Lesson 3: Give What You Want to Receive

Remember the words from the Christian Bible that says “ Give and It shall be given unto you”?. That is the same way it works on LinkedIn.

Before you ever think about conversions or reaping the LinkedIn benefits, you have to first think about how you will create engagement around your brand.

Love or hate it, LinkedIn is a proven platform for just about any business-related activity. But most people get LinkedIn wrong, and therefore, most LinkedIn content sucks. (: Horribly.

Most LinkedIn content is either boring (merely pasting your latest blog link) or outrageously cheesy attempts at being the next Tai Lopez (ridiculous vlogs), neither of which people want to consume on the platform. I know you don’t want to be that person.

Here’s how to generate high engagement on LinkedIn.

Quick + Informative Native Videos Grab Attention on LinkedIn

When it comes to hours spent on social media, most people are spending a ton of time on platforms.

Per day, people spend almost an hour on YouTube, more than 30 minutes on Facebook, and comparable amounts of time on both Snapchat and Instagram. It adds up to nearly six years of social browsing in a given lifetime.

But LinkedIn just isn’t the same.

People barely used LinkedIn in terms of time on the platform when compared to other social media. The majority are using less than two hours a week, with a large portion at zero minutes.

That’s only 24 minutes a day in a 5-day work week with a generous calculation. Crazy.

People browse fast and efficiently on LinkedIn, so posting your latest blog post link and expecting 100 link clicks, and a dozen shares just aren’t realistic. Nobody cares about this kind of content.

Video content is dominating LinkedIn because it’s often short and concise.

Short, easily digestible videos are great for conveying a ton of information in less time and effort than reading a long post or clicking to a blog.

Create videos that last anywhere between 3 seconds to 10 minutes, depending on how detailed you want to be.  Shorts bits of information works fine just as long discussions or topic dives.

Quick hack. Record with your phone and post it directly on LinkedIn.

It works like a charm.

Keep Mountain Everest Away

When you ask someone what their favorite social network is, Twitter isn’t always at the top of the list. Giants like Instagram or Facebook usually take the cake.

But the fact is, Twitter has something right about their platform: It’s simple, mostly text-based posting that got it off the ground.

Simply put, Twitter got it right with basic text posts.

As it turns out, basic text posts on most platforms aren’t the norm anymore. But that’s good. You don’t want to keep doing what everyone else is doing.

It’s why you’re here right now: that stuff doesn’t work.

In marketing, they taught us that images, visuals, and anything but plain text are key to engagement.

But that leads to over-saturation. Essentially, it’s a new form of banner blindness. It’s probably a contributing factor to the latest studies showing social engagement is down by 50 percent in just the last few years.

Meanwhile, basic text posts are generating more likes, comments, and views than any other form of content on LinkedIn.

A combination of texts and emojis works well. It’s always thumb-stopping for most persons on LinkedIn, producing more comments, and expanding your reach.

If you ever forget any other rules, remember this one. Keep everything simple on LinkedIn.

Stop the One-way route

We see social media as this tool to reach the masses with our content. And sure, people engage with it. But we often don’t engage back. We just assume that people will click, comment, and engage.

For most persons posting on LinkedIn, the cycle is like this:

Create a new blog post -> publish live -> repeat.

Spot what’s missing? Actual engagement and effort.

If you don’t make an effort to create your own engagement, don’t expect anyone to.

Comment on your post. Spark discussions on a blog post. Ask for feedback. Actually respond to comments.

Don’t just post, leave, and expect unlimited traffic.

Better yet: genuinely ask people to give their opinion on subjects that you want to learn more about. Seek other ideas and open the discussion to anyone.

Start treating your LinkedIn audience like real people. Talk to them. Explore their thoughts on your niche or tactical ideas.

Humans love real conversations. Your LinkedIn connections are Humans too right?

Keep People on LinkedIn

But when it comes to LinkedIn, keeping people on the platform itself can often produce better engagement.

While it’s nice to have some clicks on your latest post, it likely isn’t your cash cow tactic.

Stop sharing links that 99 percent of your audience is ignoring. It ain’t worth it.

Instead, take advantage of LinkedIn’s fantastic native content system and produce short stories that hook your audience in without forcing them off the platform or disrupting their session.

While this won’t drive direct traffic to your site, you’re going to be focusing on the long game. Hooking people and branding yourself at the same time.

Good content wins people over every single time. And you don’t need to win them over on your own site at first.


Publish and Write

LinkedIn Post page

Using the native article feature on LinkedIn, every time you publish a piece your connections get a notification, giving you that extra chance to get more engagement than organically posting on your feed.

The mistake that many make with this feature is trying to link out and drive traffic away. But that won’t do much for you.

People clicked because they were interested, not because they wanted to be directed back to your blog to consume a 10,000-word ebook with their morning coffee.

They want a short, interesting read to break up the monotony.

So give it to them.

That’s it for today.

Click next lesson, you will learn how to make genuine connections on LinkedIn. Turning connects to real friends.

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Paul's Emails on various aspect of marketing have helped us improve our margin and become profitable.
Earnest Jonez, Freelancer