4 Jan 2024 How to Strategy

How to build a winning strategy in 2024 for your company’s LinkedIn page

Rebecca and Betty next to a LinkedIn logo

During the past few years, LinkedIn has evolved into more than just a professional networking platform. It has become an essential tool for businesses to showcase their brand, engage with a targeted audience, and drive meaningful connections. As we step into 2024, creating a successful strategy for your company’s LinkedIn page is crucial to enable your business to stand out from your competition. Here, we’ll explore the key elements of an effective LinkedIn strategy for 2024, and beyond, and help your brand make a strong impact and drive business growth.

The power of employee advocacy

It is fundamental to understand that your company page has limited reach without employees willing to share your posts and becoming brand ambassadors. Their personal networks will greatly expand the reach and impact of your businesses LinkedIn content.

Now is the time to consider how your organisation can encourage and empower your employees to share company updates on their personal profiles, as well as create their own content such as thought leadership insights.

Try implementing an internal advocacy program that provides support, training and incentives for employee engagement on LinkedIn. By harnessing the power of employee advocacy, you can amplify your brand’s reach and foster authenticity and trust.

Here are a few tips to help support your employees with company promotion:

  • If a post receives a lot of engagement within the first hour, it has a better chance of reaching more people overall
  • Notify your employees in advance of what and when you are going to post, so they can engage with the content on your company page
  • Get your team to like and comment on each other’s posts during this crucial timeframe to boost visibility on LinkedIn
  • Ensure you are engaging with your employees’ posts from the companies LinkedIn page.
  • Create a supportive network where employees feel empowered to share their own posts and contribute valuable content

Create content that sparks conversations

The focus should be on creating engaging content that sparks conversations and adds value to your audience. Generic and uninspiring LinkedIn posts simply won’t cut it. Share thought-provoking articles, industry insights, event photos taken by your team and expert opinions. The objective is to position your company as a thought leader in your field.

Remember to tag people into the posts, if they are relevant to the content, so they receive notifications. Invest in producing high-quality videos, infographics and interactive content that grabs attention and encourages social sharing.

Also consider uploading swipeable PDF content which requires the viewer to interact to see the next slide. Don’t be afraid to utilise the trending features of the platform, as posts that do will always be shown to a wider audience.

The latest upgrades to the LinkedIn newsletters allows you to create better formats and now has specific analytics so you can measure the impact. For more ideas on creating better content, read our recent blog; Why boring won’t cut it in 2024. 

As video and audio content are expected to continue to dominate social media platforms in 2024, make the most of LinkedIn Live and potential audio features that may be introduced. Host live events, webinars and Q&A sessions to foster real-time interaction and engagement with your audience.

And why not start a LinkedIn podcast to share industry insights, interview industry experts and strengthen your brand’s voice in your niche?

Video and audio content offer a more personal and immersive experience, creating deeper connections with your audience. Read our latest blog if you are considering starting a podcast [LINK].

2024 is the year to engage

LinkedIn is a platform built for networking and professional connections, so focus on building meaningful relationships with your audience by actively engaging in conversations. Simply posting content is no longer enough. In 2024 you must make time to engage with your audience. Respond to comments on your posts, initiate discussions, ask thought-provoking questions and encourage dialogue to showcase your industry knowledge and establish your brand as a go-to resource.

You can now follow any other page from your own. Ensure you effectively engage with the companies that your page follows so interact with the companies you wish to do business with.

Think of some carefully selected hashtags that are of interest and interact with other content from your company page.

Review your company’s profile

The start of a new year is the perfect time to review and optimise your LinkedIn company page. It needs to make a stellar first impression. Ensure your page is complete, include a compelling, up-to-date company description, relevant keywords and a captivating banner image. Encourage your employees to update their profiles with current company branding.

Rebecca Shaw's personal LinkedIn cover photo

Make use of the new features and tools that LinkedIn has recently introduced, such as ‘Messages for LinkedIn Pages’, and enhance the visual appeal and interactivity of your page. Then invite your contacts to follow the company page and grow your audience.

Remember to keep your branding consistent and showcase your unique value proposition to attract potential customers and new staff.

What’s working, what isn’t?

It is important to regularly review your LinkedIn analytics to understand what is working and what isn’t. If you haven’t done so in a while, the start of the new year is an ideal time to review your best performing posts. Take a look at which posts generate the most engagement. What types of content resonate with your audience?

Example of LinkedIn company page statistics

Take note of the posts that receive the most likes, comments and shares – they offer insights about the type of content that captivates your audience. Monitor your follower growth and engagement rate to understand the impact of your efforts, and then use this data to tweak your strategy, experiment with new content formats, and find ways to consistently deliver value to your audience.

Use the insights into your stats to unlock the full potential of your LinkedIn strategy.

Your LinkedIn strategy starts now

Crafting and reviewing a successful strategy for your LinkedIn company page for 2024 requires a proactive approach that showcases your brand’s expertise, engages your audience authentically, and leverages the latest features and trends on the platform.

Remember to optimise your company page, create engaging content, use the latest tools, harness the power of employee advocacy, engage in meaningful conversations, and explore video and audio opportunities.

By implementing these strategies, you’ll be well on your way to building a strong LinkedIn presence that elevates your brand and drives business success.

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