Building and maintaining a strong professional network is more critical than ever. Platforms like LinkedIn have emerged as the go-to online hub for networking, career development, and thought leadership. However, to experience true success on LinkedIn requires effective engagement with your connections.
This comprehensive guide will cover everything you need to know about optimizing your LinkedIn growth through high-level engagement with Aware.
Importance of LinkedIn for Professional Networking
With over 930 million members worldwide and growing every day, there’s no doubt that LinkedIn is the undisputed leader among professional networking platforms today.
Its user-friendly interface allows people from various industries to connect with others in their field or expand their reach beyond it.
LinkedIn has become more than just a platform for making new connections or interacting with potential clients or collaborators. It has become an essential marketing tool, enabling businesses and professionals to effectively communicate their value proposition by sharing content tailored specifically to their target audience.
Whether you’re looking for employment at a company that fosters employee advocacy and engagement practices, or striving to establish yourself as an industry expert within specific groups, getting noticed on this platform requires skillful management of engagement levels.
Why Engagement Matters on LinkedIn
Engaging with your audience is crucial for building relationships in your LinkedIn community. Interacting with your followers makes them feel valued and appreciated, fostering a positive relationship.
Engagement increases the likelihood of your followers engaging with your content in the future and sharing your posts with their network. This helps to increase your reach and visibility on the platform.
The LinkedIn algorithm favors content that receives high levels of engagement, such as likes, comments, and shares. More engagement on your posts means a higher chance of reaching a wider audience, increasing your chances of achieving your marketing goals. Prioritizing engagement on LinkedIn is essential, and it should be a core part of your social media strategy.
If you are using LinkedIn as a marketing channel for your business, engaging with your audience is the easiest way to build trust with them, and can shorten their buyer life cycle and get them to buy your product much sooner than they would have otherwise, in some cases it can even be a complete deal breaker if you ignore their comment on your post.
Creating an Effective LinkedIn Profile
When it comes to making a lasting impression on your target audience, no detail should be overlooked while crafting an appealing and impactful LinkedIn profile.
While creating detailed content is essential for achieving high levels of engagement through insightful posts, it’s also important that you create a solid foundation by completing your personal/profile page effectively.
Pages with complete information get 30% more weekly views, meaning that by not optimizing your profile page, you are losing almost half your views.
To learn more about how to achieve this, visit our in-depth guide on LinkedIn Personal Branding.
Best Practices for LinkedIn Content Creation
In order for people to even engage with your content, you need to be creating good content for them to be interested in, here are some core concepts that you should understand when creating content for LinkedIn:
Provide Value in Your Content
When creating content for LinkedIn, it is important to provide value to your audience. Your posts should often provide something valuable that your audience can take away
Avoid repeating the same points that everyone else is saying. Instead, personalize your content and ensure that it is consistent with the rest of your messaging. This will help you to stand out and establish yourself as a thought leader in your field.
Write Headlines that Build Curiosity
A headline is crucial in creating effective content because it captures the reader’s attention. It serves as the first point of contact between your content and the reader, reflecting what your post is about.
Without a good headline, you risk losing readers before they get a chance to read your ideas. A compelling headline should make readers want to explore more about the topic at hand.
The general rule is that the job of your headline is to make the viewer read the next line.
Use Visual Media (Images, Videos, & Slides)
One effective way to break the monotony of a social media feed and increase engagement is by incorporating visuals.
Whether it’s through images or videos, visual media is often easier to consume than lengthy blocks of text, especially for those with a preference for visual content.
This could be one of the reasons why visual media tends to be shared more frequently on social media platforms.
These factors contribute to the reason why using images in your posts results in a 98% higher comment rate compared to text-only posts.
Should You Schedule Your Posts?
One of the advantages of planning ahead and writing out your social media posts in advance is that it can help you stay consistent with your posting schedule.
By taking the time to plan out your posts in advance, you can ensure that you are posting regularly and that your content is reaching your audience on a consistent basis.
Planning out your posts in advance can make the job of posting take less time throughout the week since you spend the time upfront writing out the posts. This also allows you to spend most of your time engaging with your community and other creators.
However, by planning out your posts in advance, you may be less creative and you may lose an element of personalization in your content.
This is especially true if you are writing a large number of posts in advance, as it can be difficult to stay creative and come up with fresh ideas over a long period of time.
I recommend that you try it out for a week, and monitor your engagement compared to posting content at random times. If you notice that you are able to be more efficient with your time and you get better engagement, then it’s a no-brainer.
8 Ways to Boost LinkedIn Engagement
It’s important to be active on LinkedIn within your community
This not only increases your visibility but also showcases a genuine interest in others’ contributions. Here are some best practices you can implement to elevate your LinkedIn engagement:
1. Engage with Your Network’s Content
Be proactive in regularly checking your feed for fresh content shared by members of your network.
The more attention you give their material, the more likely they are to reciprocate and engage with yours.
