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.
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!