LinkedIn can be a great way to construct your personal brand and even establish yourself within your niche as an influential thought leader. But to optimise the benefits of the platform, you need to understand how it works, what produces the best response, and how to make effective use of its various resources.
To help with this, we’re going to go over things you can do to become more influential on LinkedIn. This includes the level of how much you should post, when and what to post, and also how to leverage some of the cool features of LinkedIn like LinkedIn Live, post analytics, popularity hashtags etc.
Follow these tips and in 2021, you shall very well build a stronger presence on LinkedIn.
Avoid using lots of automation
Automation can be a great time-saver, but your visibility can also be damaged.
For example, it’s easy to set up a rule that says, “if there is a blog that mentions ‘X’ keywords, post it on my LinkedIn feed.” We’ve seen this used to the extreme, however, with some individuals posting hundreds of times per month.
As noted in the previous point, posting too much on LinkedIn can actually decrease your engagement, While LinkedIn’s systems can identify when people use automation and can hide your posts so that no one can see them.
You should still look to limit the number of posts to no more than 30 times a month if you are going to use automation tools on LinkedIn.
Share Video and Visual Content
Research shows that articles with pictures get 94% more overall views. However, you can also add videos, slides, or podcasts to a post, or even documents – not just including images.
If you are uploading a series of visuals as a document, then LinkedIn showcases it as a carousel through which users can side-swipe.
When adding content, it should be noted that, rather than posting a link to another site that hosts it, LinkedIn prefers users to upload their content directly to their platform. If you’re posting a video, for instance, instead of posting a YouTube link, it’s better to upload it to LinkedIn.
Don’t be salesy
It would be a wise decision if you avoid to be too pushy while sharing your LinkedIn posts. As crystal as it can be, that you are looking forward to promoting your company and market yourself.
Try not to post directly about your product, for example, as it can feel like an advertisement and turn people away. It’s better to engage in conversations in the style of thought leadership, and if people like what you say, they’ll go and check your website and product offering.
It is more about building relationships at this stage and making new contacts.
Try LinkedIn Live. This could be anything from a camera monologue, or a guest webinar, or live streaming from an event.
79% of marketers say that live video leads to more authentic interactions with the audience, while 82% of audiences would rather watch a brand’s live video than read a social post.
Compared to regular video uploads, LinkedIn live videos also see more engagement, with 7X more responses and 24X more comments, on an average.
Tag influencers and employees
They will be notified of the mention, promoting engagement, when you tag another user in your LinkedIn post.
You don’t need to be directly linked to people you tag, you can also tag people who are connections in the second degree. However, it is important to only tag individuals that are relevant to the post, otherwise it could be seen as spam.
Be organisational in who you mention and try not to over-mention the same individuals all the time. In the post, do not tag too many people either – a post that contains a long list of names looks a little spammy.
Create LinkedIn-specific content
When you create a post to upload it everywhere, there’s a temptation – on your LinkedIn, Twitter, Facebook pages, etc. Keep in mind, however, that on each of those channels you will have many of the same followers, and they will see the same post from you wherever they go, which can become repetitive and boring quickly.
Creating original posts for each platform is much better.
Adding hashtags to your posts will help discover your content, as well as help LinkedIn categorise and distinguish your posts from other content.
It’s important that relevant hashtags are always added, not just popular ones. When hashtags are used well, it helps others to find your content more easily in their searches. Using hashtags will also guarantee that your article will come up as one of the options when members are looking for information on a certain topic.
To see a recommended list of popular hashtags related to the hashtags you follow, try clicking on ‘Discover more’ under ‘Followed Hashtags’ at the bottom left of your LinkedIn homepage. By clicking on the hashtags you follow, then clicking on the 3 dots and then ‘Discover new hashtags’, you can also access this.
What’s really helpful about the recommended page of hashtags is that it shows you the number of individuals who follow the hashtags, so you can prioritize those with the greatest following. It’s important not to use hashtags with no followers, which are really niche.
Optimize your content based on Analytics
Click the ‘Me’ button at the top of your LinkedIn homepage to access analytics on the articles you’ve posted.
Under ‘Manage’, tap on ‘Posts & Activity’. There you will see all your recent posts, with an analytics icon beneath each. You’ll find real-time information here about the posts you’ve shared, which can help you better understand your audience, as well as which posts have performed better than others.
With these insights, if you’ve been successful in optimizing your post to gain visibility with the right people, you can better understand. Make a note of the best performing posts and know why they worked and what you can replicate.
Was it because a certain hashtag was used by you, or because a certain influencer was tagged? Was it because a chord with people was struck by that specific subject?
You can experiment with replicating that posting style once you have an idea of why, and test to see if or not you get better levels of engagement.
LinkedIn continues to develop and is likely to become an increasingly influential platform as we move beyond the COVID-19 pandemic and into a new period of economic re-building. This will lead to new opportunities, and those beginning to build their presence on the platform will now have the best chance of capitalizing on this and maximizing their potential on the platform.
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