4 Secrets To Crafting Stellar LinkedIn Posts That Bring Clicks
By Kamal Jacob
“If you are not using LinkedIn to promote your business, you are losing business.”
Why do we say that? Because:
1) 40% of over 500 million LinkedIn subscribers visit the website daily (Source)
2) 80% of B2B leads come from LinkedIn (Source)
3) 50% of all social traffic to B2B websites & blogs is driven by LinkedIn (Source)
4) There are 9 billion impressions on the content posted on LinkedIn every week (Source)
5) 61 million LinkedIn users are influencers (Source)
With these eye-opening stats, you know that if your audience isn’t engaging on LinkedIn, you are missing on thousands of potential leads. And, of course, missing on leads is going to work against your business growth.
However, engaging the audience on LinkedIn is a tricky thing to do. Most people get LinkedIn wrong and that is why a lot of content on LinkedIn sucks. Most LinkedIn posts are either run-of-the-mill content or something too cheesy and cliché, which people do not want to consume.
My LinkedIn feed is overboard with talks about the ‘Rise of Crypto-currency’ or ‘Growth Hacking Influencer’ or with of a ‘millennial giving TED talks.
Thankfully, there are content tricks you can follow to boost your engagement on LinkedIn. You need to consider the preference of the audience and write accordingly to ensure that your content is read, clicked, shared, and commented on.
Here is how you can do it:
Create great, original content
This goes without saying. The first step toward driving engagement through content is to create ‘good’ content. But it is important to remember that content that is good for ‘Facebook’ may not be not good for LinkedIn. In Facebook, you are presenting yourself to your friends and family. However, in LinkedIn, you are presenting yourself as well as your brand to a group of professionals and potential customers.
That means the video of your kid’s birthday celebration or pictures of your recent vacation won’t do. You need to create original content reflecting your brand messages curated for the audience on LinkedIn.
Let us take an example of this viral post:
Image - https://www.saleshacker.com/how-to-create-viral-content-linkedin/
So, what made this post viral?
The post was simple but communicative. It covered a topic that most people receiving sales calls could relate to. Instead of cribbing, the author gave a solution and ended on a positive note. It was different from what people have read about salespeople around and made them feel good.
Let us take another example of viral content by brand leaders like MobileMonkey:
Image source - MobileMonkey
This visually appealing image has all the qualities of driving engagement. This post is designed to go viral. It is professionally-branded and unique only to the brand. Not only is this image unique to the brand, but it is also promoted vigorously and is all over Larry Kim’s (CEO of MobileMonkey) feed.
So, what are the ways to create great content?
By creating content that is original, relevant, futuristic, and is based on industry insights. People on LinkedIn are looking to establish their brands and by sharing insightful statistics and lessons, you earn their trust and drive engagement.
Unleash the Power of Video Marketing
It is a well-established fact that images and video drive more interaction than written content. As per a recent study by LinkedIn, an average LinkedIn user spends 3x more time watching a video ad as compared to any other form of ad. Also, a video is proven to have 5x more potential to start a conversation among community members. 26% of people participating in the survey said that they are planning to spend £300k on video advertising this year. Clearly, a large majority of B2B marketers now view video as the most important content format.
Zendesk – Redefining Video Marketing
According to this research, viewer engagement starts dropping off at two minutes, six minutes, or 12 minutes. Considering that it is tricky to make longer videos, most B2B brands play it safe and restrict their video length to anything between one to two minutes.
It goes against the norm of video marketing and creates extremely short videos that are just 16 seconds long. This can either work amazingly or may badly fall apart without making any real impact.
For Zendesk, it is the former that happened. The company made videos that convey their brand message in a highly offbeat and humorous style. Their video was short, crisp and deliver what was needed without beating around the bush. The short length was chosen because of the quirky nature of the content. If they made the videos any longer, there would be higher chances of the joke falling flat.
On a platform like LinkedIn where most of the video ads feel the same, the videos by Zendesk were different and hence, succeeded in gaining popularity.
Check out this quirky video that talks about Zendesk’s services of improving services between businesses and customers.
When Using Text – Less is More
What makes Twitter so successful among an array of visually dominated social media platforms like Facebook and Instagram? The credit goes to its simple, mostly text-based posting that makes it distinct.
In a social-media dominated world where there is a lot of noise in the form of advertisements, self-promotion and what not, Twitter felt like a breath of fresh air that gave people a simple medium to express their feelings in a witty fashion.
In short, Twitter showed the world how ‘Less is More’ with respect to basic text posts.
On LinkedIn, most companies are busy creating images, visuals, infographics, and videos. Not many people are doing basic text posts. And that is a good opportunity for you because you would not want to go with the masses.
And as a basic rule of marketing states ‘plain text is key to engagement.’
Why? Because it breaks the monotony of self-promotion and gets people to actually stop and read. When they read something they like, it gets them to engage in a discussion.
If done right, basic text post has a great potential to generate more likes, comments, and views compared to any other form of content on LinkedIn.
So, next time you use LinkedIn as a promotion medium, keep it short and simple.
An amazing example of this is John Espirian who has a large follower base only with basic text-based posts with certain emojis.
Write Post That Engages the User Back
One of the most common mistakes most social media marketers make is to aggressively post content related to self-promotion and then move on to something else.
Most people consider social media such as LinkedIn as the most effective medium to reach the masses. And it works too! But we often don’t engage back. Assuming that people will read your content, comment, and engage among themselves won’t work.
Many companies spend a hefty amount on getting content written and publishing it. But miss the actual engagement and effort. However, without reciprocity from the author/owner, the engagement will soon die-out.
Respond to comments, ask questions, run contests, have a discussion, acknowledge feedbacks. Just do whatever it takes to maintain the interest that your post generated. Even better is to ask people to give their opinion on your company’s services, its new product or whatever you want to learn about. In addition to driving engagement, it will help you find out how you can improve your services.
Posts that end with a question are great for user engagement. Also, running occasional contests with affordable giveaways can have more ROI than you can imagine.
Remember, people love real conversations. Treat your LinkedIn audience like real people and talk to them. Results will be awesome. Believe it!
LinkedIn is a vast pool of similar content posted by millions of businesses across the world. We all have seen (and ignored) them. To stand out among the crowd and actually produce engagement on your posts you need to write good original content, use the power of interactive videos, write short-simple text-based posts, and actively reciprocate user engagement.
With these basic changes in your LinkedIn marketing, you can increase your reach manifold and find much higher levels of sustained engagement.
And that’s a wrap! Hope this blog post proves to be insightful for you! Feel free to share your thoughts in the comments section! Also, if you seek to upskill your Digital Marketing skills, check out Manipal’s Digital Marketing courses here. The course is designed to upskill your Digital Marketing skills like SEO, PPC, Content writing & Marketing, Social Media, Marketing Analytics, etc.