Let’s run a quick test. Head over to LinkedIn, scroll through your feed, and count how many of the first 20 posts are from companies versus individuals. I just did this, and it wasn’t until the 17th post that I saw something from a company page—and even then, it was only because someone in my network had reposted it. Otherwise, it would’ve been a big 0 out of 20.
This highlights a key point: posts from your company’s page are likely reaching only a tiny fraction of your audience, even if they follow your page.
But don’t worry—your efforts on LinkedIn aren’t wasted. You just need to approach it strategically. The key is to organically boost your posts through Founder-Led and Persona-Led Marketing (which we’ve covered in a previous edition).
So yes, building your personal brand and getting people excited about your company is the key first step. But what else can you do? Here are some insights and tricks we’ve learned from growing the LinkedIn page of the largest web3 accelerator.
Post and push
When you post, click on 'Notify employees' to send them a notification and prompt them to engage with the post. You can only do this once a day. Leveraging your employees' networks is a powerful, often overlooked strategy—when they engage and repost, it creates a ripple effect, attracting more attention to your company’s posts.
Use up your credits
You get 250 credits each month (only 100 in the beginning) to invite your connections to follow your page. It’s best to use them all at the beginning of the month.
As one person follows the page, you get that credit back and are able to invite yet another connection. These credits renew on the 1st of every month so you can start all over again.
Is it shareable & savable?
Thought leadership content in PDF format often performs exceptionally well. When you create a strong report or thesis, people tend to:
Repost it.
Repost it with their own thoughts, summarizing your content, adding insights, or encouraging their network to read it (this is the best outcome for you).
Save the PDF and repost it, giving you credit with a tag.
Unfortunately, some might steal the PDF, post it as their own, and omit any mention of your company (not ideal, so ensure your branding is strong to maintain awareness).
The Tiktokification of LinkedIn
By now, you’ve likely heard that LinkedIn is adding a new 'Video' tab to its app. New features often come with a boost from the algorithm, so it’s worth investing in some quality video content to test it out for yourself.
You're Losing Valuable Real Estate
Gone are the days of large, eye-catching link previews. Now, unless you're running a paid ad, Linkedin is reducing your link preview thumbnails to small inline images (see below). To avoid having your post go unnoticed, be sure to upload a custom thumbnail when sharing an article or YouTube video. Otherwise, your post will take up minimal space on the feed and will be easy to miss.
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