One of the most efficient ways to grow an audience and increase traffic is sharing blog posts on LinkedIn. This strategy works for literally everyone – from entrepreneurs to marketers – as the platform allows for reaching a large audience, but only if you know how to craft the perfect post.
The first and most important tip is that blog posts shouldn’t serve for dropping a link in the feed and hoping for the best. In fact, the link should be presented in a memorable fashion and followed up by thoughtful engagement with the audience.
The most successful LinkedIn posts grab attention quickly and encourage shares. These two factors are, coincidentally, the best metrics to show you how your blog post is faring.
LinkedIn Is Not Just a Place for Networking
Many people still think that LinkedIn is just a professional networking platform. This view is outdated albeit rather persistent. LinkedIn is undoubtedly an excellent platform for job seekers and recruiters but it’s also a massive content hub.
The platform offers to content creators a chance to connect with other professionals and establish themselves as authorities in their field. Namely, LinkedIn boasts an audience of industry leaders and influencers constantly on the lookout for valuable content.
Crafting Perfect LinkedIn Posts
However, sharing a blog post is just the first step. You also need to get people to actually read it. In other words, LinkedIn posts should be accompanied by context. The post should spike audiences’ curiosity; the context should be a mini teaser, something that draws people in.
One of the best ways to do this is to focus on the value of your blog. Don’t just tell people what the post is about; explain why it’s relevant. E.g., instead of sharing a link that says “Check out my latest blog on [topic]”, give a summary of how the content can help the reader.
Also, make sure to use language that resonates with the audience’s interests. This requires a little research into the types of posts that get engagement. Next on, keep in mind that the first sentence of the post should grab attention immediately. Think in terms of provocative questions, interesting facts, or relatable statements.
Incorporating Visuals
However, even the finest of posts can get lost; LinkedIn’s posts without visuals are easily overlooked. Also, it’s no rocket science that posts with images or videos get significantly more engagement than those without.
This, however, doesn’t mean that you should go overboard with flashy graphics. A simple, high-quality image or a well-designed infographic should suffice to make your post stand out.
When selecting images, make sure to pick those that are both relevant and eye-catching. There’s nothing wrong with generic stock photos but they often fail to resonate. Try using images that reflect the essence of your content or design your own infographics that highlight key points from the post.
If you have the time and knowledge, consider incorporating a short video teaser (30 seconds to 1 minute) to really boost engagement. If your blog post dives deep into a specific topic, record a quick video summarizing the key points.
Write a Compelling Call-to-Action
Every LinkedIn post should have a clear call-to-action (CTA). If you’re sharing a blog post, the most obvious CTA would be encouraging readers to click the link to read the full article. However, the CTA shouldn’t be generic or aggressive.
Instead of saying, “Click here to read more,” try something more compelling. You might ask, “Want to know how to solve X challenge in your business?” or “If you’re facing Y issue, this post will show you how to overcome it.”
The key to a good CTA is making it clear what the reader will gain by clicking. Keep it conversational and focused on how your blog post provides value (solutions, insights, actionable takeaways…). Another effective approach is to ask readers to leave comments or share their own thoughts.
Timing the Post for Maximum Visibility
When it comes to LinkedIn posts, timing is everything. If you post at the wrong time, the audience might miss it entirely. Fortunately, there are tools that can help you schedule posts at optimal times. Research has shown that the best times to post on LinkedIn are generally during work hours—especially mid-morning or early afternoon.
However, think beyond the time of day. You also need to consider the frequency of your posts. Posting consistently is important but don’t overwhelm your followers with too many posts at once. Space out your posts over time to ensure that each piece gets its momentum.
Finally, think about LinkedIn’s algorithm. The more engagement your post receives early on, the more likely it is to be seen by others. In other words, the first few hours are critical. To get initial engagement, make sure to build a strong network of people likely to comment or share your content.
Engaging With the Audience After the Post Goes Live
Lastly, the job isn’t done once the post has gone live on LinkedIn. If you want to boost engagement, you need to be active in the comments section. Responding to comments is a great way to foster relationships as it keeps the conversation going and signals to LinkedIn’s algorithm that your post is valuable.
Most importantly, keep in mind that engagement goes both ways. Don’t just focus on replying to comments on your post; make sure to also engage with others’ content. E.g., if someone leaves a thoughtful comment on your blog post, visit their profile and leave a meaningful comment on one of their posts.
Make Your LinkedIn Post Shareable
There aren’t many rules when it comes to success but in this context, there’s one that’s crucial: make your LinkedIn posts shareable. Posts that add value are more likely to get shared, so make sure that the content you post is informative, thought-provoking, and relevant. No matter the approach you’re using, your posts need to resonate with your target audience.
Think in terms of ideas that challenge conventional thinking or solutions to a common problem in your industry. It might also be something timely that aligns with current trends.
Connecting the Dots
Overall, maximizing your reach on LinkedIn involves more than just hitting “share” on a blog post. A lot of thinking needs to go into your sharing strategy and it is essential that you understand your audience.
Craft engaging content that speaks to your audience’s interests and make use of LinkedIn’s features to maximize your post’s visibility and engagement. Make all of your posts attention-grabbing, visually appealing, and relevant, and engage with the audience after you post.
