Grab your notebooks, this one is all about learning. Optimising your content is something that presents a whole host of opportunities for your profile, your sales and most importantly, your brand. Learning how to post on LinkedIn is the first step, something that I’ve covered here. Once you’ve got that sorted, you can optimise your content to ensure that it converts. Unsure where to start? Don’t worry, that’s what I’m here for. So, here are the reasons why you should optimise your content on LinkedIn. Let’s get started, shall we?
Learn From Your Audience
This is probably the biggest, yet most underrated, benefit of optimising your content on LinkedIn. Creating content for your audience allows you to learn from them and understand what they want from you. Which, as a business, is pretty important.
So, how do you do it?
There are a few ways to do it, but a renowned favourite is utilising polls. Your poll can be about pretty much anything, but in this instance, you’ll find it helpful to make it relevant to your business practices. For example, if you’re a packaging supplier, you’ll want to be tapping into your customer’s supply chains.
So, ask a question like ‘What are you looking to implement into your supply chain?’ and list three answers as services you offer and the final option as ‘Other’. So, those who respond to the three services you offer – great, you can prospect them. The ‘Other’ option encourages people to comment and allows you to not only identify what your audience is after, but evaluate if you’re able to assist them.
Why does it work? Well, answering a poll requires a lot less effort than leaving a comment. So, for almost every poll out there, you can expect it to receive a lot more engagement than a standard post – comments-wise, anyway. Ensuring that the poll is relevant to your business and your target audience, you’re bound to learn some really helpful insights that will go towards boosting your business.
Train Your Followers
So, you know how dogs want walkies at a certain time of day? This is kind of the same.
Your dog only knows what time to plague you for a walk because you take them out at the same time every day. You’ve trained them. That’s essentially what you need to do with your audience. Optimising the time you post trains your audience to look for you and your content at certain times of the day. Say you post every day at 8am, your audience will expect to see a post from you. If you don’t post one day, or take a break, then your audience will probably be left wondering where you’ve gone. We want to tap into an empathetic response as it connects you to your audience in a much more personal way.
Understanding What Content Works
This step requires a bit of legwork. Don’t worry, not too much…
Once you’ve been posting for a while and got some good statistics to work with, you can then start to optimise your content based on your audience’s likes and dislikes.
Let’s say that you’ve spent half a month posting content with images and videos attached and the other half of the month posting content with documents attached. If you saw an uptake in engagement on the content with images and videos added, then it’s safe to assume that your audience prefers short and snappy posts with a visual aid.
Continuing with this approach will see an increase in interaction which can boost your business. Everyone’s happy!
Understanding what types of content works for your followers and connections allows you to boost engagement organically and reach a much wider audience. So, give it a go yourself. Try utilising these tips to optimise your content on LinkedIn and see how it goes!
