4 LinkedIn Strategies to Build Brand Engagement
What was once a resume sharing platform, LinkedIn as we know it today is a powerful B2B network for building brand engagement.
As our work in social media content management and influencer collaborations continues to grow, the Common Ground Public Relations team is always staying current with the best engagement strategies, we recently attended Dean Seddon’s “LinkedIn Social Selling Masterclass” and share some key takeaways we found especially valuable:
- Changes in LinkedIn User Behavior Impacts Content
LinkedIn went from being known as a formal networking site to redefining itself as a lively social platform for authentic engagement. The “business casual” tone it now has reflects changes in LinkedIn user behavior and new formalities in the workplace, ultimately impacting content strategy. Dean proposed that more virtual meetings and work-from-home models have changed the social etiquette around professional spaces like LinkedIn.
Takeaways:
- Users scroll through LinkedIn like other social media apps, so they want digestible content – not complex thought pieces.
- If you see an opportunity to post about something fun happening at your business – take it. Even snapping a quick photo at a team lunch and posting about it can engage your audiences.
- LinkedIn Content Strategy Framework
LinkedIn audiences appreciate a mix of genuine, lighthearted content alongside important news and announcements. Balance your LinkedIn content strategy with “business casual” and “business professional” posts.
Dean shared an “attract, nurture, and convert” content framework to guide LinkedIn engagement strategies:
- “Attract” – Broad content that is relevant to a wide audience and designed to gain new followers, like posting about industry trends or thought leadership.
- “Nurture” – Posts that engage your existing audience with more specific, relatable content but include a softer call-to-action. Sharing behind-the-scenes content and recent success stories are good examples.
- “Convert” – Targeted posts with a direct call-to-action to drive results, such as promoting an event with a registration link or highlighting a new product.
- Understand How the LinkedIn Algorithm Works
Understanding how LinkedIn’s algorithm rewards engagement will help ensure your content reaches the right audiences.
Takeaways:
- Like other social media apps, LinkedIn is meant to provide the best possible experience for each of its users. As a result, the algorithm prioritizes content that engages users and keeps them on the platform. Time spent on the post is the top metric, followed by reactions, comments and shares.
- The first 15-30 minutes after posting are critical. This “test phase” determines a post’s lifetime visibility and reach, which peaks 4-5 hours after launch.
- Hashtags have minimal impact; Instead, focus on keywords in captions to help LinkedIn categorize your content effectively.
- LinkedIn Profile Optimization
Think of your LinkedIn profile as a landing page that tells your brand story. Key elements, like the banner photo, profile photo and headline, should align to convey your message and guide page visitors. For example, if you want to drive traffic to a blog, include the blog website name in your profile headline.
Routine optimization of your LinkedIn profile boosts visibility and engagement. Other sections to review include:
- The About section
- The Featured section
- The Services section
- The Activity section
- The custom call-to-action button
Staying on top of LinkedIn trends is the key to successful social media engagement as the platform evolves. Our social media content team invests in professional development, like Dean’s Masterclass, to sharpen our skills and help clients tell their stories effectively.
As an integrated communications firm with experience in many industries, we’re here to help boost social media engagement for your business with fresh ideas. If you’d like to learn more about our agency social media capabilities, click here.