8 Steps to grow a following on LinkedIn


Whenever I am in a chat about marketing with a Director from an IT Channel Partner I often hear the same struggle. “I get no interaction on my posts, no reaction, no comments, no new followers. Why should I even bother?”

We’ve all been there and it’s nothing to be ashamed of. Hell, I am now wearing my “single digits reacts to my posts” flag proudly until the numbers will increase. And they will.

  1. Be Genuine authentic and honest

Let’s kick things off with the cornerstone of successful marketing – authenticity. Your audience can sniff out insincerity from a mile away. Share genuine stories, case studies, showcase the human side of your IT company, and let your audience see the real faces behind the screens. Authenticity breeds connection, and connection is the heart of engagement. Don’t be afraid to share some mistakes too. 

  1. Post regularly

3+ posts per week will do. Develop a posting schedule and stick to it. Consistency not only keeps you on your audience’s radar but also builds anticipation for your next gem of a post. You can schedule your posts in advance using platforms such as Hootsuite, Sprinklr and many others to avoid the hassle 

  1. Not every post is a Sales Pitch

Resist the urge to turn every post into a sales pitch. Your audience is looking for value, not a relentless sales onslaught. Share industry insights, behind-the-scenes glimpses, and celebrate milestones. A diverse content mix keeps your audience engaged and positions your brand as a valuable resource. However, don’t forget about you and once every couple of weeks you can remind your audience about your offer.

  1. Be personal (tell a personal story)

It’s often that you can see that personal posts on LinkedIn get hundreds of reactions and a far better right than just regular posts. Once in a while try adding a personal story and connect it with your business or successful projects you’ve driven. People connect with stories, and storytelling is a potent tool in your marketing arsenal.

  1. Yes, memes work too

Memes – the unsung heroes of social media. Don’t be afraid to inject humor into the IT realm. Find memes that resonate with your audience, showcase the lighter side of your industry, and watch as your engagement skyrockets. Laughter is a universal language, even in the world of IT.

  1. Connect to real events (but genuinely)

Riding the wave of current events can catapult your posts to greater visibility. However, a word of caution – authenticity is non-negotiable. Connect your content to real events genuinely, and avoid jumping on bandwagons for the sake of it. Your audience can spot opportunism, so make sure your connection to current events is both relevant and sincere.

  1. Listen to others and engage them

Social media is not a megaphone; it’s a conversation. Take the time to listen to your audience, respond to comments, and engage in discussions. Ask questions, seek opinions, and let your audience know their voices matter. A thriving community is built on genuine interactions, not monologues.

  1. Use the latest features or type of posts

LinkedIn is constantly evolving, and so should your content strategy. Explore the latest post formats – whether it’s LinkedIn Stories, polls, or live videos. Embrace new features to keep your content fresh and show your audience that you’re not just keeping up; you’re leading the way. Usually the algorithm pushes the newest features  so this is a path to explore.

I know that often when you are running an IT company as an MD or Director you have many other things on your plate that seem more important. And that’s true you have customers to worry about, sales, renewals, relationship with your vendors etc. But building up an audience on LinkedIn can help you more in the long run.

Photo by Greg Bulla on Unsplash

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