A little while back I covered the basics of LinkedIn marketing in a blog post. Now it is time to move on with the subject and go a bit deeper into this social network for professionals. In the first article, I walked you through the process of how to create a page for your brand, what are the benefits of the social network, and what can you do to grow your audience. 

Now I am going to tell you more about how the algorithm works, what’s the process of post creation, and I’ll give you some tips and tricks that will boost your performance. Let’s see how to make this social network work for your brand in the best way possible!

Important things any business should know about LinkedIn 

To achieve results, you should be aware of the way things work. I am going to walk you through the most important details you should be familiar with when maintaining and growing a business page on LinkedIn. 

How does the platform work?

Since it is a professional platform, the content generated on LinkedIn is less than the one on Facebook, Twitter, Instagram, etc. This means that you have better chances for organic visibility. The algorithm is constructed in such a way that you will be able to see things people in your network have commented on or liked. This goes both ways – once you like or comment on something, your connections will see it as well. 

The perfect size exists

LinkedIn, as any other social media channel, has specific sizes that work best for posting. Based on my personal experience in managing our clients’ pages, the perfect sizes are the following: 

  • Image (square) – 1200 x 1200px; 
  • Image (portrait) – 1080 x 1350px;
  • Page update with a URL (shared link) – 1200 x 627px;
  • VIdeos – up to 4096 x 2304px and in 10 minutes of length. However, 1920 x 1080px looks nice as well;
  • Documents – they can be in the format of PPT, PPTS, DOC, DOCX, and PDF with a size up to 100MB and content up to 300 pages. The size can be standard A4, as well as 1920 x 1080px or simply a square. Keep in mind that if there is too much text or if the font is too small, important details might be missed on mobile devices.

Despite these recommendations, images with a resolution of 1920 x 1080px perform as well. You can experiment with that and check if the visibility and results will be better. 

What are the types of posts on LinkedIn?

When you make a post on LinkedIn, there are some small things you should know very well. All available types of posts are only accessible once you press “Start a post” on the page newsfeed. If you don’t, you will only see the four most popular options for posting: 

  • upload a photo;
  • share a video; 
  • start a poll; 
  • write an article. 

Also, there is the option to add attachments to your post if you need to share something specific such as a document. Now that I mention them, docs are very interesting types of posts on LinkedIn. They appear in a way that lets users interact with your page. LinkedIn turns them into small presentations that you can swipe through. This means you can share interesting information about your audience in an interactive way. The continuous interaction automatically boosts the engagement of the page, making the documents the best type of posts you can share (of course this could be different for your business).

Another specific thing is related to video posts. It is better to upload the video file directly on LinkedIn rather than sharing а URL with the same video from YouTube or Facebook. The performance and visibility will be much better. Otherwise, LinkedIn will consider the post as a “shared link” and we all know how that works across all social channels. Moreover, if you upload the video directly, you’ll be able to see some interesting data not only about the views but also about the people who have watched it.

What is the proper length of the posts on LinkedIn?

Another important thing that should be considered is the length of the posts on LinkedIn. An article from influencialmarketing.com outlines that around 100 words are the best for post descriptions. My experience shows something similar, but the measure is different – up to the 3rd row. After that, you will be hit with the “see more” option. And I’m sorry l have to be the one to tell you – people don’t click on that.

If you want your posts to be more engaging, keep your recommended length. The best copy is the one that tells you a lot with a few words. When you have a proper post description + an engaging title, people will interact with your publication for sure. 

Use #Hashtags 

Let me tell you something – the proper usage of #hashtags on LinkedIn makes the difference between the good and best. As people from the social network themselves put it – this is a great way to stay on track of important topics related to your business or brand. 

When you establish your page, you will be invited to mention three hashtags that are relevant to your business. Make sure you fill them correctly. From time to time, you will get notifications when a topic with one of those hashtags is being discussed. And you can take part with a comment and share your opinion on the behalf of your page.

When you post and include hashtags, the people that follow the topics related to them or search by # will see your publications. This can be a powerful tool – use it to position your page online. 

Take advantage of LinkedIn for your business

I have to tell you – LinkedIn can be a game-changer for your business. Many brands use it to drive sales for their business or position themselves in the sight of professionals that fit in their target audience. It is great for anyone that works in the field of B2B (and not only). If you want to learn how to succeed using LinkedIn as part of your marketing strategy, feel free to contact me and my colleagues from Markception Digital. We’ll be happy to tell you more.