Effective Tips for Generating Engagement & Reach on Linkedin

There are 575 million Linkedin users and 6 million of them are in ‘decision-making-positions’. Linkedin looks a lot like Facebook did in 2012 – in that it is possible to create a Linkedin post and get lots of views and engagement without spending any money on advertising. It seems reasonable to assume that Linkedin is doing this to generate more interest and more market-share in regards to social media activity. The organic reach is being capitalised on by marketing professionals at present and Linkedin will no doubt phase in and push advertising more heavily in the near future.

The Linkedin Algorithm for fighting spam – Source

Ensure Your Personal Page & Your Business Page is fully Complete

Fill in every aspect of your personal and your business Linkedin pages. On your personal page/profile, it is generally recommended to write in the first person. Complete all the sections for your profile pages, add links to work you have done and ask for references if possible. In regards to your personal page, make a list of the 5 to 10 most important keywords related to your service, product and industry. On your personal page, write down who you are, and what you do. Look to include these keywords in your “headline” and your “about” section.

For example, if you are self-employed, you may write:

“I am a digital marketing consultant based in Atlanta. I help US businesses to optimize their Facebook & Linkedin Ads to generate a superior return-on-investment” at the beginning of your profile’s About section.

You should also consider adding some of your industry keywords in your Headline. This can help you appear higher up on Linkedin search results, but should be used with caution as it can look very spammy.+

Linkedin Groups

Request to join relevant groups – i.e. those in your industry. Have a look at the type of content people are asking and look at what Managing Directors and CEOs are posting – and interact with their posts by adding relevant comments.

Don’t Treat Youtube Like a Content Promotion Channel

For example, don’t post your youtube videos on Linkedin. Just like on Facebook, Youtube videos generally garner a very low number of views and interactions. Instead, publish your custom-made (or edited) videos directly on the Linkedin profile.

Make sure that the majority of your Linkedin posts/content is native to Linkedin. Resist the temptation to post links with a token amount of text, instead, treat Linkedin more like a micro-blogging platform.

Whereas Linkedin post updates tend to get the most interaction, Linkedin articles can perform relatively well in terms of views and engagement – for years. Linkedin articles can also rank well in organic search.

Post About Lessons Learned

People naturally have a negative-bias. If you write about mistakes that you or your team have made, people are more likely to view your LinkedIn post and engage with it. For example, you could create a post that states all the early mistakes that you’ve made and/or seen people make with Google Ads over the past couple of years. These mistakes can prove very costly, so it’s likely to gain attention and engagement.

Utilise Linkedin Users with Large Followings

If you can use ‘ego-bait’ to get influencers to comment and engage with your posts, then the post will be shared with their connections on Linkedin. For example, you could create a post or a video that mentions what an amazing job a specific businessman or woman has done and tag them in your post.

Content for a Comment

Another great tactic for generating engagement and potentially leads is to write a short post with a video or slide-share ‘teaser’. For example, if you are a personal trainer, you could write a post introducing a case study and the tactics that you used to help a client get into great shape. The video might be a short clip with some useful information regarding the case study. In the post, you could add “DM me and I will send you the link to the full video and full presentation”.

This is a great way to touch-base and warm-up many potential clients. This would work in most industries. For example, a digital marketing consultant could do a similar thing, with a teaser video outlining some tactics that were used with Linkedin Ads to create

Use Videos with Tips

It is much easier to get thousands of views on Linkedin than it is on Youtube. Create relatively short videos that show people tips, tricks and strategies. For example, you could post a video that shows people how to perform a specific task using Excel.

Use Hooks

To get the most out of Linkedin, you should use all the copywriting skills that you may capitalise on when using different platforms and advertising methods. For example, make sure that you use a ‘hook’ in the majority of your posts.

To get people’s attention when they are scrolling down their feed, you will need to place your hook near the beginning of the post – Linkedin will typically give you about 2 sentences before your LinkedIn post is truncated with a “see more” or “read more” button.

• Ask a question
• State and industry-specific controversial point of view
• Use statistics

Use a Telephone Answering Service & Virtual Assistant

If your target market stretches over different time zones, it can be a good idea investing in a 24/7 telephone answering service. Phone calls are still the most valuable forms of sales leads and most prospects will use a competitor if their call goes to voicemail. With this in mind, using a 24/7 answering service means that you won’t miss a single lead and that you and/or your company will provide a much higher level of customer service.

Virtual assistants working from different timezones can also answer emails within a few minutes too. Again, this makes your prospects feel valued and creates a great first impression.

Consider Moneypenny when it comes to telephone answering and peopleperhour or Upwork for a virtual assistant.

Post a Relatable Story

This should normally be industry or Linkedin specific. However, during the COVID-19 pandemic, writing a LinkedIn post about problems related to working from home whilst looking after the children is also very relatable for many parents working from home. These posts do especially well when accompanied by a picture or a short video clip.

Use Trending Topics

Usually located on the top right of your Linkedin homepage, trending topics cover a wide range of industries. Find some specific topics and use them for inspiration when it comes to posting your content.

Copy & Paste your Post URL

Once you have posted an update on Linkedin, you can copy the specific post-URL and then add it to emails and post it on other social media platforms such as Twitter.

Other Quick Tips

• Ensure that your profile is set to “public”
• Upload videos to the Linkedin platform (don’t post youtube links)
• Use Linkedin articles like a form of evergreen content
• Post Links in the comments of your LinkedIn post, not in the main post itself