How to Grow Your Business Page on LinkedIn

Transforming your LinkedIn Business Page from a digital business card into a lead-generating powerhouse requires a focused strategy. Growing an engaged audience on the world's largest professional network is about more than just sporadic posting, it’s about optimizing your presence, delivering consistent value, and building a genuine community. This guide will walk you through the actionable steps to turn your Company Page into a thriving hub for your industry.

Start with a Powerful First Impression: Optimize Your Page

Before you publish a single post, your page needs to be primed for discovery and professionalism. Your Company Page is often the first interaction a potential customer, partner, or new hire has with your brand on LinkedIn. Make it count.

Nail Your Visuals

People are visual creatures. A page with a missing logo or a generic banner signals a lack of effort. Get these two elements right from the start.

• Profile Picture: Use a high-resolution version of your company logo. This isn't the place for your headshot or a product photo. Your logo is your brand's anchor, making your posts instantly recognizable in a crowded feed. The ideal size is 400x400 pixels.
• Cover Image: This is prime real estate to communicate your value proposition. Don’t just drop in another logo. Use your cover photo (1128 x 191 pixels) to showcase what you do, who you help, or a clear call to action. Include a concise tagline, feature high-quality imagery of your team or product in action, or promote a current campaign or event.

Write Compelling Copy

Once your visuals grab their attention, your words need to hold it. Focus on two key areas:

• Tagline: This 120-character sentence appears directly under your page name. You have about three seconds to tell visitors what you do and why they should care. Make sure it's clear and benefit-driven. Instead of "Innovative Software Solutions," try something like "Helping Small Businesses Automate Invoicing in Minutes." Be specific.
• About Section: This is where you can go deeper. Use the first few sentences to hook the reader with a clear description of your services and target audience. Structure the rest with bullet points or short paragraphs for readability. Most importantly, sprinkle in relevant keywords that potential customers might search for. Think about your answer to these questions as a baseline for the structure: “What problem do we solve? Who do we solve it for? How do we do it? And why us?”. Finish with a strong call-to-action that clearly tells them where to go next, such as your website or a demo booking page.

Complete Every Section

LinkedIn's algorithm favors pages that are fully filled out. It shows you're an active, legitimate business. Go through your page settings and ensure every field is complete, including:

• Website URL
• Industry
• Company Size
• Company Type
• Locations
• Phone Number

This information not only helps LinkedIn categorize your page correctly but also builds trust with visitors who want to verify your business details.

Develop a Content Strategy That Builds Authority

Once your page is optimized, it's time to focus on what you'll share. A successful LinkedIn content strategy is built on consistently delivering value to your target audience. Avoid the temptation to only post about your products or services.

Embrace Platform Specificity when Choosing the Right Content Formats

Different content formats drive different types of engagement. A well-rounded strategy uses a mix to keep your feed interesting and effective.

• Text & Image Posts: These are great for quick tips, industry stats, sparking conversations with a question, or sharing company news. Pair strong copy with a high-quality, relevant image or a simple graphic to stop the scroll.
• Video: Native video (uploaded directly to LinkedIn) performs significantly better than linking to external sites like YouTube. Use videos for quick expert interviews, behind-the-scenes glimpses of your company culture, client testimonials, or short "how-to" tutorials. Always include subtitles, as most users watch videos with the sound off.
• PDFs (as Carousels): Uploading a PDF creates an interactive, slide-by-slide carousel experience right in the feed - a format that is currently a golden ticket for high engagement. They're perfect for breaking down complex topics in a visually appealing guide, turning a blog post into 5-10 easy-to-read slides, compiling an insightful industry knowledge slideshow, or a list of powerful takeaways from an event.
• Polls: This is one of the easiest ways to drive immediate engagement. Use polls to gather feedback, start a debate on an industry topic, or do simple market research. The simplicity of clicking a button encourages participation and gives you valuable insights.
• LinkedIn Articles: For establishing deep thought leadership, nothing beats a well-written article. Unlike a post, an article is a long-form piece that lives permanently on your page. Republish your top-performing blog posts here to reach a new audience or write original content for the best results. Don't forget to share each article to the page afterward so they benefit from the native link treatment.

