Posting on LinkedIn may seem like a big step. We reveal ourselves in broad daylight. We must no longer say nonsense. However, there is nothing insurmountable and with a good strategy, you can do wonders. We asked experts for their advice on how to run a good content strategy and tips to posting on LinkedIn!
Use an effective catchphrase
We already talk about it in the article on the format to get thousands of views on LinkedIn. But it is necessary to repeat it.
Only a small part of your post is displayed in the newsfeed. This is the most important part!
Emmanuelle Petiau, therefore, advises us to work on your catchphrase. It should make you want to click on “See More” to display the rest of the content.
Tip: LinkedIn counts someone who goes to a post as a “View”, even if they don’t click “See more”, in this case, your engagement rate (likes and comments/view ratio) will drop. Because nobody engages with a post without reading it entirely!
Use emojis like salt
Advice from Emmanuelle Petiau also:
Emojis yes, but emojis is like salt. A little bit sublimates, too much causes nausea
Emojis allow you to add color to the content. To make it more readable.
Defining your editorial line
Ruben Taieb, who posts daily on LinkedIn, tells us
You have to define your editorial line well in advance: without objectives, without targets, we don’t know what to talk about, or to whom, we don’t make any progress.
Obviously, we may want to talk about everything. In all directions. Don’t do that. Define your goals and who you want to talk to.
Find your differentiating factors
Known on LinkedIn for his “Hello #Monday”, Ruben also tells us:
3 differentiating elements must be defined. We are neither on Facebook nor on Instagram. It is rare that people go to see all your publications grouped in one place. Users need to recognize your posts every time. To do this, defining differentiating factors is important. A color that will be present on all your Images & Documents supports. A signature on the images and documents. A catchphrase at the start of publication with a hashtag like: #Hello Monday 🌞
Vary the formats. Test things
Mounir Moustahlaf, known for his infographics on LinkedIn (and who also offers training for entrepreneurs to get started on LinkedIn) tells us:
We must focus on the type of format to adopt (text, video, article?) Once the format is identified, I think it is necessary to take action and not ask too many questions (even if ‘you have to keep in mind that the network is public and that obviously you have to master your subject) So test, do, produce, iterate. And once the hook works (something positive emerges, such as consideration of a community), you have to stay on what works.
What Ruben confirms by saying:
I would also say, vary the formats, do not hesitate to go beyond what is already being done, what has already been seen.
Talk about what you are passionate about
I would first advise you to position yourself in an area of activity that speaks to you, which excites you, in connection with the activity that you exercise.
It may seem obvious. And yet! Talk about your subject of expertise but also about what you are passionate about. Nothing better to pass a message and create a connection with your audience.
Posting on LinkedIn is an acquisition strategy. That doesn’t mean you can’t have fun with it.
All the experts interviewed say so. ALL. Be consistent. Publishing on the fly, without regularity, will give very few results.
And be patient.
Any content strategy takes time. You have to make yourself known, find your audience, your format. Then be accepted. Before becoming a reference.
If you expect a Return On Investment from the first post, you are on the wrong track!
Make use of the visuals and know their advantages
Take care of the visuals and know their uses, advantages and disadvantages. The pictures give better reach but less engagement. Videos reverse. PDFs give them better conversions.
A redundancy with “choosing your editorial line”? Yes and no. Here, Benoît Dubos advises us to choose your format according to the expected objective of the post in question.
Re-engage your audience
Benoit tells us again:
Re-engage your audience with outreach (hello ProspectIn triggers!)
People have commented on your post. It is a great first step and synonymous with interest. Why not get in touch with them and go further in your relationship by offering additional content, for example?
Be aware that this task can be easily automated with tools like ProspectIn.
Use storytelling bias
Use storytelling bias, by telling a STORY. Users are primarily on LinkedIn for fun, so storytelling is a great tool for hooking them up and getting them to your call-to-action
Another precious piece of advice from Benoît Dubos, which explains how to get 75k views in a single post on the Academy’s free courses
Bonus: don’t be illiterate
Thanks to Benoit Dubos for this humorous touch, which reveals very useful advice: take care of your spelling and your way of expressing yourself.
Nothing worse than a post that contains spelling or typos. To avoid this: have yourself read and use the advanced spell-checking tools. Hope these tips for posting on LinkedIn will help you! 😉