It is crucial to provide value in your comments. Rather than commenting just for the sake of it, offer insights, ask thoughtful questions, or share relevant experiences that can contribute to the conversation.
Adding value establishes you as a credible member of the LinkedIn community, increasing the likelihood of your comments being noticed and appreciated.
2. Share and Amplify Others’ Content
One effective strategy for building a strong online community is to share valuable content from other creators with your own audience.
This can help establish goodwill within the community and may encourage other creators to share your content with their own audience as well.
You should only share content that you believe will truly resonate with your audience, as this will help to build trust and authenticity among your followers. The worst thing you can do is promote a post that your audience does not like.
The posts you share with your audience should always provide some sort of value to them and should get more people to see you as a source of good information.
3. Join and Contribute to LinkedIn Groups
With thousands of active groups on LinkedIn, identifying those that align with your industry, profession, or interests is crucial. To find these groups, use LinkedIn’s search feature, and filter by ‘Groups’. Look for groups with a substantial number of members, active discussions, and relevant to your industry.
Joining and participating in these specific groups can provide opportunities to engage with specific employees or industry experts, fostering meaningful professional relationships. Remember, the quality of these groups is far more important than the quantity.
Your contribution to group discussions should aim for high engagement levels. Instead of merely posting your content, engage in existing discussions. Offer thoughtful insights, ask questions, and provide value to ongoing conversations.
This approach allows you to establish your thought leadership and attract attention from both group members and the LinkedIn algorithm.
A higher engagement rate within these groups can also indirectly boost your content’s visibility on the platform, providing an increase in LinkedIn profile views and connections.
4. Create and Promote LinkedIn Articles
Long-form articles on LinkedIn are an excellent way to share in-depth insights and expertise. This form of content allows you to go beyond the character limit of a typical LinkedIn post and provides an opportunity for your audience to engage at a deeper level.
The only downside is that long-form articles take a lot longer to make, but once you have it up, you can re-use bits of that content in your posts later on, making it easier to consistently post in the future.
When writing LinkedIn articles, focus on delivering high-quality content using the fundamentals in the earlier sections:
- Use a compelling headline to draw attention
- incorporate relevant visuals like images or infographics
- ensure the content provides value to your audience.
Refrain from overly promotional language. Instead, aim to educate, inspire, or provoke thoughtful discussion. And remember, proofread before publishing. Spelling errors or poor grammar can detract from the quality of your article.
5. Promote Your Articles Through Other Channels
Once you’ve published your article on LinkedIn, don’t stop there. Utilize your other social media pages, email newsletters, or company blog to promote your articles further.
Cross-promotion not only drives more engagement to your LinkedIn articles but also helps you reach your wider audience across different platforms.
You can also promote your LinkedIn articles within relevant LinkedIn Groups, provided it adds value to the group discussions.
6. Respond to everyone who comments on your posts.
When someone comments on your post, it’s important to respond to them. Not only does it build a connection with them, but it might actually push your post to more people.
Although LinkedIn’s algorithm isn’t publicly available, Twitter recently open-sourced its algorithm, meaning that we can take a look at some of twitters algorithm and apply it to LinkedIn
It may be a bit hard to understand at first, but the data essentially looks like this
| User Action | Weight |
|---|---|
| Like | +0.5 |
| retweet (repost) | +1 |
| reply (comment) | +13.5 |
| user views your profile and engages with more tweets from you | +12 |
| Reply to your tweet and you engage with this reply | +75 |
| click on your tweet and engage with other comments on your tweet | +10 |
| Request “show less often” on your Tweet/you, block or mute you | -74 |
| Report your Tweet | -369 |
This indicates that in the algorithm, your response to a comment on your post is worth 150 times more than a like, and 75 times more than a repost.
Although this is for Twitter & not LinkedIn, the LinkedIn algorithm probably implements something similar.
Either way, responding to every comment you get is beneficial for the people who comment to be more interested in your content in the future.
If you want to make sure that you respond to everyone who comments on your post, and are interested in supercharging your engagement check out our tool Aware.
In it, you get a built in feed that shows you any replies to your content that you may have otherwise missed
Through this menu, you can reply to the comments on LinkedIn and easily keep up with your community.
Get started with a free 7 day trial today.
7. Tagging Colleagues and Peers in Posts
Tagging is another effective feature for increasing LinkedIn engagement. When you tag specific employees, colleagues, or other professionals in your posts, they receive a notification, increasing the chances of them engaging with your content.
However, ensure that your tags are relevant and respectful. Use this feature when the individuals you tag have a clear connection or contribution to the content. Random or irrelevant tagging could lead to negative feedback and reduced engagement.
8. Using LinkedIn Live for Real-Time Engagement
LinkedIn Live is a feature that allows you to broadcast real-time video to your LinkedIn network, providing an opportunity for real-time engagement with your audience.
From product launches to Q&A sessions, LinkedIn Live provides an interactive platform to connect with your audience in a more personal and engaging way. The real-time reactions and comments from viewers can provide immediate feedback and create a sense of community around your brand or profile.
