What Should I Post on LinkedIn?
As of 2022, LinkedIn boasts over 810 million users worldwide, and is one of the top social media platforms for growing your business. With statistics like this, every B2B company should be utilising LinkedIn to expand their business – starting with building a strong B2B LinkedIn presence.
This article explores different types of LinkedIn posts, and the different ways you can use LinkedIn to benefit your business. It also shows you how to create the most successful posts for your B2B business, and how to master LinkedIn Pulse – whatever your industry.
Why Post on LinkedIn?
While LinkedIn specialises in job hunting and recruitment, it’s also a powerful online tool for B2B organisations. LinkedIn is used by many professionals to build their reputation, find new opportunities, network, and promote their products or services. LinkedIn is the most prominent platform for B2B companies; posting regularly will aid in building and strengthening your brand.
Is it a standard social networking site? No. It differs from Facebook, Twitter, and Instagram in that its function is ‘business networking’. While it certainly has a social element, LinkedIn is designed to be used by professionals. This makes it a valuable attribute to your company’s digital marketing strategy.
Where to begin with posting? Firstly, sort your posts into the following categories: topical or promotional.
Topical vs. Promotional Posts
The key to a clear and concise LinkedIn post is its structure, and the core message behind it. Deciding whether your post should be topical or promotional depends on the purpose behind the post. The differences behind the two categories are as follows:
Topical Social Media Posts
Topical posts focus on a recent news story or trending topic. The idea behind this is to create content that is interesting and popular within that topic—hence the term ‘topical’. It is important not to jump on a trending topic bandwagon just for the sake of creating a topical post. Remember, the key to creating quality content lies in focusing on what is relevant to your target audience.
Promotional Social Media Posts
The goal behind the promotional post is to engage your audience with a product or service your company offers. These are popular with B2B companies, but they aren’t necessarily the most powerful. It’s wise to work with both types of posts to holistically strengthen your B2B LinkedIn presence.
What’s a Good Engagement Rate on LinkedIn Posts?
As of the beginning of 2022, a good engagement rate for LinkedIn posts is around 2%. This can increase to 5 or 6%, depending on the type of content you post. LinkedIn considers the following as engagements:
- Reactions (which includes ‘Likes’)
You can monitor your engagement success via a LinkedIn Engagement Rate Calculator.
Best Practices for Posting to LinkedIn
- Use hashtags: The power of the hashtag works on LinkedIn just as it does on other platforms. Using a couple of well-selected and relevant hashtags will boost your visibility to your target audience. The best LinkedIn hashtag practices include using no more than three hashtags per post, and making sure your hashtag is accurate (i.e. no spaces, punctuation, symbols, or emojis.)
- Use good visuals, such as high-resolution pictures or logos: Follow a visual guide when posting.
- Double-check spelling and grammar: This may seem like a no-brainer, but typos or questionable use of punctuation can make a great company look amateur. If this isn’t your strength, consider using professional services to create your LinkedIn posts for you.
- Tag people and companies you mention: This boosts the number of people who will see your post, and helps to make your company appear well-connected.
LinkedIn Post Tips for B2Bs
- Make your posts personal and authentic. LinkedIn is all about connectivity, so sharing a few personal titbits alongside your expertise will encourage engagement.
- Answer common questions your clients and prospects have, and do so promptly. Consider your LinkedIn profile as part of your customer service department.
- Recommend a resource or share an article that may be insightful to your target audience. Make sure it doesn’t divert from your company (i.e. an article written by a competitor), and include a CTA (call-to-action) to help encourage further interaction.
- Share a case study. Case studies are a good tool to use because they authentically promote your business and services.
- Share a testimonial. As with a case study, testimonials prove to potential clients that they will be well looked-after by your company.
- Share an industry update. Promote your industry expertise, and demonstrate that you keep up with relevant developments.
- Share a podcast. The podcast is becoming one of the most powerful audio marketing resources. If your company doesn’t produce its own, share one that is relevant to your industry (double points if your company is featured favourably within the podcast).
- Be promotional without being ‘salesy’. Sell a benefit, not a product or service.
- Ask a question. Engagement is key. The more people engage, the more your visibility is boosted.
