How to Grow a LinkedIn Page

Your LinkedIn Page is one of the most powerful tools you have for building brand authority, generating leads, and attracting top talent. But simply creating a page isn't enough, you need a strategy to grow it from a digital ghost town into a thriving community. This guide will walk you through the practical, actionable steps to optimize your page, create content that connects, and build an engaged following that actually helps your business grow.

Foundation First: Optimize Your LinkedIn Page

Before you focus on growing your follower count, you need to make sure your page is a place people actually want to follow. A neglected or incomplete page screams unprofessionalism. Think of it as your digital storefront - it needs to be clean, inviting, and clear about what you do.

Craft a Compelling "About Us" Section

This is your elevator pitch. You have 2,000 characters to tell visitors who you are, what you do, who you help, and why they should care. Don’t just list your products or services. Tell your story. Use keywords naturally that your ideal audience might be searching for. End with a clear call-to-action, directing visitors to your website or a lead magnet.

• Good Example: "We help B2B SaaS companies scale their content marketing without the guesswork. Since 2018, we've partnered with over 100 founders to build marketing engines that drive real revenue. Get our free content strategy template at [Your Website]."
• Bad Example: "We are an innovative marketing solutions provider offering synergistic strategies for business growth."

Use a High-Quality Profile and Banner Image

First impressions matter. Your profile picture should be a crisp, clear version of your company logo. Your banner image is a prime piece of real estate - don't waste it. Use it to showcase your brand's personality, announce an upcoming event, highlight a new product, or feature your value proposition. Keep the design clean and uncluttered, since it will appear on both desktop and mobile devices.

Complete All Page Sections

This is a simple win. Go through your page settings and fill everything out: website URL, industry, company size, phone number, and address if applicable. LinkedIn's algorithm tends to favor completed profiles, and it adds immense credibility for any visitor who lands on your page. People trust businesses that provide clear, accessible information.

Create a Custom URL

By default, LinkedIn will assign your page a URL with a string of numbers. Editing this to your company name (e.g., linkedin.com/company/your-company-name) makes your page look much more professional and makes it easier for people to find you. You can change this in your "Admin tools" under "Public URL."

The Core of Growth: Your Content Strategy

An optimized page gets you in the game, but a strong content strategy is how you win. On LinkedIn, value is the currency of attention. Every post should aim to educate, inspire, entertain, or inform your audience. Stop selling and start serving.

Master the Content Pillars That Work on LinkedIn

Don't just post random updates. Build your content around specific themes, or "pillars," that resonate with a professional audience. Mix and match these formats to keep your feed fresh and engaging.

1. Industry Insights & Trends

What it is: Share your unique perspective on what's happening in your field. This isn't just resharing an article, it's adding your two cents. What does a recent industry shift mean for your customers? What trend are you seeing that nobody else is talking about?

Why it works: It positions your brand as a forward-thinking authority and a go-to resource for a professional audience.

2. Tutorials & How-To Guides

What it is: Give away practical, actionable advice that helps your audience solve a problem. This could be a text-based list, a simple graphic, or a carousel post walking through a process step-by-step.

Why it works: Providing genuine value without asking for anything in return builds immense trust and goodwill. People follow pages that make their jobs easier.

3. Behind-the-Scenes & Company Culture

What it is: Humanize your brand. Show pictures of your team working on a project, celebrate an employee's work anniversary, or share a story about how your company overcame a challenge. People connect with people, not logos.

Why it works: It makes your company relatable and is a powerful tool for attracting top talent who want to work for a company with a great culture.

4. Case Studies & Success Stories

What it is: Instead of saying "Our product is great," show it. Share a short story about how a client used your product or service to achieve a specific result. Focus on the client's problem, the solution you provided, and the tangible outcome.

Why it works: Social proof is incredibly persuasive. It proves you can deliver on your promises and helps potential customers see themselves in your success stories.

5. Polls & Engaging Questions

What it is: Use LinkedIn's poll feature or simply ask an open-ended question to spark a conversation. Keep the question simple and relevant to your audience's professional life.

