How to Increase Followers on a LinkedIn Business Page

Gaining traction on a LinkedIn Business Page can feel like starting a conversation in an empty room. You know you have value to offer, but getting those initial followers - and keeping them engaged - is a real challenge. This guide breaks down effective, sustainable strategies to grow your page with an audience that genuinely cares about your business. We’ll cover everything from optimizing your page for discovery to empowering your team to become your biggest advocates.

Optimize Your Company Page for Discovery and Growth

Before you focus on attracting new followers, you need to make sure your page is a destination worth visiting. Think of your LinkedIn Page as your company's digital storefront on the platform. A neglected, incomplete page not only deters potential followers but also hurts your visibility in search results. A fully optimized page shows professionalism and makes it easy for people to understand what you do at a glance.

Follow this checklist to get your page in top shape:

• Complete Every Section: This sounds simple, but it’s often overlooked. Fill out your location, industry, company size, website URL, and founding date. LinkedIn’s algorithm tends to favor complete profiles in search results.
• Use a High-Quality Profile Picture and Banner Image: Your profile picture should be your company logo, clearly visible and sharp. Your banner image is prime real estate. Use it to showcase your brand personality, feature a new product, or announce an upcoming event. The recommended dimensions are 1128(w) x 191(h) pixels for the banner and 300(w) x 300(h) pixels for the logo.
• Write a Compelling "About" Section: This is your company's elevator pitch. The first two lines are the most important, as they appear in search previews. Clearly state what your company does, who you serve, and what makes you unique. Weave in relevant keywords that potential customers or talent might search for, like "B2B SaaS for financial reporting" or "sustainable fashion brand for conscious consumers."
• Create a Custom Page URL: By default, an auto-generated URL is created but can contain random numbers. Creating one that aligns with your brand (e.g., `linkedin.com/company/your-brand-name`) makes you easier to find and to share with your audience.
• Add a Button: Pick what your call-to-action should be and customize it. For example, use "Visit website," "Learn More," or "Contact us." Make navigating away from LinkedIn simple and straightforward.

The Quickest Win: Invite Your Connections

One of the fastest and most effective ways to get your first followers is by leveraging your existing network. LinkedIn provides a built-in feature that lets page administrators invite their personal connections to follow the company page. This is low-hanging fruit and an essential first step.

How to Use Invitation Credits Effectively

Each month, page admins receive a shared pool of credits to send invitations. Here's how to make them count:

1. Navigate to Your Page: Go to your Company Page and look for the option to "Invite connections to follow" (usually on the upper right side).
2. Filter and Select Thoughtfully: Instead of blasting your entire network, be strategic. Filter your connections by location, industry, or current company. Prioritize inviting people who are most relevant to your business: past and current colleagues, industry peers, and existing clients. These individuals are more likely to accept and engage with your content.
3. Personalize When Possible: While the invitation itself is standard, you can send a separate message to key contacts beforehand. A simple note like, "Hey [Name], I'd love for you to follow our new company page on LinkedIn for insights on [your industry]. We're sharing a lot of valuable stuff there," can go a long way.
4. Pace Yourself: You don't have to use all your credits at once. Use them consistently throughout the month as you make new connections or identify relevant people in your network.

Remember, once someone accepts your invitation, the credit is returned to your account, so you're only "spending" credits on pending invitations. It's a powerful tool for building a foundational audience of people who already know and trust you.

Create Content That Attracts and Engages

Once your page is optimized and you have a small follower base, your content becomes the engine of your ongoing growth. People follow pages that provide value, teach them something new, or give them a look behind the curtain. A content strategy filled with self-promotion will quickly lose your audience's attention. Focus on becoming a resource, not a billboard.

A Content Mix That Works:

• Industry Insights and Tips (70%): Share expert advice, analyses of industry trends, how-to guides, and thought-provoking perspectives. This positions your brand as an authority. If you’re a software company, post about productivity hacks. If you're in marketing, share a breakdown of a successful campaign.
• Company Culture and Behind-the-Scenes (20%): People do business with people. Showcase your team, celebrate milestones, share your company values in action, and give a glimpse into your day-to-day operations. Employee spotlights are incredibly effective and humanize your brand. This type of content helps attract not just customers but future talent, too.
• Promotional Content (10%): It's okay to talk about your products and services, but do it in a way that provides value. Instead of just saying "Buy our product," create content around case studies, customer success stories, product tutorials, or special offers. Frame it around solving a problem for your follower.

Content Best Practices:

Use Visuals: Posts with images or videos get significantly more engagement. Use high-quality photos, custom graphics, or short videos to catch the eye of users scrolling on their feeds.

