How To Write a LinkedIn Post That Sparks Engagement

What’s the distinction between a mean LinkedIn submit and a top-performing LinkedIn submit that earns a whole lot of likes and feedback?

In case you analyze essentially the most profitable creators on LinkedIn, you’ll discover that the majority of their posts share comparable traits that the typical LinkedIn submit lacks. 

This text outlines how anybody can write an impressive LinkedIn submit that generates excessive engagement and helps you earn extra followers. 

1. Perceive How Your Viewers Experiences A Ache Level

Most LinkedIn creators know the final ache factors their audience faces.

Whereas the typical LinkedIn submit gives generic recommendation on basic ache factors, a superb LinkedIn submit is extra particular.

For instance, incomes backlinks is a basic drawback in web optimization. 

A fundamental LinkedIn submit would possibly present greatest observe recommendation like this:

There’s nothing unsuitable with the following tips. Every is a generally accepted hyperlink constructing tactic. 

But most individuals who strive these hyperlink constructing techniques fail to earn backlinks.

To offer useful content material, you have to perceive how most individuals attempt to execute the following tips and why they fail.

Right here’s an instance of a way more compelling LinkedIn submit.

It addresses what occurs when folks strive these techniques (e.g., they struggle visitor posting and get a low response fee), why their present technique is failing, after which gives another, simpler resolution.

To know your viewers’s deeper ache factors, ask:

1. What’s the drawback they’re at the moment going through?
2. How are they attempting to unravel the issue, and why isn’t their present technique working?

As soon as you realize the reply to these two questions, you’ll discover that:

1. You by no means have to consider content material concepts once more, as a result of the viewers’s ache factors are the perfect content material concepts.
2. Your LinkedIn posts shall be extra compelling for those who can articulate what individuals are doing that isn’t working.

So how do you find out about these deeper ache factors?

Speak to your viewers. 

Listed here are three methods to speak to your audience:

• Take part in Slack teams and boards and pay attention to widespread ache factors talked about. You’ll be able to even ask the group about their greatest challenges. Or, learn via threads like the one below to find out how individuals are at the moment attempting to unravel their issues. You’ll be able to be part of within the dialog and ask about different issues they’ve tried that failed:

• Attend conferences and ask folks about what they’re battling. In case you can’t afford to attend conferences, apply to take part as a volunteer.
• Arrange automated DMs to message anybody who feedback in your submit. Ask them what they’re battling. In the event that they reply, don’t ship an automatic response. Reply with an actual message from you personally and ask how they’ve been attempting to unravel that drawback and why it isn’t working. 

Create a doc and observe the ache factors your viewers mentions and how they’re at the moment attempting to unravel these issues. 

Motion Objects

• Speak to your viewers to find out about their ache factors by taking part in boards/Slack teams, attending conferences, and organising automated DMs. Particularly, find out about their present technique and why it’s failing.
• Create a doc with their responses and use it as your content material concept financial institution.

2. Packaging The Proper Content material Thought

Within the earlier step, you recognized your audience’s ache factors, so that you now have an inventory of wonderful matters.

Nevertheless, there’s most likely already loads of recommendation on every of these matters. So how do you make your content material distinctive?  

Listed here are 5 frameworks you should use to make sure your content material gives a singular perspective on any subject.

• Case Research: Clarify the issue, the way you solved it, and classes discovered. One of the best half is that it doesn’t need to be your individual case examine. The submit beneath is a superb instance of how one can interview another person and use their case examine to construct your viewers. The creator on this instance is a B2B SaaS advertising advisor, so he wrote a case examine of how one other B2B SaaS firm went public with a lean advertising crew:

• Analysis: Take a look at the widespread issues folks face inside your area of interest and create analysis on the perfect resolution to that drawback. For instance, the best audience for this SEO consultant is a marketer investing in web optimization, and a ache level his best buyer would possibly really feel is confusion round Google’s current updates. So as an alternative of simply offering generic recommendation on how one can optimize your web site given Google’s current updates, they did a analysis examine and supplied knowledge on what’s working:

• Failures: Replicate by yourself private failures. For instance, this individual’s best audience struggles with producing leads, so he wrote a submit about all the pieces he did unsuitable when attempting to generate leads.

Source

• Private experiences: Write a couple of time while you struggled with the precise ache level your viewers is at the moment going through. 