Why it works: Engagement is a key signal to the LinkedIn algorithm. The more comments and reactions a post gets, especially in the first couple of hours, the more people LinkedIn will show it to.

Embrace Visuals: Carousels, Simple Videos, and Graphics

While text-only posts can do surprisingly well on LinkedIn, visuals will almost always grab more attention. You don't need a Hollywood budget to make an impact.

• Carousels (PDFs): This is one of the most powerful formats on LinkedIn right now. Create a simple multi-page PDF in Canva or PowerPoint with a "how-to" guide or a list of tips. Users have to click through the slides, which increases dwell time and signals to the algorithm that your content is engaging.
• Simple Videos: A 60-second video of your CEO sharing a tip, shot on a smartphone (with good lighting and audio), can often outperform a slick, professionally produced ad. Keep it short, add captions, and get straight to the point.
• Branded Graphics & Infographics: Use a tool like Canva to create simple graphics that highlight a key statistic, a quote, or a short checklist. It breaks up the monotony of the text-heavy feed and makes your information more digestible.

Be Consistent: The Unsexy Secret to Success

The single most important factor for growth on any social media platform is consistency. Sporadic posting tells the algorithm - and your audience - that you're not serious. Creating a sustainable rhythm is far more effective than posting ten times in one week and then disappearing for a month.

How Often Should You Post?

Aim for consistency over frequency. For most businesses, posting 3 to 5 times per week is a great target. This keeps your page active and in your followers' feeds without overwhelming them. Quality always trumps quantity, a few high-value posts are better than many low-effort ones.

Find Your Best Times to Post

LinkedIn is a professional network, so users are most active during business hours. General wisdom suggests that mornings (8-10 AM) and mid-day (12-1 PM) on weekdays are solid starting points. However, your specific audience may behave differently. Pay attention to your own analytics to see when your posts get the most traction and adjust your schedule accordingly.

Engage to Grow: It's a Two-Way Street

Don't just post and ghost. The social part of social media is where the real growth happens. Engaging with your community turns passive followers into active fans and advocates.

Respond to Every Comment

When someone takes the time to comment on your post, always reply. It acknowledges their contribution, encourages more discussion, and boosts your post's visibility in the algorithm. Ask follow-up questions to keep the conversation going.

Encourage Employee Advocacy

Your employees are your most powerful and authentic brand ambassadors. When your company page posts something, encourage your team members to share, react to, and - most importantly - comment on it within the first few hours. A comment from an employee adds more weight than a simple like. A simple way to facilitate this is by creating a dedicated Slack channel where you share a link to new posts and ask the team to engage.

Actively Drive Follower Growth

While great content and engagement will attract followers organically, a few proactive steps can speed up the process significantly.

Invite Your Connections to Follow

LinkedIn gives page admins monthly credits to invite their personal connections to follow the company page. This is low-hanging fruit. Every month, go through your connections and invite relevant people who you think would benefit from your page's content. A personal invitation is often more effective than anything else.

Promote Your Page Outside of LinkedIn

Don’t assume people will just find you. Make it easy for them. Add a "Follow us on LinkedIn" button to your:

• Website footer
• Company email signatures
• Newsletters
• Other social media profiles

Use Relevant Hashtags Strategically

Hashtags help categorize your content and make it discoverable to people who don't already follow you. Don't go overboard. Aim for 3-5 relevant hashtags per post. Use a mix of broad industry hashtags (e.g., #Marketing) and more niche, targeted ones (e.g., #B2BContentStrategy) to maximize your reach.

Final Thoughts

Growing a LinkedIn Page isn't about finding a single "hack." It's about systematically building a strong foundation, consistently delivering value through high-quality content, and authentically engaging with your professional community. Follow the steps outlined here, be patient, and focus on service over selling, and you’ll build an asset that generates real business results.

Sticking to a consistent content schedule and managing all the comments and messages that come with growth can start to feel overwhelming. That’s why we built our platform, Postbase, to help you stay organized without the stress. We provide a simple visual calendar to plan all your posts ahead of time and a unified inbox for all your comments and DMs, letting you focus on creating great content while we handle the chaos of keeping it all consistent.