Everyone whose business has a social presence and the majority of B2B and B2C marketers knows the power of LinkedIn. This is purely a professional network. They know this is a platform where customers are spending time, connecting with like-minded people, and reading the content. This is why the majority of marketer’s primary choice among all social networks is LinkedIn. But many wonders, “are we doing in the right way?”
The publishing feature on LinkedIn has become one of the influential tools that allow marketers to reach and form relationships with a potential lead. Publishing content is only effective when you create posts that hook readers and drive them to perform the desired action.
Publishing the content is secondary, first, you should know how to create posts, but you don’t know where to start? Check out these five tips to get started.
Draft LinkedIn optimized headlines
“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.”- David Ogilvy
Everyday numerous post publishes on LinkedIn. In order to stand out from the crowd, you should create a high-performing and attractive headline.
When creating your LinkedIn headline pay attention to the length of the text. The good performing headlines have on average, 40-49 characters. You can also check out the post of your top influencers in your network. Study the content they publish and the headlines they are using. Look out for headlines that perform best and then test these on your content.
Lower a reading level
High performing LinkedIn post includes content that is easy to read and simple to understand. It is easy to know whether your content is simple to read or not by self-analysis but if you face any issue there are some tool available for it that scores content on a scale, a higher score indicates greater reading ease.
For a B2B audience, it’s likely that your buyers are educated, read frequently, and can understand complex content. But that doesn’t mean that’s what they prefer to read and you publish that kind of content (complex and hard to read).
According to a study, despite writing for an educated audience, content with easy readability attracts the most views.
Keep the length that is optimal for LinkedIn
One of the ingredients for creating a good LinkedIn post also involves the length of the post i.e. how much content your audience wants to read. According to a popular belief, shorter is always better but it’s not always true or suitable. If your content is amazing, worth reading and valuable to your audience then length doesn’t matter much and your audience will read it even if it’s very long.
As per the article published by Content Marketing Institute, though the content with 1000 or less word count dominates LinkedIn, this is not the content that readers want most.
Up to 1,000 words: Average shares of 6,439.
The medium content of 1,000 to 2,000 words: Average shares of 7,771.
The long content of 2,000 to 3,000 words: Average shares of 8,702.
Build a connection with strong CTAs
Never create a CTA without any goal. After reading your content, what do you want a reader to do next? If your goal is to draw them to view more content then you must include links of related content on your blog.
If your goal is to get prospect’s email addresses you might ask them to fill details to download certain newsletters or to submit feedback or survey form. For example, you might say, “Click here to get a PDF/white paper on the three most vulnerable mistakes people make when doing X and how to solve them”.
Every content that you publish on LinkedIn should be design carefully to help you in achieving your pre-defined goals.
Keep readers engaged with the perfect visual
Research shows that visuals are very important with all content on all social media platform whether it is Twitter, Facebook or LinkedIn. A study found that LinkedIn content with visuals received a greater number of shares, likes, comments, and views.
On average, a LinkedIn post with zero images receives about 6,413 views. However, when eight images are included, this number jumps up to 57,575 views.
Content isn’t only about the text but also about the visuals that support content. Visuals help to keep people engaged in your content.
LinkedIn is a platform that allows you to present yourself or your brand in front of the right customers at the right time and help you to get their attention. By using these strategies you can engage with more prospects through engaging interaction that encourages them to get to know and trust your brand.