With over 900 million global users, LinkedIn is the number-one platform for B2B marketers. It’s a great way to distribute content and grow your business. Half of all social traffic to B2B blogs and websites comes from LinkedIn.
So how might you pump up your promotional volume on LinkedIn if you’re an already-slammed-to-the-gills marketer? Well, for starters, let’s work smarter, not harder.
LinkedIn’s staff frequently share tips and post best practices in their regularly scheduled webinars. Additionally, automation is another tool you can use to simplify posting.
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However, it’s also important to understand when to schedule LinkedIn posts to optimize views and engagement. Let’s dive into seven best practices to keep in mind when setting up your posting schedule.
Posting multiple times daily is the standard approach to social media content marketing. However, this method doesn’t reap the same benefits on LinkedIn.
LinkedIn’s own marketing guide states that 20 posts per month will let you reach 60% of your audience. You will hit this target if you post once daily, five times a week. Usually, publishing more than once daily on LinkedIn won’t boost your engagement results.
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We know how challenging it is to even meet a daily posting schedule. LinkedIn implemented a native scheduling tool at the end of 2022, allowing you to preschedule posts for more efficient use of your time.
Instead of posting more frequently on LinkedIn, we recommend using any extra social media time to work on another platform where the algorithms favor increased publishing rates.
Think of it as a professional networking platform. Most people use LinkedIn to build professional connections and market to those in their industry, which means that most people use it on weekdays only, while they’re at work.
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According to SproutSocial, the best days of the week to schedule LinkedIn posts are Tuesdays and Wednesdays. Meanwhile, avoid posting on Sunday. It has the lowest engagement of any day of the week.
The best content marketing strategy is to schedule your posts to intersect with the times your audience is online and scrolling their social media platforms. Here, LinkedIn again stands out from other social media platforms.
Users are more likely to engage on a professional networking site at work, particularly since many businesses have a company LinkedIn page. According to LinkedIn, updates posted in the morning have the highest engagement rate.
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It makes sense to schedule LinkedIn posts in the morning if you think about the work routines of most business professionals. A typical morning often looks something like this:
Sometimes, morning deadlines supersede the first social media check-in. The optimal posting time is between 8:15 and noon, with the 10:00 and 11:00 hours seeing the most action.
LinkedIn usage also increases around lunchtime and at the end of the workday, though these times don’t receive as much engagement as the morning hours. The uptick in activity during lunch and at the end of the workday is logical.
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Often, users are too busy to check in on social media in the morning, so they’ll have a quick read over lunch. By the end of the day, meetings and other commitments have ended, leaving room for less critical tasks.
If your LinkedIn audience lives in different time zones, you may need to adjust your posting times. This way, everyone following you has a good chance of seeing at least some of your posts.
Determining the best posting times is the first step in optimizing your engagement on LinkedIn. The second step is to figure out what content to post.
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Viewers like variety, so mix up topics and formats. GIFs, articles, text, and videos are all fair game on LinkedIn. Additionally, you should take advantage of LinkedIn Live.
Keep in mind that people are more likely to share videos than any other content type. LinkedIn offers tips for posting video content on the platform.
The LinkedIn algorithm isn’t a fan of external links, so don’t include them in your posts. If you want viewers to check out an external site — say, your webpage — include the link in the comment section.
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The best way to know what strategies are best for scheduling LinkedIn posts is to assess the data. If you want to find out your audience’s sweet spot, experiment and then analyze your posts to see how well they performed.
Keep in mind that the suggested posting times are an average across industries and users. They may not be the ideal times to schedule LinkedIn posts for your audience.
For example, around 8 p.m. may be the best time to reach C-suite decision-makers. Executives have long and busy days. Even at 5 p.m., they are still catching up on emails and other matters. They don’t have time for social media until they’re at home.
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LinkedIn has a built-in analytics tool to identify which posts are most effective. Sort your posts by top engagement rate, impressions, clicks, or interaction. Then see if there are any trends in post type or posting times.
Automation tools can be helpful in carrying out repetitive tasks when you schedule LinkedIn posts, saving time when responding to connection requests and similar jobs. However, you should use them in moderation.
LinkedIn takes a dim view of “scraping” tools. You risk LinkedIn editors restricting your account if you rely too much on automation.
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Most likely, LinkedIn isn’t your only social media platform in your digital marketing strategy. To maximize your ROI and resources, treat LinkedIn as just one part of the larger puzzle and optimize your posting schedule across all platforms.
Though an integrated strategy is effective, it can get a bit chaotic when planning, drafting, publishing, and analyzing the performance of social posts across multiple social networks. simplifies the process.
Our integrated content operations platform helps social teams manage the entire social planning and production process, as well as collecting relevant data across platforms with our Analytics dashboards. You should definitely give a look if you’re trying to streamline your workflow.
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Get in touch today to find out more and to request a demo to learn how we can help you schedule LinkedIn posts efficiently and effectively.
Brock is a brand builder, technology entrepreneur, and Co-Founder of . He has a unique mix of creativity and business acumen, which has helped him build and lead dynamic teams and successful businesses. In 2005, he founded a trailblazing content marketing and website development agency. During that time he worked with over 150 companies. His goal is to help organizations elevate their brand reputation and help them connect, excite and engage with their consumers in innovative ways.It looks at the amount of engagement your content attracts, and uses that to determine how widely to spread your content on the platform.
So if you’re not attracting that much engagement, it judges the value of what you’re sharing with your network to be relatively low, and reduces its visibility accordingly.
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On the other hand, if you have healthy engagement levels showing the people in your network are enjoying and finding value in your content, it will extend the reach of your content so that more people see it.
If you're posting on #LinkedIn frequently but not getting much engagement, slow down. It's better to focus on creating stronger content that attracts higher engagement. Click To Tweet What Does That Mean For How Often to Post?
In brief, if you’re posting frequently but getting little or no engagement, with every post you make, you’re simply reinforcing the impression LinkedIn has about your content.
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After all, let’s be frank—no one’s seeing your content anyway, so there’s little point continuing with a relatively high level of frequency!
Once you see your engagement levels rise and you get the hang of what resonates best with your network, start to ramp the frequency back up.
With that in mind, the following recommendations assume that you’re already achieving a reasonable level of engagement for your content on LinkedIn.
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After all, there’s little point in posting multiple times a day only to burn out after a couple of weeks and then only turn up sporadically.
How often should you post to your personal profile on LinkedIn? As often as you can do so on a regular, sustainable and consistent basis. #contentdistribution Click To Tweet
What’s more, with a proper process, other people can take care of virtually all of it so it’s not falling on you as the business owner.
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The result is multiple different social media posts created from your original blog posts that can then be shared at intervals for weeks or even months after your blog post was published.
You don’t have to try and cover every different type of post at once. But think about one or two additional social posts you can start to weave into the mix, and then expand from there.
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The secret to showing up consistently on LinkedIn and other social media channels is this—do as little as possible yourself. Develop processes and systematize everything. #contentstrategy Click To Tweet
However, trying to manage the process manually will naturally be a headache. To get consistency, you need everything to be streamlined so it
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