Deciding what to post on LinkedIn often leaves many of us scratching our heads, whether you’re devising strategies for clients as an agency or driving your company’s online presence as an in-house marketing team. A great LinkedIn post can truly set a business apart and even be a lead magnet.
Still, coming up with ideas for LinkedIn posts can be challenging, especially for businesses aiming to make the most of this social media platform. If you’re looking for inspiration, this article is for you. We’ll explore what to post on LinkedIn and share the best tips on capturing your audience’s attention.
Let’s begin.
Benefits of Posting on LinkedIn for Your Business
LinkedIn is a rising platform not only for networking and finding the next hire but also for attracting leads to your business. Let’s take a look at some reasons why posting on LinkedIn benefits your business:
- LinkedIn is the number 1 platform for B2B lead generation;
- Brands see a 33% increase in purchase intent from exposure on LinkedIn;
- The LinkedIn audience is twice more likely to buy than the average web audience;
- Businesses that post weekly see 5.6x more follower growth;
- 77% of marketers state that LinkedIn is the best platform for producing organic results.
Who from Your Company Should Post on LinkedIn?
A big oopsie brands make on LinkedIn? They only post from the company’s page.
Don’t get us wrong—company profiles are great, but they’re not exactly suited for sharing content that drives leads.
Why?
Because posts from the company can come across as impersonal. Your audience might not connect with your business in the same meaningful way they could if your employees share content through their personal accounts.
Remember, your customers are humans. And, humans connect with stories, emotions, and individuals—not faceless entities. So, it’s your team members that should be posting on LinkedIn.
Here’s what different team members/functions could be sharing on LinkedIn:
Now, let’s dive into the different post formats that tend to work the best on the platform, along with examples of brands doing them right.
What to Post on LinkedIn to Get Eyes on Your Business
1. Customer success stories (case studies)
Case studies make great posts on LinkedIn to showcase your product’s impact and build trust with potential customers. They allow you to tell a story and demonstrate how your product solved a problem. And, if you make them visual, you’re guaranteed to get maximum engagement.
2. Demo videos showcasing how your product solves problems
There is always that part of the audience that prefers to consume video content. Plus, videos can help you get your point across more easily.
Create a demo that highlights how easy it is to use your product or how it tackles common issues. Seeing your product solve a problem firsthand can turn viewers into believers (and customers).
3. Expert tips and opinions
You know your industry inside out, so share that wisdom. Whether it’s a blog post from your CEO about the future of your field or an infographic with the latest trends, offering your insights helps position you as a thought leader and draws people to your page.
Besides, posting valuable content over time might even earn a LinkedIn Top Voice badge for you.
4. Personal stories
Personal stories have a unique power to draw people in. By sharing the real, human experiences behind your brand—be it the journey to founding your company or the hurdles your team has faced and overcome—you forge a deeper connection with your audience.
5. Product or service updates
Another great LinkedIn post idea is product updates. Keep your network informed about the latest updates to your products or services. Whether it’s a new feature launch or an improved service offering, timely updates can create buzz and keep your audience engaged. Highlighting how these updates address specific user feedback or industry needs can further amplify interest.
6. Information about the event or webinar your company is hosting
Hosting an event or webinar? Use LinkedIn to spread the word. Highlight what attendees will learn and the value they’ll get from participating. It’s an effective way to engage your network and attract a broader audience interested in what you have to say.
7. Featuring customer or client Q&As
Don’t be afraid to bring your customers into the spotlight with a Q&A. Featuring client Q&A sessions on LinkedIn is a powerful way to deepen engagement and transparency with your audience. This approach allows you to highlight how your clients use your products or services, providing real-world insights that can resonate with potential customers.
8. Employee achievements
While sharing employee achievements might not have a direct influence on generating leads via LinkedIn, it does showcase your company’s culture and values. Additionally, these types of posts often generate a lot of engagement, connecting your brand with a broader audience in a meaningful way.
9. Customer testimonials
Lastly, nothing beats a good word from a satisfied customer. Share their praise to not only show your value but also to thank them for their support. Testimonials are potent endorsements that can sway prospects considering your services. And they work great as posts for your company’s LinkedIn page.
Best Practices for Posting on LinkedIn
Now that you know what to post on LinkedIn, here are a few other things you can do to maximize your chances of getting those leads through the platform:
Write a strong hook
Posts lacking strong hooks will not perform well because the audience has a short attention span. Thus, although the content of your post is important, the hook is crucial in determining whether users will read your post at all.
Focus on crafting a hook that will capture attention immediately. You can achieve this by posing a thought-provoking question, teasing a surprising insight, or stating something controversial.
Make posts visually appealing
LinkedIn feeds can get cluttered, with all posts starting to look the same. That’s why it’s super important to post rich content that integrates elements such as pictures, statistics, carousels, and videos.
These posts naturally attract more eyes, and more eyes can potentially mean more business for your company. In fact, according to LinkedIn’s internal data, posts with images typically result in a 2x higher comment rate.
Focus on engagement
Engaging with your audience on LinkedIn is just as important as posting. Don’t just hit “Post” and leave it there.
Reply to comments, start meaningful discussions, and share your posts in relevant groups. This can not only amplify the reach of your content but also inspire future posts, as the comments sections can be full of ideas for topics that matter to your audience.
Schedule posts in advance
Consistency is what matters most on LinkedIn. If you post only once or twice a month, you won’t be top of mind. And you won’t drive any new business through the platform.
Those brands and those creators who are reaping the benefits of LinkedIn all post consistently. And, most of them are scheduling posts in advance. Sit down once a month or once a week to schedule all your LinkedIn posts in advance. Then, show up when the posts go live to reply to comments and engage with your audience.
Now, if you’re an agency handling multiple LinkedIn accounts for your clients, a tool like Gain can be a great solution to schedule LinkedIn content in advance.
FAQs About Posting on LinkedIn
A good first post for businesses on LinkedIn introduces the company and highlights its mission, values, and key offerings. Sharing a success story or client testimonial can also build credibility and engage potential leads.
To make LinkedIn posts stand out, use engaging visuals, share insightful content, personalize your message, leverage storytelling, and include a clear call-to-action. Don’t forget to also interact with followers and encourage discussions to further enhance engagement and visibility.
Yes, hashtags work on LinkedIn. They help categorize content, making it discoverable to users interested in specific topics. Using relevant and trending hashtags can increase the reach of your posts.
The best time for businesses to post on LinkedIn is during working hours on weekdays, especially Tuesday through Thursday, between 8 AM and 2 PM. Timing posts for maximum visibility can vary based on the target audience’s behavior and location.
There You Have It
We hope that our guide on “What to Post on LinkedIn to Win Business” gave you some inspiration. However, generating fresh content ideas is not the hardest part.
If you’re serious about LinkedIn and your goal is to drive leads, you need to nail your execution. A tool like Gain can help you stay on top of your LinkedIn game, whether you’re an agency or an in-house marketing team.
With Gain, you can create and preview LinkedIn posts, send them for approval to your clients or team members, and once approved, have them automatically published at a selected time. The tool also allows you to target your posts to specific LinkedIn audiences. Once your content is live, you can track engagement metrics to optimize your future campaigns.
Want to see how Gain works in practice? Try it at no cost today (no credit card required).
