LinkedIn announced, on their marketing blog, that content shared on the platform increased by 60% between March 2019 and March 2020.
Not all content shared is equal however. How can you share content that raises your visibility on LinkedIn?
As a platform, LinkedIn are pretty clear that they want their members to have discussions around their professional life. Not photos of their cats or pugs.
LinkedIn has increased the character count in a post or status update to 3000 characters. That is *quite* a lot of space to write in.
Use your posts wisely.
Consider what your strategy is for using LinkedIn. Are you using LinkedIn to get clients and win more business? Or do you want to simply have conversations with your network? Can you do both?
Is your content strategic?
In business, we only have so much time in the day to create content for social media. Unless you are outsourcing your social media content creation (smart move for some!)
To create strategic content for LinkedIn, ask yourself the following questions:
- Who are you trying to reach?
- What are you trying to achieve?
- Will your ideal client resonate with what you are saying?
- Will this lead to inquiries or, at the very least, people checking out your profile?
Keep an eye on your analytics – LinkedIn’s Dashboard will show you how many people have been looking at your content and profile.
The best way to measure the success of your content on LinkedIn, is the number of clients who sign up to work with you!
What kind of content will help you with your LinkedIn Strategy?
Here are a few different types of content to share on LinkedIn
- starting conversations
- being of service to your network
- writing articles
- video posts
If you can think of a ‘status update’ on Linkedin as a conversation starter, you will get far more engagement with your posts.
Imagine LinkedIn as the online version of your favourite industry conference. When you meet someone at that event, or you are standing in a group of three or four attendees, what would you talk about?
I might start a conversation about a recent workshop I delivered and why I love doing that kind of work:
The more engagement you get on a post, the more it will be shown to others in the newsfeed. It is in your content’s best interest to spark conversation and get responses.
Top Tip: when someone does reply to your post, make sure you respond to them.
Share content to help your audience
If you can write posts that help your LinkedIn network with something you are an expert in, and they may not know a lot about, you will soon start to grow your following.
For example – if someone follows me on LinkedIn to find out how to use LinkedIn for business, here are some of the recent posts I have shared:
Invite your audience to respond to your content
Involve your network in your content creation. By starting a conversation around content planning, I gave my network the opportunity to reply with their thoughts and advice.
Human beings LOVE being asked for their input into something. We like to be asked what we think, and when you give someone a platform to show how they do something, most people will leap at the chance.
Top Tip – people will not respond to your post if you don’t ask them what they think or invite them to reply
Write longer form articles for LinkedIn
I have always been an advocate of writing articles for LinkedIn. With my retainer clients who want done-for-you service, we offer to not only write their posts but also write a longer form article each month.
Writing one ‘pillar piece’ of content will showcase your knowledge and expertise and also gives you content to share in smaller bite-size status updates.
Find out more about how to write great articles on LinkedIn here
If you would like to off-load this content creation, then get in touch.
Making it this far down the blog means that you are probably pretty convinced you should be sharing content on LinkedIn – if you don’t have the time or knowledge to create LinkedIn-worthy content, that’s where we can help.
As more people start creating content on LinkedIn, don’t get left behind. Share your expertise, help your audience and raise your visibility in a way that WILL lead to more clients and sales in your business.