Writing readable LinkedIn content is, of course, important, but writing to encourage engagement or action on your LinkedIn post is an increasingly important strategy.
LinkedIn wants genuine and meaningful interaction with content. It’s not merely about broadcasting anymore; it’s about conversation and value.
The platform increasingly seems to reward posts that get people talking and valuable content that people want to save, share and send to others.
So how can you write to encourage engagement that goes beyond a simple ‘like’?
First of all, think of it as striking up a conversation with your peers and potential clients as you would at a networking event.
💡 Comment on other people’s posts. Aside from being great for visibility, showing goodwill and a willingness to have a conversation is more likely to be reciprocated.
💡 Don’t just share company news, share a view or observation about something happening in your industry.
💡 Is there something you aren’t sure about or don’t have a firm view on? Share why you are undecided and ask people what they think.
Maybe you’ve come across something new in your industry that the jury is still out on.
💡 Share a story or experience, maybe a lesson learned on a recent project. If people can relate to it or find it useful, they are more likely to engage.
💡 Don’t waste the comments on your posts; keep the conversation going by responding.
It’s also polite. You wouldn’t walk away from someone if they replied to you at a networking event.
As well as the visibility boost, in inviting conversation, you are also showing who you are and what you and your business are about.
You are showing you are approachable and planting the seeds of ‘know, like and trust’.
Aside from commenting, have you ever saved, shared or sent a post to someone?
• If you and your team are struggling for ideas for what to talk about on LinkedIn or want to get more out of the platform, get in touch to discuss how I can help with content reviews and idea generation, and tailored LinkedIn workshops.
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