Want to attract more leads and sales on LinkedIn?
You need to create engaging content.
The kind of content that makes your ideal clients and customers want to visit your profile and find out more about what you do.
Read on to find out more about how to increase your LinkedIn views - in just five easy steps.
1. Publish posts and articles
First off, make sure you’re clear on the difference between posts and articles.
Posts are the short (up to 1300 characters) status updates shown in the LinkedIn home feed.
Articles are long-form pieces of writing (up to 100K characters) that are LinkedIn’s equivalent of blog posts.
I believe you should be publishing both posts and articles. This is because LinkedIn counts views differently for posts and articles.
With posts, a view is counted every time a post is presented in someone’s home feed. This means the content might not have been read – it was just shown to them.
Article views are counted only when someone actually clicks through to an article. So although your views might be lower for articles than posts, the fact someone has taken the trouble to click through to your article (from a link you’ve provided in a LinkedIn post, email, Google search or other social media platform, for example) means they are probably a hotter lead than someone who simply sees your post.
If you are a coach/consultant, articles are also a great way to demonstrate your authority and expertise. It’s easy to claim you’re an expert in a given topic on your LinkedIn profile. It’s far more challenging to show you are an expert through your content. This is why publishing valuable content - that solves your ideal clients’ problems - will instantly makes you stand out from your competitors.
As with any social media platform, however, the real measure of success is engagement. So you may find comments - rather than views - are a better indicator of the success of your content.
I recommend posting at least one article a month and two to three posts a week (more if you want to grow quicker).
Learn more about how to create 52 weeks of content for LinkedIn here.
2. Write text-only posts (but make them visually appealing)
In the 18 months or so I’ve been active on LinkedIn, I’ve found that text-only posts outperform every other content format.
However, I’ve also found that repeating the same type of content can result in a drop-off in engagement, which is why I mix things up with image and video posts.
I’ve also found that making text-only posts visually appealing - by adding emojis and bullet points, for example - increases engagement .
3. Create engaging LinkedIn posts
It sounds obvious, but the best way to get more views on your content is create engaging content that people actually care about.
I’ve experimented with lots of different styles of LinkedIn posts but these four styles of post generally get the most engagement.
The review post
This is where you ‘review’ an experience that allows you to show your ideal clients how you could help them. Tag others in who have been part of the experience and you’ll almost certainly get more views on your post.
For example, I recently created this post on my speaking engagements in 2019, tagging in other speakers/event organisers who have been part of my journey.
At the end of the post I mentioned that I was running a masterclass on how to get booked to speak on big stages in 2019 which lead to a number of enquiries via DM.
Bonus tip: Tagging people can be a great way to get engagement on any type of LinkedIn post (I recommend aiming to tag five people in every post). Just don’t overdo it. Only tag in people you think will genuinely have something to contribute (even if it’s just a ‘thanks for including me’) and try to mix things up, so you’re not tagging the same people in all the time.
The ‘gratitude post’
This is where you reflect on a positive experience that allows you to show your ideal clients how you could help them. This could be a recent speaking gig, a workshop you’ve run, a project you’ve been working on….the possibilities are endless.Tag others in who have been part of the experience and you’ll almost certainly get more views on your post.
For example, I recently created this post about the launch of the Media Diary Owners' Club - the LinkedIn edition - which attracted 10,000 views in a matter of hours. I posted a link to the club in the comments and made a number of sales as a result.
The ‘behind-the-scenes’ post
This is where you show behind-the-scenes of your business in some way. If you run a floristry business, you could share video of you making up a special bouquet. If you run live events, you could share pictures or videos of you/your team setting up for the event. If you have an information product share a sneak peek of the content and/or get your audience involved in the creative process.
This is exactly what I did ahead of the launch of the Media Diary Owners' Club - the LinkedIn Edition - attracting 42 comments and a number of enquiries before it was even on sale.
You may feel as if you’re getting less views on visual/image-based post but that doesn’t necessarily mean your ideal clients aren’t engaging. Every time I share a video of the inside of my 2019 Media Diary, I always make sales.
The ‘grenade’ post
This is when you post about a topic you know people will have strong opinions about and/or will divide people. For example, I recently posted about why I believe paying attention to your personal image is vital if you want to get booked as a speaker. Not everyone agreed with me, but it lead to a number of enquiries from coaches/consultants who are perfect for my one-day masterclass on how to get booked as a speaker.
Grenade posts are not for the faint-hearted but they are definitely very effective - and consistently trump the engagement I get for any other kind of posts.
My advice would be to use them sparingly - no more than a few times a month - and mix them up with the less controversial style of post I’ve shared above.
Bonus tip: Make it as easy as possible for people to engage with your content - by asking closed questions and offering choice where possible.
4. Use LinkedIn’s native video
If you share video on LinkedIn, upload it directly to LinkedIn rather than pasting a link to YouTube or another video site.
This is because the LinkedIn algorithm favours content that keeps users on the platform over content that sends them elsewhere.
Remember that most people will be watching your video on a mobile device with the sound turned down/off. This is why it pays to add captions.
I recommend using Rev.com, which creates video captions for $1/minute. This generates an .srt file, you can upload directly to LinkedIn (look for the pen icon in the top-right corner) which will add captions to your video.
Personally I find using .srt files to generate captions on both Facebook and LinkedIn can be a bit hit and miss i.e. sometimes it works, sometimes it doesn’t. This is why prefer to add permanent captions to my videos using a service like Kapwing. This also allows me to easily repurpose my videos on other social media platforms.
Bonus tip: if you do want to share external links, post them in the comments, as this doesn’t seem to have a negative effect on the algorithm.
5. Give back to the LinkedIn community
If you’re trying to increase your views on LinkedIn, you may think you need to focus solely on what’s happening on your own feed.
Liking and commenting on your ideal clients’ feeds is a great way to encourage others to check out your content (if you’re adding value on other feeds, people won’t be able to resist checking you out).
A good rule of thumb - particularly when you’re just starting to grow your audience on LinkedIn - is to comment on ten other peoples’ feeds before you post on your own.
And don’t forget to respond to everyone who comments on your own posts. LinkedIn tends to favour comments made in the first hour after posting - so try to ensure you’re available then to respond to any early commenters.
But there’s no need to respond to all the comments at once. In fact, popping back to respond to comments at three to four hour intervals can be a much better strategy. This reminds the LinkedIn algorithm that your post is engaging - upping the chances of it being shown to more people.
Bonus tip: Once a post is starting to gain momentum, tagging in other LinkedIn users in the comments can be a great way to give it a longer shelf life. Just bear in mind the guidelines I shared on tagging in point 3.