• Contrarian opinion: Is there an industry-accepted greatest observe that you just disagree with? Beneath is a wonderful instance. One of many widespread advertising greatest practices is to check all the pieces. This marketer created a contrarian opinion submit disagreeing with this greatest observe:

Whereas these are a handful of frameworks you should use to create compelling LinkedIn posts, they aren’t the one efficient frameworks.

If in case you have an unique concept you wish to share, submit it! For instance, this submit generated over 230 feedback and is an fascinating concept although it doesn’t fall into the classes above.

Source

These frameworks are simply tips you should use for those who’re struggling to consider unique content material concepts.

Motion Objects

As an alternative of writing generic recommendation to unravel an issue, use one in every of these 5 frameworks to bundle it into one thing extra fascinating. 

• Case examine
• Analysis
• Failures
• Private experiences
• Contrarian opinion

3. Use An Consideration Grabbing Hook And Visible

There are two methods you may get folks to cease scrolling on LinkedIn:

• The copywriting of your first line
• Your visible (graphic, picture, video)

First, let’s speak about copywriting.

The LinkedIn algorithm tracks the quantity of people that click on “See Extra” and considers this a constructive sign that your content material is useful.

Due to this fact, the trick to getting folks to click on that “See Extra” button is to create a curiosity hole.

A curiosity hole is an incomplete thought that raises a query within the viewers’s thoughts. 

This submit creates a curiosity hole, because it causes you to ask the query, “What’s the ugly reality?”

She additionally makes use of arrow indicators to encourage folks to click on “See Extra.”

Source

Codie Sanchez is a grasp at creating hooks that create a curiosity hole, and listed below are a number of of her greatest examples:

Query it Raises: Who will I by no means be pretty much as good as?

Query it Raises: How did this $40 million enterprise have a startup value of simply $120k?

Query it Raises: This query is imprecise. What does Codie imply by saying that I’m onerous to kill?

Query it Raises: How do you unlock free cash?

When writing the textual content itself, restrict the paragraphs/sentences to a few traces. If it’s any longer, folks will change into overwhelmed and maintain scrolling. This post is a superb instance of how one can area out your written textual content: 

Together with a picture or video in your submit may also assist the submit seize a scroller’s consideration. 

Listed here are a number of totally different types of pictures you should use to seize consideration:

• Twitter screenshots
• Graphics
• Character pictures (of your self)
• Movies (bonus for those who add captions)

Right here’s an excellent instance of how you should use graphics to catch somebody’s consideration:

Alex Hormozi is well-known for creating shorts with massive, legible captions:

Motion Objects

• Use a fascinating hook and incorporate arrow emojis to encourage folks to click on “see extra.” 
• Add a visible, like a graphic, video, screenshot, or picture.

One of many greatest challenges with social media platforms, together with LinkedIn, is that it’s tough for brand new folks to find your content material.

Nevertheless, if folks observe a selected hashtag, posts that embody that hashtag can present up of their feed. 

To seek out in style hashtags so as to add to your submit, you can begin by typing a hashtag within the search bar:

Nevertheless, there are two challenges with this technique:

1. It usually solely exhibits a handful of hashtags.
2. You must begin typing a phrase, so until you have already got a basic concept of the start of the hashtag, it may be tough to find new hashtags.

One other method to discover hashtags is to have a look at different influencers in your area of interest and observe their mostly used hashtags. This hashtag discovery technique requires plenty of time scrolling via their content material, however it might unearth some nice hashtags.

There are additionally free instruments that generate hashtag concepts, like this one from Mention.

You’ll be able to sort within the subject, and it provides you with hashtag strategies:

Sadly, it doesn’t present any analytics, so pair it with a Chrome extension, like this free one from Hashtag Analytics.

You need to use the extension to see any hashtag’s whole followers. 

Not like Instagram, LinkedIn recommends customers embody simply 2-5 hashtags per submit and use a mixture of basic and extra particular hashtags.  

Right here’s a great example of a submit that successfully makes use of a mixture of basic and extra area of interest hashtags:

Motion Objects

• Discover in style hashtags with a free hashtag tool or manually seek for hashtags on LinkedIn. Then use this hashtag analytics Chrome extension to see which of them are hottest.
• Use 2-5 hashtags per submit and blend basic and area of interest hashtags.

Feedback are a really constructive sign to the LinkedIn algorithm and may also help your submit attain extra natural attain, so embody a CTA that encourages folks to go away a remark.

