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🤔 Do you use LinkedIn for business?

📱 Would you like to increase the performance of your LinkedIn content?

👌 In this post I’ll show you how to develop a LinkedIn post that generates significantly more views, comments and likes (based on tangible data).

 

What makes a ‘good’ LinkedIn post?

Recently, I started to test out a new type of post on LinkedIn that I’ve never used before.

You know what? It consistently gained more views, comments  and likes than all of my other LinkedIn posts.

The opposing comments also gave me the chance to reply with structured arguments, helping communicate my industry knowledge.

The top performing posts include 3 core elements;

👌 A square image with an opinionated quote and an image of me.

👌 A creative image design (I use Enlight & Wordswag on my smartphone).

👌 A long form piece of copy providing additional context to the quote.

See an example below (click on the image to go to the original post).

 

 

Where’s the data to back it up?

Scrolling through my LinkedIn activity makes it clear that this type of LinkedIn post has significantly more views, comments and likes than all of my other LinkedIn posts.

The video below explains this in more detail.

LinkedIn Results

 

How To Create A LinkedIn Post That Maximises Views & Engagement

Step #1 Develop A Post Topic

Having a great post topic will prompt other LinkedIn users to comment, like and share your LinkedIn post. In turn, this will create a snowball effect, reaching a wider audience, prompting further engagement.

I’ve noticed that topics which have two strong opposing views encourage the most engagement. We’re not looking to rub people up the wrong way with the topic, we are looking to spark an interesting debate with opposing views.

To develop your topic, you need to get in whatever zone/ mood you get into to develop ideas.

Once you’re ‘in the zone’ start to think about ideas which tick the following boxes.

☑️ The topic is to do with the industry you work in.

☑️ The topic has two or more strong opposing views.

☑️ The topic will not cause offence or upset (gender bias, politics, sexuality etc.)

☑️ The topic is different to what everyone in your industry talks about, or is a new, fresh approach to an existing topic.

Examples

👶 If you sold children’s toys, your topic could be around, ‘How ethical is it to market to children?’.

🕴️ If you were a business event organiser, your topic could be focused on, ‘When is the right time to hand out business cards to others?’.

⚖ If you were a lawyer, your topic could be, ‘Should lawyers work with a client they believe is guilty?’.

🗣️ If you were a speaker, your topic could focus on, ‘Is it ok to sell on stage?’.

These are all topics that have strong opposing views and could spark some interesting debates on LinkedIn.

Once you’ve come up with a few ideas, discuss them with close friends/ colleagues in your industry. Gain feedback and either go ahead with your idea, go back to the drawing board or improve your idea based on the feedback provided.

 

Step #2 Create Your Image

Your image is broken up into two elements. Firstly the image, which I create on the Enlight App, secondly the quote which I overlay on the image with Wordswag. See examples below.

  

 

Enlight

Lloyd’s created an incredibly helpful post which shows you how to create epic images on your smartphone that get you noticed. You should check that out for inspiration first.

There are so many different options with these Apps and you should develop your own style.

Enlight create a ton of step by step tutorials on their website and their Facebook page to help you do pretty much anything with an image. This YouTube search also brings up some great tutorials from other content creators. Check them out for inspiration.

Enlight - Mobile App Install Ad (Portrait)

Wordswag

Wordswag is great for adding text to your images once you’ve created them in Enlight. The reason I love Wordswag is because they have so many options for font, styles, colours and texture of text to help your image stand out.

Before jumping on Wordswag, you need to work out the quote you are going to use to communicate your opinion from the topic you have identified in step #1.

Creating Your Quote

Use the following tips to help you develop the overlay quote you will use in Wordswag.

☑️ Ensure you communicate a strong opinion on the topic.

☑️ Keep the text short, sharp and to the point.

☑️ Using metaphors can work well.

☑️ Instructing readers to stop/ start doing something to do with the topic can work well.

Adding Your Quote In Wordswag

Once you’ve developed your quote, gain honest feedback from friends and colleagues in your industry and adjust accordingly.

Next, watch the Wordswag walk-through video below, have a play around to develop a style you’re happy with and then add the text overlay to the image.

How to use WordSwag

 

Step #3 Write Your Copy

Now you’ve created your image, it’s time to develop the copy you will include in the LinkedIn post.

We’ve found that longer copy performs better (5 – 10 sentences), expanding on the short quote overlay you have included in the image.

Use the following tips to ensure your copy hits the mark.

☑️ Form a strong argument, backing up your opinion shared in the quote.

☑️ Break the points you share up into paragraphs of 1 – 3 sentences.

☑️ Add emoji’s where relevant.

☑️ Say everything in as few words as possible. No fluff.

☑️ Don’t use jargon.

☑️ Don’t use complicated words if you don’t need to.

Examples

Below are some examples of copy I have developed for my own LinkedIn posts.

Quote 1: Educate, Entertain, Inspire

Copy: Way too many businesses jump on social media and think it’s about selling. People don’t go on social media to buy stuff, they go on social media to consume interesting, relevant content.

Start thinking like a customer. Create content which educates, entertains and inspires your audience. Build relationships through distributing great content + regular, authentic engagement.

That’s what will guide your ideal customers through their customer journey and convert them into paying customers. 💰

 

Quote 2: Being a good person matters way more in business than most people think.

Copy: Can you just be a good person and succeed in business? No, of course not. But being a good person matters way more than you think.

People speak about Karma as if it’s some kind of magic thing that happens if you’re nice to others.

Realistically, if you’re a good person and nice to others, people start to like you and good things will happen. It’s logical right?

I know this may sound simple, but it’s so important.

 

Quote 3: Stop acting like a company on social media, start acting like a person.

Copy: We all know that ‘people buy from people’ but what are you actually doing on social media to reflect this?

How are you showing the personalities of the people behind your brand? How are you building relationships like a human on social media?

Take a second and think about it. Are there things you/ your team could be doing to be more human? I bet there are. 🙌

 

Step #4 Post, Encourage Engagement And Reply

Now you’ve developed your topic, image with quote and the copy, it’s time to post it on LinkedIn.  I tend to post between 6 – 9 in the morning but I’d advise you to test different times and measure results for optimum posting times.

There are a few things you can do once you’ve shared your post to get the engagement ball rolling.

☑️ If someone likes the post but doesn’t comment, @tag them in the comments and ask a question.

☑️ Reply to every comment.

☑️ Ask further questions in your replies to encourage more engagement.

 

Conclusion

Trying new types of content on any social platform is a good idea. This is what has been working really well for us on LinkedIn at the moment so maybe it will work for you too!

I’d love to hear about the success you’ve had with certain types of content on LinkedIn or any other social channels. Let me know in the comments below!

 

Daniel Knowlton
Daniel Knowlton
Dan is the award winning Co-founder of KPS Digital Marketing who was named #12 Most Influential Digital Marketer on Twitter in the world in 2016 by Onalytica. Dan is a contributor for a variety of key marketing publications including Social Media Examiner, Content Marketing Institute and Jeff Bullas’ Blog. He is also a keen speaker and has spoken at events across the country for a variety of organisations including NatWest and The Royal institute of Chartered Surveyors. Dan has a passion for helping others learn how to get to grips with Digital Marketing and is obsessed with providing value for his community.