– Are you thinking LinkedIn is just for job seekers in corporate America? It’s time to think again. Many people say LinkedIn’s organic reach is kind of where Facebook was back in 2015, and if you don’t know, it was ridiculous the amount of organic reach you got on the platform. Over the last year, I have spent a lot of time developing my community on LinkedIn and I’ve learned that there’s a lot of people spending time on this platform. But LinkedIn hasn’t always been a gold mine for me. I tested a ton of strategies on LinkedIn that they just didn’t work.
I realized that reposting my Instagram content to LinkedIn was not going to grow my reach on this new underutilized platform. I spent a lot of time with myself and my team to create content, and we started split testing content. We started split testing copy, and we started split testing our strategies to actually find out what works on LinkedIn. What I learned is that in order to win on LinkedIn, I was going to have to do things differently. Today, I’m going to share with you my LinkedIn strategies that helped grow my business. What’s best is that there’s just a few people using these strategies, so those who do, which is what I’m about to share, are going to set themselves apart. If you like what you hear in this video, be sure to like this video so that you have more opportunities to see the future content that I post. Also, at the end of this video, I’ll be offering you a free copywriting guide that will help ensure that
So stick around because I don’t want you to miss that. So let’s break down your LinkedIn strategy into three sections, each with their own set of tips. So we’re gonna break this down, one, two, three. Let’s start with copy. Let’s start with copy tip number one, and that’s to use hooks to stop somebody scrolling on LinkedIn. This is asking an engaging question. This is identifying your audience, saying, “Hey all CMOs in the Midwest,” “Hey all CTOs in California or Silicon Valley.” What you’re going to do is you’re gonna create your content to speak to a small group of people who self-identify as the audience you’re speaking to, which increases their likelihood of responding. Copywriting tip number two is to ask questions. Did you know that when somebody comments on your LinkedIn post, your post is then shared to their followers? So asking questions that actually get people to respond is going to be what triggers the LinkedIn algorithm.
Let’s get into copy tip number three, and that’s to test the length of your post. I want you to think of LinkedIn as a microblogging platform. So maybe not as long as a blog post, but definitely lengthy enough so that your long-form content can be tested, or you can think of this quite opposite as a long-form Twitter account, right? So you’re gonna be doing something shorter than a blog post, longer than Twitter, and you’re gonna be testing the length between them.
It doesn’t necessarily have to be about business. You can actually be on LinkedIn and share personal things that are related to your business, and I always think you should. A little personal really differentiates the business content that you’re sharing. You can update your status, which is a short update up to 1,300 characters for a personal account, or you can write an article for a long, in-depth post, and these can be up to 120,000 characters, so you have plenty of time to showcase your expertise.
Now we’re gonna get into the second section of our three sections, and I am encouraging you to post native content. So let’s get into content tip number one. LinkedIn wants their users to spend as much time as possible on the platform. So you don’t really wanna post outside links, like you don’t wanna be posting to your YouTube channel.
What you want to do is upload the file directly into LinkedIn so people can watch your video on the platform. I believe that you should be treating LinkedIn as its own hosting platform for your videos. Let’s get into content tip number two. I want to make sure that you are posting content that is contextualized to the LinkedIn platform. Now I don’t suggest copying and pasting the exact same content that you used on Facebook directly to LinkedIn. I want to jump into my LinkedIn and show you how I post similar content that I do on Instagram and Facebook, but I will repurpose it for LinkedIn. Let me give you an example. One of our members of Social Curator, her name is Alexis, and she was a baker, and she was wondering if she would be able to use social media to grow her following and platform. Well, she started posting out content on Facebook, and she learned that she was getting 90% of her leads from Facebook, and she doubled her business in a year.
She then came to me and said, “This content is working so well on Facebook, “but why is it falling flat on LinkedIn?” We had a conversation, and I asked, “What type of content are you sharing on Facebook?” She was like, “I’m sharing my cooking recipes, “how I’m decorating my cookies, and it does really well.” And then I said, “Alexis, you’re gonna have to contextualize “the exact same post for LinkedIn users.” Who’s on LinkedIn? By and large, businesspeople, members of C suites, so you want to make sure that the content you’re posting about baking actually makes sense and is contextualized for their world.
So what would a baker be posting on LinkedIn? What are the best types of desserts to bring to the office during the holidays? What type of desserts can you bring in that are nut-free or play well amongst cubicles, right? So it’s going to be her same content, but the title and the objective is going to be tailored for who the audience is on LinkedIn. I’m talking about making a micro-change, about 3% of a change to an overall post on Facebook that could then perform very well on LinkedIn because it’s contextualized.
The last part of our LinkedIn framework is to give the type of engagement that you want to get. So let’s get into engagement tip number one. I want you to comment on industry leaders and on your dream customers’ content. We want to make sure that you’re creating meaningful and thoughtful responses. I always recommend leaving comments that are more than four words on other people’s LinkedIn articles, posts, and status updates, and even in your DMs, because comments are a digital handshake.
Your responses and messages on LinkedIn make an online introduction to somebody else on behalf of your business. It’s time to view LinkedIn as a networking party online, so be sure to go out of your way to say hello. Let’s get into tip number two for engagement. I want you to respond to every comment that’s been left on your post. This helps trigger the LinkedIn algorithm, just like the algorithm on Instagram and Facebook. When you give the type of engagement that you want to get, what you’re inadvertently doing and intentionally doing is creating relationships on LinkedIn. So you wanna make sure that you’re giving a comment because then your comment will empower their post to show up on your feed, and when they give you a comment, it empowers your post to show up on their feed. So take a few seconds, make somebody’s day. Give, give, give before you ever expect anything back. Okay, friend, I hope that you have found these tips helpful, and I hope that you get started on that LinkedIn party really soon.
So what are your thoughts? Are you going to be utilizing LinkedIn as part of your marketing strategy? I would love to know in the comments below, and I’d love to connect with you on LinkedIn as well. Also, if you’re looking for more strategic advice on creating copy that sells, make sure you download my free branding bundle. Now you’re like, “Jasmine, what are we doing “about copy and branding?” My branding bundle includes copywriting that converts. It’s a worksheet that you’re gonna find so powerful to actually start driving engagement on LinkedIn and across your social platforms, and you could find at jasminestar.com/branding. (upbeat music).