Out of nearly 30 million small businesses in the United States, only half of them will make it past five years. To ensure your small business is successful, explore the various ways LinkedIn, the world’s largest professional network, can help.

Here are 6 ways to spark growth by generating leads, producing sales, and hiring top professionals on LinkedIn:

1. Make a Company Page

If you don’t already have one, create a LinkedIn Company Page. LinkedIn members are 50% more likely to buy once they’ve engaged with your business online. Personal profiles don’t have the same marketing, advertising, and recruiting features as Company Pages do, making them less effective at promoting your business. Do not miss out on a free opportunity to generate leads, talent, and, ultimately, revenue. 

For a step-by-step guide on how to create an above and beyond Company Page, view the LinkedIn Company Page Best Practices.

2. Promote, Promote, Promote!

Once you have a Company Page, promote your page on other platforms or via email to grow your audience. Here are some simple ways to get the word out:

  • Announce the launch of the Company Page on your personal LinkedIn profile
  • Encourage your employees to follow the Company Page—Social Media Today reports that content shared by employees receives eight times the engagement as brand shared content
  • Link to your Company Page in your marketing emails or newsletters
  • Embed a Company Follow button onto your website so visitors can easily follow your business.

3. Post Content Consistently

The more you post, the more people you can potentially reach and convert. To get started, try posting at least once per week. Posting consistently shows Company Page visitors that you are active on LinkedIn. Use LinkedIn’s Company Page analytics to see your top-performing updates, your best times to post, and which members of your audience are the most engaged. With this information, it’s easy to make data-driven decisions to optimize your Company Page content. 

n addition to posting often, here are a few more stats to help you boost engagement:

  • Posts with links receive up to 45% more engagement
  • Images see an incredible 98% increase in engagement
  • Posts that have relevant “best-of” lists get almost 40% more amplification 

When a post gets good engagement, consider promoting it to a wider audience with LinkedIn Sponsored Content. Take the Sponsored Content Tour and discover how Sponsored Content amplifies your best content. 

4. Provide a Unique Perspective 

Seventy nine percent of buyers say thought leadership is critical for determining which companies they want to learn more about. To get started with thought leadership content, try to provide a unique perspective on your industry, product, or organization. 

For more ideas and advice on expanding your brand’s authority, download The Sophisticated Marketer’s Guide to Thought Leadership to learn more. 

5. Find Your Audience 

LinkedIn also provides you with tools to identify and target your ideal audience, among over 500 million users. 

LinkedIn members are more likely than other social media users to keep their profiles up-to-date, making it easier for you to find the right people. Use LinkedIn profile data to search for LinkedIn members based on geographic location, education, experience, and even connections.

6. Assemble an Amazing Team 

Research shows that 66% of candidates want to see company culture over everything else. To take advantage of this job search preference, consider enhancing your Company Page with a LinkedIn Career Page. This will allow you to target and attract job seekers with a personalized look at your company, culture, and jobs. 

In addition to creating Career Pages, encourage employees to share job postings and “day-in-the-life” content as well. This adds to your authenticity by giving visitors a genuine idea of what it’s like to work for you. If you have a few employees who share content frequently, consider linking them to your Company Page’s Life Tab. Their updates will automatically populate, providing visitors with up-to-date information.

About the Author(s)

 Isaiah  Dominguez

Isaiah Dominguez is a Midwest-based marketing professional. Currently, he works on the Careers Team at LinkedIn, bringing informational resources and insight to job-seekers, small businesses, entrepreneurs, and students.

Marketing Specialist, LinkedIn
Asian woman points out something on laptop screen to Black female coworker