LinkedIn is an essential part of any B2B marketing strategy. Here are just a few reasons why:

• With 1 billion members and approximately 310 million monthly active users LinkedIn is the world’s number 1 B2B social media platform.
• Content creation is at an all-time high; users are creating 1.7x more content than in 2022 and 2.2x more if we include Reposts, according to research by LinkedIn guru Richard van der Blom.
• The average LinkedIn user spends 11 minutes a day on the platform.

Yet many Company Pages suffer from low reach, leaving marketers and business owners scratching their heads on what’s going wrong.

We share 5 tips for how to boost the performance of your LinkedIn company posts.

Why do page owners need to know HOW to write effective LinkedIn posts?

Posting on LinkedIn does not guarantee that your followers will see your post. Sounds strange? Your post is competing for attention and space in the newsfeed with tons of other content. The LinkedIn algorithm uses a variety of signals to determine which followers and how many of them to show your post to. Initially LinkedIn will only show your post to small percentage of your followers. If these followers are quick to engage with your post (e.g. by Liking it), this tells the algorithm you’ve posted something worth seeing, LinkedIn then shows the post to more of your followers and the cycle continues potentially allowing your post to be shown to more and more users.

What can you do to maximise the visibility of your posts?

There are a number of things you can do to maximise the reach of your posts.

Here’s our top 5 tips:

1. Post about topics your audience are interested in.
   Brainstorm topics your buyers would find helpful, interesting or entertaining. Not sure what to post? Talk to your Sales Teams for inspiration and review what your competitors are posting and how well their posts are performing.

   Sharing relevant content increases the chances that your followers will engage with your posts. Why does that matter? Once a follower has Liked or Commented on your post, the post will then appear in their newsfeeds giving your content the chance to be seen by a new audience. Also, once a follower has engaged with one of your posts, the ‘algorithm’ is more likely to show them your posts in the future – so there’s a really positive domino effect of nailing your LinkedIn content strategy.

2. Write posts that encourage engagement.
   Comments are LinkedIn gold. The more comments your post gets, the more users LinkedIn will show it to, and you’ll quickly see your impressions and engagements rates soar. So, it makes sense to include posts that are written to encourage comments in your posting strategy. For example, try ending your post with a question. Ask users to share their perspective. But don’t be afraid to share yours first. Consider how engaged your audience is with the topic you want them to comment on – LinkedIn users are much more likely to comment on a topic they relate to, or that really matters to them. Polls are a fantastic format for generating engagement and to ask your followers what topics they are interested in.

   Respond to comments within a short timeframe – it’s not only good manners, replying to comments helps continue the conversation, driving further comments and higher engagement. And engagement within the first 60 minutes of a post being published has the biggest impact on post reach, so it is worth replying promptly to comments.

3. Be clever with your use of formats.
   The algorithm favours some formats over others. Polls, carousels and posts with multiple photos outperform text and single image posts. Got photos to support the content of your post? Why not upload multiple photos; according to the LinkedIn Algorithm Report by Richard Van Der Bloom, posts with multiple photos have 150% more reach compared to posts with a single picture. You can upload up to 9 photos with a 5mb size limit per upload. Video is also a great choice if your objective is to get maximum eyeballs on your content. Carousels (also known as document posts) are the top performing format on company pages – as every page click counts as an engagement carousels are brilliant for driving higher impressions on smaller company pages.
4. Make your posts eye-catching.
   Think for a moment how you use social media. What stops you scrolling? Posts that are visually engaging and easy to read are what you want to aim for. LinkedIn doesn’t offer any native ways to format posts (such as bullets or headings), use emojis and icons as alternatives and avoid writing blocks of text. You have nano seconds to capture someone’s attention on social media, so it makes sense to make ‘standout’ top of your checklist when writing LinkedIn posts.
5. At mention people /businesses.
   Whilst spam tagging is a big no-no, used appropriately tagging relevant people or businesses in your post is a great way to drive engagement and increase the reach of your posts. The person or business tagged will receive a notification that they’ve been mentioned prompting them to join the conversation. Of course, this tactic only works if the users you tag respond by either liking or commenting on the post. LinkedIn takes Comments and Reactions as signals of quality content, so the more Comments and Reactions your post gets, the more LinkedIn will show your posts to other users. Be aware that zero engagement by tagged users or pages will have some adverse impact on your post reach. One way around this for photo posts is to tag people in the photo rather than the post copy. Adopting this approach, LinkedIn won’t penalise you for any tagged users who don’t engage with your post. If you want to tag multiple users, it is best to do this at the bottom of the post or in the image.

Above all, LinkedIn is a learning process. Take time to review your analytics, test different formats and topics, and observe what works best for your audience.