5 LinkedIn Marketing Tips To Increase Engagement

Have you focused on your LinkedIn marketing strategy? Especially for B2B companies, LinkedIn presents an awesome opportunity to get in front of your audience. Like Facebook 5 years ago, the engagement and traction that your posts can achieve on LinkedIn are huge.

People scroll through LinkedIn in a different mindset than other platforms, and that puts them in a greater position to buy, call, or otherwise connect with your business.

In fact, in a study of 5000 businesses, Hubspot found that LinkedIn generated the highest visitor-to-lead conversion rate, 277% higher than Facebook and Twitter. 

So how do you leverage this awesome opportunity for your business? Here are 5 tips you can use right now for your LinkedIn marketing strategy.

1. Create Content For Your Audience’s Mindset

As I mentioned, people scroll through LinkedIn for different reasons than they do on Facebook or Instagram. No one expects to see wedding pictures or photos of someone’s lunch on their feed, but they do expect industry knowledge, helpful tips, and networking opportunities.

Keep this in mind as you create and repurpose content for your LinkedIn marketing strategy. You want to post videos, images, and LinkedIn articles that are helpful, but also engaging. LinkedIn is designed as virtual networking, so people are poised and ready to like, comment, and share. Make it easy for them with copy that promotes conversation. 

Another important note: LinkedIn is seen as a “professional” social media platform. While it’s true that people are often in a business-focused mindset when they scroll, it doesn’t mean they aren’t still people. 

Feel free to play around with your tone and voice on LinkedIn: use emojis, make jokes, create lighthearted posts. People want to connect with other people, not robots. 

2. Engage, Engage, Engage

You want people to comment on your posts, of course, but you need to be active on other’s posts as well. The LinkedIn algorithm rewards you if you use its platform, so the more you comment on other people’s posts, the more likely yours will be recommended in feeds. 

Of course, that doesn’t mean to just comment anything on someone else’s post to increase your engagement. Your comments need to add value to the post in some way. 

No one wants to connect with someone who comments spam on everyone’s posts. It makes you look scammy. 

3. Optimize Your Content For LinkedIn

Don’t post a blog link or a Youtube video and then expect the engagement to pour in. You have to be strategic about the content you post. 

Video crushes it on LinkedIn, just like other platforms, but you need to upload the videos natively (versus a link) and they need to be sized and optimized correctly:

• LinkedIn loves square video. If you upload a vertical video, it will crop it down to a square size and cut off parts of the video. The best method is to upload a square video, so your entire video is displayed properly.
• Always add captions to your videos. 80% of LinkedIn users scroll through their feeds on silent. Without captions, your video is just a talking head that no one will want to interact with.
• Include a bold, engaging headline. In combination with the video, this headline will capture attention and promote engagement in the comments.

(Hint: The video above from On Air Brands Podcast is formatted perfectly for LinkedIn. Want more examples of optimized assets? Head over to our examples page.)

If you create blog content, a great tip is to write that blog post natively as a LinkedIn article and then include a video at the beginning. This makes that text content even more engaging, and it keeps the algorithm happy with native content. 

4. Use Hashtags In Your Posts

You might think that hashtags are only for Twitter or Instagram, but they serve a great purpose on LinkedIn. They help people to connect with the niche topics that they’re interested in. This is especially important on LinkedIn, where people are looking for partnerships, business, and networking within their industry.

Users can follow hashtags or use them as a search function, and LinkedIn will suggest posts based on hashtags that they’ve shown an interest in. 

If you add hashtags to your content, you help LinkedIn identify what industry or topic your content refers to, so they can put it in front of the people who are most interested in it. 

Pro Tip: use a mix of broad and specific hashtags. Broad topics will have a lot of followers, but also a lot of competition. Niche topics might not reach as many eyes, but the eyes they do reach will be more engaged.

5. Utilize All The Features That LinkedIn Has To Offer

LinkedIn is far more than just a platform to update your resume on now. Recently, they’ve added tons of features that you might recognize from other popular social media platforms.

LinkedIn offers a Live feature, just like Facebook and Instagram, where you can connect with your network in real-time. According to LinkedIn, videos that use their live feature get 24x more comments and 7x more reactions (on average) than native video. 

LinkedIn is also testing a Stories feature right now that, similar to other platforms, would let you post short videos and images that disappear after 24 hours. Currently, it’s only available to select users in Australia, Brazil, France, The Netherlands, and the UAE, but keep an eye out for a global launch soon. 

Not Sure You Have The Content To Post Consistently On LinkedIn?

If you’ve created any sort of long-form content, you have enough to post on LinkedIn for weeks without creating any new content. It’s all about strategically repurposing that long-form content into optimized social media assets.

That’s where Repurpose House comes in. Repurposing is our jam, and we love to show you the untapped potential of your existing content. Ready to explode your LinkedIn (and other social media) presence? Book a call with us today.