{"id":47977,"date":"2023-06-16T14:55:17","date_gmt":"2023-06-16T12:55:17","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=47977\/"},"modified":"2024-11-28T16:04:18","modified_gmt":"2024-11-28T15:04:18","slug":"how-to-post-on-linkedin-guide-to-creating-engaging-content","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2023\/06\/how-to-post-on-linkedin-guide-to-creating-engaging-content\/","title":{"rendered":"How to Post on LinkedIn: A Step-by-Step Guide to Creating Engaging Content"},"content":{"rendered":"

Savvy marketers get it \u2013 LinkedIn is the platform where customers spend their precious time connecting and engaging with content. Unlike other social media (<\/span>ahem, Instagram<\/span><\/i>), you can still organically reach your ideal prospects on LinkedIn. No wonder every business wants to learn how to post on LinkedIn.<\/span><\/p>\n

<\/p>\n

However, as the platform grows to over 930 million active users, it’s getting more challenging to make your posts stand out.\u00a0<\/span><\/p>\n

Fortunately, this guide exists to walk you through creating the most engaging content on LinkedIn (<\/span>that your customers will love<\/span><\/i>).<\/span><\/p>\n

Why Does Your Business Need a Powerful LinkedIn Content Strategy?<\/strong><\/h2>\n

Marketing is about solving your potential customers’ burning problems. A huge part of it is where they are when they need help \u2013 that’s where LinkedIn comes in.\u00a0<\/span><\/p>\n

LinkedIn enjoys a much wider audience than many might realize. In their own words, LinkedIn is where the business world connects (<\/span>more than 50% of all social media traffic on websites comes from LinkedIn<\/span><\/i>).<\/span><\/p>\n

Businesses use LinkedIn as the primary content distribution channel for many applications, including:<\/span><\/p>\n

    \n
  • Building a vast network (potential customers, employees, and partnerships)<\/span><\/li>\n
  • Driving traffic back to the company website<\/span><\/li>\n
  • Lead generation on LinkedIn<\/span><\/a><\/li>\n
  • Becoming a thought leader in the industry<\/span><\/li>\n
  • Keeping up with the competition<\/span><\/li>\n<\/ul>\n

    Here, you can interact with your customers, learn about their challenges, and understand their aspirations firsthand. You can easily humanize your company and become part of a bigger conversation \u2013 all of which are long-term benefits.<\/span><\/p>\n

    Quick LinkedIn Stats<\/b><\/h3>\n

    Still, need convincing? Look at the numbers:<\/span><\/p>\n

      \n
    • Last year, a whopping <\/span>96% of B2B marketers<\/span><\/a> used LinkedIn in their content marketing efforts.<\/span><\/li>\n
    • Marketers witnessed 2x higher conversion rates.<\/span><\/li>\n
    • Brands witnessed a <\/span>33% increase<\/span><\/a> in purchase intent via LinkedIn ad exposure.<\/span><\/li>\n
    • 77% of content marketers believe LinkedIn produces the best organic results.<\/span><\/li>\n<\/ul>\n

      How to Post on LinkedIn \u2014 A Step-by-Step Guide<\/b><\/h2>\n

      Creating scroll-stopping LinkedIn posts that grab your user’s attention may not be easy, but it\u2019s doable. Here’s how you can achieve it and learn how to post on LinkedIn effectively:<\/span><\/p>\n

      Step 1: Highlight Your Goals<\/b><\/h3>\n

      Give your LinkedIn content strategy a structure by establishing your current marketing goals. Outlining your goals will help you better track your progress. Moreover, these goals will shape the content you use to connect and interact with your audience.<\/span><\/p>\n

      So start by understanding why you’re creating LinkedIn content in the first place. Is the goal to:<\/span><\/p>\n

        \n
      • Find new potential clients\/ customers?<\/span><\/li>\n
      • Increase brand awareness?<\/span><\/li>\n
      • Add more leads to your sales pipelines?<\/span><\/li>\n
      • Cultivate credibility and trust to gain more customers?<\/span><\/li>\n
      • Become a thought leader in the industry?<\/span><\/li>\n
      • Build a community of loyal customers?<\/span><\/li>\n
      • Pursue more people to sign up for your demos and trials?<\/span><\/li>\n<\/ul>\n

        While your goals may look different from other businesses, keep them SMART \u2013 Specific, Measurable, Achievable, Relevant, and Time-based.<\/span><\/p>\n

        \"smart

        SMART goals, source<\/a><\/p><\/div>\n

        Step 2: Identify Your Target Audience<\/b><\/h3>\n

        While LinkedIn and its user base are constantly evolving, the social media platform still skews toward career-centered professionals. Therefore, you need to identify your target audience to have a solid content strategy.\u00a0<\/span><\/p>\n

        What roles should your content be geared towards? Should your posts target beginner or advanced professionals in the industry? <\/span>LinkedIn audience analytics<\/span> can help you answer these questions.\u00a0<\/span><\/p>\n

        You can access it on your LinkedIn company page or via an external social media analytics app<\/a>.\u00a0<\/span><\/p>\n

        You’ll be able to analyze demographics like job function, industry, and location – both for your followers and visitors. <\/span><\/p>\n

        This is how it looks in Sotrender<\/a>.<\/span><\/p>\n

        \"linkedin

        You can analyze your LinkedIn followers demographics in Sotrender<\/a><\/p><\/div>\n

        PRO TIP: <\/b>Leverage LinkedIn polls to understand your audience better. Craft concise and engaging polls that align with your research objectives.<\/span><\/p>\n

        Step 3: Decide Your Content Type<\/b><\/h3>\n

        LinkedIn is where professionals gather to exchange valuable insights, share industry news, and make career moves. Since industry-specific links, infographics, articles, and videos are the most dominant content type, they should be the basis of your LinkedIn content strategy.\u00a0<\/span><\/p>\n

        Other LinkedIn content types that drive excellent traction include:<\/span><\/p>\n

          \n
        • Interactive content\u00a0<\/span><\/li>\n
        • Thought leadership articles<\/span><\/li>\n
        • Employee Spotlight<\/span><\/li>\n
        • Inspirational storytelling<\/span><\/li>\n
        • Business or employee milestones<\/span><\/li>\n<\/ul>\n

          LinkedIn’s content suggestion tool is also a great place to decide your content type. You can find it by navigating to the content section of your LinkedIn company page. From there, you’ll reach a page that suggests three content categories \u2013 trending articles, employee milestones<\/a>, and company news.<\/span><\/p>\n

          Learn how to use the LinkedIn content tool:<\/b><\/p>\n