What You Need to Know When Posting

Why is proper LinkedIn etiquette essential for succeeding on this platform? LinkedIn is the world’s largest professional network, so it’s easy to understand why it’s such a force to be reckoned with in the digital marketing world. With a user base projected to reach nearly 1 billion by 2028 and ranked the #1 most trusted platform by brands, LinkedIn offers unparalleled opportunities for businesses to connect with potential clients, partners, and employees.

However, to succeed on LinkedIn, you need to understand the nuances of platform etiquette. Read on for your guide to mastering LinkedIn.

Content is King (But Context is Queen)

Share insightful content relevant to your industry. Think thought-provoking articles, industry news, and actionable tips. Avoid blatant self-promotion and position yourself as a thought leader and resource. You should also:

• Tailor Your Message: As with all digital marketing, the best place to start is to consider your audience and tailor your content accordingly. What are their interests and challenges? How can you provide value to their professional lives? This is crucial for building meaningful professional relationships and growing your network.
• Engage, Don’t Just Broadcast: Most LinkedIn strategies focus purely on posting… but what happens after that? Responding thoughtfully to comments, participating in discussions, and building diverse LinkedIn connections are just as important. Over 70% of marketers see LinkedIn as a platform with solid ROI potential—but you’ll only reach that potential through engagement, not passive posting. Remember, maintaining a positive professional image on LinkedIn is essential.

LinkedIn Post Frequency and Timing Matter

It’s important to share content regularly to maintain visibility and boost brand awareness, but remember that it’s better to post less frequently with high-value content than to inundate your audience with irrelevant posts. Strategic timing is also crucial—consider when your target audience is most active on LinkedIn and experiment with different posting times to determine what yields the best engagement. Tools like LinkedIn analytics can provide valuable insights into audience activity. This can help increase the reach of your post and keep your content at the forefront of your mind with your new connections.

Build a Compelling Company Page

Your company page is often the first impression potential clients and partners have of your business. Make it count with a professional logo and a visually appealing cover image that reflects your brand identity. Here are a few other tips for building a LinkedIn company page:

• Evocative Company Description: Go beyond a dry recitation of your services. Write a compelling company description articulating your value proposition, target audience, and unique selling points.
• Demonstrate Your Expertise: Use your company page to highlight your industry expertise, showcase client success stories, and share valuable content relevant to your target audience. Position your business as a thought leader and go-to resource in your field.

Engage Respectfully

Maintain a professional tone in all your interactions. Avoid slang, jargon, and overly casual language.

You’ll also see better results if you personalize your connection requests. Explain why you’re reaching out and how connecting would be mutually beneficial. Avoid sending generic requests at all costs! Following these guidelines shows respect for others’ time and helps you nurture relationships effectively.

When sending messages, focus on providing value. Don’t respond to every message with an immediate sales pitch. Instead, build rapport and establish a connection before pitching your services.

Leverage LinkedIn’s Features

LinkedIn has many features that enhance its value as a professional networking platform. Here are a few worth exploring:

• LinkedIn Groups: Join relevant groups to expand your network and participate in industry discussions. 
• LinkedIn Articles: Publish long-form content to establish thought leadership. Articles can also be a powerful tool for driving traffic to your website and generating leads.
• LinkedIn Live: Use live video to engage with your audience in real-time. Host Q&A sessions, share behind-the-scenes insights, and build a stronger connection with your followers.

Visuals Enhance Engagement

Try to incorporate visuals into your posts to grab attention and increase engagement. Most importantly, use high-quality images and videos relevant to your content. Infographics and data visualizations are especially effective. These tools present complex information in an easy-to-understand format, which can be very useful for engaging audiences.

LinkedIn Hashtags Expand Reach

Use relevant hashtags to increase the visibility of your posts. Research popular hashtags in your industry and incorporate them strategically – but be strategic about it. While hashtags are beneficial, avoid using too many. Focus on a few highly relevant hashtags (up to five) rather than a long list of generic ones.

Don’t Post Anything That Might Hurt Your Professional Image

Avoid posting unprofessional, controversial, or irrelevant content to your network. Always keep business etiquette in mind when making connections. The content you share on LinkedIn contributes to your online professional reputation, so it’s essential to maintain a high standard of professionalism. Here are some things to avoid:

• Personal Drama or Controversial Topics: Keep personal opinions, especially on sensitive topics, to a minimum. LinkedIn is a professional platform, so focus on discussions that align with your industry and business interests. Sharing polarizing or inappropriate content may damage your credibility and alienate potential connections.
• Negative Comments or Complaints: Whether about your current employer, a client, or a competitor, airing grievances on LinkedIn reflects poorly on your professionalism. Instead, focus on solutions and constructive discussions that showcase your expertise and problem-solving skills.
• Overly Casual or Irrelevant Posts: While it’s great to show personality, LinkedIn is not the place for casual memes, jokes, or posts unrelated to your professional life. Remember, the goal is to foster real relationships and connect with new clients or business partners, not to gain popularity through viral content. Always think about how your post might reflect on your brand before sharing.
• Self-Promotion or Sales Pitches: Although LinkedIn is a platform for building relationships and growing your network, avoid using it as an overt sales channel. Posting content that is too promotional or focused on selling can come across as pushy and insincere. Always provide value and context before mentioning products or services.

Ways to Maintain Professionalism on LinkedIn

When connecting with others on LinkedIn, it’s important to uphold professionalism. Here are some do’s and don’ts to guide your behavior:

• Do’s: Share relevant, insightful content related to your industry. Your profile must have A professional headshot, as it helps establish credibility. Regularly navigate LinkedIn to engage with new and existing connections. This will help expand your professional network, especially if you add people relevant to your industry or job opportunities.
• Don’ts: Avoid spamming connection requests. Instead, send a polite connection message when you want to connect with someone new. Always show respect for others, especially when initiating conversations. Don’t use automation tools to send generic messages or requests, as it could harm your relationship-building efforts.
• LinkedIn Inbox: If someone views your profile or a new LinkedIn connection sends you a message, respond in a timely manner. Connecting with the right people is essential, but maintaining that connection is just as crucial for your professional growth.

Other Best Practices

• Connect with people who share common professional interests, even if you’re not interested in immediate business opportunities. LinkedIn is a professional social network, and relationship-building should be at the core of your efforts.
• Consider exploring topics that LinkedIn recommends to spark meaningful conversations.
  Be mindful of your privacy policy settings to control who sees your posts and interactions, protecting both your personal and professional reputation. Update your choices regularly to ensure you’re safeguarding your presence on LinkedIn.
• Lastly, when you use LinkedIn to tag someone in a post, ensure it’s relevant and adds value to the conversation. Tagging unnecessarily or excessively can come across as spammy and harm your reputation.

As you can see, we’ve done our LinkedIn strategy-posting etiquette homework so you don’t have to. Contact your local WSI Consultant today for more LinkedIn etiquette tips and to develop a bespoke strategy that aligns with your business objectives.