LinkedIn has a phenomenal userbase of more than 690+ million professionals. The ultimate environment for building connections with a B2B audience, or forming professional relationships, LinkedIn is platform worth keeping on your radar.
Not only is LinkedIn excellent for reaching other professionals and businesses in your space, it’s also a fantastic tool for building your brand reputation and increasing conversions. However, only a few people know how to use LinkedIn correctly.
If you’ve been publishing endless posts on LinkedIn, but you’re not getting the engagement you expected from your audience, you’re in the right place. Here are some of the top strategies you can use to improve your engagement levels.
1. Develop an Effective Profile
If you want to make the right impact on your LinkedIn audience, you need to start by making sure your profile is up-to-scratch. While all parts of your LinkedIn profile need to be complete (from your endorsements to your experience), it’s worth giving extra attention to your LinkedIn headline.
Followers on LinkedIn see your headline whenever you post something or send an invitation to connect. Make sure your headline shows exactly what you’re an expert in, so people know what to expect when they connect with you. You can also include your website in your headline, to improve your chances of people engaging with you elsewhere.
Remember a good picture goes a long way with your LinkedIn posts too. A professional looking headshot will make any of the content published by you on LinkedIn look a lot more credible. People are more likely to take you seriously if you’ve invested in showing a professional image.
2. Post Optimised Content Consistently
Consistency makes a big difference to your chances of success on LinkedIn. If you want to connect with followers on a deeper level and improve your chances of conversions, you need to engage in regular conversations with your community.
With this in mind, create a calendar for your LinkedIn strategy and populate it with a host of different kinds of optimized content. This doesn’t just mean posting status updates like you would on most social media channels (like Facebook or Twitter). On LinkedIn, you should be experimenting with a wide range of different content types to appeal to different groups, such as:
- LinkedIn articles: Educational content is extremely popular on LinkedIn, and it’s an excellent opportunity for you to develop thought leadership either for yourself or your brand. Exploratory articles related to your niche are excellent for demonstrating your knowledge.
- Video content: 59% of people say they prefer watching a video to reading text when learning about products or services. Video can be easier to consume and enjoy in today’s fast-paced digital world, so consider using more video content in your shared posts.
- Visuals: Visual content doesn’t have to be in the form of a video to be engaging. Statistics presented on a visual card can be a great way to grab your audience’s attention. Try adding a few more graphics into your sharing strategy.
Every post should have the right hashtags attached to it. Branded hashtags can encourage other followers to mention your polls and brand in their own posts.
3. Start Conversations with Polls
To achieve engagement on LinkedIn, you need to get people talking. A great way to do this is with LinkedIn Polls. Polls are extremely easy to use, and they’re fantastic for getting people in your community chatting about trending topics and ideas.
You can create a poll with multiple options and choose exactly how long you want to leave the poll running for before you collect your results. The great thing about polls is they don’t just help boost conversations with your audience, they can also give you valuable information to share on your social media channels later, or statistics you can use in blog posts and articles.
Some of the best ways to use polls include:
- Uncover the top pain points or goals of your LinkedIn audience
- Find out what kind of content your customers like most
- Gather feedback about products and services
- Gauge interest in new product or service ideas
- Get opinions on trending topics in your industry
Remember to use hashtags in your polls to help make your content more searchable. To make your content more engaging, you could always consider partnering with other influential figures in your industry on the same poll. You can all collect responses to a question, then pool your data and share your findings.
4. Post Valuable Resources
LinkedIn is a great place for posting all kinds of content from your followers. You can tell stories about your employees to help attract new talent and demonstrate your company culture. You can share thoughts and opinions about latest developments in your field, or post links to your website, podcast, or even your YouTube channel.
However, LinkedIn is also an excellent place to demonstrate your value by sharing various kinds of useful resources. Posting resources on your LinkedIn profile instantly shows followers you’re a valuable person to follow, and it boosts your chances of long-term engagement. Some options on resources you can share include:
- Reports and statistics: Most business professionals love keeping up to date with facts and unique insights from their industry. Sharing reports can be a great way to get people talking in your sector and demonstrate your value.
- Valuable documents: You can share various forms of valuable documents on LinkedIn. For instance, why not give your followers a downloadable checklist they can use in their day-to-day life, or a handy eBook guide?
- Case studies and reports: Case studies and reports are an excellent way to demonstrate the abilities of your business on LinkedIn. You can also @mention other companies when publishing these documents, which helps to expand your reach.
5. Find Ways to Interact with your Followers
Finally, we’ve already mentioned the benefits of using polls to engage your audience and collect information, but there are a host of other ways to interact with your followers too. Engagement is much easier to come by on LinkedIn when you invest in talking to your community and keeping the discussion going. Try:
- Responding to comments and messages: When people reach out to you on your LinkedIn profile, show you value their feedback by responding. This will also show other followers you’re active and ready to answer their questions.
- Using LinkedIn Live sessions: LinkedIn Live is an excellent way to have conversations with your professional community. You can broadcast live video as part of a Q&A session, or even use your live sessions to broadcast lessons and webinar sessions.
- Organizing LinkedIn Events: Organizing LinkedIn events is a great way to pull people together and create excitement amongst your community. You can also use signups for your event as a way to collect contact details, so you can nurture relationships later.
Are you driving the best LinkedIn engagement results?