Creating More Visibility for Your LinkedIn Page

April 4, 2024

By: Nicki Faircloth

LinkedIn has more to offer than simply expanding your professional network.

It also provides some excellent tools for social good and advocacy organizations that are looking to mobilize support and build their pipeline of supporters. 

One unsung tactic is to use LinkedIn to post forms such as petitions for lead generation.

When users sign a petition LinkedIn, you can create a prompt that asked them if they want to sign up for your newsletter. If the user selects yes, your organization earns both a petition signature and a new contact (which could turn into a future supporter or donor). 

Using LinkedIn to its full potential requires thinking of new strategies to keep your posts consistent and relevant.

Unlike platforms like Instagram and X — where success often requires posting around the clock — success on LinkedIn is more about quality than quantity. As a result, you want to make sure every post is meaningful and on brand to attract the right audience.

Hubspot’s Beginner’s Guide to LinkedIn Marketing and Networking is a great resource for organizations that are looking to create a stronger LinkedIn presence.

Here are five key lessons from the report to help you optimize your organization’s LinkedIn page to bring in users interested in your mission.

Fill out as much background information as possible
Completing all the fields on your LinkedIn company page may seem like it doesn’t make a big difference – but it does.

LinkedIn reports company pages that were fully completed garnered 30% more views than those who had missing information. Using appropriate keywords also helps you gain hits through search engines such as Google, so make sure all fields are completed.

Have the proper support
How many people does it take to run your LinkedIn page?

If you have only one person running the page, it may not be enough. 

Ideally, you’ll have more than one team member who can serve as “super admin” (someone who can manage all of the key details of your organization’s page). When you have multiple people in this role, you can tag-team the responsibilities of running the page. If your communications lead is on vacation, having a backup admin can ensure the page doesn’t miss a beat. 

You can also step it up a notch by having additional roles.

For example, if your organization is using LinkedIn as a lead generation source to obtain new contacts, LinkedIn has a function to add a Lead Gen Forms Manager whose sole purpose is to obtain leads from the campaign manager.

This allows that user to focus solely on one task instead of being burdened with the responsibilities of being a super admin. LinkedIn also provides other options for task-related roles.

Ensure your profile photo and cover photo are on brand
Your profile photo and cover photo serve as an introduction to your organization — make sure they’re high quality and on brand. These images serve as a first impression for what you have to offer. It can be a bad look if your logos and images on LinkedIn don’t match what you have on your website or other social media platforms.

Determine the purpose of your page
Why did your organization choose to create a LinkedIn page? That reason should serve as the driving force for what kind of content you post.

Some reasons may be sharing your nonprofit’s company culture (look at how we’re involved in our community), providing educational resources like grant opportunities or government assistance deadlines, using it as a means to drive traffic to your website or more.

Have a content gameplan
Decide ahead of time what type of content you want to share.

Are you looking to position your thought leadership, generate leads, or drive action?

Running your content gameplan by others on your team gives you the ability to learn if everyone is on the same page as to what message you’re trying to convey with your content. If others don’t agree with what you’ve mapped out, then it’s time to revisit the drawing board.