LinkedIn is swarming with opportunities—for new professional connections, new professional opportunities, new mentors, new sources of business, and new clients. According to SocialPilot, 40 million LinkedIn users are decision-makers and there are 9 billion content impressions in the LinkedIn feed each week.
How can you best take advantage of the platform? How can you attract the attention you want? How can you stand out?
Today, we’ll dive into one content category: LinkedIn posts. On a personal level, at Estorie Agency, this is something we’ve been focusing on building up in recent months. It takes time, commitment, and patience! We want to create high-quality posts that share information about public relations with our audience, which is made up of entrepreneurs, advocates, changemakers, and those making a positive social impact. Some people see immediate results, but for most, it takes time.
Here are 7 tips for creating attractive and engaging LinkedIn posts:
- Make your titles catchy and concise: Your title should draw in readers, but they shouldn’t be too long. Research shows that the best performing titles are about 40 to 49 characters in length. How-to and list-style headlines work well, while questions do not.
- Create quality content: This is the most important tip! Always focus on creating quality content that your target audience will value. Focus on one topic, saving extraneous points for future posts. Also, think about using typical storytelling tools when crafting your posts – in other words, create narratives with plots, unique perspectives, and main characters. According to SocialPilot, “online content is about emotions and personal stories, not advertising. Users don’t read but scan it, looking for something that would reflect their inner world when they scroll through a newsfeed. LinkedIn is about business, so brand storytelling is what you need to master.” You can also share research, industry news, company updates, or tips (as we are doing today!) in LinkedIn posts.
- Make posts conversational: Your posts should elicit comments and conversations. Make sure you respond to each comment. “Comments provide more data than likes and re-shares, they also generate engagement. This is why many successful authors end their post with a question.”
- Add images: We have not been great about this (until now…), but LinkedIn posts perform better when they include images and visual content. One image should be at the top of the post.
- Post consistently: As with email newsletters and blogs, it is critical that you find the right cadence and post consistently. Ideally, you’ll want to post no less than once a week.
- Link to off-site content in your comments: LinkedIn’s algorithm wants people to stay on LinkedIn. Therefore, it is best to share external links in comments rather than in the body of your post.
- Use #hastags: As with other social media platforms, it is best to find relevant hashtags that people are using and apply those to your posts.
We’d love to hear from you. What tips do you have for making stellar LinkedIn posts?