With a lot of brands focusing on Facebook, Instagram, and TikTok social media marketing, LinkedIn seems to be the forgotten one. However, with over 100 million active users daily, LinkedIn is a great place for individuals and brands to get noticed. The fact that it's a networking site for professionals means it can be an excellent place for targeting this niche. Therefore,you should add LinkedIn to your social media marketing strategy.

However, like other social media sites, to grow your LinkedIn account, you need engagement. If you only post content with nobody liking, commenting, or sharing your posts, you might not get a higher visibility level. However, if that sounds like you, don't worry, as we have put in place information to help you grow your LinkedIn engagement level and take your account to the next level.

Understanding the Type of Content You Can Post on LinkedIn

The competition level on LinkedIn can get serious, so it is important to post exciting and creative content. Unfortunately, most users simply post the content that comes to their minds. If you want your LinkedIn content to generate engagement, you need to post content that has the following features:

Informative and Inspiring

LinkedIn is a professional platform and, therefore, best suited for serious content. Post inspiring and informative content if you want to position yourself as an expert on the platform and grow your audience. LinkedIn users usually look for industry news, trends, and insights. Therefore, posting content that adds value to them will show your level of expertise.

When posting content on the platform, ensure that it is insightful, relevant, and offers a fresh perspective on the story. This can include tips on the industry's best practices and stories that inspire users. 

Well-organized and Skimmable Content

Creating content that your LinkedIn users will enjoy reading is also advisable. You need to present your content interestingly while providing value and insights. The content should be well organized and broken down into small sections. Since most social media users are always in a hurry, they should be able to skim through the content quickly.

The content should be concise and contain tips, a carousel, or how-to posts. If you put your content in a long format, readers are more likely to drop it off; therefore, you need to ensure that you get your message across fast.

Add Visual Content 

Your content should also include visuals such as videos, images, and infographics to drive engagement on the platform. Creating content that contains visuals is a great way to stand out from the competition and break down the monotony that arises from endless texts.

Why LinkedIn Engagement Matters

After creating LinkedIn content, one way to measure its performance is to look at the engagement level. On top of that, there are some good reasons why the engagement level matters. These include:

More Visibility on Your Profile

We already mentioned that the more engagement level you have on your posts, the more preference the LinkedIn algorithm will give it. That means that you will get visibility on your posts and profiles.

Relationship Building

Imagine a situation where LinkedIn was full of content with no likes or comments. That would be quite boring, considering that the discussions are what add to the website's appeal and are therefore, a key part of LinkedIn marketing.

Chain of Reactions

LinkedIn posts can have a chain reaction when people comment on your content, their network will see your content even if they aren't directly related to you. Therefore, engagement can ensure that your content spreads far and wide.

Keeps the Conversation Going

At times, you may not be able to post content due to your busy schedule or writer’s block. In such instances, engagement can help keep your account active. Similarly, you can compensate for your lack of posting by engaging with other people’s content.

Top Tips to Increase Your LinkedIn Engagement

Now that you understand the importance of engagement, you need to know the top tips for driving engagement on your LinkedIn profile. These are:

Leverage Employee Advocacy

If you are a brand trying to increase your engagement, one of the great resources you can use is your employee's network to promote your brand. For instance, when you post something on your LinkedIn company page, you can ask your employees to engage with it by liking, sharing, and commenting on it. When you do that, the content will be shown to their connections. Alternatively, the employees can also create brand advocacy content and post it on their profiles.

Use Influencer Marketing

Influencer marketing works because it puts your brand in front of the target audience. This is an effective strategy because most social media users suggest that they trust the recommendation of their celebrities when buying products or services. Traditionally, influencer marketing involves paying an influencer to post about your brand. While this is still effective, there are other ways you can leverage influencer marketing, such as: 

• Inviting the influencer to your podcast and then repurposing the content for your Linkedin posts.
• Co-host an AMA or joint webinar with the influencer and live stream it.
• Interviewing an influencer or sharing their story.

