Building a reputation on LinkedIn starts when you post with purpose. It sounds easy -- just provide value, earn trust, and become a subject matter expert, right? Well, if you sit down at the computer and ask, “What should I post today?” -- you’re in trouble because hoping for divine inspiration is not a strategy.
We’ve seen thousands of winning LinkedIn posts at Lately, and the vast majority of them provide value in one of seven ways. We’ll unpack those, but before we go there, let’s talk about frequency, because it’s not as simple as “post X times per week”. Consistency is key, whether it’s a few deep posts each month, or three to five micro-posts each week. You must train your audience to know when you’ll be there and what type of content you’ll offer -- and then deliver value on time, every time.
Once you set a cadence that a) you can maintain and b) delivers measurable value, you’ve cleared the first hurdle. Next is deciding what to write about -- and for this we suggest a mix of seven approaches that, when done right, builds trust > that creates engagement > that drives action.
Remember these aren’t just tips, these are applications of the bedrock rules built into Lately’s neuroscience-driven AI™ -- so when you’re done here, our free 7-day bootcamp is the next step to unleash your social content’s full potential.
With that, let’s get to it …
Share insights on thought leadership related to your industry or area of expertise. Insights, trends, or predictions are well received and encourage discussion, which can be prompted further by asking questions or soliciting opinions.
(Ex. See David Meerman Scott, the subject matter expert you need to know.)
Share a lighthearted post to break up the workweek. Could be a humorous anecdote about your profession, a funny meme, or a short video showcasing your sense of humor. Keep it relevant to your audience, but look for fresh ways to convey important information and personal details that build trust.
(Ex. See Ashely Herd, she’s an expert and a hoot!)
Appreciate the people in your industry you admire or collaborate with. Highlight their achievements and spread the love. Tag them in the post to extend your gratitude and share their profile with your network.The best way to build your networks is by sharing. By putting the spotlight on someone else, you also expose yourself in a favorable light.
(Ex. see Peter G. Goral, shoutout to our own Kately)
If an article caught your eye, it probably holds value for your audience, too -- especially if you add your own commentary. Sharing news and trends is only moderately helpful, but adding your perspective makes it unique and invites your network to share their thoughts. Don’t forget to engage with any comments (more on this later).
(Ex. See Zillow, resurfacing content w/ context)
Share a milestone or a success story. Reflect on what you’ve learned and offer encouragement to others walking a similar path. Most important -- virtually no one accomplishes difficult tasks without guidance, help and support -- share the credit for your win with as many people as possible. Your journey and gratitude can inspire others.
(Ex. See Stephanie Catoggio, sharing her growth with LHH)
We all need sharp tools. Suggest a book, article, podcast, tool or webinar that you vouch for as worth the time investment. Explain why it’s valuable and how it has influenced you. Tag the creator to surface your recommendation and expand its reach.
(Ex. See StoryCorps, a simple tool for a complex problem.)
Share an inspiring quote, one of the best pieces of advice you ever received, your thoughts on a concept like work-life balance from your personal experience. Encourage your connections to share their own reflections.
(Ex. See White Pine Local, personal memory of timeless design)
In addition to the approaches above, these tips will increase your post’s ability to perform.
Posting is not enough! It must be paired with thoughtful commenting to grow your authority and brand influence, to get seen, booked and hired consistently, to grow your network and scale.
A daily commenting regimen will help with all of the approaches above and get you and your brand exposure to different audiences. A quick 5 to 10 minutes a day is all it takes to start gaining traction with comments on other peoples’ posts -- shoutouts, encouragement and insightful messages -- because every comment is an invitation for people to view your profile. Comments are just another form of posting which can take several forms:
Tag Back: Tagging gets the author’s attention and invites engagement. Early comments get more views and reactions. Create a list of people you want to engage with and note their posting times so you can batch your commenting sessions to stay efficient.
Always Remember: Quality over quantity. Your comments should add value and spark interest.
LinkedIn is about creating a valuable content mix of thought leadership, fun, appreciation, news, personal stories and reflections. Combine these with daily commenting, and you’ll see traction build. By posting with purpose and commenting strategically, you can build your LinkedIn presence, create new connections and start establishing yourself as a trusted expert.
You’ve made it this far -- you’re clearly ready for action. Luckily, Lately’s social media behavior training platform is ready to not only unlock your LinkedIn content, but all your other social profiles with a free 7-day bootcamp. It’s time to take the next step.
We believe in you. Let’s go!
