Developing Your LinkedIn Posting Strategy

The Three Keys to Posting on LinkedIn from Developing Your LinkedIn Posting Strategy

Skaled’s Unmute conference was designed to help people build an online presence and attract new business opportunities. Through a series of workshops and reputation-building sessions, the audience left with the tools to grow their digital footprint on LinkedIn and the confidence to unmute.

We’ll be shining a spotlight on some of the critical lessons learned during the event for our Unmute takeaways series! This article covers three from the workshop, “Develop Your LinkedIn Strategy.”

LinkedIn is 277% more effective at generating leads than other social networking hubs like Facebook and Twitter. Pretty shocking, right? 

Even more shocking is that given that number, less than one percent of people on LinkedIn are actively posting content regularly.

But why? The likely culprit is that most people don’t know how to use the platform to their advantage. They might not know what to post, or they don’t know how to structure their content or build a strategy that empowers them to post regularly. During our Unmute conference, we hosted a session that spoke directly to those common barriers.

As one of the great minds on LinkedIn content generation, Marion Ting walked the audience through a LinkedIn strategy that doesn’t just attract buyers, but engages and inspires. By defining essential qualities in their professional and personal background, the audience quickly built a foundation to create content that fuels engagement.

Building a Presence Beyond Professional Accolades

Discovering what kind of content and topics you’ll be producing on LinkedIn involves a little soul-searching. Fleshing out the language around what you sell, who your buyers are, and how you can engage with them in relatable ways is a great place to start. 

1. Bring your true self to what you sell

However, the primary takeaway from the soul-searching activity was finding ways to bring your true self to people’s feeds. A key aspect of that — and the focal point — is believing in what you’re selling.

“It is impossible to show up authentically if you don’t believe in what you’re doing.” 

It doesn’t matter if you sell marketing technology to accelerate customer engagement, build system integration tools to connect companies across remote environments, or build literacy tools for the deaf community (like one of our attendees!). If you don’t believe in what you’re selling, your content won’t hold water. 

People crave passionate content, and they can tell if you’re genuinely passionate in your content.

2. Use your buyer personas as motivators for attracting an audience

Who are your buyers? Why do they buy your product or services? What motivates them to buy from you? Your answers will help you identify a narrative for the content you create. In turn, that content will not only speak to clients in your network, but it’ll inspire new buyers to engage with you. 

3. Create relatable content that speaks to who you are outside the office.

Once you have the what and why of your content, weave in your personal aspects beyond the nine-to-five. What makes you relatable? What do you like to do when you aren’t in the office? What do you like talking about that you can intertwine with your professional background? 

For example, Marion talked about how she’s been more active at the gym recently, so she sprinkled a bit of that into a recent post.

Developing a LinkedIn posting strategy revolves around being yourself, showing up authentically, and bringing that individual perspective into every post and interaction you have. Combine that with a consistent schedule, and you have the recipe for success on LinkedIn.

Get Access and Unmute!

By outlining what you’re selling, what motivates your buyers, and what motivates you professionally and personally, you will create content that converts. 

Want to work through Marion’s exercise yourself?

Download the Worksheet