The secret to creating successful LinkedIn posts…

Want to know what makes a great LinkedIn post? LinkedIn have revealed the secrets…

Earlier this year, Jason Feifer interviewed both Daniel Roth and Alice Xiong from LinkedIn on how to create high performing LinkedIn posts.

This was my takeout from their conversation:

  1. Help people to be better in their jobs. People come to LinkedIn for a purpose – often to learn more about something. If you can help them with this, you are off to a good start.
  2. Share advice/knowledge on things you are knowledgeable about. Think about the specific audience you are targeting and what might interest them.
  3. LinkedIn will share your content to your contacts and followers first. So, to increase your reach, be sure to connect with people who share similar interests.
  4. LinkedIn cares about authority of your post rather than volume of shares. So if it sees interactions from your audience then your post will reach more of the same audience.
  5. Linkedin values meaningful comments from your audience. If possible, encourage interactions and conversations with your target audience. If you get some good conversations going then your post will be shared with similar people.
  6. The platform isn’t interested in promoting your newsletter, learning programme or otherwise. If you are constantly linking out of the platform then don’t expect LinkedIn to be as excited about it as you are.

At wethepeople we have years of experience in helping our clients make LinkedIn work for their brands.

Contact me to find out how we could help you.

Harness FOMO to power up your next marketing campaign

We’ve all heard about FOMO – the fear of missing out.

FOMO is brought on by loss aversion; when we behave in a certain way because we are more motivated to avoid losing something, than gaining that same thing.

Like many similar principles, loss aversion is thought to have its roots in our evolution. Our ancestors faced scarcity and had to make decisions that maximised their chances of survival. Back in the day, the loss of resources or opportunities had a greater impact on their chances of survival compared to similar gains.

Robert Cialdini, in his recent webinar, Win with small changes that deliver big results, talked about how this principle could be used to help customers to see product benefits in a new way. Cialdini cited a study involving a home energy company selling roof insulation services. Rather than express the fuel bill savings from adding more insulation, the company highlighted the ongoing costs if the consumer didn’t install the insulation. This change of approach resulted in a 150% increase in sales.

So next time you are thinking about your brand benefits, think about how you might frame them from a loss perspective. And watch as your customers FOMO drives interest in your brand.