- Use an eye-catching visual. Always aim to stand out. A clear, thought-provoking image, or even an appropriate GIF will likely catch the eye of fellow users.
- Provide stats and figures. This demonstrates your know-how and use of evidence-based research, which boosts the perceived reliability of your company.
- Share a cause. Similar to sharing personal posts, posting about a cause demonstrates that there are indeed people (and not machines!) behind the company.
Short-Form vs Long-Form Posts on LinkedIn
Unlike platforms like Twitter, there is no limit to the length of content you can post to LinkedIn. This allows you flexibility and post autonomy, but can also be somewhat daunting. Which is the best option? Short and sweet, or lengthy and informative? And what even qualifies as short-form or long-form?
There are no strict rules or regulations that answer these questions, but the general rule of thumb is that any post that is less than 1000 words qualifies as short-form.
What is LinkedIn Pulse?
For those who are unfamiliar with it, LinkedIn Pulse is a publishing platform that operates as an extension of LinkedIn itself. When it was first created, it was only accessible by the platform’s ‘influencers’. Then, in 2014, LinkedIn decided to open it up to everyone. Its purpose is to provide a way for thought-leaders and industry experts to expand their credibility. This enhances visibility to their businesses, and so LinkedIn Pulse can be a powerful tool for B2B marketers.
What are the Benefits of LinkedIn Pulse?
LinkedIn Pulse provides business leaders with a way to build their reputation, reach a wider audience and develop brand trust online. Because LinkedIn is designed for business professionals to enhance their professional network, LinkedIn Pulse is ideal for B2B users.
It is a publishing platform that aims to boost your network via your posts to it. When you publish an article on Pulse, your connections are notified of the new content. You can share Pulse pieces as separate content on your regular LinkedIn page, and on other social media profiles too.
The premise behind Pulse is to build and expand your professional network, and ultimately help generate more leads for B2B companies. Other benefits of LinkedIn Pulse include:
|Building brand credibility
|High-quality articles published on LinkedIn will raise awareness for your company and will demonstrate your reliability as an industry expert/professional organisation.
|Wider brand reach
|Pulse posts are aimed towards your network and other relevant users within your industry, so your content has a better chance of reaching the right people to generate leads and raising sales.
|Simplify content marketing
|Pulse is an easy way for users to publish articles without needing to learn how to use content management systems/hire an external marketing team.
Tips for Using LinkedIn Pulse
Utilising LinkedIn Pulse will aid your marketing strategy by growing your network and carving out a robust online presence. When using Pulse, it is important to keep in mind the following:
- SEO (Search Engine Optimisation). Using keywords and phrases will make your posts more searchable.
- Use compelling headlines. Always focus on grabbing your reader’s attention. As with all forms of media, you have mere seconds to hook your reader and reel them in. A punchy, thought-provoking headline will do that. Allow your verbal creativity to shine!
- Keep a regular presence. Create a schedule for your publishing strategy and stick to it. Let your followers know they can rely on fresh and consistent content. Irregular posting will lessen your online presence, and your network will either lose interest or forget about you.
- Cross-promotion. Use Pulse to share your posts on other platforms.
- Use images. Make them aesthetically appealing and relevant to your business and/or post.
How LinkedIn can Benefit Your Business
LinkedIn not only enables you to build relationships, but it also aids in recruiting, establishing a marketing campaign, and authenticating your brand as reliable and professional.
You can use LinkedIn to establish yourself as a thought-leader, conduct industry research, grow your reputation, and generate leads; all of which will serve to keep your profits perpetually flowing.
Help With LinkedIn Posting Strategy
Here at 100 Pound Social, we understand that keeping long-term growth at the forefront of your mind, as well as continually building and improving your brand, can be challenging and time-consuming. Building and growing a strong B2B LinkedIn presence is no exception. We’ve created the Posts Plan to take the pressure off of you and ensure you’re getting the best out of this useful platform.
Included in this plan:
|from £100 (+VAT) per month
|Dedicated UK-based Content Creator & Editor
|Regular handcrafted posts each week
|Dedicated Customer Success Manager
|Add extra posts and platforms
|Get started now