LinkedIn is a powerful social media platform for companies and professionals to reach more clients (B2B) and customers (B2C).
But with LinkedIn's number of users on the rise (it's currently at 310 million monthly active users), your posts can get lost in crowded news feeds.
One of the best ways to combat this issue is to increase the amount of engagement on your content, as this results in your posts showing up on the feeds of others (Also known as 1st, 2nd, and 3rd connections).
Here are 6 ways to boost engagement on your LinkedIn posts and get your posts seen by more people.
1/ Your LinkedIn profile should do the talking
You need to make sure your house is tidy before inviting anyone over.
And by this, I mean you must optimize your LinkedIn profile to look clean, professional, and with clear key messages before you start posting content bringing people back to your page.
Your profile should inform your audience why they need to connect with you.
And it’s not just the case of having a visually appealing banner (although that helps).
You must provide value and tell your story through your profile copy and in your posts.
Start by filling out as much of your LinkedIn profile as possible. Include all the details that describe who you are as a professional and as a person: what you do, your skill set, your portfolio of work, your backstory and your experiences.
Bonus point if you add links to any social platforms where your audience can find more of your content that further establishes your industry expertise.
2/ Post regularly on LinkedIn to stay relevant
Consistent posting will help your audience see you as a trusted resource and an authority in your industry.
Having a marketing strategy makes it easier to maintain regular posting.
Here are some tips for creating an effective social media content schedule:
Post 2-3 times per week (if not more). To boost your engagement on LinkedIn, you must post a few times weekly. This gives people reasons to come back to your profile and keeps you top of mind.
Vary your types of content. Ensure you’re using different content types when posting – text only (long form and short form), text + image, text + video, carousel posts, polls, and more.
Post content that inspires, educates or informs. These are the core pillars of any content marketing strategy. Whenever you post content, it should fit into one (or more) of these themes.
3/ Write long-form content on LinkedIn
One of the best ways to boost engagement on LinkedIn is to write long-form content.
Longer content allows you to explore a topic in-depth and offers readers valuable information.
This is particularly true when providing ‘how to’ tips.
LinkedIn offers some great features for posting long-form content natively on the platform.
Here’s a breakdown of LinkedIn character limits in 2022:
Profile Status Update Character Limit: 1,300 – 3,000 (Note: Your limit varies depending on your account)
Company Page Status Update Character Limit: 700
LinkedIn Article Character Limit: 110,000
Important: Not every post should be long-form content. Be sure to vary the length of your posts to see which resonates best with your target audience.
4/ Engage your LinkedIn readers with video
If there was a recurring theme for content marketing in 2022, it’s the importance of using video content in your marketing strategy!
Video is a highly effective way to engage your audience and boost engagement. It can be more engaging than reading text, and it can help you showcase your expertise, demonstrate how something works or explain a complex topic in an easy-to-digest format.
LinkedIn allows members to upload videos through their LinkedIn page or post them directly on their company pages. Once uploaded, videos will appear in the News Feeds of the people who follow you or subscribe to your updates (and their connections).
5/ Use hashtags to increase your chances of being found on LinkedIn.
You can use hashtags to make your content more discoverable and searchable. They help you to find and connect with your chosen industry professionals and expand the organic reach of your posts.
Simply put, when used correctly, hashtags increase engagement and help you find new followers. Make sure you’re using hashtags that are relevant to your target audience.
Best practices for using hashtags on LinkedIn:
Use both broad and niche hashtags. For example, a broad use hashtag is #marketing, but a niche use hashtag is #marketingNSW
Use them at the end of your post. This prevents your copy from becoming too messy and your key messages from getting lost in the sea of blue links.
Use only 3-4 hashtags. Although it can be tempting, don’t get hashtag happy. Using too many hashtags can upset the algorithm and limit the organic reach of your content.
5/ Interact in LinkedIn communities and groups
Let people know you exist! Show up where your audience spends time on the platform in relevant groups and community forums.
Not only that, but the best way to engage with other members of a LinkedIn community or group is to participate in the group regularly and actively.
Best practices for engaging in LinkedIn Groups:
Respond to comments on discussions and questions posted by other members. This shows that you care about what others have to say, and it helps build relationships with them.
Engage in relevant conversations. If someone posts an article from your industry or one that you find interesting, share it within the group. If there’s a blog post related to your company's industry, share it on LinkedIn! This gives people who follow your updates another reason to do so—and it will help them feel connected with you as a person rather than just as a business owner or brand spokesperson (which is important).
Using LinkedIn is about building a relationship. Put yourself in your followers' shoes and think about what you would want from someone in a similar situation.
Using LinkedIn is about building relationships. It allows you to connect with people with similar interests, backgrounds, or objectives. You can even ask for introductions if you want to connect with someone specific.
Not only that, but LinkedIn allows you to learn more about your industry.
If you’re looking for more information on how to improve your career opportunities, use the built-in research tool to search through thousands of articles on topics that interest you and will help advance your career goals—or just answer any questions that come up along the way!
In Summary
LinkedIn is not just an excellent tool for staying in touch with your professional contacts – it allows you to reach more customers and clients.
When you utilise LinkedIn as part of your overall marketing strategy, it can have an effective impact on sales and revenue.
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Does all of this sound like a lot to do on your marketing list?
Because I can do it for you.
About the Author: I'm Alison, Founder of Birdsong Marketing. I'm a data-driven marketing strategist with 15 years of experience. I scale from hyper-local clients to SME, with the foundation of my experience being within luxury + adventure tourism, heli tourism, ski resorts, architecture and building.
I also have a degree in Psychology which I utilise to understand online personas, consumer behaviour and emotive purchasing.
Birdsong Marketing creates personalised marketing strategies that align with the goals and objectives of your business. We facilitate the tactical parts of putting your plan into action, ultimately increasing the awareness of your brand.
Follow @birdsongmarketing on Instagram for free marketing tips, or ask me a question below.
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