Creating engaging LinkedIn posts can be daunting, especially if you’ve read somewhere that you must post every day to be seen. Trust me, you don’t.
You’ve probably read a million times that consistency is key, and it really is. But consistency is different for all of us. It depends on your workload, personal life, and how much content you have to share.
For me, aiming to post twice a week has been sustainable. And those two posts provide value, rather than just posting five to seven days a week for the sake of it.
The quality of your posts is far more important than how often you’re posting. They must give your audience value, whether educational, entertaining or ‘inspirational’ content.
You don’t need to make wild claims about raking in £20,000 a month to inspire folk. People buy from people, and being transparent in your content resonates.
On my LinkedIn page, I share very few posts promoting my services because people don’t open LinkedIn to be sold to. Instead, I create content that my audience can engage with and take away some advice or, hopefully, a laugh.
Try to stick to the 80/20 rule here: 80% of your content needs to be educational and entertaining, and only 20% should be promotional.
The goal is to create engaging, valuable content that builds trust and visibility. Social media is full of noise, but you don't have to shout to be heard. So, take some time to really understand your audience, show up often enough, and one day, you’ll be at a networking event, and somebody will say: “Hey, I know you from LinkedIn!”
LinkedIn posts with audience-first thinking
If your social media content isn’t valuable, your audience isn’t reading it. Not only that, if you’re trying to commit to an unrealistic posting strategy, you’ll stop enjoying it very quickly. And if you’re not having fun creating the content, what’s to say your audience will like reading it?
Once you’ve figured out how much energy you can put into your LinkedIn posts and have a realistic posting strategy, you now need to pop yourself into your audience's shoes.
Three things you need to know about your audience
- What do they respond to?
- Where do they hang out? (Remember you don’t need to be active on every platform)
- What tone and language do they like?
Pushing content out without considering your audience is like shouting into the abyss. Once you understand them, you can shift from just showing up to actually making an impact.
You need to do some work with your readers after and before you post, too. This is called community management, and it’s key to keeping them engaged.
Before you post on LinkedIn, look at what your audience is up to. Engage with their content and show them that you’re interested. After you post, respond to any comments. LinkedIn likes this. The more comments you get, the more your content will be seen outside your immediate network.
Keep your audience warm and cosy by nurturing these relationships. Community management is not a box-ticking exercise.
LinkedIn posts don’t need to go viral
If your content provides value, keep showing up. It’s not about one viral post; it’s about being consistently visible so that people already trust you when they need what you do.
Remember:
- People lurk. They may not like or comment, but that doesn’t mean they’re not reading your LinkedIn posts.
- You're building familiarity and becoming the go-to in your space.
- Every post adds another layer to your brand’s visibility.
- One post won’t change your business. One hundred will.
Forget the pressure of likes; they’re just vanity numbers. Be the person (or company) people recognise when it matters.
Trust the process
There are no quick wins for LinkedIn posts, and your DMs will be filled with people selling to you rather than buying from you. It’s all about brand awareness rather than lead generation. The leads will come once people trust you.
Keep showing up, keep enjoying it and keep any stories about how you made £20,000 last month to yourself.
A great LinkedIn profile needs a great company page to go with it. Want our help with your company LinkedIn page? Get in touch with me at [email protected].