How to Create Engaging Sales Posts on LinkedIn
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Everyone struggles now and then to create LinkedIn posts. Creating engaging sales posts may feel even more daunting. That’s why we’ve put together different ways to target your ideal audience and start conversations in this article.
The type of interactive social media posts that you’ll get responses from are going to be ones that resonate with people or encourage them to comment or discuss.
What is an engaging post?
Early LinkedIn days allowed you to post updates that simply made a statement about what you’re thinking or feeling. Today’s version, however, has a much more interactive intention. In other words, writing an engaging post is a vital part of connecting with others to be truly social.
Think about conversations you’ve had and what tends to stop them. For instance, making a statement instead of asking a question. If you ask more questions and are curious about people, they’ll be more likely to interact with you — whether in person or online.
Another example would be taking a stand regarding a viewpoint in your industry. When you take bold positions that spark passionate people — both detractors and promoters — they will feel the need to reply with their opinions.
Like any company looking to grow their business on the LinkedIn channel, we also have a publishing strategy in place with LaGrowthMachine.
From experience, we recommend that you keep your posts to a minimum of 400 characters.
Statistics show that below this volume, your engagement is less important.
People like a good story, taking the time to tell it well requires a certain amount of words!
Posting on LinkedIn also has the benefit of being seen by those in more than your own personal network. On each post you put up, you’re able to also see how many people saw it, called ‘reach’.
At the bottom of every post you create, you’re able to see how many actually viewed it. This is also a good metric to track because the more you post, the more people will see it (usually based on the algorithm and how many people interact with it). Your post is also shown to people in their network if they interact with it as seen below.
Why should you create engaging sales posts?
With 740 million users on LinkedIn, it’s already a challenge to be seen by your target audience. Making that even more difficult, the average time spent on LinkedIn per month is only 17 minutes.
With this short span of opportunity, you want to make as much impact on someone’s memory of you as you can. Asking provocative questions, making bold statements, or simply commiserating with your audience can help promote your status in their minds. So, as long as your posts are relevant to them and your industry, you’ll be more likely to be contacted regarding your service.
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How to create engaging sales posts
In sales, you’re trained to ask open-ended questions. The same applies to creating a post that people will want to build upon the conversation. This is where creating engaging sales posts will become second nature using these tips.
Here are your “do’s and don’ts” of creating and posting on LinkedIn.
- Be consistent. In what you say, how you say it, and how often you say it. Commit to a specific amount of posts per week and stick to it. When just starting out, try 1-2 so you get into a rhythm. More may be tiresome for your audience as well.
- Have a conversation or debate. Treat the posts as if you were having an in-person conversation. It’s more authentic and will engage people more easily.
- Follow up. Don’t let the conversation die suddenly – if there’s more to discuss, try messaging them directly instead of only using comments to build the relationship. One way to do this is by using LaGrowthMachine to email automated follow-ups and by turning on your LinkedIn notifications.
- Use visuals. Post something relevant to your company and expertise using a PDF that converts automatically into a carousel of slides. It will boost your engagement and LinkedIn will show you its statistics. Using video is also very helpful and it doesn’t even need to be more than 60 seconds, but showing your face brings more realness.
- Use 2-4 hashtags and tag people. You could, for example, create a post that discusses an answer to a question one of your clients has asked then tag them or just a relevant hashtag.
- Tell a story. The trick is to keep things in short-ish form for social media. People scroll so quickly through that you want to make it interesting as well as the right length.
- Use polls. Sparingly. They’re over-used a bit lately so use them wisely and in an engaging way.
Quick tip 💡
You can also share helpful/informative content. This is always a good idea as not only will you be a source of -hopefully- trustworthy content, but you can also send them to a signup page that saves their emails (perhaps for a white paper download).
- Use engagement pods. These will be to your detriment as most of these people post very generic, non-engaging comments and do nothing for your actual sales.
- Use irrelevant hashtags or tag people unrelated. Not only will you annoy people, but you’ll destroy your reputation.
- Speak to everyone. Focus your attention on the clients you want (your target audience) and what concerns them.
- Share other people’s posts without adding value. The following example is of someone sharing a recognition they received without even saying so much as a thank you. It’s empty and awkward, don’t do this.
Bonus tip: Create a bunch of posts all at once and post them throughout the week.
To measure the effects of your strategy, you can rely on your Social Selling Index score, a score that helps you track your profile’s optimization for sales prospecting on the professional social network.
That said, keep in mind that this is not the only way to prospect on LinkedIn! At LaGrowthMachine, we advise you to combine inbound strategies such as regular posts with outreach strategies such as:
- Sending text messages
- Sending voice messages
- Adding to your LinkedIn network