Your Company Page audience does not have to be built entirely inside LinkedIn®. Organizations already communicate with customers, employees, partners and other relevant people through websites, email, events and offline activity.
Promote the Page where following makes sense
A LinkedIn link in a website header or footer can provide a permanent discovery route, but relevance is often more persuasive. A newsletter discussing industry expertise can point readers to the Page for ongoing material. An event can direct attendees to the Page for follow-up content.
Explain the value of following
“Follow us on LinkedIn” describes an action, not a reason. Where space allows, tell people what they will receive: research, practical expertise, company developments, opportunities or another clear editorial promise.
Use employees and executives naturally
People representing the organization can reference the Company Page where relevant, but avoid scripted behavior that makes every employee profile look like a distribution channel.
Use permanent and campaign routes differently
Permanent routes such as the website can make the Page continuously discoverable. Campaign routes such as an event, report launch or email series can give a particular audience a timely reason to follow. Use each for the job it does best.
Track meaningful campaigns
If you deliberately promote the Page through a particular campaign or channel, use appropriate tracking on website links where possible and compare follower growth during the activity. Not every follower can be attributed perfectly, so combine tracking with follower analytics and timing.
Your task
List every owned channel where your organization already reaches one of the priority follower groups you defined earlier. Choose the three most natural places to introduce the Company Page and write the reason somebody in that setting should follow it.
Growing the right audience creates the opportunity for interaction. The next stage is making the Page an active participant rather than a one-way publishing channel.