How LinkedIn Works to Help Your Career and Business.
Learn how to market on LinkedIn like a pro with these tips.
Posts with photos and videos typically perform better across social media. The same holds true for LinkedIn.
According to LinkedIn, posts with images receive 98% more comments than those without. LinkedIn also finds that custom collages that include 3-4 images in one post perform well for pages.
Try to avoid stock imagery if you can, as custom images tend to see more engagement. You can also upload PDFs, PowerPoint, or SlideShare presentations to support your posts.
Videos see five times more engagement on LinkedIn than any other content type. An advantage of LinkedIn native video is that it auto-plays when someone scrolls by it. As a result, it does a better job at catching someone’s attention. Plus, videos hosted on the platform are prioritized by the LinkedIn algorithm.
Don’t forget to add closed captions for hearing impaired and sound-off viewers. All video posted by a LinkedIn page is showcased in a Video tab.
When it comes to posting from your company page, there are a few LinkedIn best practices for businesses to consider.
LinkedIn’s algorithm ranks posts based on the following signals: personal connections, interest relevance, and engagement probability. In other words, it aims to show people content that will interest and engage them, from accounts they connect with. Your posts should aim to do the same.
You can notify employees if you think they’d be interested in the post. As company advocates, they can jumpstart engagement on the post and boost its visibility.
It’s important to post regularly to build an audience on LinkedIn. LinkedIn estimates brands that post once a month gain followers six times faster than those that don’t. Companies that post weekly see two times the engagement. Brands that post once a day gain even more traction.
No matter how often you post, aim for the most impact by posting at the best time. Hootsuite research finds the best times to post on LinkedIn are 7:45 a.m., 10:45 a.m., 12:45 p.m., and 5:45 p.m. EST. The best day for B2B brands is Wednesday. For B2C brands, Mondays and Wednesday are best. All audiences are different, so use LinkedIn or Hootsuite analytics to verify that these times work for you.
Tip: Running low on content or ideas? Check out Content Suggestions under the Content tab of your LinkedIn Page dashboard. Filter by audience, industry, location, and more for trending articles you can share to spark conversations.
We’d be remiss not to mention that scheduling your posts in advance with Hootsuite will save you a lot of work and ensure that you’re posting at optimized times every day. The bulk composer lets you prep several posts at once. And don’t worry, if you need to reschedule, it’s as simple as a drag and drop.
The only format more engaging than video on LinkedIn is live video. Live broadcasts see 24 times the engagement that a pre-taped video does.
Brands have found plenty of reasons to go live, from fireside chats to interviews and webinars. Some have even hosted virtual events. The format allows for instant connection with audience members, especially if you respond to questions and comments.
Before hosting a LinkedIn live, make sure to promote. And not just on LinkedIn. Spread the word across all your audience touchpoints
Create a LinkedIn Showcase Page to show off a special initiative or engage a target community. These pages give LinkedIn members another way to follow you, even if they don’t follow your page.
For example, Adobe has five showcase pages for its different products and communities.
Check LinkedIn Analytics regularly to improve your LinkedIn marketing strategy. Track post metrics to see what people engaged with most, what drove the most action, and what flopped. Adjust your content calendar accordingly.
From the analytics dashboard you can also monitor how people find your page and what sections they engage with. Compare how many page views your tabs get, and if you manage a Showcase Page, see how much traction it’s getting. Visitor demographics gives you a sense of who’s interested in your company.
To see how your page is performing relative to competitors, check the Companies to Track table. This section lets you compare where your page ranks when it comes to total followers and new followers. You can also see how many updates each page posts over a selected period and overall engagement rate.
Tip: Learn more about client or competitor employees from the People tab of their LinkedIn pages. You’ll be able to see where they studied, job titles, skills—and the employees themselves.
For deeper insights, connect your page to Hootsuite Analytics. From the Hootsuite dashboard you’ll get a big picture view of how your LinkedIn marketing efforts measure up against your other social channels.
Master LinkedIn analytics with our guide for marketers.
One of the more noteworthy LinkedIn marketing tools is its organic targeting option for posts. Page admin can target posts based on follower profile data, including organization size, industry, job, seniority, geography, and language preference.
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