It’s hard to keep up with the incessant pings on your phone: emails to respond to, calls to return, Instagram and Facebook messages going unread, let alone checking in to see what your colleagues are up to on LinkedIn.
But, if there is just one social platform to embrace when it comes to your professional network, prioritise LinkedIn.
Here’s why.
LinkedIn is the world’s largest professional network with more than 1 billion members in more than 200 countries and territories worldwide.
With a membership comprising executives from every Fortune 500 company, LinkedIn connects the world’s professionals to make them more productive and successful.
It is far from just existing as a place to look for a new job or congratulate someone on a work anniversary.
It has grown to be a valuable platform for people to exchange ideas, share information, educate, debate, inspire and learn. With the click of a button, you can share one simple idea with the world.
(If you’re still not convinced you need LinkedIn in your life, there’s been much public commentary on how it’s becoming the hottest new dating app).
The Regional PR Co. attended an invaluable LinkedIn Editorial Content Program with Australian News Editor Brendan Wong. Here’s all you need to know about how to effectively leverage LinkedIn for maximum exposure, courtesy of LinkedIn.
LinkedIn posts:
→Nearly half of the posts appearing in users’ feeds are driven by commercial purposes (definitely looks like LinkedIn is treading the same path as Facebook i.e. they are deprioritising members/users of the platform in favour of advertisers).
→Organic content from company pages continues to struggle with low visibility, highlighting the challenges for businesses trying to increase reach through non-sponsored posts (this has always been the case – I consider LinkedIn company pages as being more like a ‘hygiene’ factor – they work more effectively for businesses in terms of credibility versus content distribution).
→Midweek posts tend to perform better. Tuesday, Wednesday, and Thursday are prime days for reach and engagement. However depending on the type of content you might want to publish on Friday or weekends to have less competition. Those posts often perform less in reach (views) but better in engagement.
→Mix in monthly articles or long-form posts — posting long-form content, such as articles or newsletters, once a month can help establish authority and keep your audience engaged with deeper insights. The same goes for organising LinkedIn lives or audio content (definitely agree with this – I’ve long been an advocate for mixing and matching formats to keep things fresh and interesting, not just for the audience, but us – the creators)
→Richard also suggests that LinkedIn – and the audience generally – has stopped favouring a specific post format over another i.e. polls vs documents vs image posts vs text posts vs video (as per point above – mix things up in your posts, try new modalities, see what works, use the format that’s easiest for you to produce).
LinkedIn articles
→Go deeper on a subject than short-form posts allow. Beyond giving you space to be more informative, articles let you tell a story with more context and infuse your personality.
→Share your expertise on a topic and include every detail
→Publishing your own articles on LinkedIn gives you the power to share your expertise on a topic without sparing any detail — and the option to add visuals and images to tell the whole story.
→500–1,000 words is the suggested length for an article so you can dive into the details of your topic without being too long.
→Let your personality shine by sharing your unique perspective or a personal story
→Drive more engagement by adding a few lines of commentary or asking a question in a post when you share your article
→Articles and newsletters help you connect deeper with your audience, opening up a world of knowledge-sharing that can engage and inspire. If you have any questions along the way, visit LinkedIn Help for more assistance.
→Visit the LinkedIn Creators Hub to check out more great tools you can use to inspire conversations that matter.
LinkedIn newsletters
→When one article isn’t enough, start a newsletter to regularly distribute content on a topic you are passionate about.
→Ensure your audience stays engaged and up to date with automated in-app and email notifications.
→Grow your subscriber base with a content series.
→Whether you’re taking a recurring look at a topic of interest, or going deep on different subjects, newsletters keep your followers in the loop on everything you have to say.
→To maintain a safe and trusted environment, LinkedIn newsletters is only available through creator mode. In order to access newsletters, make sure you have: \ Creator mode turned on \ An audience base of more than 150 followers and connections \ Posted any kind of original content in the last 90 days
→Establish a publishing cadence that works for your content so followers have enough time to engage without having to wait too long between newsletters.
→Add commentary or ask a question in your post description when you share your newsletter
→Establish a tone of voice for your series that can stay consistent and engaging no matter what subject you are covering
→Encourage others to subscribe by calling it out in post descriptions or alerting your followers about your newsletter and articles
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