.jpg)
LinkedIn can be a true powerhouse for marketing your business to key stakeholders. It’s not just a tool for boasting about new hires.
Whether you’re talking to clients, potential employees or prospective investors, there’s a reason it’s open around your office – it grows networks, businesses and opportunities, and it’s consistently the most trusted social network in the world.
That’s why it’s so important for your company to get the most out of it's presence. In this article we'll share 9 key ways you can optimize your posting strategy and grow your audience on LinkedIn.
Do I really need an active LinkedIn business page for my business?
Yes: a LinkedIn business page is essential to your social media marketing strategy. Growing a network and building the human side of your business brings so much potential to catapult you forwards, whether you’re looking to ramp up hiring, market new product launches or grow your client base.
- Recruiting new staff: You can put your company's benefits in the spotlight, show off your happy, valued team and show what a day in the life really looks like. This’ll keep you front of mind when potential recruits look to work with you – your dream hire is out there, but only if competing jobs don’t steal them away.
- Growing your client base: LinkedIn lets you feature powerful content to help you drive new clients your way, like case studies and updates
- Building your brand: LinkedIn helps boost your SEO and discoverability, so you can grow your leads, grow your brand and grow your chances of being found.
9 key ways to optimize your posting strategy and grow your audience on LinkedIn
Having an interested, valuable audience is just as important as the content itself when growing your company's LinkedIn page. Putting a solid corporate content strategy in place is great, but nobody talks about the work that goes into building the audience in the first place - so we’ve broken down the 9 strongest ways to get there.
1. Know your audience
Hard truth: You’ll only be able to develop a deep understanding of your audience when you know what they resonate with. You need to test and learn. That’s one reason why companies like Monzo Bank perform so well – because they’re willing to be more risky, they know their audience so well and can talk to them directly on a more personal level.
If you're unsure where to begin, consider reaching out to your existing customers and asking for their preferences on the type of content they enjoy engaging with. This not only shows that you value their opinion but can also provide valuable insights for tailoring your content to better meet the needs and interests of your target audience.
2. Share valuable content
When it comes to deciding what to post on LinkedIn, don't be boring! Think about what your audience actually wants to see and engage with. Maybe it's the latest industry buzz or some insider knowledge that only your company can share.
If you're a marketing company, why not dish on the hottest social media advertising trends? Or if you work in HR, share your tips for acing job interviews like a pro.
But hey, don't stop there! Keep things fresh and exciting by mixing up your content. Try out different types of posts, like blogs, industry insights, and product highlights. The more variety you offer, the more likely your followers are to gobble it up and share it with their own connections.
Checkout Storykit's LinkedIn feed for inspiration.
3. Choose the right format
Choosing the right content format is often overlooked by companies, which can result in low engagement even with super-relevant topics.
If you really want to stand out, choose video as your primary format — videos outperform other content forms by 5x, whether that’s a collection of unignorable stats, a relatable “day in the life” video, or a rundown of events and news updates.
But here's the catch - don't forget about the text! Since LinkedIn is a silent platform, it's crucial to include text overlays to keep your viewers hooked.
And here's the cherry on top - creating videos doesn't have to be a headache. With Storykit, creating a video is as easy as writing your post. Simply type out your content and put it in our tool, and we'll generate a video in seconds based on your text.
Storykit makes it easy for anyone to create professional text-based videos for LinkedIn at scale. Here’s a list of the strongest templates to create content that delivers.
4. Write compelling captions
A great post that performs well should grab the audience’s attention, with a strong, bold introductory sentence. This will help your video stand out in a sea of content and encourage viewers to click play.
Additionally, consider encouraging viewers to engage with your content by asking questions or prompting discussion. This will not only increase engagement but also help you build relationships with your audience.
5. Post often
LinkedIn suggests your company will see the strongest results when posting at least weekly, but in our experience, one post a week is not enough to make any kind of splash.
We say to go further than that if you can and post daily, if not more than once a day. After all, how often do you scroll your timeline?
The life of a post is short and we guarantee that your audience does not see every post. Your goal should always be to stand out with relevant posts that target your audience in a crowded scroll.
Read about how Storykit doubled their following in 7 months by posting videos regularly.
6. Respond to comments and messages
Engagement is a two-way street, so if someone comments on your post or sends you a message, be sure to respond in a timely and professional manner. This will help you build relationships with your audience and show them that you value their input.
In fact, LinkedIn expert Richard van der Blom found that it is best to answer comments within 12 hours if you want to get the most out of the algorithm.
In addition, responding to comments and messages can also be a goldmine of information. You can learn a lot about your audience's thoughts and opinions, which can help you fine-tune your content and make it even more appealing to them. So, keep the conversation going and see where it takes you!
7. Use your staff as creators
We’re going to let you in on a secret here: there’s a reason our employees post on LinkedIn so often – and it’s because people trust them more.
When your employees share your company messages in their own unique tone of voice, they’ll boost your reach to a highly relevant audience – and your brand will resonate more deeply.
You could even experiment with posting having senior employees create LinkedIn profiles that you control, to boost your company messaging.
8. Start boosting your best posts
Now that you know your videos can outperform other content by 5x, you can confidently sail ahead and start to boost your pest-performing organic content.
Investing a little money to reach prospects who would never otherwise have heard of you? Much better than shouting from your office window.
9. Analyze your performance and adjust your strategy
Last but not least, don't forget to give your video analytics some love! They can provide you with some juicy insights into what your audience likes and dislikes, helping you refine your strategy and create even better content.
Maybe you'll discover that your viewers prefer shorter videos or that they go wild for certain topics. Or maybe you'll find out that your audience is more active on LinkedIn during their morning coffee break. Keep an open mind and be willing to pivot your approach to maximize engagement and reach on LinkedIn.
Conclusion
With Storykit, creating a successful posting strategy on LinkedIn doesn’t have to be a drag. Use the above tips and build engaging videos that make your brand shine quickly and easily using tried and tested templates.
When your content creation is painless, you can truly get the most out of your LinkedIn profile.