Most individuals embody CTAs on the backside of their posts. Listed here are some examples of CTAs that invite feedback:

• Do you might have an opinion on (subject talked about within the submit)? I’d love to listen to it within the feedback.
• Have you ever ever skilled (subject)? Inform me about it within the feedback.
• What has been your expertise with (subject)? Inform me within the feedback.
• Do you might have some other ideas so as to add? Go away them within the feedback.

You can even experiment with together with the CTA firstly of the submit.

Why?

Most LinkedIn customers preach recommendation or share their success, so it’s uncommon (and refreshing) to see folks actively ask others about their experiences and begin a real dialog. In spite of everything, LinkedIn remains to be a social media platform, and a social interplay is a two-way dialog.

So take into account attempting some posts that start with a sentence like this:

• Have you ever ever struggled with this earlier than, and the way did you overcome it? That is what occurred to me/us.
• Do you might have a robust opinion on (subject)? Right here’s the story:
• What’s your greatest technique for (subject)? We’ve experimented with a number of totally different options for (subject), and right here’s what occurred:
• How do you take care of (subject)? I’m experimenting with a number of totally different methods and right here’s what’s labored to date.

Individuals like to share their experiences and opinions.

So opening your submit with a query can improve the proportion of people who click on “See Extra” to learn your full submit, and the proportion of people that remark. 

Nevertheless, three issues have a significant influence on the proportion of people that will remark in your submit:

• Content material High quality: The standard of the thought/helpfulness of the content material has a significant influence on how many individuals will touch upon it. Even a significant influencer will seemingly touch upon a submit printed by somebody with zero followers if the content material is really distinctive.
• Responding to Feedback: Individuals who know you’ll have interaction with them usually tend to touch upon future posts.
• Constructing Real Relationships: Your folks will organically help your content material, particularly if it’s distinctive high quality. You’ll be able to construct real relationships by attending conferences, internet hosting meetups, commenting on different folks’s posts, and even talking at on-line or reside occasions. 

Motion Objects

• Encourage feedback by including a CTA firstly or finish of your submit that asks the viewers for his or her opinion or experiences.
• Reply to all feedback and construct real relationships with folks.

6. Tag And Collaborate With Influencers

Even for those who write a wonderfully optimized LinkedIn submit with wonderful copywriting, your follower depend will restrict its natural attain. 

Nevertheless, if an influencer shares your submit, your content material instantly reaches a brand new viewers, which may also help you earn extra followers (if the content material is insightful and useful).

There are two most important methods you may get influencers to share your content material:

• Tagging them: Tagging influencers is straightforward, however doesn’t at all times work. One of the best ways to encourage a LinkedIn influencer to reshare a submit you tag them in is by making the submit about their work or concepts. Right here’s an excellent instance of how somebody repurposed content material from an web optimization influencer and tagged them for extra publicity:

• Collaboration with them: You’re more likely to get an influencer to reshare your submit for those who collaborate by interviewing them personally, or receiving a quote from them. This technique works as a result of they’ve invested effort into your content material and can need it to carry out nicely. Here’s a great example the place a content material marketer despatched a DM to an influencer, she posted a screenshot of influencer’s response, after which the influencer reposted her submit:

To extend the chance of an influencer sharing your content material, solely attain out to or tag influencers who traditionally share different folks’s content material.

Motion Objects

• Browse influencers in your community that always reshare posts.
• Then, ask them to collaborate with you (in the event that they often do content material collaborations) or write a submit about what you’ve discovered from them.

7. Use Qualitative and Quantitative Analytics For Future Publish Concepts

Most individuals observe the posts that earn essentially the most likes and engagement, however how do you have to use that knowledge to enhance future posts? 

When you might have a submit that acquired excessive engagement, observe:

• The subject 
• The hook
• The construction (checklist, story, graphic, and many others.)
• The type (tone of voice)

Then, reapply these components to future posts. For instance, strive the identical subject, an analogous type of hook, or an analogous construction.

Along with monitoring quantitative analytics, resembling likes and feedback, observe qualitative knowledge as nicely. 

Is it your best buyer commenting on the posts? 

What’s the response within the feedback (impressed, outraged, and many others.)? 

Not all engagement is equally precious so give extra credit score to posts that solicit constructive reactions out of your best prospects.

Motion Objects 

• Determine your high performing posts and pay attention to the subject, hook, construction, and elegance of these posts.
• Use that knowledge to create future posts.

Examples of Nice LinkedIn Posts

Listed here are some glorious examples of LinkedIn posts that you should use as inspiration in your individual content material technique.

