Did you notice anything different about the quality of posts that people share on LinkedIn these days? This change affected how these posts reach and engage the recipients.
LinkedIn is the Holy Grail for millions of B2B professionals throughout the world. If you are a business owner and using this platform, then the change mentioned earlier probably caught your eyes. Naturally, you might be wondering whether your approach requires rectification or not. After all, you have to take some steps to recapture your audience’s attention.
The only problem is that the measures taken by many B2B owners made things worse instead of better. In specific cases, they appear to be more desperate than informative. Such an approach doesn’t portray professionalism.
If your posts are extremely attention-seeking, then it will bring down your views and engagement instead of increasing them.
So, what kind of things should you post on your LinkedIn page to get noticed by your clients without appearing stupid of anxious?
Fortunately, you are reading the right topic. Here you will learn how to avoid the trap of vanity metrics. Once you go through this write-up, you will understand the best way to create LinkedIn posts that don’t make you appear desperate. Sharing content on LinkedIn requires proper strategizing if you wish to showcase yourself as a trustworthy authority in front of your ideal clients.
Things to stop doing immediately on LinkedIn
1. Posting inappropriate content:
More and more people became disillusioned regarding Facebook over the last few years. That is why many social media users want to spend time on LinkedIn. While it is great to spend time on a different platform to reap its opportunities, one must understand that LinkedIn is a business networking platform. You should never confuse it with Instagram or Facebook. Therefore, you should never post mindless things or silly memes to attract clients.
What to do instead – One good rule of thumb worth knowing is to avoid sharing anything on LinkedIn that you wouldn’t share at your workplace. You must maintain professionalism and leave all your personal stuff for your Facebook friends.
2. Frequent posts:
Since LinkedIn isn’t Twitter; you don’t have to keep commenting on what you do throughout a day. You won’t even have to keep broadcasting everything that pops up in your mind. Such actions create noise that will drown the value of the worthwhile posts that you share.
What to do instead – Post something whenever your clients inspire you to share matters concerning your network. It won’t matter whether you post once or twice during a week. When it comes to LinkedIn, less is often better than more.
3. Nothing substantial:
Vanity metrics can fool the staunchest of business owners. You may believe that some people who receive loads of comments, likes, and shares regarding posts must be doing something great, but they aren’t. Massive numbers in terms of social media posts can be alluring, but if you analyze the performance of your LinkedIn profile, you will know that relevant posts receive the most amounts of views, comments, likes, and shares. Whatever you share has to provide value, solve a client’s problems, or increase their trust upon you.
What to do instead – You should inspect your posts that get the most visibility and engagement. You must also pay attention to all the other business owners in your field, particularly the ones who set excellent engagement. You don’t have to scrutinize them who showcase a different style or own a different business.
4. Engagement fishing:
Some people declare that they went to see a movie that they didn’t like through LinkedIn posts. Then, they ask their clients to mention what they think in the “comments” section below the post. Social media experts call this move “fishing for engagement.” These individuals think that they are being timely or a bit controversial by utilizing two elements of writing that are highly engaging. However, such posts have nothing to do with business. If you post irrelevant questions on LinkedIn, then your brand will take the blow.
What to do instead – You should post questions but they should be relevant to the audience that you wish to attract.
5. Excessive tagging:
Whether it is on Facebook or LinkedIn, you often notice users posting things after tagging several people with it. They do it because they need clients to engage with their posts. This strategy has a tendency to backfire. The controllers of LinkedIn are making the platform’s algorithm smarter with every passing day. As a result, LinkedIn can de-emphasize those posts in the news feed if the tagged people don’t engage with it.
What to do instead – You should tag only relevant recipients. For instance, you can tag those people whose quotes you share or an image of them at any event.
6. Too many hash-tags:
If you use hash-tags too many times, then it drowns the real message in the background noise. It rebuffs your clients and you get penalized by LinkedIn’s algorithm.
What to do instead – You must be strategic with your use of hash-tags. Refrain from using more than two or three for a post.
7. Attention-seeking videos:
Did you spend some time on LinkedIn lately? If you did, then you probably noticed a few videos that appear comical, fake, or over-the-top. This trend is as disturbing as disgusting, and it crept in over the last few months. If you showcase such videos, then it seems as if you are begging for attention.
What to do instead – You can surely add videos to your LinkedIn profile, but you have to make sure that they are tasteful, professional, and genuine.
Effective content tactics for LinkedIn
1. Maintain authenticity:
Maintaining genuineness doesn’t include over-sharing. You should keep all your dramatic selfies, videos, and confessionals aside for your Facebook profile. Successful business owners believe that you are your biggest asset as well as the obstacle when you attempt to build a reliable profile and lost-lasting relationships with clients online. The more authentic you can be the more clients you will gain.
2. Quality trumps quantity:
There was a time when profound industrialists suggested people post something once every day. Today, they say that you should share something only when it’s valuable. Over-exposure on LinkedIn can destroy engagement altogether. When it comes to LinkedIn, quality wins over quantity.
3. Proper engagement:
Real-life conversations aren’t different from the conversations in the digital world. When you speak to your clients through LinkedIn, you build relationships with them while establishing trust. Then again, everyone hates a loudmouth. So, you shouldn’t that person. You should notice the tone of a conversation that you want to join. Then, you have to adapt your comments accordingly.
4. Purposeful posts:
No matter what you post on LinkedIn, it should solve a challenge faced by your clients. In short, your posts should provide the desired outcome. When you create this framework for your LinkedIn content strategies, it ensures that you always think of your audience.
5. Avoid jokes:
While being light-hearted at opportune moments can prove beneficial, you should understand that you’re attempting to promote your business via LinkedIn. You aren’t using the platform to make people roll around on the floor with laughter. Humor instills warmth and friendliness, but being funny or amusing all the time won’t aid you in your venture.
6. Strategic use of hash-tags:
The ultimate purpose of using hash-tags is to increase your chances of popping up before someone who searches for you actively. Unfortunately, most people misuse hash-tags as is apparent in innumerable posts on LinkedIn. The more detailed, funny, and branded hash-tags you use the more desperate you appear. Therefore, you should try and use hash-tags strategically.
7. Reasons to post:
Content has always been and will remain important forever. However, it loses its relevance if you deviate from the context. Engagement will fall when you fail to share contextual content. Context incorporates telling your clients about your relevance towards them. In short, you have to declare how you can solve their problems.
Don’t be a desperado
Every B2B professional hopes to see their ideal clients stopping, reading, and engaging with their posts. If you follow the right procedure, then your clients will even wait for your next update eagerly. This list contains all the information that you need to create LinkedIn posts that would pass through the platform’s algorithm unscathed. In short, you will cease to remain a desperado who is seeking attention like a spoilt child. So, you should follow the strategies mentioned here and you will be able to build your reputation, get more views, and increase engagement over time.