The purpose of each step in creating LinkedIn posts [Guide]
The purpose of this article is to highlight the importance and impact of each step in your LinkedIn marketing efforts. Ultimately, to help you achieve your marketing goals.
Being a lifelong marketer and now training marketers, I see how much effort people put into creating great, useful, mega content and even promoting it religiously. Yet, fail to achieve their goals.
Why is that?
I think we are not understanding the fragility and importance of human attention. Holding people's attention nowadays is like walking on a tightrope. One miss step and you lose them.
I believe people learn best when they know the PURPOSE - the WHY.
That is why I created a common marketing use case, broke it down to tiny steps and gave each a purpose:
Use case: You have a product/service
Ultimate purpose: Quality lead tries out your product/service
Tactic: Useful and actionable blog post that you promote on LinkedIn
The purpose of each step when promoting on LinkedIn
The overall purpose of the LinkedIn post is to act as a doorman whose job is to get more people to see the show aka your blog post/product/service.
The purpose of the first 3 lines in a LinkedIn post is to intrigue, stand out and attract people to "see more" of your post. Otherwise known as the “hook”. Be short, concise and clear. I use AuthoredIn tool to see my LinkedIn post preview and make sure the first 3 lines are structured correctly.
The purpose of the rest of the LinkedIn post description is to provide value. Earn their interest and get them to be open to see what more you have to offer.
The purpose of having a clear call to action is not to waste their precious attention and guide them towards the next step. Tell them simply what they will get and why it is important.
The purpose of having at least 10-20 likes and some comments is to provide social proof that others trust you and your post is worth their time. Also, signal the algorithm that you have interesting content worth showing to more people. Ask friends/colleagues for the first few.
The purpose of a standout article preview image and title is to attract people to find out more. Images are usually the first thing the person focuses on.
The purpose of a clickable preview image is to easily lead people to your article. Often times, links are put in the comments, but in my experience it is a bit risky. Every extra step you make a person do (find the link in the comments), less likely they are to do it.
There are more ways you can improve your odds on LinkedIn to attract people to try out your product/service, but start with these:
Remember, your purpose is to keep people’s attention in every step towards your marketing goal. Take each one seriously and you will improve your odds.
Use a “hook” in the first 3 lines to create intrigue and interest.
Once you have gained interest, provide value.
End with a clear call to action - what they will get and why.
Ask for the first 10-20 likes/comments to provide social proof and signal the algorithm to show your post to more people.
Use a standout preview image that is clickable. Again, increase your odds to be seen amongst the noise and lead people to your blog.
