LinkedIn is the platform for B2B tech. This social network has a robust audience that is not only focused on job searches anymore. 

But if you are a business, gaining visibility is not an easy thing. The algorithm is less inclined to push LinkedIn company pages. So here are our tips to increase your notoriety.

Topics to discuss on LinkedIn:

LinkedIn is a professional network, so we recommend that you share corporate news first.

Corporate news includes:

• Events 
• Recruitments
• New product launches
• Fundraising
• Certifications
• Restructuring (brand identity, process change)

In short, posts about events that are rare and that redefine the company’s long-term strategy. This news generates the most visibility and engagement but unfortunately, it’s rare. 

What are the other themes that need to be addressed to maintain the page?

To keep the audience engaged on your page, you can post about the following topics:

• Be part of the news. React to an event, an evolution of your sector.
• Promote your employer brand. 
• Share seminars, activities between colleagues, and testimonials from employees to highlight the benefits of working in your company. 
• This will even increase your sympathy capital! 
• Present your solutions, and explain them in an educational way to reach the greatest number of people and increase the chances of conversion.

Once the themes are established, you have to worry about its dissemination, it would be a shame to publish a post after having spent many hours on it only to have it fall through.

How to publish on Linkedin?

Rythm of publication : 

You should post at least once a week. The ideal is to post 3 times a week. Also, make sure you don’t cannibalize posts between them, so space them out by at least 18 hours.

No need to stress, schedule your posts up to 3 months in advance
How to schedule a LinkedIn post? 

Days to publish on LinkedIn:

To publish on LinkedIn, forget about the weekend, few people connect on Saturday and Sunday.

• Monday (good) people are pretty serious on Monday so no social networking.
• Tuesday (best) 
• Wednesday (very good) 
• Thursday (better)
• Friday (poor) before the weekend your posts will get less visibility and lose bounce potential. 

Times to post on LinkedIn: 

• Monday: Between 9:00am and 12:00pm 
• Tuesday: Between 8:00 am and 11:30 am 
• Wednesday: Between 9:00 am and 12:30 pm 
• Thursday: Between 8:00 am and 11:30 am
• Friday: Between 1:00 pm and 3:00 pm

All this has to be adapted to your audience, so test different days and times! 

And if your audience is ever present on the weekend, the record peaks of connections are :

• Saturday: Between 10h00 and 14h00 
• Sunday: Between 12:30 and 15:00.

You thought you were done with optimization? Well not at all depending on the format you use, your post will not have the same reach.

What formats to publish in for LinkedIn?

The platform’s algorithm will push the posts that are most likely to hold our attention. So make room for visuals and colors, avoid long compact texts at the risk of making the reader flee.

The best formats for LinkedIn:

• The PDF document (good quality) 

2.2 to 3.4x more reach

• Survey (involve the target audience, so they take ownership of the post)

2.1 to 2.9x more reach

• Carousel (keep the information relevant, need a quick read) 

From 1.8 to 2.3x more reach

• And finally the texts and photos. 

From 1.2 to 1.6x more reach

These posts require some creativity and production time. But they will demonstrate your know-how, and your expertise and multiply your reach on LinkedIn

As for the video format, LinkedIn has not escaped the growing interest of social networks for this format. Even if the reach remains mediocre, the platform is pushing more and more videos, but you still need text to accompany your post.

To increase efficiency : What is the best social network for video?

And bad news, LinkedIn seemed to be a conducive platform for redirecting to sites external to the platform with link viewing but that’s just an appearance . The reach for sharing an external link is 0.4x to 0.5x which is negative.

How to write the text on LinkedIn:

Length : 

The ideal is to write texts between 1200 and 1600 characters.

Spacing  : 

Please skip lines!
Like every message it is important to prioritize it. One paragraph = one idea. It should be a maximum of 3 lines, beyond that LinkedIn will push it less because it will be considered more difficult to read.

My little trick is to write the tagline and skip 1 or 2 lines to push users to click on see more and thus boost engagement. Be careful though, this method seems to work for me but it doesn’t work for all posts.

The hashtags : 

Posts that feature between 2 and 6 hashtags perform better. Place them at the end of the post or ideally directly in your sentences.

ex : Lengthing of #TikTok videos

The emojis : 

Don’t overload your message with emojis to the point of tiring your audience. An emoji that symbolizes the message at the end of the sentence is perfectly fine. 

Above 10 emojis per post and 4 on the same line the algorithm will not be happy.

Practicalities:

• Don’t edit your post within 10 minutes of publishing it
• Don’t be the first to comment on the company page post with the company account. 
• If there are comments, respond within 12 hours. 
• Do not like your own posts

Make sure to follow the statistics and optimize your posts according to your audience.