4 Warning Signs that Your LinkedIn Posts Won’t Have an Impact

RyanPinkham
Ryan Pinkham Content Developer, Constant Contact

Posted on September 17th 2013

4 Warning Signs that Your LinkedIn Posts Won’t Have an Impact

ImageWhether you’re using a LinkedIn Profile to promote your personal brand or a LinkedIn Company Page to engage with customers and clients, it’s never fun to see your LinkedIn post fall flat on its face.

You put a ton of work into your social media marketing and it’s disheartening whenever you fail to make an impact. If it happens again and again, you may start wondering whether being active on LinkedIn is really worth the effort.

Before you call it quits, see if any of your LinkedIn posts are blinking red warning signs:

1. Posts are not relevant to your audience

There’s a good chance the content you share on LinkedIn will reach a wide range of people.

If you’re using the site as an individual, then you’ll likely be reaching colleagues, friends, and other professionals working in your industry — depending on the size of your network and the places you decide to share on LinkedIn (on your page, in a group, etc.)

With a Company Page, that audience is even wider, as the people who are following your updates may not have a direct relationship with your business at all.

While every post you share won’t be relevant to every member of your audience, you should take the time to identify the needs and interests of the people you are trying to reach. What are the topics they’re most interested in and why did they decide to connect with you in the first place?

2.  Posts don't encourage responses

One of the reasons you’re not seeing a response may be because you haven’t been looking for one.

Think about the way you’re presenting your content to your connections and followers on LinkedIn.

When sharing a blog post, do you just post the link and hope someone clicks to read it? Why not add a description to give some insight into why someone should check it out?

When you share an update or announcement from your organization, are you asking people to share their feedback or just shouting it out there and forgetting about it until the next time you post?

Engagement on LinkedIn won’t come easy. If you want a response, you need to do the work.

3. Posts don't offer anything new

People will be much more likely to pay attention to your content if you’re offering something new.

This is where brands and individuals who are creating original content have a real advantage. If you have your own blog or are contributing to someone else’s, LinkedIn is the perfect place to share it.

Other pieces of content that work great on LinkedIn include:

  • Studies/reports
  • SlideShare presentations
  • Case studies
  • eBooks/guides/whitepapers
  • Client testimonials
  • Videos

That’s not to say all of your content needs to be your own. This brings us to warning sign #4.

4. Posts don't take a position

In addition to showcasing your experience and expertise, you should also look for opportunities to demonstrate your insights on relevant topics.

Anyone can share a link to a blog post or article they found online. Not everyone can explain why the content matters and offer a fresh perspective.

Your perspective doesn’t have to be groundbreaking to make an impact, but when sharing a piece of content, consider taking these simple yet impactful positions:

  • This is a great read because…
  • I agree with the author about….
  • Read this post if you want to learn…
  • This post is relevant to our business because…
  • This is an important topic because…

Watch out for the warning signs!

Figuring out how to find and share great content is one of the biggest challenges you’ll need to overcome when developing an effective social media strategy.

If you want your content to have an impact, you need to learn how to identify the warning signs!

Are there other warning signs you think people should be aware of? Let us know in the comments below.

RyanPinkham

Ryan Pinkham

Content Developer, Constant Contact

I write stuff to help small businesses and nonprofits make better marketing decisions. It's my belief that marketing--regardless of the tools being used---doesn't have to be something that overwhelms a SMB or NPO. It all comes down to relationships--building trust and loyalty from the people who can help you grow and reach new audiences. 

I do my best to make it easy for SMBs and NPOs to understand what they need to build those relationships and how they can save time, energy, and money in the process.

See Full Profile >

Comments

Brilliant post Ryan. I agree with the points which you have described in this article about why Linkedin posts doesn't have an impact. I have seen many business owners and individual shares direct link of their blog post and after that never respond to any like and comment which is not a strategical plan of LinkedIn marketing.

Not using "call to action" in posts is another warning sign.

A good article posting randomly with no intent or purpose won't get you a lot of leads on LinkedIn. It's a skill you have to develop over time by doing it the proper way.

 

Brilliant post Ryan. I agree with the points which you have described in this article about why Linkedin posts doesn't have an impact. I have seen many business owners and individual shares direct link of their blog post and after that never respond to any like and comment which is not a strategical plan of LinkedIn marketing.