LinkedIn Live sessions get 24x more engagement than a normal post, although it is challenging and scary to start livestreaming on LinkedIn, this can be a goldmine for boosting your engagement.
Using LinkedIn Analytics to Optimize Engagement
The LinkedIn Analytics page provides valuable data on your posts’ performance, follower demographics, and more.
These insights can guide your LinkedIn strategy, help you understand what content resonates with your audience, and when is the best time to post.
You can also track your LinkedIn Ads performance, analyze engagement levels, and determine your return on investment through these analytics. These reports are crucial to adjusting your LinkedIn strategy and ensuring your content continues to generate meaningful engagement.
To dive deeper into the power of LinkedIn Analytics, check our comprehensive guide on LinkedIn Analytics.
Mistakes to Avoid for Better LinkedIn Engagement
The journey to achieving high engagement levels on LinkedIn is paved with strategic planning and execution. However, there are also some pitfalls that can deter your progress. Let’s go through some common mistakes you should avoid to ensure better LinkedIn engagement.
Over-Promotion
While LinkedIn is a platform for you to showcase your skills, achievements, and offerings, an excess of self-promotion can actually work against you. People tend to disengage with content that continually focuses on self-promotion without offering value.
Rather than solely promoting your business or services, aim to share insightful content that benefits your audience. This could include industry insights, helpful tips, and engaging stories that resonate with your followers.
Strive to create a balance between promotional content and value-added content to maintain interest and engagement from your LinkedIn connections.
Ignoring Your Audience’s Needs
Remember, LinkedIn is a two-way street. Ignoring the needs and interests of your audience can drastically affect your engagement rates.
To avoid this, pay attention to the analytics, gauge what content resonates most with your audience, and tailor your future posts accordingly. Furthermore, encourage active participation from your followers by asking questions and inviting comments. The more you connect with your audience and meet their needs, the higher your engagement rates will be.
Inconsistency in Posting and Engagement
A common mistake many make on LinkedIn is inconsistency in posting and engagement. Random, sporadic posts can confuse your audience and lead to reduced engagement.
If you choose not to schedule your posts in advance, create a plan and set a daily or weekly posting goal to maintain consistency in your content.
Disregarding LinkedIn’s Algorithm Updates
LinkedIn’s algorithm plays a significant role in distributing and reaching your content. Ignoring updates to this algorithm can result in underperforming content.
To avoid this, stay informed of changes in the LinkedIn algorithm and adapt your content strategy accordingly. This proactive approach ensures that your content aligns with LinkedIn’s current best practices, maximizing its visibility and engagement potential.
Building a Long-term LinkedIn Engagement Strategy
Growing your LinkedIn Account is a long-term game, by expanding your time horizons you will see consistent growth month after month, here are some things to look for when building a long-term engagement strategy for Linkedin:
Set Measurable Goals and KPIs
The first step is to establish measurable goals and KPIs. This might include the number of connections you aim to make, the engagement rate for your posts, or the specific engagement you want from specific employees or key industry figures.
This allows you to track your progress and adjust your strategy as needed, adjusting anything that’s not working and doing more of what is working.
Regularly Review and Update Your Profile
Think of LinkedIn as your online business card.
Regularly reviewing and updating your profile, including your headline and image, can make a substantial difference in your engagement levels.
The end goal is to grow your account, & by regularly reviewing your profile and keeping it optimized, you can significantly improve the conversion rate of people that visit your profile.
Monitor Trends
Trending topics often perform really well on social media due to the nature of it. Think of how well AI related content does on social media, I know whenever something new about AI comes out, I always hear about it on social media first.
By staying up to date with new trends in your industry and in the world, you will talk about what people are interested in, which will boost your engagement rate and cause more people to see you.
Use Aware to Boost Your LinkedIn Engagement
For those looking to take their LinkedIn engagement to the next level, our tool Aware provides a comprehensive solution.
We offer all the tools you need to engage with your audience
- Performance Analytics: All the analytics that you need to gauge the success of your LinkedIn Strategy
- Custom Lists: people who you want to engage with, such as:
- target prospects
- existing customers
- competitors
- influencers.
- Top Leads: people who engage with you the most
- Influencers: key influencers in your relevant niches that you can go through and engage with
- CRM Integration: Get all of your activity – Connection Requests, DMs, Comments received and left, Likes received and left – pushed to Hubspot or Salesforce.
Get started with a free 7 day trial today.
Conclusion
LinkedIn is a valuable tool for professional growth, and effective LinkedIn engagement is crucial to maximizing its potential.
LinkedIn engagement, from sharing relevant content to actively participating in group discussions and nurturing your professional network, can significantly enhance your professional growth.
The connections you make and the content you share on LinkedIn can open up new opportunities and boost your professional reputation.
The key to actually growing your LinkedIn account is actually taking the time to engage with your audience and build connections within your community.
If you want to supercharge your LinkedIn engagement metrics, Aware makes it easy to engage with your audience, grow your account, and grow your LinkedIn pipeline.
