As originally seen on Forbes
People post on LinkedIn all the time. In fact, there are two million posts on the platform per day; so how do you make your posts stand out?
No matter how well-written your post is, or how striking your picture, none of it matters if nobody is engaging with your content. Are people commenting, liking, and re-sharing? If you’re putting out a post and you’re not getting those three things, your content isn’t being looked at by many people; your audience is limited to a small subset of your connections.
So how do your breakthrough and access a much more significant audience?
Comments and Commenting
You will rarely get any comments if you fail to explain what you are posting and why. Tell people why the content may be useful to them, and not only will they have a much better chance of clicking on the article, but it dramatically increases your chance they will comment on the post, as well. The better the comment, the greater the chance of you seeing reciprocal engagement.
When you’re writing a comment, stick to TAQ (think, analyze, question). First, write down your initial thoughts or purpose for posting. You want it to be about one sentence (one of the big tricks that is often overlooked is that you need to keep these comments pithy). Then, analyze those thoughts (once again, keep it brief) with couple pieces of evidence. Finally, follow up with a question for the people viewing the post.
Here’s an example:
I find sharing to personal LinkedIn profiles is far more compelling than sharing to corporate company profiles. We’ve seen a massive uptick in likes when we’ve gotten our professionals to share our content. With such a stark difference in performance, is there any reason to keep posting to company pagers?
Now, when somebody writes a comment, they will typically respond in the same manner, so they can effectively join in on the conversation.
Getting likes seems a bit daunting on the posters end, but think about when you’re the user. How easy is it for you to hit that like button? Pretty easy.
It’s designed to be as simple as possible, an indication of a gut reaction to a post. So what’s the best way to get a good gut reaction?
Have a nice photo.
That’s the first thing people see and that’s what pull their initial impression. So, if you have a really nice photo, people are going to like it. Having a nice photo is easier said than done, but all in all, trust yourself. Ask, “is this something I would like?” If so, go for it.
It’s hard to get a re-share, but there is no more powerful sign of approval or indication of engagement than to get multiple parties re-sharing exactly what you just re-shared. Re-shares are the holy grail to be honest.
The best way to get re-shares is to do the previous two tips. The only reason people re-share content is because they feel that their audience would benefit from what is being discussed.
Maybe re-shares are less like the Holy Grail and more like herding a cat. A re-share is so fickle that sometimes you just have to let it come to you.
These are simply the best three ways to bring in more engagement to your LinkedIn posts. I promise that if you follow these three tips, you’ll garner more interest in your post and dramatically increase the reach of everything you share.
As always, I’d love to hear from you and listen your thoughts on this; tweet me @adriandayton.