Engage with Video: LinkedIn's algorithm prioritizes video content. Short, informative videos explaining a concept, offering a quick tip, or featuring an employee can perform exceptionally well. You don't need a high-end production studio, a smartphone and good lighting are often enough to get started.

Ask Questions: End your posts with a question to encourage comments and spark a conversation. Posts that generate discussion are shown to a wider audience.

Use Strategic Hashtags: Add three-to-five relevant hashtags to your posts to increase their discoverability. Include a mix of broad industry tags (e.g., #DigitalMarketing), niche tags (e.g., #B2BContentStrategy), and a branded tag (e.g., #YourBrandName). Look at what competitors and industry leaders are using for inspiration.

Empower Your Employees to Be Advocates

Your employees are your most powerful and trusted marketing asset on LinkedIn. When they engage with your page, their network sees it. This provides a massive, organic boost in reach that you can't get from the company page alone.

Steps for an Effective Employee Advocacy Program:

1. Ensure Profiles are Updated: Encourage every employee to list your company as their current employer on their LinkedIn profile. This simple action automatically links them to your page and often makes them a follower. It also lends credibility and expands your brand's collective network.
2. Notify Employees of New Posts: When you publish significant content, use an internal communication channel like Slack or email to notify the team. A simple announcement with a direct link to the post makes it easy for employees to engage, which can significantly increase its initial viewership and reach.
3. Make Sharing Easy: Don't just tell them to share, make it effortless. In your internal announcement, you can even provide a sample caption they can copy and paste or customize. For example: "Thrilled about the new guide our team just launched! It's packed with insights for anyone in [your industry]."
4. Give Them Content to Post: Go beyond just sharing company posts. Celebrate team members by tagging them in photos or updates related to their work. This directly engages them and motivates them to interact with the post, further amplifying its reach. When an employee celebrates a work anniversary or promotion, have the page give them a shout-out.

When an employee shares or comments on your post, it's a form of social proof. It tells their network, "This is something valuable from a company I believe in," which is far more powerful than any ad you could run.

Engage Actively On and Off Your Page

Organic growth on LinkedIn requires proactive engagement, not just passive posting. You need to join the conversations already happening on the platform to get your brand seen by new audiences.

Be Part of the Community

• Comment on Other Pages' Posts: Follow industry publications, complementary businesses, and thought leaders. When they post something relevant, leave a thoughtful, insightful comment from your company page. Don't just say "Great post!" Add to the conversation. Ask a follow-up question, offer a different perspective, or provide a related example. Your valuable comment and brand logo will be visible to everyone on that post.
• Participate in Niche Groups: Find and join LinkedIn Groups where your target audience hangs out. Participate genuinely in discussions by answering questions and contributing value. Most groups have strict rules against direct promotion, so focus on being helpful. Over time, members will notice your expertise and visit your company page to learn more.
• @Tag Relevant People and Companies: When you mention another company, an influential person, a client, or even an employee in your post, tag their page or profile. This notifies them of the mention and increases the chances that they will engage with the post and share it with their own network, exponentially increasing its reach.

Promote Your Page Outside of LinkedIn

Don't limit your promotion efforts to the LinkedIn platform itself. Leverage your other marketing channels to drive traffic and attract followers to your page.

Here are some quick and easy ways to do this:

• Add a LinkedIn Follow Button to Your Website: Place the official LinkedIn icon in your website's footer and on your "Contact Us" or "About Us" pages. This allows your website visitors to connect with you on LinkedIn in one click.
• Include it in Your Email Signature: Every email your team sends is a chance to promote your page. Add a linked LinkedIn icon to the company-wide email signature.
• Cross-Promote on Other Social Media: Occasionally remind your followers on platforms like X, Facebook, Threads, or Instagram to connect with you on LinkedIn for more professional news and company insights.
• Feature it in Your Newsletter: Dedicate a small section in your company newsletter with a call-to-action to follow your LinkedIn page.

Final Thoughts

Building a follower base on LinkedIn requires a steady mix of optimization, valuable content, team involvement, and proactive community engagement. It’s not about finding a single magic trick but about consistently applying these strategies over time to attract an audience that is truly interested in your brand.

While these methods are powerful, consistency is often where the best plans fall apart. Keeping up with creation, scheduling, and community management across platforms is demanding. This is exactly why we built Postbase. We make it simple to plan your content in a visual calendar, schedule posts reliably for LinkedIn and all your other platforms, and manage all your conversations in one unified inbox. By simplifying the logistics, we help you focus on what really matters: creating great content that will help grow your audience.