Starting Out on LinkedIn – How to Share Content With Confidence
Getting started on LinkedIn can feel a bit like walking through the door of a lively networking event where everyone seems to know each other and have total confidence in what they’re doing. Many people new to LinkedIn find themselves nervous about getting started and wondering how to post on LinkedIn.
At Outsource Your Marketing, we know how overwhelming it can feel to start out on this professional platform. That’s why we’ve created this guide to help you confidently create LinkedIn posts that connect with the people you want to talk to. We’ll walk you through the essentials, from getting to know the environment, to understanding your audience and developing content that gets noticed.
Before You Post – Know Your LinkedIn “Why”
Before you plunge into the world of LinkedIn posting, take a moment to step back and understand the platform’s purpose and how it matches up with what you want to get out of it. LinkedIn isn’t your typical social media platform; it’s a professional networking hub with a focus on career advancement, business growth, and industry connections.
What do YOU want to achieve on LinkedIn?
Clarity is key. Are you hoping to:
- Expand your professional network? Connect with like-minded professionals, industry leaders, and potential mentors.
- Boost your brand’s visibility? Share thought leadership content and engage with your target audience.
- Generate leads and attract new clients? Position yourself as an expert and showcase your services.
- Recruit top talent? Connect with qualified candidates and promote job openings.
- Land a new job? A well-crafted LinkedIn profile and active participation can help you get noticed by recruiters.
If your goal is to build a community around a product or service (like, say, handcrafted jewellery), platforms like Facebook or Instagram might be a better fit. LinkedIn is all about professional development and business-oriented interactions.
Is your ideal audience on LinkedIn?
Knowing where your audience hangs out online is essential. If you’re selling handmade children’s toys, you might find more success on Etsy or Pinterest, where parents and gift-givers are actively searching for those products. However, if you’re a business coach looking to connect with ambitious entrepreneurs, LinkedIn is ideal.
To achieve the biggest impact, identify your ideal client or customer and research their LinkedIn presence. Are they active in relevant groups? What kind of content are they engaging with? Matching your strategy to their preferences will increase your chances of success.
How LinkedIn Decides Which Posts Get Seen
Think of LinkedIn as a matchmaker. Its goal is to connect the right content with the right audience. To succeed on LinkedIn, you need to understand how this matchmaker works and play to its strengths.
Content Quality is King:
Just like Google prioritises high-quality, relevant content in its search results, LinkedIn likes posts that offer value. This means your content should be:
• Clear and concise – Get to the point quickly and use easy-to-understand language.
• Relevant to your audience – Make sure your posts play to the interests and needs of your target audience.
• Engaging and informative – Spark curiosity, offer insights, and encourage interaction.
Signals of Success:
LinkedIn uses various signals to determine the quality and relevance of your posts. These include:
• Engagement – Likes, comments, and shares are strong indicators that your content is landing well with your audience.
• Profile strength – A complete and optimised profile adds credibility to your posts.
• Connections – The more relevant connections you have, the wider your potential reach.
• Keywords and hashtags – Using relevant keywords and hashtags helps LinkedIn categorise your content and deliver it to the right audience.
What Does a Winning Post Look Like?
Let’s imagine you’re a marketing consultant who specialises in helping small businesses grow their online presence. Your goal is to attract new clients and establish yourself as an expert in your field. Here’s how you can create a LinkedIn post that gets you noticed:
1. Start with a Hook
Instead of starting out with “I help small businesses with their marketing,” try something more engaging:
“Struggling to get your small business noticed online? The solution could be simple. Many entrepreneurs make these 3 common mistakes…”
This immediately captures the reader’s curiosity and makes them want to know more.
2. Keep Them Reading
Don’t reveal everything in the first sentence. Instead, provide just a glimpse of the valuable information you’re offering:
“…These mistakes can significantly impact your online visibility and stop you from reaching your target audience. In this post, I’ll reveal the most common pitfalls and share actionable tips to overcome them.”
This creates anticipation and encourages users to click “See more” to access the full post.
3. Visual Appeal
Include an eye-catching image or video in your post. A graphic with a key takeaway will definitely increase the attention it gets in the feed.
4. Drive Engagement
Remember, LinkedIn wants to keep people on its platform. So, instead of linking to your website, encourage further interaction within LinkedIn:
“What’s the biggest marketing challenge you’re facing right now? Share your thoughts in the comments below!”
This encourages a conversation which further boosts engagement levels, which signals to LinkedIn that your post is valuable.
5. Reach the Right Audience
Use relevant hashtags to increase the visibility of your post. For this example, you might include hashtags like #smallbusinessmarketing, #digitalmarketingtips, #onlinemarketing. You can also tag relevant industry influencers or organisations to further expand your reach.
From Lurker to Leader – Why LinkedIn Rewards an Active Approach
LinkedIn isn’t a platform where you can simply sit back and wait for things to happen. While it’s perfectly fine to spend time observing and learning, to benefit from LinkedIn, you need to be proactive.
Whether you’re looking for a new job, you want to generate leads, or to establish yourself as a thought leader, you need to actively participate.
Here’s why an active approach matters:
• Visibility – The more you engage with content, share your own posts, and contribute to discussions, the more visible you become to your network and potential connections.
• Relationship building – LinkedIn is all about building relationships. By connecting with others, commenting on their posts, and sharing valuable insights, you develop connections that lead to opportunities.
• Algorithm boost – LinkedIn’s algorithm favours active users. When you consistently engage with the platform, your content will be seen by a wider audience.
• Learning and growth – Active participation exposes you to new perspectives, industry trends, and valuable information that helps you grow professionally.
Taking The Leap
So, you’ve been watching from the sidelines, observing the activity and conversations on LinkedIn. Now it’s time to get involved.
Start exploring. Join groups related to your industry, follow influential figures, and read discussions that interest you. Don’t hesitate to join the conversation. Leave a thoughtful comment on a post, share an article that you found valuable, or connect with someone by sending a personalised invitation.
Each of these actions builds your confidence and expands your network. As you become more comfortable, begin sharing your own perspectives and insights. Offer your expertise, ask thought-provoking questions, and contribute to the discussions in your field.
Every connection you make, every comment you leave, every piece of content you share increases your visibility and strengthens your presence on LinkedIn. With consistent effort and genuine engagement, you’ll create a growing network and discover new opportunities.
Still Feeling Overwhelmed?
Outsource Your Marketing can help. We specialise in creating compelling LinkedIn strategies that get results. From content creation and profile optimisation to targeted outreach and engagement campaigns, we’ll help you build a strong online presence and achieve your business goals.
