Some see LinkedIn as a site that’s useful in a job hunt, and for others it’s the only social network they can browse at work without getting in trouble. But it’s actually worth more of your time; it’s the third fastest growing social network this year.
I came across two stats that blew me away:
- A single status update reaches roughly 20 percent of your followers.
- LinkedIn directs almost four times more people to your main website than Twitter and Facebook.
What does this mean? There’s a big opportunity to have your voice heard on LinkedIn, and if done correctly, you could see a significant traffic boost to your website.
OutboundEngine’s client success team is regularly asked, “What should I post to LinkedIn?” Fair question. While LinkedIn is a social network, there are different types of posts you should use on it that may not work as well on other networks.
You want to be more strategic about what you share on LinkedIn. How you present yourself through the content you share has a big impact on your business and personal brand. Determining what content to share on LinkedIn (and other social networks) is what OutboundEngine does for our clients. Learn more here.
Here are 10 ideas for strong LinkedIn posts you can put to use right away, as well as what you can accomplish with each.
1: Original Long-Form Content
You might not know this feature exists, but LinkedIn allows you to write and publish your own original work to their content platform, Pulse.
Much like a blog, publishing original content on LinkedIn is a great way to get exposure for yourself and your business. With Pulse, you’re piggybacking on the world’s largest professional social network (more than 380 million users and counting), giving you instant access to an active audience of content consumers.
What This Accomplishes — When you write your own original content on LinkedIn’s Pulse, you give yourself an instant leg up on the competition. It takes a long time to build an audience of followers, but with Pulse, your voice is added to a network of individuals who are already tuned in. This strategy can get you noticed as an expert in your field and boost your professionalism.
Want to learn how to do this? Here’s a free step-by-step guide to publishing on LinkedIn.
2: Industry-Adjacent Content
Let’s say you’re a loan officer, and half of your connections are real estate agents while the other half are past clients. Posting only about interest rates and what the Federal Reserve is doing will bore most of your followers; many just aren’t in the market for loan services at the time you’re posting.
The key is to share information that interests your clients when they’re not needing your services. This industry-adjacent content gives you the opportunity to showcase other topics you’re familiar with that could be helpful to clients.
For example, if home loans are part of your business, post informative content about other areas relating to home ownership, such as seasonal maintenance tasks or tips for energy efficiency. Perhaps you’re also well-versed in long-term savings and know a thing or two about retirement planning. That’s industry-adjacent. Share content that makes sense coming from you and makes you look like a pro, but doesn’t directly relate to loans.
What This Accomplishes — People remember smart folks who offer up sound advice. A loan officer isn’t someone you see on a regular basis, so sharing industry-adjacent content helps keep you top of mind in the long run.
3: Latest and Greatest Trends
According to a July 2015 study from the Pew Research Center, 63 percent of people depend on both Facebook and Twitter for updates on national events and political issues. That’s huge!
Though this study didn’t include LinkedIn, you can believe there’s a similar trend on LinkedIn too. Users want timely, relevant content. Share new blog posts, stories from industry journals or whatever you find that’s in the moment and of concern to either you and your industry, or the network of followers you’ve amassed.
What This Accomplishes — This helps promote you as a thought leader within your own network, and it positions you as a professional who’s always in the know.
4: Your Opinions
Did you know that 60 percent of LinkedIn users report being interested in industry insights? So if you’re already finding great content to share that really resonates within your industry, give it your own review as you post it.
What This Accomplishes — What better way to develop your brand image than to define your voice with an established opinion. When you share something and attach your opinion to it, you can increase the interest of others. Agree or disagree; people love to read about what other people think to help them form an opinion too.
5: Tips, Tricks and How-Tos
Whether your audience is filled with like-minded professionals from your industry, past clients or a mix of both, you can’t go wrong with sharing content that’s meant to teach. We’re drawn to lists, best practices and how-to guides. (Just think about how you ended up at this post in the first place.)
One of my favorite companies on LinkedIn right now may be unexpected — L’Oréal. They’ve built up a following of over 700,000 people. So what are they sharing that has the attention of so many? They wrote a post titled 10 Reasons Why You Should Follow L’Oréal on LinkedIn; it’s well worth a read.
What This Accomplishes — Taking a social network like LinkedIn and filling it with helpful life hack-style content really positions L’Oréal as a friendly, relatable brand. When you share knowledge like this, you become less of a sales-driven entity and more of a personal friend looking out for the well-being of readers.
6: Videos and Presentations
Photos and videos are huge on other social networks, and LinkedIn is no different. Did you find an inspiring TED Talk or motivating image? Come across an interesting SlideShare presentation? Post it! That’s all share-worthy fodder for your LinkedIn network.
Speaking of SlideShare, did you know that LinkedIn owns this service and has a pretty slick integration with presentations that are shared? Take a look at the two images below. The first shows what the video presentation looks like before clicking on it, and the second reflects how it plays natively in the news feed.
What This Accomplishes — This type of content is especially great for promoting yourself as an insightful person in your industry. Videos and presentations are also classified as industry-adjacent content, so keep that in mind when selecting what you share.
7: Make Predictions
With predictions, you don’t have to be right or wrong; it’s just another way to get a discussion started. Did you find a piece of content you have an opinion about? Share it and add a caption with your prediction on the topic. Pose it as a question to spur reader engagement.
What This Accomplishes — Start looking like a leader and not a follower. If everyone is sharing the same content written by other people without adding their own thoughts and opinions to the mix, things get boring fast. Dare to be different and start building your own following.
8: Group Posts and Discussions
LinkedIn is very good at publishing as much activity as it can from around the network. Put this to work for you; whenever you can start a discussion in a group or comment on an ongoing one, do it!
What This Accomplishes — Remember that with LinkedIn, you’re looking to boost your own image and that of your business, but it’s still a social site. By engaging with others, you’re helping boost your reach.
9: Lessons Learned
No matter what your age or industry, you’ve learned something important that someone else would greatly benefit from reading. Whether you find a blog post about the 10 best purchases you can make in your 20s, or you write an original piece about bouncing back after getting laid off, someone in your network will relate to it. Be cognizant of the lessons you’ve learned and share them with others.
What This Accomplishes — At its simplest, this strategy makes you a little bit more human. It helps people see you as a valuable mentor rather than someone who just sits at a desk all day long.
10: Job Postings
Who doesn’t love job postings? Whether it’s for your own company or you’re simply paying it forward for a friend’s business, rest assured that someone somewhere is looking for work.
What This Accomplishes — When you’re posting openings for your own business, it reflects growth; when it’s for someone else, it’s a show of good faith. It’s a win-win all around.
LinkedIn continues to be the industry standard for professional social networking. It’s where people go to find you professionally and it’s the best online spot for marketing yourself and your business. Use it to your advantage to establish your presence and showcase career accomplishments.
Incorporating these 10 LinkedIn post ideas into your social media strategy will help you increase your influence and strengthen your reputation.