What to Post on LinkedIn to Promote Yourself and Your Business

Many professionals and businesses either don’t know what to post on LinkedIn or don’t realise its potential compared to other social networks. The reality is that, in many cases, LinkedIn offers a much more valuable space to work on your personal branding, build your business’ authority, generate leads, and manage your online reputation than anywhere else.

The main reason for this is trust. Many businesses and individuals perceive LinkedIn as a more trusted and professional platform than Facebook and Instagram. Therefore, it’s better for conducting business as people are more open to opportunities and collaboration.

While LinkedIn is not the right fit for everyone, it can benefit many people and businesses. This is reflected by the industries that use it the most, which include B2B Companies, HR Firms, Technology Companies, Marketing and Advertising Agencies, Financial and Consulting Firms, Healthcare and Pharmaceutical Companies, and Education, among others.

The evolution of LinkedIn and its algorithm

Unlike most other social networks, LinkedIn hasn’t changed that much over the years. Its focus has always been business, and while it’s growth was initially pretty small, it has exponentially increased with owner changes and the addition of more useful features.

LinkedIn was founded in 2002, so it’s been around for over 20 years! Talk about longevity.

The company’s vision statement says it wants to “Create economic opportunity for every member of the global workforce” through its mission to “connect the world’s professionals to make them more productive and successful”.

Today, the company is led by Ryan Roslansky and operates as a multifaceted enterprise that generates income through membership subscriptions, advertising revenue, and recruitment solutions.

In December 2016, Microsoft finalized its acquisition of LinkedIn, joining the top professional cloud work platform with the most professional networking service worldwide.

Unlike other platforms which often tend to ignore their user’s preferences, recent updates to the LinkedIn algorithm underscore the platform’s dedication to nurturing more authentic connections.

In a move directly opposite to other social apps, LinkedIn has recently decided to prioritize the visibility of your posts among your followers. This idea was directly taken from user feedback and the fact that they implemented it shows the platform’s commitment to connecting content creators with their intended audience, not just chasing ad dollars.

Lately, the platform has integrated additional engagement indicators into its algorithm, like user interactions with hashtags and engagement patterns within the app, as well as AI tools that identify the value of a post and its replies, bolstering the platform’s capacity to provide more customized content to each user’s feed.

The main key to success here is offering practical guidance and insights that strike a chord with your audience, while remembering that a personal brand isn’t about reaching everyone, but connecting with the right individuals.

What makes LinkedIn different?

Unlike all the other social networks where you find various people with various interests, everyone on LinkedIn is focused on doing business. All their users are either positioning themselves as thought leaders or working to build trust in their companies. This is a network of firms and experts working to find the right contacts, events and leads.

LinkedIn is great if you want to work on:

• Professional networking: LinkedIn is a professional platform that helps you connect with a vast network of individuals. This includes potential clients, partners, employers, employees, and industry peers. Once you connect, it allows you to build and nurture relationships with other professionals in your field or industry, potentially leading to new opportunities and collaborations.
• Personal branding: Creating a strong personal brand on LinkedIn helps establish your expertise, credibility, and authority in your industry. Consistently sharing valuable content, engaging in discussions, and showcasing your skills and achievements can enhance your reputation and visibility.
• Business exposure: For businesses, LinkedIn serves as a powerful platform to increase brand exposure and reach a targeted audience. By creating a company page, sharing updates, and engaging with the LinkedIn community, you can raise awareness of your products or services among potential customers and clients.
• Talent acquisition: LinkedIn is a go-to platform for recruiters and businesses looking to hire top talent. As an individual, maintaining an up-to-date and professional LinkedIn profile can attract job opportunities and partnerships. As a business, you can use LinkedIn to showcase your company culture, values, and job openings, attracting qualified candidates.
• Lead generation: For businesses, LinkedIn can be a powerful lead generation tool. Engaging with potential clients through content, groups, or direct messages can help you build relationships that may lead to business opportunities.
• Learning and development: LinkedIn offers educational resources, including courses and webinars, through LinkedIn Learning. You can constantly improve your skills and stay updated with industry trends to further enhance your professional positioning.
• B2B marketing: For businesses that cater to other businesses, LinkedIn provides a targeted platform for B2B marketing. You can connect with decision-makers and key stakeholders directly, tailoring your content and messaging to address their specific needs and pain points.
• Industry insights and news: LinkedIn offers a valuable source of industry insights, news, and trends. Staying informed about the latest developments in your field can help you position yourself or your business as forward-thinking and adaptable.

