• Duncan Strachan

PAYG Marketing Guide: Nine ways to increase your LinkedIn engagement

Updated: Apr 14, 2021

If we're posting on LinkedIn - we're doing it to be seen.

I started posting on LinkedIn seriously about a year ago.

I've made over 130 posts since then - and I've tracked the performance of all of my posts to work out what the key strategies are for driving post engagement on the platform.

Here's my quick guide to 9 things you can do to increase your post engagement on the platform:

1. Post for your network, not yourself

Even if you're only posting on LinkedIn to try and secure that next job - you need the engagement of your network to help yourself get seen, heard and hired.

You'll get there faster if you post around topics that your network finds valuable.

I connected with a lot of jobseekers in the last 12 months. They're a really engaged audience on the platform.

My first posts were all about me - my skills, my experience, "hire me".

My post engagement really started to grow when I posted consistently around four content pillars:

  • My experience of tweaking CVs, dealing with recruiters and interview advice

  • My journey on LinkedIn - I shared all of my wins regarding driving post engagement for the benefit of my wider network

  • Marketing

  • My availability for work

Each topic drew in a different audience - and increased my reach

2. Connect with those who react and comment

An engaged network is worth much more to you than a highly curated one.

If someone has reacted or commented on one of your posts - then they might like more of them.

I started sending connection requests to people who liked and commented on my posts after a couple of months of posting.

I didn't include any kind of intro message in my invitation as they'd recently seen my content - so the legitimacy was there.

Once connected - I thank them for supporting my content and ask them if there's anything I can do to help them

3. Use text based posts (most of the time)

LinkedIn really is the anti-Facebook when it comes to the type of content users favour.

My top 10 performing posts in terms of engagement are all text posts.

Here's a breakdown of the post engagement I saw per format for my first 100 posts:

LinkedIn post engagement table Duncan Strachan PAYG Marketing
Post engagement on LinkedIn for my first 100 posts

While I think it's still important to mix up your content approach - text posts consistently drive the highest engagement.

4. 'Think mobile' when posting

I ran a poll on LinkedIn last year - and 66% of users said that mobile was their primary means of accessing LinkedIn.

Make your content easy to consume for a mobile-user audience:

  • For text posts - I use a short, capitalised headline (my top 10 performers featured an average of 3.5 words - so less is definitely more), short sentences and lots of white space around them.

  • For video - I always include subtitles (a lot of people are accessing LinkedIn as a second screen activity) and keep them under two minutes

  • For document posts - I always go for the 'LinkedIn post' format (1200 x 1200 pixels) when creating these on Canva - it makes carousel posts really pop on mobile. I try to keep the font size 40 or above, too.

5. Add the first reaction and comment to your own posts

I know it sounds conceited - but it works. Before I started doing this I was averaging 10.9 comments per post - but now I'm averaging 85.3.

I ask a couple of questions in that first comment to get a conversation started on my posts.

The LinkedIn algorithm favours comments above all else - much more than reactions and shares.

But I also think there are psychological reasons why adding the first like and comment to your own posts drives engagement:

  • No one likes to be first - if we see a post we like and no one else has liked or commented on it yet - we're more wary to engage as we're worried about how we'll be perceived by our peers for doing so.

  • Sociability - asking a couple of questions in that first comment signals to our network that we're keen to hear what they have to say

  • Humility - asking questions also demonstrates that we don't have all the answers - and it'll help our network to warm to us and our content

There's nothing wrong with being direct and asking for help and support on a post either - time is short for people - and if you give them a clear call to action they'll be likely to support you.

6. Make meaningful comments on other people's posts

Reciprocity on LinkedIn is a real thing.

Think beyond your own posts and engage with your network.

I aim to make meaningful comments on four to five other people's posts each day. If it's in support of a cause other people are emotionally invested in (e.g. helping jobseekers find their next role) that will only serve to further strengthen those bonds.

7. Always reply to comments on your posts

It's good manners, but it will also encourage people to return to your posts in the future if they feel their contribution is valued.

LinkedIn is an attention economy - and you want to treat everyone who engages with your posts with the respect they deserve. Be a welcoming host.

8. Surprise and delight new connections with something they value

People are so used to being sold to in that first DM on LinkedIn.

That's why I try to give value before I ask for anything in return - by sending all of my new connections my 22-page guide to driving post engagement on LinkedIn.

It's a great icebreaker that's been really well received (nearly 300 likes and counting).

You can get a copy of it in the 'Featured' section of my LinkedIn profile here.

9. Post regularly

With LinkedIn - consistency is key.

I aim to post 3-5 times a week to maintain my visibility and engagement on the platform.

Maintain a regular presence to see the best results.

Enjoyed this guide? Connect with me on LinkedIn here.

Also, check out this post to see why PAYG Marketing is the right solution for your business.

- Duncan

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