The In-depth Guide to Marketing Your Business on LinkedIn In 2021

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86% of B2B marketing professionals rely on LinkedIn marketing to generate leads, sales and make connections. But for many companies, the LinkedIn Pulse Algorithm is a bit of a mystery.

So, let’s clear up some misconceptions about organic marketing on LinkedIn with the most up-to-date understanding of what’s working and how you can increase your visibility.

Social Media Market Share

How Often Should I Post On LinkedIn?

While the ‘optimal posting time’ for LinkedIn changes depending on who you ask, the consensus is that it takes about 20 LinkedIn posts every month to reach 60 percent of your audience.

Consistently sharing content increases your engagement for two main reasons.

  • LinkedIn prioritizes users you’ve previously interacted with or who have interacted with you. This prioritization means people who like your posts will be more likely to see them in their feed again in the future, even if you aren’t connected. Think of it as free retargeting.
  • Many LinkedIn users still treat the platform like a resume builder or a job-hunting database. If you’re posting sporadically, you might be missing out on periodic LinkedIn users that login once or twice a month.

However, I wouldn’t personally recommend posting more than 2-3 times per day with at least a 5-hour gap in-between.

Neil Patel talks about the importance of reposting LinkedIn content in his article on How to 24X Your LinkedIn Post Views in a Single Day and touches on why the time gap is necessary.

A few smaller case studies and anecdotal reports I’ve read noted that engagement tends to die after the third post.

LinkedIn Post Engagement Tends

This phenomenon may be because users are more likely to ‘hide’ content in their feeds after seeing it too often. Or it may have something to do with how LinkedIn tweaked the algorithm in 2019 to reduce the effect of ‘Superstar Echo Chambers.’

Whatever the reason, the one main takeaway over the years has been that quality content is king. Trying to game the algorithm by flooding user’s feeds looks spammy and annoying. Users who pump out multiple posts daily usually forget to use hashtags that increase their discoverability on LinkedIn.

If you’re sacrificing content quality for quantity, get off LinkedIn.

What Content Should I Be Sharing On LinkedIn?

Most LinkedIn marketers would agree that not all forms of engagement are created equal. The algorithm seems to prioritize posts with comments, and there has been speculation for a long time that LinkedIn prefers native content like text posts, images, LinkedIn videos and presentations.

That being said, authenticity is key to creating great content that people will want to follow or engage with consistently. Users are sick of companies that are hard-selling on LinkedIn.

LinkedIn Content Monitoring Algorithm

There’s also a higher level of expectation for content quality because LinkedIn is a professional site. Posts with comments get an average of 56% more clicks than those that share a link to an article.

Across the board, the most effective LinkedIn posts tend to be;

  • Feel-good.
  • Work or Career-related.
  • Educational or Professional Advice.
  • Heart-tugging or Profoundly Personal.
  • Entertaining and highly sharable.

Whether you’re sharing insights, writing long-form articles, creating infographics or posting curated content, everything should be high-value and targetted to the interests of your prospects.

If you wouldn’t like or comment on your social media posts, don’t expect anyone else to.

Should I Be Using My Personal LinkedIn Profile or a LinkedIn Business Page?

On LinkedIn, it’s the person-to-person connection that often makes the difference. And I mean that analytically. While you still need a LinkedIn company page, posting from your personal account is essential if you are the face of your brand.

The idea is to build equity for your brand as an individual and provide a static professional face for your brand on the company account.

Conclusion

Whether you’re beginning a new LinkedIn campaign, optimizing an existing one, or simply looking for more ways to generate leads, it’s clear that LinkedIn is a powerful marketing tool for B2B companies.

But it doesn’t matter how often you post or what kind of hashtags you use if the content you’re linking to is a poorly written website that looks like it hasn’t seen an update since the 90s.

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