Building engagement on LinkedIn

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.

Sound familiar?

“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.”

LinkedIn Engagement - 3 keys to a successful LinkedIn content strategy
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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:

โœ… Nurture your content

When it publishes, stick around… ๐Ÿƒ๐Ÿปโ€โ™‚๏ธ๐Ÿ’จ 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.

โœ… Analyse your network

If people are arenโ€™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!

โœ… 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

Creating content without self-judgement

What do you want to talk about?

One of the most powerful and most untapped benefits of LinkedIn for business owners and professionals is this: you really CAN talk about anything. No topic is too โœจ’woo-woo‘โœจ or inappropriate (what is an ‘appropriate’ topic anyway?) as long as you keep one thing top of mind. Judgement. More specifically, self-judgement. Because self-judgement is the tsunami that sinks a thousand ships. In this case, your social currency ship.

As a LinkedIn educator, you’d expect me to say that cultivating the right audience is the number one thing to keep top of mind. You’re right. That will always be important. A scatter-gun or hope based strategy wastes your time and that of your audience. But…

As a creator, creating without self-judgement is my true north. It’s the one thing I keep top of mind when I’m writing, above all else.

Why? Because everything else is a technicality. I can give you the latest tools, a sea of tips and lots of pretty, optimised templates, but…

…๐˜„๐—ต๐—ฒ๐—ป ๐—ถ๐˜ ๐—ฐ๐—ผ๐—บ๐—ฒ๐˜€ ๐˜๐—ผ ๐˜€๐—ฒ๐—น๐—ณ-๐—ท๐˜‚๐—ฑ๐—ด๐—ฒ๐—บ๐—ฒ๐—ป๐˜, ๐—ฎ๐—น๐—น ๐—œ ๐—ฐ๐—ฎ๐—ป ๐—ฑ๐—ผ ๐—ถ๐˜€ ๐˜€๐˜๐—ฎ๐—ป๐—ฑ ๐—ฎ๐˜ ๐˜๐—ต๐—ฒ ๐—ฑ๐—ผ๐—ผ๐—ฟ ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ต๐—ฒ๐—ฎ๐—ฟ๐˜, ๐—ฎ๐—ป๐—ฑ ๐—ต๐—ผ๐—ฝ๐—ฒ ๐˜๐—ต๐—ฎ๐˜ ๐˜†๐—ผ๐˜‚ ๐—ต๐—ฒ๐—ฎ๐—ฟ ๐—บ๐—ฒ ๐—ธ๐—ป๐—ผ๐—ฐ๐—ธ๐—ถ๐—ป๐—ด.

Creating content door of your heart light shining through trees in forest

You have to lean in, love yourself and most of all, leave self-judgement out of it. Yes, it’s easier said than done, but guess what? I have your back, and so does your audience. Your audience appreciates authenticity and humility. They’ll ask for more. They’ll even tell others. And after all, isn’t that what social media is MEANT to be about? ๐Ÿ˜‰

 

Want to explore more ideas about creating from the heart? You might like this article

Looking for templates that will help you create LinkedIn posts about any topic quickly and easily, without sounding like a robot? We can help. Just drop us a line here.

Don’t wait for ‘the mood’ to create

Never underestimate the power of your own UNIQUE ENERGY. Whether you OWN IT OR NOT, it shines through in your presence on, and offline – making it a key part of your LinkedIn identity and your content.

The energy of your content is one of the first measures your reader has to gauge your personality, your knowledge and most importantly, what it would be like to work with you.

Your content conveys a myriad of things, like your assertiveness, your attention to detail, how you see yourself in relation to others, and so on.

So if you get a creative block or just don’t feel ‘in the mood’ to create content, there’s a lot at stake. It’s essential to find a way to push through, otherwise your peers and competitors will quickly fill the gap and claim your readers’ attention.

What’s the solution?ย ย 

The solution is to embrace the wave, and accept that there will be highs and lows. Ups and downs. We have to keep on creating, especially if it’s our livelihood. But how?

One of the best methods I know is to harness the raw power of my present emotion. Be willing to sit with it for a moment, as I would a good friend. Most importantly, I give it a name.

๐Ÿ”ด Love
๐ŸŸ  Anger
๐ŸŸก Frustration
๐ŸŸข Jealousy
๐Ÿ”ต Joy
๐ŸŸฃ Excitement

It is what it is, so don’t demonise it, and don’t wait to be ‘in the mood.’

share speech bubble

Here’s a quick, simple activity you can try right now.

First, name the emotion you’re feeling.