How do you know what to post on LinkedIn?

Creating an effective strategy for LinkedIn posting can significantly enhance your professional presence and help you achieve your goals on the platform. Here are some steps to guide you so you know what to post on LinkedIn and how you can create a successful LinkedIn posting strategy:

Step 1 – Define your objectives: Before you start posting, clarify what you want to achieve with your LinkedIn presence. Are you trying to build your personal brand, generate leads, network with professionals, or showcase your expertise in a particular field? Knowing your goals will help you tailor your content accordingly.

Step 2 – Know your target audience: Understand who your ideal audience is on LinkedIn. Consider their interests, pain points, and needs. Tailor your content to provide value and resonate with this audience.

Step 3 – Establish a consistent posting schedule: Consistency is crucial on LinkedIn. Decide on a posting frequency that you can realistically maintain. It’s better to post consistently once a week rather than sporadically.

Step 4 – Share valuable content: Offer insightful and valuable information to your audience. Share industry-related news, your professional experiences, success stories, tips, and advice. Avoid being overly promotional, as this can turn off your audience.

Step 5 – Use visual elements, especially videos: Posts with compelling images or videos tend to perform better on LinkedIn. Visuals catch the eye, and this can increase engagement.

Step 6 – Engage with your audience: Respond to comments and messages promptly. Engage in discussions on your posts and other relevant content in your network. Building relationships is vital for success on LinkedIn.

What to post on LinkedIn to get the algorithm to favour you

With you and the best practices in mind, it’s now time to learn how to construct your posts so they’re a success and get pushed by the algorithm to eyeballs beyond your immediate network.

Make sure to always follow these four guidelines:

12 Ideas to post on LinkedIn

Now that you understand the importance of the platform and how to build a strategy, here are some LinkedIn Post Ideas so you know exactly what to post on LinkedIn and can get started stat!

Thought leadership posts

Share your insights and opinions on industry trends, challenges, or emerging technologies. Spark discussions by asking thought-provoking questions related to your field.

Success stories

Highlight achievements, milestones, or success stories related to your business or career. Share how you or your company overcame challenges and achieved positive outcomes.

Industry news and updates

Share relevant news articles or updates about your industry. Always add your commentary to provide context and your perspective on the matter.

Tips and advice

Offer valuable tips, best practices, or advice to your audience. Whether it’s career tips, productivity hacks, or industry-specific guidance, people appreciate actionable insights from an expert like you!

Behind-the-scenes

Provide a glimpse into your work process, team culture, or the development of a project. Humanize your brand and show the faces behind your company.

Inspirational quotes

Share motivational quotes that resonate with your audience and align with your professional values.

LinkedIn polls

Engage your audience with polls on industry-related topics or general questions. Polls are a fun way to gather opinions and generate discussions and even test concepts for your products or marketing materials.

Milestones and announcements

Celebrate professional milestones, such as work anniversaries, promotions, or new certifications. Announce exciting news related to your business or career.

Share content from others

Share relevant articles, blog posts, or videos from other professionals in your industry. Tag the original creators to foster connections and show appreciation for their work.

LinkedIn articles

Write longer-form content on topics that showcase your expertise. LinkedIn Articles are an excellent way to share in-depth knowledge and insights with your audience.

Video content

Create and share short videos, such as tips, how-tos, or industry updates. Video content tends to perform well on LinkedIn and can increase engagement.

Participate in challenges

Engage in LinkedIn challenges or start your own to encourage interaction and build camaraderie within your network. Even fun and silly ones!

Time to work on your LinkedIn strategy

Overall, LinkedIn’s professional nature and wide-ranging features make it an essential platform for positioning yourself or your business, fostering meaningful connections, and leveraging opportunities within your industry.

Remember, building a strong presence on LinkedIn takes time and effort. Be patient and consistent with your strategy, and continuously refine your approach based on what works best for your audience.

If you want professional guidance, book a call and let Mindesigns help you!