LinkedIn Prospecting: What Should You Post on LinkedIn and When?

What should you post on LinkedIn and when should you post it? These are common questions for B-to-B marketers and sales reps. Yet, I don’t recommend seeking the answers to them. Point blank: If you want to get prospects talking with you it’s more important to know how to post on LinkedIn.

What should you post on LinkedIn and when should you post it?

These are common questions for B-to-B marketers and sales reps. Yet, I don’t recommend seeking the answers to them.

Point blank: If you want to get prospects talking with you it’s more important to know how to post on LinkedIn.

What to post (and when) is secondary. Don’t fall into the trap!

Start by Asking Why
By asking, “Why am I about to post this?” you’ll focus on the most important part of LinkedIn prospecting.

Process.

When you ask, “Why am I about to post this, what do I want the customer to do?” you’re forced to consider possible answers. For example, you want customers to:

  • share and like an article (weak)
  • respond to a video by signing up for a whitepaper (stronger)
  • react: call or email to learn more about a solution (strongest)

Asking why draws attention to weak points in your LinkedIn prospecting approach. In many cases, reps and marketers don’t have a process in place to grab attention, engage and provoke response.

Because they’re over-focused on what to share, at what time.

Focus on How You Post, Not When
Most of us share content on LinkedIn without giving thought to how. We’re told to engage with relevant content. We curate articles from external experts. We share videos and whitepapers created by our marketing teams.

But are your posts grabbing customers? Are potential buyers responding—hungry to talk with you about transacting?

If not it’s probably because you’re over-focusing on what to post and when. Instead, focus on how.

How you structure words to grab attention, hold it and spark a reaction. Ask yourself these questions to get started.

Does what I post:

  • Contain a call to action?
  • Lead to more content containing a call to action?
  • Have a headline that screams “useful, urgent, unique'” (enough to grab attention)
  • Connect to a lead capture and nurturing sequence?

These are just a few easy ways to get started. If you’d like more tips just ask in comments or shoot me an email.

Relevant content is elementary. The difference between wasting time with LinkedIn prospecting—and generating leads—is sparking buyers’ curiosity in what you can do for them.

Getting them to respond.

Content Must Produce Response (or Else!)
Today’s best social sellers make sure everything they post on LinkedIn creates response. I tell my training students, “Make every piece of content make them crave more.”

Asking “Why am I about to post this?” is answered with “To make them crave more of what I have to offer.”

Accessing more of what you have to offer requires customers to respond—on the phone, via email or by signing up for a whitepaper.

Let’s face it. The best thing you can do for your LinkedIn followers is to get them to DO something meaningful. Not share or like something!

Resist the temptation to use LinkedIn like everyone else does. Sharing relevant content is the entry fee, not the game-changer. What should you post on LinkedIn and when should you post it is secondary.

More Tips for You
Get prospects talking with you on LinkedIn. Do it today. Change the way you post on LinkedIn. Pay attention to how you post. Here are tips to get you started:

  • Rewrite headlines using social media copywriting best practices
  • Get provocative, don’t be afraid to take a side and warn customers of dangers
  • Guide buyers by taking on taboo issues or comparing options to get “best fit”

To help create the habit try asking, “Why am I about to post this?” each time you post. Focus yourself on what you want the reader to do—how you want them to take action.

Let me know how these tips are working for you in comments!

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

3 thoughts on “LinkedIn Prospecting: What Should You Post on LinkedIn and When?”

  1. These tips are good for the ~20% of time you post about yourself with a CTA. The other 80% of the time however focus on solving your customers problems/pains before selling – even a soft CTA. The majority of your social media activity should be building relationships with prospects, partners and influencers and delivering value for them first.

  2. Communicating on LinkedIn reminds me of a guy with a toothache walking into a dentist convention. A person goes into a group asks a question and is bombarded by reps, consultants, executives all touting and selling. They didn’t find the guy with the problem – he came to them. The conclusion is that all prospects use the medium the same way for all products and services, which is not a fact. So before posting anything anywhere one should know whether the prospect engages in the medium. Is it part of the prospects buying strategy?

  3. At the end of the day its all about coming up with either provocative, or engaging content to post (or share). There is a lot of art to the science. Good article, sharing it as its engaging and provocative!

    Jim

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