8 Ways Medical Device Marketers Can Increase Their LinkedIn Company Page Followers

1. Understand your objectives

Let's start with the most important question. Why do you want more LinkedIn followers?  Our research tells us that MedTech companies post on their LinkedIn company page to reach potential customers. I’ve got some bad news. LinkedIn company pages are often poor at reaching your target customers. Company page followers do build over time but usually these are “junk” followers - competitors, employees and people who are looking for a job.  So, rather than just growing your number of followers, you should probably be thinking about how you grow your number of target customer followers. More on that later.

2. Avoid the echo chamber trap

It’s easy for LinkedIn company pages to get stuck in a loop of engaging only with employees and their networks eg new employee posts, charity events, we are attending X conference. To escape this trap, focus on creating content that resonates with your target audience beyond your organisation eg actively feature KOLs and clinicians. As mentioned in the last point, companies must actively work to expand their reach with their target audience - it won't happen automatically.

3. Leverage employee advocacy

LinkedIn prioritises personal posts over company updates. So encourage employees to share your content with their networks, adding their personal insights. (Click on the three dots on a company page post and select 'notify employees' to bring that post to their attention and ask them to share it). This approach significantly extends your reach while lending authenticity to your company message. Add your key business development people as company page admins – every month they can invite up to 250 key prospects to follow your page for free.

4. Share content your audience cares about

To attract and retain followers, post content that’s relevant and valuable to your target audience. Focus on topics that solve their challenges, inspire action, or align with their professional interests. Avoid the temptation to broadcast brand promotional content – your prospects aren’t following your page to be advertised to  - instead, build trust by delivering consistent, high-quality insights.

5. Run targeted LinkedIn ads

LinkedIn advertising is uniquely powerful because it enables you to reach your ideal customer profiles (ICPs) with precision. As a consequence of running targeting advertising, we’ve found that our clients naturally increase their number of ICP followers.  But just make sure you are promoting interesting content – then ICPs will follow you to see more of the same.

6. Offer incentives to follow your page

Give people a reason to follow your page. For instance, iSTAR Medical used incentives at meetings to grow their LinkedIn followers. You can view an example of their approach here. This kind of strategy can help boost follower numbers, especially during events or campaigns.

7. Use LinkedIn analytics to refine your approach

Take advantage of LinkedIn’s analytics to see which posts perform well. Analyse metrics like reach, clicks, and engagement to identify what resonates with your audience. Focus on creating more content that aligns with these successful themes.

8. Consistently post engaging content

Regularly posting relevant, high-quality content helps you stay visible and build trust with your audience. Experiment with different formats like videos, polls, and thought leadership articles to keep followers engaged. A consistent posting schedule reinforces your presence and encourages organic growth.

By following these eight steps, you can strategically grow your LinkedIn company page followers, increasing your reach and influence in the B2B space. Good luck!

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