More than 500 million people use LinkedIn every single day. On average, two professionals join the platform every second. Two-fifths of B2B social media leads come from LinkedIn. And 91% of executives rate it as their first choice for professionally relevant insights.
What does all that mean? There are a whole lot of people and organisations who are thirsty for your content and ready to connect.
But, too often, LinkedIn users prioritise quantity over quality. Here’s one common misconception:
More posts = more visibility = more leads.
Wrong.
Your mindset should always be quality over quantity. After all, you’d rather have one post a week that generates 15 leads than seven a week that return nothing, right?
Here are some pointers to help you create lead-winning LinkedIn posts.
TIP 1: DON’T ALWAYS INCLUDE LINKS
They take people away from the platform and LinkedIn doesn’t like that, and if LinkedIn doesn’t like something their algorithm is more likely to penalise your post.
Remember, this also applies to videos. Instead of pointing people to your YouTube page upload it as a native video to please the platform you’re publishing on.
TIP 2: FOCUS ON YOUR LENGTH
The general consensus among users and LinkedIn professionals is that longer posts tend to perform better, so don’t be afraid of using your full 1,300 character limit.
TIP 3: USE EMOJIS
They stand out from the rest of your text and catch people’s attention as they’re scrolling down. But remember, moderation is key. Going emoji crazy every other word will just a) make your post hard to read, b) turn people off, and c) look a little childish.
TIP 4: LIKE WHAT YOU POST
Of course you like it, that’s why you published it! But that’s not the reason. Liking your own comments and posts can help spread your content further around the platform.
TIP 5: GIVE A LITTLE, GET A LOT
Don’t expect an encore of engagement if you don’t ever do the same to others. Like and comment on other people’s posts and they’ll be more likely to return the favour.
TIP 6: STICK TO TEXT-ONLY
Keep it simple with text-only posts. On average, they earn more comments and views than their image and video counterparts.
TIP 7: SPEAK DIRECTLY TO YOUR AUDIENCE
Refrain from starting your post with words like “we” and “I”. Some better alternatives include:
You
Your
How to
They put the focus onto the reader and show it’s all about helping them.
TIP 8: PEOPLE DO BUSINESS WITH PEOPLE
Give your audience a bit of insight into who you are and what you’re about - just be careful not to let these posts overpower your lead-generating ones.
TIP 9: PICK THE RIGHT TIME
Sprout Social says the best time to post on LinkedIn is either between 9-10am or at 12pm on Wednesday...but don’t get too derailed by that. Different audiences have different behaviours, so, before you get too stuck in a routine that may or may not be working, do a bit of trial and error to see what works best for you.
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