a little bit of sticky beaking or researching, and
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they come to your Company Page and they read your About section, and they
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can't see anything about themselves.
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They don't know whether you work with clients like them.
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They don't know whether you've got the right products and services
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that solve their problems.
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Then guess what?
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They disappear just as quickly as they arrived.
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And the last thing that we want to do is lose people when they're on the
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actual Page, because they're so confused because the About section isn't clear.
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So it's time to go back, rewrite it, if you need to.
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Invest some time, yes, it's worth it and say, what do you do?
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Who do you do it for?
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And what makes you different?
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And if you can answer that about your business, you are so far in
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front of most of your competitors.
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I'm going to put it out there that not very many people put
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time and effort into this.
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And that can be a number of reasons.
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Often Page admins have inherited the Company Page from someone else.
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It could have been set up like 10, 15, 20 years ago in some cases.
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So if that sounds like you, go back, take a look and think if this is the
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bait to catch the right fish, how is it that you need to change things?
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Let's talk about area number two, and area number two is all
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about having compelling content.
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Now, compelling content on Company Pages is, I think, the thing that most
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Company Pages have copped so much grief on the platform, because historically,
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let's be clear, Company Page content has been a bit of a snooze fest.
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There's not really been anything that's truly unique.
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That's exciting, creative, words like this.
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It's pretty much been stock standard bread and butter.
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You probably sound so much like your competitors and vice versa
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that for someone that's considering purchasing from either of you, they're
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looking at the content confused and going, I can't tell the difference.
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And this happens across all the industries that I've worked with.
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There is no one company that jumps out at me in my mind, that's a
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B2B brand that was so unique and different to other brands that I
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was like, yes, this is your example.
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I wish I had more examples.
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I'm always on the lookout.
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So if you have some good examples, or if you think that your brand does
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this well, please drop me a message over on LinkedIn or in the comments
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so that I can go and check it out.
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So compelling content can often be unique and creative or offer a different
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and fresh perspective, which would be absolutely wonderful in the world
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of AI and so much cloned content.
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So don't underestimate that.
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The other reason that you will get more Page followers is if they see your content
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and they find it valuable or useful.
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And so this means not just posting for the sake of it, but putting some effort in.
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What is it that your ideal audience is looking for information on to
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help them be better at what they do.
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Think who's your ideal buyer.
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What are the KPIs that they're measured by?
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What are the things that are in the way of them making confident
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decisions to work with your business?
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Help them.
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Share generously and share from a place of we're of service to you.
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And when you're ready, we're here to work with you and it
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will have a massive difference.
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The third area that I want you to have a look at is the consistency.
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And for many of you, consistency is a word that you hear on LinkedIn
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over and over and over again.
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And I think it's lost some of its meaning and some of its power and importance and I
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want to bring that back to your attention.
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It is not the time to post on LinkedIn when you as a brand or
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a business, all of a sudden need something from your audience.
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You know the go, Oh, you just booked a booth at the upcoming trade show
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and you want to tell all of your audience that you'll be there.
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And so a week out, you'll do a post, Hey, everyone, we'll be here.
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Come and see us at the stand.
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And then probably on the day of the trade show, there's the obligatory
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post out the front where you and the team all stand out the front, smile,
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come and see us, by then it's too late.
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You haven't earned the right for people to come and just want to see
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you for no reason, unless you're one of those huge brands, that's investing
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so much money into advertising and marketing and relationship
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building, you know, across the board.
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If that's not you, if your brand isn't well known or even if it is at the
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end of the day, you're competing with everybody else on that trade show floor
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that's all doing exactly the same.
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So the thing that I fell in love with when I was working as an account manager was
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the fact that the work that I'd been doing when I was posting personal content meant
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that I had a lineup at those trade shows.
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So think about it in the same way for the brand.
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The more valuable content that your Page is putting out in advance, you give
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people a reason to come and visit you.
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So don't just leave it to the last minute.
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I want to see consistency showing up week after week, giving value.
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None of this.
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We're only here because we have an event or some kind of thing that we
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want on our side because we've got KPIs and therefore switch the audience
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on like you go to a light switch.
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Okay.
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Audience pay attention to us.
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It doesn't work like that.
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So consistency might not sound very glamorous, but I can promise you
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there are lots of people growing their Page followers because
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they're the ones that are showing up doing the work week after week.
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They don't necessarily need to be the best.
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They need to be top of mind and putting out valuable content that
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stands out amongst the competitors.
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This is how you grow more Page followers by having compelling content.
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Let's talk about area three and area three is all about the power of two.
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And if you've read The LinkedIn Branding Book, you'll know that I'm often talking
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about the power of building personal brands and company brands together.
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Now, when it comes to growing your Page followers, this is no different.
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You are going to need to leverage your teammates.
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And there's a couple of different ways that we can do this.
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Number one, you can actually use them to talk about the Page in their personal
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content and help them to build their brand that ties back to the Company Page.
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Now building your employees brand is one piece of the puzzle
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and employee advocacy is huge.
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I'm a big fan, but it's not necessarily what I think you should start with.
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There's a much simpler way that you can have other people in your team help
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you to grow the Page followers fast.
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And that can be using up your Page invite credits.
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So every month you get 250 Page invite credits that people who
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are Page admins can send those out to targeted first connections.
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And you can target them by using different filters in the inviting process.
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And that can be the location that could be by industry.
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Lots of different ways that you can do that.
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So rotating people through the Page admin process, you can invite
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one of your colleagues who might be more well connected, might be
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someone that's in sales that has lots of business relationships
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ask them to come and help invite 250 for that month.
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And you could have a rotating schedule that can help with that.
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And then this way we're all working together.
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When it comes to invite credits, the other thing that's important
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to note that is if you don't use them each month, you lose them.
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And so from that perspective, it's important, get in early
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at the start of the month, make sure that they're targeted.
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And this is a really quick way to grow your Page followers.
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So if you're not doing that, then you need to start to have the process implemented.
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That is one way that we get invite credits, but there's an often
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overlooked other way that we get invite credits when it comes to
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building Company Page followers fast.
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Did you know that every employee within your business gets up to 30 invite
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credits themselves to invite their personal connections to come and follow
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a Page, even if they're not a Page admin.
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So if you can imagine 250 invites for the Page admin team, and
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then up to 30 invite credits per month for the rest of your team.
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So if you can get some other people involved and active and connect the
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dots for them to show why it's important and that you are all striving to have
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the most Page followers in the industry then that is another cool tip because it
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doesn't take long for those to add up.
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And when they're adding their personal connections, they often
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have a relationship with those people that's a little bit closer
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and people are more willing to accept when an invite comes from them.
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So another fast way to grow your Company Page.
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There you go, listeners.
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That is the three core areas that I want you to focus on as Company Page admins,
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if you want to grow your followers fast.
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So optimise your Page for follower growth.
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You want to create compelling content that attracts new followers and gets
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them to engage and want to come back.
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The third one is all about making sure that you work as a team.
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The power of two employee brands and company brands working together.
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As we wrap up today's show, I want you to go and do a quick audit.
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Let me know how you go reach out and connect with me on LinkedIn,
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if we're not connected already.
00:17:40
Let me know what did you discover?
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What did you find?
00:17:42
What were you surprised by?
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I always love to know that you are taking actions after
00:17:49
you've listened to the podcast.
00:17:50
So I look forward to hearing from you all.
00:17:52
Until next week.
00:17:53
Cheers.
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