Create Content That Resonates Using The Four Content Pillars

Every piece of content you post should fall into one of four categories that build a complete brand story, helping both create and answer demand.

1. Informative Content: Share helpful and valuable advice to build trust with your brand. Answer the "How", "Why", and "What" questions they have about their jobs, challenges, or goals. Examples include sharing guides, answering FAQs, reporting on the latest industry trends, or sharing tips learned from past experience in your niche. Remember to add as much of your expertise or opinion as possible.
2. Relatable Content: Behind every business are people. Relatable content helps humanize your brand by showing your team's culture and work style. Ideas include employee spotlights and company milestones. Sharing candid wins and lessons you've learned creates emotional attachment beyond just a business transaction.
3. Entertaining and Engaging Content: Even in a professional setting, this is extremely helpful in building real connections. It helps stop the scroll in a crowded feed while keeping followers intrigued. This type of post gets them thinking and may entice them to comment. Polls are a great option here, as are posts that ask for a "gut-reaction" to an interesting fact or a pending announcement. For example, share a graphic for an upcoming product feature and ask, "What's the first word that comes to mind?"
4. Promotional Content: Don't try to misdirect the reader, people know when you're trying to sell. Instead, own what you offer as a potential solution to a person's life challenge in a confident, open, and honest manner. Share your product updates, feature detailed customer stories, and announce promotional events or special offers. Be brave and stand by your product's value.

A great way to start is the “80/20 Rule,” which states that approximately 80% of your content should give value and build trust (Informative, Relatable, or Entertaining). The remaining 20% can be more selling-oriented (Promotional) to avoid scaring off potential followers. Your primary focus should be on attracting and growing a real business following for the long term.

Amplify Your Growth with Built-In LinkedIn Tools

Don't rely solely on the feed to get followers. LinkedIn has several native features designed specifically to help you grow your Business Page.

Invite-to-Follow Free of Charge

Each month, page admins receive a number of credits (usually 100) that they can use to personally invite their 1st-degree connections to follow the page. This is the lowest-hanging fruit on LinkedIn. While the response rate may be low, even a 2-3% acceptance can significantly boost your monthly follower count, and it’s completely free. Be strategic by only inviting connections who are relevant to your company’s content and target audience.

Foster Employee Advocacy to Engage at Scale

Turn your team into your biggest brand ambassadors. Encourage employees to share company content, but offer them guidance rather than strict rules. Provide them with key posts and talking points, perhaps in a shared communication channel like Slack, but empower them to write their own copy. When employees add their unique expertise and perspective, it comes across as more authentic and credible, which benefits them and the company page.

Let Your Products Speak for Themselves

Set up a "Product Page," which serves as a dedicated digital storefront separate from your homepage. It provides a unique space to highlight key offerings with their own features, descriptions, and media (pictures and videos). Even better, with their explicit consent, you can tag the company pages of clients who use that specific product, adding powerful social proof.

Beyond Posting: Where and How to Engage

Simply pushing out your own content isn't enough. To grow, you must proactively engage with the broader community beyond your own page.

• Always Answer Comments: Acknowledging responses helps build a community in your comment threads. Timely replies, especially within the first few hours of posting, can also boost your post's visibility in the algorithm.
• Engage Within Your Niche: Interact with content from clients, peers, and partner brands in your industry feed. Liking, sharing, and commenting on their posts increases your brand’s visibility and will lead people back to your profile.
• Leverage Thought Leadership: Encourage your company leaders, like the CEO, to share company content and engage in discussions on relevant posts from their personal profiles. Their expert commentary adds another layer of authority to your brand.

Final Thoughts

To truly grow your Business Page on LinkedIn, move beyond seeing it as just a platform to broadcast updates. Cultivate it as a resource by providing reliable information, a community by fostering conversations with engaged followers, and a powerful brand-building space by showcasing your brand as one they want to partner with.

Staying consistent with content creation, engagement, and page management can be overwhelming. Social media management tools like Postbase were built to solve this exact problem. Our platform provides a visual media calendar to make your content planning quick and efficient. You can create content when you're feeling most creative and schedule it to post at the optimal time across all your different platforms. Simple automation features handle the redundant tasks, freeing you up to focus on what matters most: engaging with your customers.