High quality, consistent engagement is a cornerstone of strong social currency and a successful content strategy on LinkedIn. And whilst it’s not easy, it is simple. In many ways, it’s no different to face to face / in person communications.
Here’s what I mean…
Imagine making a telephone call, and when the person answers, you say nothing…
“I wouldn’t do that!” you say.
Yet that’s exactly what happens when we approach LinkedIn with our marketer or seller hat on. It becomes a broadcast or advertisement, rather than a dialogue.
“Without a clear strategy and commitment to engaging with your audience, ROI on your LinkedIn content can be an uphill battle.
It leads many marketers and organisations to give up, blaming the algorithm, their content or both.”
But with a little more care and deliberate action, it doesn’t have to be that way.
Here are 3 things you must do to support your content strategy and build engagement:
✅ Nurture your content
When it publishes, stick around… 🏃🏻♂️💨 don’t publish and run!
Even if you use a publishing or scheduling tool, this is no substitute for real, human interaction. Engagement trumps efficiency – always.
✅ Analyse your network
If people are aren’t leaving comments, it might be your message or timing.
But it could also be that you don’t have enough of your ideal audience in your 1st degree network. It could also mean that whilst your target audience is in your network, they are simply not that active on the platform. It might be time to explore other channels!
✅ Follow up ALL engagement
Your posts begin a conversation, and every genuine comment is a continuation of that conversation, so it deserves at least a like, if not a reply.
Like the phone call analogy above, it makes no sense to put the effort into posting, then ignore the responses.
What would you add?
Here’s another perspective on engagement… read article