What to post on LinkedIn to win clients there: A step by step guide

Summary

This video provides a comprehensive guide to building a successful LinkedIn strategy. It highlights the differences between LinkedIn's social graph and interest-based algorithms of platforms like TikTok, explaining how engagement, content quality, and meaningful interactions drive success. Key tactics include creating engaging, high-value posts, utilizing strategic calls to action (CTAs), and optimizing your LinkedIn profile for conversions. Additionally, the video stresses the importance of consistency and community engagement in driving inbound leads and business growth. It emphasizes that successful LinkedIn marketing requires ongoing effort and high-quality content, paired with active profile engagement.

Takeaways

• 😀 **Social Graph vs. Interest-Based Graph**: LinkedIn uses a social graph, focusing on who you're connected to, while platforms like TikTok and YouTube use an interest-based graph to show you content based on your previous interactions.
• 😀 **Engagement is Key**: To succeed on LinkedIn, you need to engage with others—both creators and your target audience. Simply posting content without engagement will not lead to success.
• 😀 **Conversation Depth Matters**: Posts that spark deep conversations in the comments perform better than those with surface-level comments like 'Great post' or 'Agree'.
• 😀 **Focus on Dwell Time**: The longer someone spends engaging with your post (e.g., reading more of the text), the better the post performs on LinkedIn.
• 😀 **High-Value CTAs**: Incorporate strategic, low-commitment but high-value calls to action (e.g., free audits, consultations) to encourage engagement without being overly salesy.
• 😀 **Profile Optimization**: Ensure your LinkedIn profile is clear, client-focused, and designed to convert, including trust-building elements like social proof.
• 😀 **Personal Pages Outperform Company Pages**: Posting on your personal LinkedIn page will generate 5-10 times more engagement than posting on a company page.
• 😀 **Repurpose Content Across Platforms**: Use YouTube or podcast content as a base, then repurpose it for LinkedIn and other social media platforms to maximize reach and engagement.
• 😀 **Track Engagement First**: In the early stages, focus on qualitative feedback (comments and DMs from your target audience) to gauge content effectiveness before expecting inbound leads or viral success.
• 😀 **Content Quality Over Quantity**: Your content needs to have depth and be genuinely valuable to your audience. A good post should go beyond surface-level tips and offer unique perspectives.
• 😀 **Improvement Through Feedback**: If your content isn't generating leads, revisit your hooks, profile messaging, engagement tactics, and whether your content is tailored to your ideal client.
• 😀 **Hiring Expertise**: If you're struggling with content creation, consider hiring someone with experience in creating high-performing LinkedIn posts to help boost your results.

Q & A

What is the difference between LinkedIn's social graph and the interest-based graph used by platforms like TikTok, YouTube, and Instagram?

LinkedIn uses a social graph, which means your content visibility is influenced by who you're connected to and who you engage with. In contrast, interest-based graphs on platforms like TikTok and YouTube show content based on your past interactions and interests, regardless of your connections.

Why is strategic engagement important on LinkedIn for content success?

Strategic engagement on LinkedIn is crucial because the platform prioritizes content based on social connections. Engaging with other creators and your target audience helps increase visibility, as LinkedIn favors interactions over mere content posting.

How does the 'See More' button impact the performance of a post on LinkedIn?

When someone clicks the 'See More' button to read the full post, it signals to LinkedIn that the content is engaging enough to warrant further attention. This boosts the post’s reach and visibility.

What is dwell time, and why does it matter for LinkedIn content?

Dwell time refers to how long users spend viewing a piece of content on LinkedIn. The longer the dwell time, the more the algorithm interprets the post as engaging. To increase dwell time, content must provide substantial value and avoid surface-level information.

What is the difference between shallow comments and deep conversations in LinkedIn posts?

Shallow comments, such as 'Great post!' or 'Well done,' don’t contribute much to engagement, whereas deep conversations involve real discussions or differing opinions. LinkedIn's algorithm favors posts with deeper engagement and more meaningful dialogue in the comments.

What should be the focus when crafting a call to action (CTA) for LinkedIn posts?

The CTA should guide the audience to take a low-commitment, high-value action, such as scheduling a free audit or downloading a resource. It’s important to make the CTA clear and compelling, but not overly salesy. Use CTAs strategically, ideally once a week.

Why is it important to have a well-optimized LinkedIn profile for inbound leads?

A well-optimized LinkedIn profile builds credibility and trust with your audience. It should clearly communicate who you are, what you offer, and why people should engage with you. When prospects visit your profile, they should immediately understand how you can help them.

What metrics should be tracked in the first 2-3 months of posting on LinkedIn?

In the initial months, focus on qualitative metrics such as engagement and feedback, including comments, likes, and direct messages. The goal is to assess if your content resonates with your target audience and to refine your approach based on their reactions.

Is it better to post on a personal LinkedIn page or a company page?

Posting on your personal LinkedIn page yields significantly more reach and engagement compared to a company page. Personal brand building is crucial, especially for business owners, as people are more likely to engage with individuals rather than corporate entities.

What should businesses focus on when using LinkedIn for lead generation?

Businesses should focus on creating high-quality content, building a personal brand, engaging strategically with their network, and offering value in every post. Consistent posting, optimizing profiles for conversion, and clear CTAs are all essential for driving inbound leads and generating real business results.