How do I encourage reach and engagement on LinkedIn?

This is a question we get asked all of the time. Reach and engagement are something of the “Holy Grail” for social media marketeers and we spend much of our time helping clients to increase their stats. We thought we’d share with you this month our top tips on how to encourage reach and engagement on LinkedIn in particular.

  • Post different types of content: text, images, and video. Video was hugely prioritised by LinkedIn earlier in 2020. The biased towards video seems to be less so right now but video still generally does well.
  • Stay consistent! This algorithm will downgrade your content if you post randomly. Once per week is a bit of a sweet spot for most, some ‘experts’ will tell you once a day but we think this is bit much. The most important thing is consistency so as this helps to building up your track record.
  • The best times to post on LinkedIn currently are Wednesday at 3 pm, Thursday between 9–10 am and Friday from 11 am – noon. (source: https://sproutsocial.com/insights/covid19-social-media-changes/).
  • Share articles as well as posts – LinkedIn will recognise articles as quality content.
  • Make the most of LinkedIn’s various functionality to encourage engagement e.g. LinkedIn’s polls are a great way to research people’s opinions. Try giving a team member or somebody you work with “Kudos” (only available on LinkedIn).  If you are running an event (obviously online at the moment), then ensure you set this up as LinkedIn event and you can invite your connections to attend to spread awareness.
  • Use hashtags on your posts – keep them relevant though and aim for 6 maximum.
  • External links can affect the algorithm – aim to post off LinkedIn around 20% of the time – if you have more information to share use articles and share posts to the article.
  • Conversation starters do well in LinkedIn’s algorithm – posts that encourage your connections to answer or ask questions in the comments.
  • TOP TIP – remember to reply to all comments on your posts!
  • Your LinkedIn Social Selling Index (SSI) measures how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships. A ‘good’ SSI is around 65-70% – you can check yours via the link below. If yours is lower try to post consistently, engage with others, get and give recommendations and make new connections regularly. https://www.linkedin.com/sales/ssi.
    Not all accounts can see their SSI – it seems to keep being phased out but does seem to be reappearing!
  • The more relevant the content, the more likely people are to engage with it. So ask yourself, “Will people share this or comment on it?”
  • Tag others – They are likely to share. Ask questions and encourage interactions. Ask opinions. Engagement is the key to success!
  • Avoid being controversial  – you might get engagement but the wrong kind!
  • Use humour (where appropriate).  We’ve seen this work well more so than ever in the current climate.
  • LinkedIn Stories have recently been launched on the mobile app. They last for 24 hours and are another way for you to communicate with your LinkedIn connections. Give them a go!

We’d love to know what your most engaging LinkedIn post has been recently, or which got the most reach – tell us in the comments.

We offer training and mentoring to businesses looking to improve their social media presence – contact us to find out more.

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