The Anatomy of a Perfect LinkedIn Post

Marketing / 12 Dec 2021

The anatomy of a perfect LinkedIn post

Nothing quite beats that moment when a LinkedIn post generates a new inbound lead. You watch the reach, likes, and comments climb and then see the DM that reads, ‘I saw your post, and I need your help. Can we chat?’ A fist-pump-worthy moment, right there.

What if we told you that many of the most successful posts share certain characteristics? And that you can replicate them to achieve some of the same success without professional social media copywriting services?

We’re not trying to put ourselves out of work. Social media copywriting is what we do. We want to show you that you, too, can create high-performing posts that convert with the right know-how.

Your LinkedIn Post’s Skeleton: Context

Before we get into the nitty-gritty of constructing the perfect post that you reread at least three times because you’re so proud of it, let’s talk basics.

LinkedIn is often cited as being the professional platform. That’s true, but it doesn’t mean your posts should only talk about sales, sales, sales. People forget that LinkedIn is also a social platform. It’s a great place to network, have interesting conversations about engaging topics, all the while demonstrating your know, like, and trust factor to your target audience and ideal clients.

Think about your ideal client – the more details, the better:

  •     What’s their background and level of knowledge about your industry and services?
  •     What’s likely to interest your audience, and what will bore them to tears?
  •     What pain are they experiencing right now that you’re ready and able to alleviate?
  •     Where are they in their customer journey? What information are they likely to need to consider buying from you – and making the right decision down the line?

Your LinkedIn Post’s Connective Tissue: Value

Typically social media content attracts prospects right at the beginning of their buyer journey. Done well, it encourages them to head to your website, sign up to a mailing list, or take whatever step you ask of them in your post.

What’s the quickest way to attract someone’s attention? Relatability and value.

People are naturally self-interested. We’re biologically programmed to survive and actively look for ways to make our everyday lives easier and more enjoyable. It’s a defining characteristic of our species. As cavemen, we created tools to make hunting and living easier, which established our position as the dominant species (much to the dismay of our Neanderthal cousins).

Our self-interest and tendency to pursue a more leisurely life with minimal effort means that we actively seek value from people with skills we don’t possess.

Someone who shows they understand our problems and our limitations and offers us a solution that makes all our troubles disappear will always stand out from the crowd.

Especially when we believe they have the credibility to back up their claims.

The Secret Ingredients: Structure and Pizazz

1. The Hook

Your first sentence, two maximum, needs to grab and hold attention. It’s the only visible part of your post without clicking ‘see more. If your hook doesn’t cut the mustard, no one will see the rest. To make your hook stand out, try these suggestions:

  •     Lead with the punchline. Be direct. What solution will readers get from your post?
  •     A hard-hitting, relevant statistic or fact that resonates with your target client.
  •     Ask an interesting question that’s easy to answer and engage with. Start a conversation.
  •     Share a cryptic, fun, and unusual fact about yourself. E.g. our MD, Heather, loves escape rooms.  

2.    Relatable subjects

The most popular posts are conversational and speak to a prospect’s pain.

Think of a relatable problem or common mistakes clients make and how to rectify or avoid them. Play on your prospect’s self-interest and use it to your advantage.

The problem you choose to tackle doesn’t need to be world-changing. The problem you choose could be a symptom of a larger problem that your business is equipped to fix. It’s all about gaining your prospect’s trust, demonstrating you know what you’re talking about and that you’re approachable and friendly to deal with.

3. Structure and User Experience

The key to a high-performing post that converts is presenting information in bitesize chunks that are easy to consume on the go.

  •     Use simple, snappy sentences and short paragraphs.
  •     Lists, bullet points, emojis, and whitespace break up text for a reader.
  •     Don’t overcomplicate things – pick one subject and nail it. If you’ve got lots to say, break up your topic into several posts to get more bang for your buck.

4.    A Clear Call to Action

We see a lot of social media posts that link to outside sources as their call to action. Things like articles, websites, and newsletter sign-ups. While this is common practice, many people don’t realise is that doing so harms their post’s reach and visibility.

LinkedIn (as with all social media platforms) wants its users to stay on-platform as long as possible. As a result, posts that encourage users away from the platform aren’t as visible.

This fact makes your call to action even more critical. Really consider what you want people to do at the end of every post and tell them. Don’t include links in the body of your post. Add them to the comments and tell them to go there for more information.

5. Hashtags

LinkedIn is not Instagram. Hashtags don’t increase visibility the same way, so you don’t need to use as many as possible. 3 – 5 per post are more than enough.

6. Tagging Connections

Tagging as many connections as possible in every post is frowned upon. By all means, tag someone if the post is relevant and interesting to them or concerns them directly. 

Don’t overdo it, or you’ll risk a telling off from LinkedIn and potentially getting blocked by the person you’re tagging continuously.

Want snazzy socials that’ll knock your prospects’ socks off?

Carefully crafted social media posts make all the difference between attracting attention and making a sale or a prospect scrolling on by, never to be seen or heard from again.

Social media copywriting is one of the many copywriting services we offer. Book your discovery call to find out more about how we can help your agency succeed on social media.