LinkedIn is riddled with great examples of how to post, so a great way to learn the best practices is by being an active user.
Be Human
One practice you’ll notice among some of the highest performing posts is that they make sure that not all their posts are self-promotional. This ensures the reader knows your company is built by humans and that you’re not just a faceless corporate facade. This will go a long way in creating a target audience that will engage and react to your posts.
Self-promotion is fine, but make sure it is in small doses. If you do post self-promotional posts, make sure your call-to-action is the best it can be so people can find out more about you. Make sure your profile is also completely up to date.
Stop the Scroll
Capture your audience’s attention with a catchy visual, a striking headline, or a video. You want to stop them from scrolling past your content so make it worth their while. Posts can be up to 1,300 characters long but having a striking image to get them to read what you’ve written is one of the best ways to get them to look at you and your business.
Engage
Building relationships with your audience and customers is crucial to an effective LinkedIn posting strategy. Reply to comments, and be sure that your tone is consistent throughout any post or interaction. If that means one person focuses on LinkedIn and other social media, so be it. It has to be unified across all channels.
Having one voice is less confusing to readers and means they get to know you and the brand better. Remember your brand is your business, and branding is extremely important on LinkedIn.
Focus on Readability
Make your content easy to read. Bullet points or smaller, one-sentence paragraphs get people reading on so make sure it’s formatted in a way that will want people to click on the ‘read more’ button. By doing this, you can also create a little bit of suspense, but make sure it makes sense to do so.
Don’t confuse the audience by cutting off half your sentence and moving it down a line because it seems like a good idea. The copy is disjointed and doesn’t read well. Most people also think that a line break denotes a period, so it can read like you have put periods in the middle of sentences, which makes no sense.
Be Consistent
Consistency is the most important practice. There is no point doing all of the research regarding target audiences, hashtags, content, etc. if you’re going to post once a month. Post 3-4 times a week during the hours that your customers and audience are online. Most posts between 8 am and 2 pm have better engagement than those posted later or earlier but you will have to decide when is best for you. Some businesses post every day, again it might work for you but make sure to post at least 3 days a week.
Be Intentional
Provide valuable content that people want to read. If there is no value, why should anyone waste their time on it? If all you do is write posts about your personal life, people will question it. If all you do is post more corporate jargon-filled posts, people will not engage. Make sure each post has a challenge, opportunity, or benefit (unless it’s a celebratory or birthday post), and ask members of your staff to share and react with it so the engagement continues to grow.
Valuable content is important, it shows you know your company and its audience and that you can provide information that people want to know about. That is key on LinkedIn, and you can only grow with valuable posts.
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