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For a long time, B2B content was a vagabond.
B2C has had many homes: Facebook, Instagram, Snapchat, Twitter. All the while B2B stood out in the cold, attempting to get a foot in any of the social media doors.
But now… now, we have LinkedIn. Finally, a home for B2B content!
With so many B2Bers leveraging the power of LinkedIn, though, how do you compete for the attention of your audience? It can be overwhelming seeing so many successful creators on the platform, slingin’ savvy content.
Today, we’re going to explore a practical solution to this quandary:
How do I get more views on my LinkedIn content? Here are 10 ways to get thousands of views on your LinkedIn content:
- Stop trying to gain organic reach w/ your company’s LinkedIn page.
- Start an engagement group.
- Mix up the types of content you post.
- Engage w/ other people’s content.
- Feature your company’s tagline in your profile header.
- Space out your lines in text-only posts.
- Never put outside links in your posts.
- Make a company page for your podcast (blog, YouTube channel, etc.)
- Use different text post frameworks.
- Reply to every comment.
But, Logan. How do you even know this works?
Because I’ve seen it work for myself and others. It can certainly work for you, too.
** Psst. This blog post is based on a podcast episode with Logan Lyles and James Carbary of Sweet Fish Media. You can hear this episode in the player above. To hear more conversations like this one, subscribe to B2B Growth on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Helpful always wins
Before we get into the meat, I’d like to preface this post with some advice from the almighty GaryVee.
Although the channel for communication may change, the basics of getting views remain the same: Be helpful. Offer value. Don’t expect direct conversions.
People hate being sold to. So, instead of publishing sales-y junk that nobody reads, try posting something actually useful. That’s what successful B2Bers are doing, anyways.
“If you focus on being very helpful, you’re going to win.”Logan Lyles
Now, let’s go over 10 ways for getting more eyes on your helpful LinkedIn content.
1. Stop trying to gain organic reach w/ your company’s page
If you think the content you’re publishing under your company’s LinkedIn profile is gonna take off someday… it’s not.
Post under your profile
If you really want the views to start rolling in, you’ll need to start posting from your personal LinkedIn profile. Better yet, get a group of people from your organization to start publishing complementary content.
The more people from your company posting helpful LinkedIn content, the more distribution channels your brand will have and the further its reach will go.
People trust people
The thing is, people trust people more than they trust brands. If your team of thought leaders can consistently post educational content that aligns with your brand’s vision, the more exposure your organization will eventually gain.
Plus, LinkedIn’s algorithm tends to favor posts coming from an individual over content published by a company profile.
That isn’t to say you shouldn’t have a company page on LinkedIn at all. (We’ll touch on this in a second.)
2. Start an engagement group
Engagement groups on LinkedIn are message threads between multiple people who want to support each other’s content.
Benefits of engagement groups
Essentially, you start an engagement group with connections on LinkedIn who would be up for engaging with your content (and you theirs).
You’ve probably noticed that you don’t always see every single post your connections make. So, for the ones you care about, make a message thread in which your connections can send links to their most recent posts.
Then, engage with those posts. Give ‘em a comment or thumbs up. When you post a status update, send the link to your engagement group so they can interact with it — the sooner the better.
“Engagement groups are one of the quickest ways to 10x your organic reach on LinkedIn.”Logan Lyles
How to start an engagement group
Initiating an engagement group is pretty simple:
- Ask 9-10 people to be a part of your message thread. See if they’d be interested in supporting one another’s content. Those people could be coworkers, friends, colleagues, whoever.
- Once your engagement group is created, give it a name. LinkedIn allows you to customize the name of your message threads to keep them straight.
- Make sure everyone knows that it’s okay if they can’t engage with every single piece of content. Otherwise, they probably won’t be motivated to participate at all.
- Keep in mind, the more you engage with others content, the more engagement you’ll get on your posts.
Also, advise your engagement group to comment on each other’s posts as opposed to “reacting” or resharing them. Comments hold more weight on LinkedIn.
3. Mix up the types of content you post
Keeping your LinkedIn content spicy is another way to start raking in the views.
Here are a few different kinds of posts you can cycle through:
Slide decks (aka, Documents on LinkedIn). Slide decks are a fun way to display eye-catching graphics along with helpful industry tips.
Long-form text updates. These are your traditional LinkedIn status updates; however, the copy should be anything but traditional. Start with an intriguing opening line, keep the reader engaged with hard-hitting industry knowledge bombs, and end with a call to action or question.
Short text updates. You guessed it: These are just the shorter versions of long-form updates. 100% text often performs better than text with images, so keep it short and punchy.
GIFs. Everyone loves a good GIF (at least I do)! If you post a GIF on LinkedIn, make sure you include a caption that makes it relevant for your audience.
Memes. Bringing humor into your LinkedIn content is an effective way to get someone to remember you. Memes, like GIFs, need some context around them so your audience doesn’t feel out of the loop.
Micro-videos. Videos that are 2 minutes or less with subtitles and progress bars (we call them micro-videos) do really well on social media. For our micro-videos, we take clips from the recordings of our podcast episodes and edit them using VEED.io.
Videos from other sources. There’s no shame in sharing a video you found hilarious or inspirational on LinkedIn (even if you didn’t make it). Just be sure to cite the source and give some context for your audience.
4. Engage w/ other people’s content
Engaging with other B2Bers’ content is good practice if you’re not quite ready to create your own yet.
