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Writing for LinkedIn
The nature of the LinkedIn has changed. In the past few years, LinkedIn has become less buttoned-up: Less skinny jean, more relaxed-fit.
The vibe is looser, more freewheeling.
“Chunky or Smooth?” asked one of my connections in a LinkedIn Poll recently, apropos of absolutely nothing.
My friend does not work for a peanut butter manufacturer. She doesn't work for a jelly company, either. I voted Smooth.
Why is that?
I mean why is LinkedIn becoming more relaxed … not why did I vote Smooth. (That answer is obvious: Smooth is better.)
Is LinkedIn more relaxed because all of our collective stress over Covid means it's not just okay to be vulnerable … it's necessary? Have the rules eroded around what's considered “professional”?
Is it because we've destigmatized things we never used to talk about—mental health challenges, for example? Because we're more willing to take a public stand on social issues? (See Chapter 61.)
Is it because LinkedIn represents an alternative to Facebook for some of us?
Is it because the nature of communication itself has changed, as I said in the Introduction to this book?
Is it because Marketing has changed, especially in B2B? Do we have more understanding of the need to create emotional connections between brands and people? (See box at the end of this chapter.)
It's a mix of all those things, I suspect.
* * *
LinkedIn's transformation from a digital Rolodex to a looser, daily content destination has made it more valuable, interesting, useful, personal … but also holy wow is it busy.
We all have individual profiles. Your business might maintain a Company page. Maybe we follow influencers. Scroll the newsfeed. Sponsor posts or ads. Go live. Look for jobs.
Post photos, videos, articles, maybe a poll. Access training. Get harassed by irrelevant sales pitches or relentless invites to subscribe to newsletters published via the platform …
It's a lot. So let's take a step back.
What's Truly Important to Do on LinkedIn?
I asked Jason Miller what our priorities should be there.
Jason headed up global content marketing at LinkedIn for five years. He's also held leadership roles in marketing at Microsoft and ActiveCampaign and is a self-described Slayer of Mediocrity. (It's true. It's in his LinkedIn bio.)
Ann Handley: Everyone on LinkedIn should have … what?
- An optimized profile. Keyword-rich descriptions, standout headline, link-backs to blogs, Twitter handle, and (most importantly), a profile that is actively sharing relevant content on a consistent basis.
It's not only great for building a personal brand. It's a fantastic way to increase organic reach for a company's most important content.
- A robust company page. First and foremost make sure your company page is accurate and has a complete description. Next add a compelling banner and be sure to be actively sharing relevant content.
- A habit to curate useful news or insights via company pages.
| AH: | What are your favorite tactics to make each more effective? |
| JM: | Be consistent and track your results. Find out what's working from your Company page analytics and scale your efforts with sponsored posts or updates.
And don't forget about your employees; empowering them to share news and updates and teaching them how to optimize their profile can have a significant impact on both awareness and lead gen. |
| AH: | Is it better to share content as an individual or through a Company page? |
| JM: | The short answer is both. While I think that the Company page is the hub for your company messaging, encouraging employees to share relevant updates with their network is a very powerful way to increase both reach and engagement. |
| AH: | How often should we post? |
| JM: | Based on my own experience with managing Company pages and Showcase pages, I would recommend three to five times per day. If you have an international presence, then I would also recommend targeted messages overnight as well. Once you find the messages that are resonating, try running a sponsored post to reach beyond your initial following.
Consider which segment your target consumers are likely to fall into and plan the timing of your company updates accordingly. For example, if your target audience works in highly regulated or scheduled environments that make it hard for them to read while at work (e.g., finance or healthcare industries), try posting company updates in the morning, evening, and on the weekend. If they are likely to commute on public transportation (e.g., professionals who live in New York City, Chicago, etc.), try posting during morning and evening commute times. |
| AH: | How has LinkedIn’s evolution changed how we should use the platform? |
| JM: | It's all about the content, and more specifically professional content. We have observed that professionals act very differently on a professional social network; in addition, they consume content differently while on LinkedIn.
People spend time on other social networks, but they invest time in LinkedIn. In fact, content pages on LinkedIn receive seven times the views compared with job activity. Our members are seeking professional content that inspires, educates, and ultimately helps them be great at what they do. The companies and brands that are finding success are doing so by mixing it up. It's going to take a bit of trial and error to see what resonates with your audience, but once you do find the types of posts that work well for your brand, it's time to scale. I think the most important thing to keep in mind is to not only talk about your company or brand, but instead share content that is helpful and ties back to what your product or service does. Change your mindset from “always be closing” to “always be helping.” This is a great place to build relationships with an audience and earn their trust. |
| AH: | What kind of specific writing advice can you offer? |
| JM: | It really depends on your business goals and marketing objectives. Here are a few tips for driving results:
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| AH: | Do you think effective writing on LinkedIn updates is different from writing on any other social network? Or are the rules different there? |
| JM: | I think there are certainly some differences. For example, when writing your updates on LinkedIn, it's important to keep in mind which audience you are targeting. Is your message crafted to reach the C-suites, the director-level marketers, managers, etc.?
With the targeting capabilities on LinkedIn, there is a great opportunity to cater your messaging to a certain audience for better engagement. * * * And while Jason didn't mention this, let's take some inspiration from our Peanut Butter Poll: Sometimes, it's perfectly okay to just relax and have some fun. |