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PAYG Marketing Guide: 3 Marketing Principles I apply to LinkedIn (which you can use anywhere)

Updated: Mar 16, 2021

If you're posting on LinkedIn - you'd like more engagement on your posts.


I've made over 130 posts on the platform in the last 11 months - and these are the 3 marketing principles I apply to my posts - it's brought me over 3,500 new followers and dramatically increased my post engagement. I call them 'The LinkedIn Circle':


PAYG Marketing The LinkedIn Circle Duncan Strachan

  1. Add value with your content

Before I start my next post - I ask myself: "what's the use?". There has to be a small nugget of value that someone can take away from what I've written.


Topics that resonate drive engagement.


But just because LinkedIn is seen as a social network for business professionals - it doesn't mean that 'value' is purely limited to advice people can apply to their careers.


We operate on three levels on LinkedIn - in our vocational capacity, as fellow professionals and as human beings. Our content can speak to all three.


Write posts that:


- engage people emotionally

- offers insights that they can learn from

- tell a compelling story


Marketers help businesses to define their value proposition - in terms of the pain points they solve for customers. LinkedIn is no different - as I mentioned in a previous post, you should write for them, not yourself - and focus on the pain points you're trying to solve for your audience.


2. Respect their time


LinkedIn has changed in the last 12 months, and people are far more open to connecting on the platform - 72% more according to a poll I ran in February:


PAYG Marketing LinkedIn poll new connections Duncan Strachan

But while they are more open to connecting and engaging - they have a finite amount of time and attention for your posts. We're in an attention economy - competing with Facebook, Instagram, Netflix and the rest - they all want more of your time.


I'm still learning to get this balance right.


Here's a recent example.


My videos typically receive between 1500-2000 views.


But my last one received just over 400.


I’d like to put it all down to the latest LI algorithm change (people in the know tell me there’s been one).


In the video, I told people to go and watch a 42 minute LinkedIn Live recording after watching my 2 minute 16 second video.


On a Wednesday morning.


Should I really be surprised that less people reacted and commented?


We need to make the experience of consuming and engaging with our content as frictionless as possible. To improve our chances of a 'sale' (i.e. engagement with our post)


There's a conversion funnel you want them to go down with your post:


1) Read/watch the post

2) Add a reaction, comment or share the post with their network

3) If they're a target customer - to visit your profile and get in touch

4) To come back for your next post


With the video - I broke my second rule. People don’t have 44 minutes 16 seconds to spare on a single post.


I try to respect people's time on LinkedIn by:


Making text posts my default - with a punchy, capitalised headline (my top 10 performers feature an average of 3.5 words per post), short sentences and lots of white space.


Keeping my video posts under two minutes and always including subtitles.


Making carousel posts in the 'LinkedIn Post' format in Canva (1200 x 1200 pixels - font size 40 or above).



PAYG Marketing Canva settings LinkedIn post Duncan Strachan


Only using the long read article format in exceptional circumstances (i.e. If it’s for the ‘Featured’ section of my profile (chances are, it still won’t be read - people don't have time).



3. Reward their attention

If people react, comment or share your post - that's incredibly valuable.


People talk a lot about their personal brands on LinkedIn - but our biggest brand advocates are the people we interact with daily on the platform - our networks.


Don't forget them in the scramble to find that elusive client or potential employer.


I recognise the importance of each interaction - I've sent connection requests to everyone whose reacted or commented on my posts since July.


That's why I respond to each and every comment I receive on my LinkedIn posts.


Even if it's negative (which is thankfully rare).


People want their contribution to your posts to be acknowledged and appreciated - as it should be.


To show them that you care.


If they don't have the time to respond to your comment in a meaningful way - perhaps you should start following someone else instead? I certainly would.


If it's a reaction, comment or share from someone new - I'll send them a connection request.


In my opening DM - I'll thank them for supporting my content, telling them how much I appreciate it.


And I'll offer them my 22-page guide to driving post engagement on LinkedIn.


It was developed over eight months, by analysing the performance of 100 of my posts.


You can access it via the image below.


PAYG Marketing LinkedIn engagement guide Duncan Strachan


Follow me on LinkedIn.





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