Post Authentic Content

A common mistake brands make when trying to remain professional is posting other people’s content. This can negatively affect the brand as users lose their trust in it. Therefore, you should create authentic content, such as behind-the-scenes videos. Such content can help create emotional connections with customers, increasing trust and brand loyalty, and is therefore a good way of optimizing your LinkedIn profile.

Use Storytelling

Storytelling is an effective strategy for driving engagement as it brings out the context and points of a story in a way users can easily relate to. A deeply personal story can easily get shared widely on LinkedIn. When creating such a story, start with a captivating hook. Make the story short and punchy. If there is something eye-catching you can add to the story, go ahead and add it. Here are a few tips for using storytelling on LinkedIn:

• Keep the story concise. Remember that LinkedIn has a limit on characters, so you should keep the story short and to the point. A good idea would be to keep it 100 to 300 words so that the target audience can read it.
• Use vivid language. Use words to paint a picture of what you want your audience to learn from the story. Use descriptive language that appeals to people’s senses.
• Use a clear language. Your story needs to have a message or purpose. You need to decide what you want your audience to decipher from the story.
• Keep the story personal. Personal stories drive the highest LinkedIn engagement as people easily connect with them. Therefore, use them to share your successes, challenges, and experiences. 

Post High-quality Content Regularly

Unlike websites or blog posts, social media content has a lifetime of 24 hours before it becomes outdated and irrelevant. If you want to maintain a high engagement level, you need to post consistently. Create a wide variety of content consisting of videos, vlogs, ebooks, case studies, articles, industry reports, and infographics.

Stay Consistent

If you are inconsistent, it will be hard to achieve meaningful outcomes. However, avoid compromising on the quality of your posts, as this will lower your engagement level and cause you to easily lose favor with your connections. If you are running out of ideas and time, you can consider different measures such as:

• Scheduling your social media content ahead of time.
• Repurposing old content. If you have an old video, you can transcribe it and share it as a LinkedIn article.
• Reporting your previous content that performed really well.

When scheduling your LinkedIn content, you need to create room for trending content or industry events. Also, take time to engage with other users' posts.

Understand LinkedIn Algorithm

The LinkedIn algorithm plays a major role in deciding the type of content that gets higher visibility on the platform. This is because it considers the attributes of a post immediately after it is posted, the details of the user who posted it, and whether it contains any images or attachments. It uses these details to determine who to show the post to. Therefore, you should consider these factors when posting content to ensure that you have the most relevant audience.

Highlight Your Company Values

LinkedIn is a professional networking platform, and most users who visit your company profile are interested in learning more about your company. Sharing your company values and views can easily drive engagement on the platform. Such a strategy will help promote your business, reach your target audience, and reach clients who share your values and views.

Use Relevant Hashtags

Just like in other social media sites, hashtags are used to organize content. In fact, LinkedIn uses hashtags more subtly than other platforms. Therefore, you need to use hashtags to organize content on the platform. This will increase your chances of connecting with the right audience. However, avoid overusing hashtags and instead use a maximum of two or three hashtags.

Engage with Other People's Content

When you engage with other people’s content, they are also likely to engage with your content, too. When you join LinkedIn, you will first be recognized as an active user, and this will cause your content to appear favorably on other people's streams. Additionally, when you engage with other people's content, you can strengthen the bond between you and them. This may even open a door for you to get new audiences. If people make inquiries, be ready to respond to them.

Provide Value to Users

The only reason why LinkedIn users follow you is because of the value you offer them. To increase your engagement level, you need to create content that adds value to them. You can do that by creating content that is smart, useful, and actionable. You can also provide them with resources such as templates and worksheets.

Build a Community

While there are different ways in which you can use LinkedIn, one of the most important is community-building. Find a community where you can become a member and take part in discussions involving your niche. This way, you can establish connections and build your network.

Conclusion

LinkedIn is a powerful social media platform that can help your business establish meaningful connections, market your brand, and reach your target audience. However, to get the best results with LinkedIn marketing, you need to drive engagement. If you are looking for a way to drive engagement, the above tips will help you get started. You can also check out our guide on growing your LinkedIn followers fast.