LinkedIn Posting Etiquette: What You Need to Know

LinkedIn is the world’s largest professional network, so it’s easy to understand why it’s such a force to be reckoned with in the digital marketing world. With a user base projected to reach nearly 1 billion by 2028 and ranked the #1 most trusted platform by brands, LinkedIn offers unparalleled opportunities for businesses to connect with potential clients, partners, and employees.

However, to succeed on LinkedIn, you need to understand the nuances of platform etiquette. Read on for your guide to maximizing your LinkedIn strategy.

Content is King (But Context is Queen)

Share insightful content relevant to your industry. Think thought-provoking articles, industry news, and actionable tips. Avoid blatant self-promotion and position yourself as a thought leader and resource. You should also:

• Tailor Your Message: As with all digital marketing, the best place to start is to consider your audience and tailor your content accordingly. What are their interests and challenges? How can you provide value to their professional lives?
• Engage, Don’t Just Broadcast: Most LinkedIn strategies focus purely on posting... but what happens after that? Responding thoughtfully to comments, participating in discussions, and building diverse connections are just as important. Over 70% of marketers see LinkedIn as a platform with solid ROI potential—but you’ll only reach that potential through engagement, not passive posting.

Timing and Frequency Matter

It’s important to share content regularly to maintain visibility and boost brand awareness, but remember that it’s better to post less frequently with high-value content than to inundate your audience with irrelevant posts. Strategic timing is also crucial—consider when your target audience is most active on LinkedIn and experiment with different posting times to determine what yields the best engagement. Tools like LinkedIn analytics can provide valuable insights into audience activity.

Build a Compelling Company Page

Your company page is often the first impression potential clients and partners have of your business. Make it count with a professional logo and a visually appealing cover image that reflects your brand identity. Here are a few other tips:

• Evocative Company Description: Go beyond a dry recitation of your services. Write a compelling company description articulating your value proposition, target audience, and unique selling points.
• Demonstrate Your Expertise: Use your company page to highlight your industry expertise, showcase client success stories, and share valuable content relevant to your target audience. Position your business as a thought leader and go-to resource in your field.

Engage Respectfully

Maintain a professional tone in all your interactions. Avoid slang, jargon, and overly casual language.

You’ll also see better results if you personalize your connection requests. Explain why you’re reaching out and how connecting would be mutually beneficial. Avoid generic requests at all costs!

When sending messages, focus on providing value. Avoid unsolicited sales pitches. Instead, build rapport and establish a connection before pitching your services.

Leverage LinkedIn’s Features

LinkedIn has many features that enhance its value as a professional networking platform. Here are a few worth exploring:

• LinkedIn Groups: Join relevant groups to expand your network and participate in industry discussions. 
• LinkedIn Articles: Publish long-form content to establish thought leadership. Articles can also be a powerful tool for driving traffic to your website and generating leads.
• LinkedIn Live: Use live video to engage with your audience in real-time. Host Q&A sessions, share behind-the-scenes insights, and build a stronger connection with your followers.

Visuals Enhance Engagement

Try to incorporate visuals into your posts to grab attention and increase engagement. Most importantly, use high-quality images and videos relevant to your content. Infographics and data visualizations are especially effective. These tools present complex information in an easy-to-understand format, which can be very useful for engaging audiences.

Hashtags Expand Reach

Use relevant hashtags to increase the visibility of your posts. Research popular hashtags in your industry and incorporate them strategically – but be strategic about it. While hashtags are beneficial, avoid using too many. Focus on a few highly relevant hashtags (up to five) rather than a long list of generic ones.

As you can see, we’ve done our LinkedIn strategy posting etiquette homework so you don’t have to. Contact WSI-Summit today to develop a bespoke LinkedIn strategy that aligns with your business objectives.

About the Author

Part of the Marketing & Communications team at the WSI Home Office, Cecilia also heads up WSI’s Google Alliance Group.