LinkedIn Marketing Strategy Blog
How often should you post updates in LinkedIn?
How often should I be sharing content with my network on LinkedIn?
It's a common question, and one with different answers. As with many things, it depends.
That said, there are a few common rules of thumb you can follow.
There are a few different types of “updates” you might be thinking about. Status updates, group postings, and company page updates.
Let's take a look at each, talk about what they are, and some basic guidelines for frequency of posting.
1. Status Updates
Status updates are the updates you post on your LinkedIn home page. These are seen by only your 1st degree connections.
They are NOT the same as a personal message.
And there is NO guarantee that your connections will see the update. In fact, you can rest assured that only a small percentage of your connections will ever see a given status update.
Why is that?
There are a couple key reasons.
For starters, people are becoming more and more connected on LinkedIn.
So even if they are logging into LinkedIn every single day, they still have hundreds or thousands of connections posting updates that are streaming through their home page feed.
Consider also that most people don't use LinkedIn the same way they use Facebook. On LinkedIn, people aren't spending time scrolling through their feeds seeing what their friends are up to. It just doesn't work that way. So if you want to be seen, your post better be hitting the top of their page.
And the only way to do that, is to post frequently enough to increase the chances that they will see one of your updates every so often.
Now couple this with the fact that many people do not log into LinkedIn every day, and you can see why posting regularly is so important. (Even more so if your connections are international!)
For most people, we recommend posting a daily status update. This will increase the chances that your updates will be seen.
If you're only posting status updates every couple weeks or so, it's better than nothing. But you're leaving a lot on the table.
2. Group Postings
If you're not sharing content into LinkedIn groups, you're just being a stinker. 🙂
LinkedIn allows you to join up to 50 groups. If you join the RIGHT groups (those where your prospects are hanging out), it can be an amazing tool for getting your message and brand in front of tens or hundreds of thousands. And technically, if you join the biggest LinkedIn groups, millions.
When it comes to sharing content on LinkedIn, the lowest hanging fruit, that will drive the most clicks, is sharing it out to all your LinkedIn groups. The first step is joining the groups where your prospects hang out.
Now, you might be wondering….Do people REALLY pay attention to the groups?
I'd be lying if I said that many people were actually going into LinkedIn every day and scanning through all the latest posts in their groups. No. That's not happening.
HOWEVER, most people are receiving email digests of activity from the LinkedIn groups that they enjoy. The groups that have good, relevant content and conversations.
By sharing content into these groups, a good percentage of the members will see your name and content. It's a great drip marketing strategy.
Suggested frequency for group postings
Once you join the right groups, share good and relevant stuff (stuff= blog posts, discussion starter questions, links to solid case studies, etc) into your groups every week or two.
Do it AT LEAST once a month, but don't be the guy pounding your groups with links every day. It's too much.
Scale it up, baby!
Consider coordinating with other people on your team to do the same thing as above. You can be in up to 50 groups. So the more people you have doing this (all in different groups sharing the content in a coordinated way), the more impact it will have.
3. Company Page Updates
One of the most common questions we receive goes something like this:
“Should I be spending my time on LinkedIn as my company, or as myself?” They're really asking, “What's better; utilizing my company page or my personal profile?”
Personal profiles and groups provide FAR MORE functionality, ability to connect, ability to message, and ability to market than company pages. Company pages are very static.
They're akin to a marketing brochure. It sits there, but it doesn't do much. The exception is Sponsored Updates.
Sponsored Updates (one form of LinkedIn advertising) can only be run from company pages…thus, making your company pages tremendously valuable. For more info on this, check out LinkedAd Academy.
The only people that see company page updates, are those who have followed your company. Growing followers is very expensive, with little value compared to other similar channels/investments.
But here's why Company Pages ARE important, and why you should definitely have one (and maintain it).
These days, legit businesses have LinkedIn company pages. It's kinda like a website. If you don't have one, how legit is your business really?
If a potential client is researching your company, they might specifically look for your company page. For me, it's one of the first things I do when I'm trying to get a feel for what a company is all about, what kind of people work there, etc.
And if this potential client finds zilch…that might not sit well, and could certainly taint their impression of you and your business.
So what should you do?
Definitely have a company page. And try to keep it looking fresh.
Some companies are going hog wild with their LinkedIn company pages. I just don't see that much value in it right now (outside of brand legitimacy and sponsored updates).
Unless you're Intel or Microsoft, you can definitely get away with sharing an update from your company page once every few weeks.
The truth is that VERY few people are paying attention to it. You just don't want it to look like a ghost town for those occasions when a curious cowboy saunters on over to check out your steer. (one point for random cowboy mentions)
Implementing these recommendations can yield a substantial return in terms of clicks and views. It's an amazing amount of top-of-mind awareness, for not too much time invested.
A typical client of ours generates approximately 600 clicks per month and ~5,800 views during one month. And that is from this content sharing plan alone!
It's certainly worth doing, and hopefully this framework will help you get things rolling. If you need some help with it, click here. We'd love to hear from you!