Testing the waters
It’s a little bit like testing out a new market. Make a few comments here and there, see how others react to those comments and the original post. Start to get an idea for the kind of content your target audience engages with.
It’s a good idea to encourage any LinkedIn newbies to watch what thought leaders in the space are doing.
[RELATED: Are you following these 53 B2B sales influencers on LinkedIn yet?]
This way, your team can get a better idea of the language, cadence, and formatting high-performing posts possess.
You can’t expect others to pay attention to your posts if you’re not willing to engage with theirs. Once you start commenting on other people’s content, your profile begins to gain traction.
When commenting on someone else’s LinkedIn update, it pays to be thoughtful. At the same time, don’t agonize over your response. If it doesn’t come naturally, move on to the next.
5. Feature your company’s tagline in your profile header
You know the little blurb that follows your picture around on LinkedIn:
As you can see, Sweet Fish’s company tagline is “We Produce Podcasts for B2B Brands.”
Simple and to the point. It tells you what we do and for whom we do it. After my company’s tagline, I have my job title listed.
And, in case you didn’t know, your tagline can be edited right on your profile, underneath your picture:
Writing a good tagline
In order for your team members to want to include your company’s tagline in their LinkedIn header, it’s gotta be good. We followed a formula to generate Sweet Fish’s tagline and advise our customers to do the same:
What you do + Who you do it for = Tagline
Easy, right? It has to be brief or else LinkedIn will truncate it throughout the site.
James iterates on the tagline formula in this post:
Why your team should use the tagline
Now, you can’t force your team to use your company tagline on their personal LinkedIn profiles. Nonetheless, you can explain to them how it might help bring in more views and eventually more leads.
You never know when a connection might be looking for the services you offer. I’ve generated numerous deals via LinkedIn and I can’t help but think that my tagline played a part.
6. Space out your lines in text-only posts
Big blocks of text tend to scare readers — especially in the B2B space — away.
We want quick, actionable tidbits. We want to be able to apply the insights right away. That’s why we gravitate towards short paragraphs and bulleted lists. It’s where the real value lies.
I recommend keeping your paragraphs on LinkedIn 1-2 sentences long. Short paragraphs make the reader want to keep going. White space offers a quick break for the eyes before the next point.
Additionally, take advantage of emojis and different punctuation, but don’t overdo it. You don’t want to come across as click-baity.
7. Never put outside links in your posts
LinkedIn wants people to stay on its platform, so it only makes sense that the algorithm disfavors posts with outside links.
Essentially, if you’re directing users off of LinkedIn with outside links, your post isn’t going to perform very well.
That’s why if I ever want to include an outside link, I put it in the first comment of my post. Here’s an example:
Get 10x the reach
Maybe it sounds a little cumbersome to include links in the first comment of your post instead of directly within it. The thing is, I would rather get 10x the reach with a post than have the link a little easier to access.
Besides, if you receive a comment on the post asking about the link, that’s just another comment propelling your post forward. Plus, you have the opportunity to respond to that comment (which you should always be doing).
8. Make a company page for your podcast (blog, YouTube channel, etc.)
Although posting from your company’s page isn’t going to get you many views, there are other reasons to have a LinkedIn page for your brand.
Reasons to have a brand page for your podcast, blog, YouTube channel, or other media property:
- Your guests and contributors are able to tag your brand page in their status updates, directing potential subscribers to your content. (All while staying on the platform, which LinkedIn loves.)
- You can feature links to your channel or podcast for people to subscribe.
- You can post original content to your brand page every once in a while to show viewers what you’re all about.
- Team members will be able to feature your brand in their work experience.
- Your channel, podcast, or blog will look more legit to people who find you on LinkedIn.
Take B2B Growth’s LinkedIn page for instance.
Since our flagship podcast has its own profile, I’m able to include it in my work experience. This increases the legitimacy of my job as well as our brand.
9. Use different text post frameworks
Feeling stuck in a text-post rut? Try cycling through these different frameworks:
- List posts. List out the main points of a high-performing blog in your next LinkedIn update.
- Failure stories. It pays off to get a little vulnerable in front of your fellow B2Bers. Talk about a time things didn’t go as planned.
- Devil’s Advocate. Give an unpopular stance (respectfully) on an industry topic and see how others respond.
- Ask questions. Asking questions that don’t require too much thought can make for a really effective post. If the question is too complicated or too simple, people won’t bother answering it.
When you’re using the question framework, you shouldn’t be attempting to flaunt your intelligence with a really complex question. You want people to actually comment.
“If someone has to think for over 10 seconds about their answer, they’re probably not going to leave a comment.”James Carbary
Mixing up the types of frameworks you use will help you better understand the kind of content your audience wants to engage with. LinkedIn is a great place to test things out.
10. Reply to every comment
At least try to.
When you respond to people’s comments on your post, you’re facilitating more comments and good conversations.
Plus, your followers will see that you actually care about the topic and not just about views or clicks. Commenters will feel involved and be more likely to comment on future posts.
Initiate conversations and the conversions will follow. The other way around never works.
You’re a regular LinkedIn luminary!
I hope you found some actionable advice in this post to influence your LinkedIn strategy straight away.
The main ideas I want to leave you with:
- Being helpful will always beat sales-y content
- Engaging with other people’s content will increase the engagement on your LinkedIn posts
- Always be testing out new forms of content
- Remember: LinkedIn isn’t about conversions — it’s about conversations