Instance #1: Adam Robinson

Adam Robinson has grown a formidable private model on LinkedIn, and right here are some things this post did notably nicely:

• Hook: Opening with a failure with important numbers. 
• Storytelling: The dialogue makes the submit really feel extra like a narrative.
• The Content material Thought: Utilizing a narrative from his best audience is a good way to make sure the ache level is related to your viewers.

You’ll additionally discover that he engages with the viewers within the feedback.

Takeaway

Communicate together with your viewers about their failures/ache factors, after which use a selected dialog (anonymized) to create a LinkedIn submit.  

Instance #2: Nicolas Cole

Nicolas Cole has a ghostwriting academy, and his LinkedIn posts are designed to draw freelance writers.

This post does a number of issues very nicely:

• The Hook: He successfully pulls within the best audience (folks struggling to succeed as writers).
• The Visible: He makes use of a video with massive, vivid captions to seize the scroller’s consideration.
• The Thought: He used a failure from his personal private expertise as a author.

Takeaway 

Take a look at your individual private failures to make use of as inspiration in your LinkedIn posts. Then, craft it right into a lesson and bundle it in a brief video with captions.

Instance #3: Oren Greenberg

Oren Greenberg is a B2B SaaS marketer, and this post carried out notably nicely for a number of causes:

• The Hook/Content material Thought: Most B2B SaaS entrepreneurs rely closely on attribution, so opening with a daring contrarian assertion instantly captures his best viewers’s consideration.
• The Visible: The Twitter graphic helps seize a scroller’s consideration.
• Responding To Feedback: He responds to each remark with a considerate reply.

Takeaway

Take into consideration the perfect practices in your {industry} that don’t really work very nicely. Then, spotlight the issues with them and why they’re problematic.

Instance #4: Justin Rowe

Justin Rowe is a LinkedIn advisor with loads of examples of nicely written LinkedIn posts, together with this one.

Listed here are a number of explanation why this can be a well-written LinkedIn submit:

• The Hook: He makes use of his personal private studying expertise. If this factor stunned him – a LinkedIn advertisements knowledgeable – it would most likely be fascinating to the scroller as nicely.
• Storytelling: He makes use of his private story to make the content material extra fascinating.
• Use of Hashtags: He consists of a wide range of related hashtags on the backside of the submit.
• The Visible: He features a video explaining what he said within the written textual content. The video can be captioned and branded to seize their consideration.
• Feedback: He responds to each individual within the feedback with one thing insightful.

Takeaway

Write about one thing you discovered lately that stunned you after which bundle the expertise and lesson right into a story. Create a branded video with captions to make it much more consideration grabbing.

Instance #5: Leila Hormozi

Leila Hormozi has grown a formidable following on LinkedIn over the previous 12 months. Whereas a part of it is because of her spectacular expertise, she has additionally mastered the artwork of writing an excellent LinkedIn submit.

Right here’s some evaluation of one of her outstanding LinkedIn posts:

• The Hook: The primary two traces instantly seize your consideration by taking part in into drama. What occurs after shedding $20,000? The hook can be very brief, so it’s simple to catch while you’re scrolling on cell or desktop.
• The Picture: She posted a top quality picture of herself, which captures your consideration by taking over extra actual property in your feed.
• Storytelling: As an alternative of telling recommendation, she makes use of quotes to make it right into a story and play into the drama. She solely reveals the lesson on the very finish of the submit.
• The CTA: She encourages feedback within the CTA by asking others how they might have dealt with the state of affairs.

Takeaway

Consider an expertise you’ve had a contrarian response to and what you discovered from it. Additionally, think about using actual quotes from folks in your copywriting to make it extra entertaining and really feel like a narrative. 

Get Extra Assist Writing LinkedIn Posts  

One of the best ways to enhance your abilities as a LinkedIn author is by training. So begin posting content material at this time.

When you begin publishing content material on LinkedIn, ask your pals for suggestions to enhance your writing.

In case you’re struggling to seek out folks in your community to present you writing suggestions, take into account becoming a member of the Copyblogger Academy.

It’s a neighborhood of creators constructing their private manufacturers on social media and is led by seven determine entrepreneurs and private branding consultants Charles Miller and Tim Stoddart. You’ll be able to ask questions locally and also you’ll even have entry to 9 programs on numerous advertising matters from copywriting and e mail advertising to web optimization and content material advertising. 

You’ll be able to join the Copyblogger Academy at this time, and for those who aren’t 100% glad, we’ll offer you a full refund within the first 30 days.