Increasing your visibility and your followers on LinkedIn is no small task. With people spending more time than ever on social media, you may think this is a great time to double down on your LinkedIn strategy for your business page.
Before you start, here are 5 things you need to know to improve your business visibility on LinkedIn.
1. Don’t always talk about yourself
It may seem very intuitive, but yet, a lot of businesses are only posting about themselves. What event they’ll be at next month, what significant milestone they’ve achieved, what new features just came out, oh look, we’re talking about us in some online media!
Think of your targeted audience. Why are they on LinkedIn? Are they on LinkedIn to find new clients, grow their network, build a reputation, get industry news or have access to educational articles?
Only about 20 to 25% of your posts should be about you. It’s OK to talk about your next event, your significant milestone and the media coverage you get, but this shouldn’t be just it. Think of that person you know who only talks about himself… yeah that one. Don’t be that person.
The trick is to diversify your content. If your target audience sees value in what you’re posting, they are most likely to like, share, engage and become followers.
2. Publish native content
Did you know that LinkedIn gives priority to native content over external links? Native content is content hosted on LinkedIn. For example, an article that was published directly on LinkedIn via LinkedIn Publishers as opposed to a link to an article hosted on your company’s blog.
Giving priority to native content also means it’s better to upload your videos directly on LinkedIn rather than sharing a link to a YouTube video. LinkedIn’s goal is to keep their member on their platform for as long as they can so it makes sense that they would instead show members a post with native content as opposed to one that directs readers to another website.
That being said, it’s all about engagement and adding value. Therefore, if you share an article from Forbes Magazine and it gets a ton of engagement, LinkedIn will not disregard it in favour or some other native content that doesn’t get as much engagement. As a general rule, you want to share high-quality, detailed content with personal anecdotes.
3. Increase post engagement and relevance
When you share a new post, the first thing LinkedIn will do is try to estimate its value and engagement potential. To do that, LinkedIn will first show your post to people that have interacted with you or that you have interacted with recently. This is called the relevance factor.
LinkedIn assumes that because you have interacted recently, your content must be more relevant to them than others. If your ‘relevant network’ interacts with your post within the first hour, it is considered valuable and will be shown to more people. If your relevant connections don’t engage, LinkedIn assumes your post carries little value for your other connections. Therefore, to increase your post’ reach, encourage your friends and colleagues to go like or comment on your post in the first hour after you publish.
4. Post often
It is recommended to post 4 – 5 times a week. Yes, you read that right. 4 to 5 times a week. Why? Because people don’t spend that much time on LinkedIn and most of them don’t go on the platform every day. This means they will rarely go to the bottom of their feed. If you’ve posted on Monday and they log on Wednesday or Thursday, your post is pretty far in their feed and chances are, they won’t see it.
But be careful, we want quality over quantity. Always. So it’s better to post less often but post high-quality content that will generate engagement rather than posting low-value content every day.
5. Use precise hashtags
We often get the question: should we really use hashtags? The answer is yes.
Hashtags increase visibility because members can follow hashtags. The trick is to be precise and only to use 2 or 3 per posts. Posts with only 2 to 3 specific hashtags carry more weight than posts with dozens of very generic hashtags.
So, do you feel ready to post on LinkedIn?