Then, if it’s positive, go on a rampage of APPRECIATION and brainstorm other words you could use to describe it. (synonyms)

On the other hand, if it’s negative, name its OPPOSITE, then follow the steps above.

I love to work with my emotions. Sometimes I sink into them and LUXURIATE, snuggling down as if I’m under a doona, soft and FLUFFY.ย  Other times, the emotion makes me feel like I’m like a toddler stomping in MUDDY PUDDLES,ย  a wet, glorious, filthy MESS. If you’ve ever watched Peppa Pig, you know what I mean!

I’m a professional writer, but even I get caught.

Sometimes, my emotions sneak up on me, like they did this morning. As the bedside alarm clock rang out, its melodic sound gently unravelled a tight, tense nightmare which seemed to threaten everything I love.ย  I lay in its grip, the charred scentย  lingering long after I awoke, and an acrid taste on my tongue. All I could recognise was that I felt STONE COLD FEAR.

What was the solution, you ask? Well, I pulled a silly face, said to my cat Lady Gaga and to myself, “not today, fear!”, and then I laughed in the cheesiest, pantomime villain voice I could muster. What a performance.

What do you think the effect of that was? More importantly, how did it make YOU feel?

Explore more ideas about creating content here

Are you making LinkedIn headlines for the right reasons?

Sometimes, the most powerful lessons come from unlikely places.

Thank you, Judith.

In 2008, my grandma’s best friend and neighbour Judith died. She was found in the living room of her small villa unit, a cup of milky tea and her tabby cat Mildred at her side.

Her living room was sparse and dim. Heavy lace curtains muted the sunlight which barely reached her favourite recliner, and the air was always thick with the cloying scent of lilac. She said it suited her, because the soft light made it ‘relaxing’ and the floral aroma reminded her of her mother, who had long since passed.

Most people never saw beyond the living room. They only saw what she wanted them to see: independence. Not the decades of stories that lay beyond those four walls.

She ventured out every day. At 5’10” her tall yet stooped figure, always in pastel colours, would be seen shuffling to the community hall to play bingo or gin rummy. Then she’d shuffle home in time for her daily dinner of lamb chops and boiled vegetables. Always at 4.30pm, and always with the dayโ€™s newspaper tucked under her arm.

Judith bought a newspaper every day, because it was what she’d always done. My grandma said she didn’t even read it most days, but every day she went through the motions. Every day, people saw her doing her thing. She’d return to her living room, her milky tea and Mildred and chalk up another day of what she called “dodging the obits.”ย  (obituaries)

Judith’s measure of success

The newspaper ritual was a measure of success. Judith always believed in keeping up appearances. Her family had given up challenging her habits, so no one spoke about it.

It was my grandma who found her. She already knew about the newspapers, and she knew to leave well alone, but for everyone else who walked through the door after Judith died, the floor to ceiling piles were all they could talk about.

They discovered a history of newsprint spanning not just days, weeks or months, but decades, all carefully closeted behind French bi-fold doors that separated her living room from the rest of the home.

No one understood why. No one except my grandma. Only she saw the yellow-edged envelope that had been laying in Judith’s lap when she died, my grandma’s name scrawled in shaky cursive on the front. When the commotion of questions and busyness subsided, and she and Mildred were finally alone, my grandma opened it.

“Jean my wonderful friend, thank you. For making me laugh, for sharing a sherry or three, and for never asking why. Love, Judith xoย 

PS. You’ll probably be asked about the newspapers, to which I say let ’em ask! I never did care for reading the damned things. But it felt nice to have a reason to go out each day, apart from gambling my pension on bingo… ha ha!”

Ginger cat face LinkedIn

The moral of the story

Judith’s tale is no different to many of us on LinkedIn.

Business owners, leaders, marketers all pumping out multiple posts a day, and accepting connections from every Johan, Yiannis and Yolanda. All to create a perception of success and keep up online appearances. But bright shiny posts and 6-figure followings often have little more than a sparkly string of vanity metrics holding them up. No commercial drivers, no revenue.

If commerciality is not your thing, that’s ok. But if you’re frustrated by lack of ROI, or by trying to keep up appearances, I’d say you’re out of alignment.

Every aspect of your LinkedIn presence needs to align with your broader marketing, content and social media strategies. If it doesn’t, you might as well be playing bingo with your time, and your customers.

Are you making LinkedIn headlines for the right reasons?ย 

 

Get more tips for building your LinkedIn presence here.

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We’re not all destined to become novelists or poets. But in an age where content is king, almost everyone in the business world is now compelled to write. For some this can be terrifying, especially if they’ve convinced themselves, ‘I’m not a writer’. Read more…

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