As we’ve already discussed, LinkedIn is an incredibly useful tool to grow your professional network. If you’re in sales, engagement on LinkedIn is one of the most powerful things you can do to promote your own credibility, establish yourself as a trusted advisor in the industry that you sell to and nurture connections that you can eventually turn into qualified prospects.
Sounds good, right? Well, it is, but posting content regularly is a massive part of making this strategy successful. In recent times, I’ve gone from posting twice a week to consistently posting every single day, and my average post impressions now top at about 100,000 per month. That’s 100,000 people - either my connections directly, or their connections, that have been exposed to how I think about the industry that I work in, and have an idea of how I might be able to help them. I almost guarantee that’s more outreach than cold emailing can achieve in the same timeframe.
Constantly thinking up good content to post about can be exhausting, and I'll share some tips about how I do this next week. Once you’ve got your content sussed, there are a few things you can do to help maximize its performance. Keep reading to learn the tricks that I swear by
Time when you post
Your post is most likely to get impressions if it hits the feed at a time where the people you want to interact with are likely to be online. From my experience, hitting the ‘post’ button around 8am local time for my sales territory has been the most effective. LinkedIn’s own analytics demonstrates that activity is generally highest for individuals first thing in the work day (putting off clearing those overdue emails, perhaps?), and of those mornings, Tuesday - Thursday are the busiest days.
Posting on LinkedIn is basically like playing a game of hot-potato - your post stays alive when people interact with it, so posting at a time where people are more likely to do just that will drive higher performance. Posting in the late afternoon instead, for example, will likely see your post nosedive right out of the algorithm, never to be seen again.
So in summary - timing. Is. Everything.
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Interacting with your own post
Brace yourself - there’s a cringeworthy recommendation coming up.
And you probably know it’s coming.
Yep, I’m going to tell you now that you need to like your own post.
Preferably, before anyone else does. So yes, before you ask, everyone who comes across your post will see that one, lonely like. From you.
But - it’s important. As I mentioned above, posts survive on engagement. By liking your own post, you’re basically doubling your chances of making it onto someone’s feed.
I also recommend commenting on your own post as well. While this can feel super, super lame at first, this is actually really easy to do by holding back a content element of your post and using this in the comment section, such as the link or the source of the article that you’re posting about. Every interaction with your post is another “event” in the LinkedIn feed algorithm- so this really bolsters post performance and your ability to get this in front of the right people. (And yep, you’re going to want to like your comment on your post as well…)
Tag (the right) people
In the same vein as what I've mentioned above, generally speaking, tagging other LinkedIn members automatically surfaces your post to their network as well. While it’s tempting to tag people of influence who you follow but have no personal connection with, it’s important to only tag people who are likely to interact with your post. From my own experience, tagging other users who then don’t interact with your post is actually likely to decrease post reach.
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Interact with the comments….
If you follow me on LinkedIn you’ll notice that I'm meticulous with responding to all comments on my post. I’ll tag the person who responded as part of my reply, and like both their comment and my own reply. You might consider this overdoing it - but, as mentioned above, each of these interactions is new opportunity for the post to appear in the feeds of both my own connections, and the connections of the person who took the time to reply (i’m also cognisant that it’s much easier to keep scrolling than add a comment, so I always do like to show my appreciation.)
…..Then leave your post alone
This last piece of advice was given to me by a member of my network who has been incredibly successful on LinkedIn. It seems counterintuitive but it’s incredibly impactful.
Spend the first hour after you’ve posted actively looking for and interacting with comments. After that, leave LinkedIn alone for the rest of the workday.
Trust me, I know, it’s much easier said than done, as the temptation to check in on how your post is doing (and get that instant dopamine hit from seeing the numbers go up!) is huge.
Why do I recommend this? At the end of the day, LinkedIn is like any other form of social media - the goal of which is to get you - the user - to spend as much time on the platform as possible. If you’ve watched The Social Dilemma you’ll know, these social platforms are specifically designed to trigger interaction - and will repeat behaviors (such as sending you notifications) in order to “tempt” you to interact. The less interaction you have with LinkedIn for the remainder of the day, the more the algorithm will push the post into the newsfeed, in the hopes that interaction (comments, likes and views from your adoring fans) will bring you back onto the platform.
I know right now you’re at least a little tempted to give these things a try, even if it’s just to see whether these seemingly-insane things I've said about the algorithm actually work (they do), so go ahead! Give it a go - I'd love your comments below on how you got on, or, if there’s any other tips and hacks that I haven’t covered that you find useful.
Stuck on who to tag or what to comment? Tag me! I love engaging on LinkedIn and can't wait to see your engagement grow.