Building a loyal and engaged audience on social media can seem daunting. Thankfully, the Buffer team can provide some valuable advice. As experts who use platforms like TikTok, Instagram, YouTube, Threads, and notably LinkedIn to support their personal brands and small businesses, they have a wealth of firsthand experience to share. Over the past year, many Bufferoos have turned to LinkedIn to advocate for their brand, amassing a collective following of over 50,000.
With this in mind, let’s dive into some effective strategies, tips, and best practices straight from the Buffer team on how to grow your LinkedIn audience.
Deliver Value Upfront
On LinkedIn, users are there to enhance their professional lives rather than for sheer entertainment. Therefore, when creating content, ask yourself how you can assist your audience in learning and growing. According to Senior Design Engineer David Luhr, longer-form content that offers immediate value tends to perform well. Such posts should provide actionable insights or practical recommendations right off the bat.
David sees LinkedIn posts as standalone content pieces, often distilling key points from blog posts or videos. If external content is needed, he places it in the comments, leveraging Buffer’s LinkedIn first comment feature for seamless integration.
Use ‘How I’ vs. ‘How To’
When sharing expertise, illustrate how you personally implement these tactics. Simon Heaton, Director of Growth Marketing at Buffer, emphasizes the value of real-life examples. Sharing behind-the-scenes insights into Buffer’s marketing efforts has resonated deeply, offering authentic and educational content.
Simplify Your Content for Easy Consumption
Time is of the essence on LinkedIn. Captivate your audience within the first few lines to encourage them to click ‘…More’. Use Buffer’s post preview feature to ensure your text grabs attention right away. Additionally, break up large blocks of text with short paragraphs, emojis, and symbols for better readability.
Show, Don’t Tell
Adding visuals can bolster the impact of your content. Screenshots, charts, or even snapshots from your workday can make your posts more engaging. Sophie Gil, Buffer’s Growth Marketing Manager, suggests this method to add layers of connection and authenticity.
Ask Open-Ended Questions
Engage your audience by asking questions that spark genuine conversation. This builds relationships and fosters community interaction. Hailley Griffis, Head of Communications and Content, effectively uses this tactic to learn from her connections and expand her network.
Repurpose Content
If you’re active on multiple platforms, repurpose your content for LinkedIn to widen your reach. Even older posts can be revisited and reformatted for a fresh audience. This strategy has worked wonders for Hailley and Buffer’s team, often leading to higher engagement.
Post at the Right Times
Timing is crucial on LinkedIn. Content posted between 9 a.m. and 4 p.m. generally garners more engagement. However, be aware of your audience’s time zones. Using Buffer’s analytics tools can help pinpoint your optimum posting times.
Experiment with Different Post Formats
Diversify your posts by using various formats like text, photos, carousels, videos, or polls. Tami Oladipo, a Content Writer, finds experimenting with new formats crucial for keeping content fresh and engaging.
The Buffer Team’s LinkedIn Motivation
Wondering why the Buffer team is so committed to LinkedIn? Here are some compelling reasons:
Becoming Industry Thought Leaders
Being active on LinkedIn helps Buffer team members establish themselves as industry leaders, opening doors for new opportunities.
Building a Professional Network
LinkedIn’s professional focus makes it ideal for connecting with industry peers and learning from one another.
Staying Updated
Engagement on LinkedIn helps David Luhr, for instance, stay abreast of the latest trends and updates in design engineering.
Testing and Improving Buffer
The Buffer team also uses LinkedIn to test and refine their tools, ensuring they meet customer needs.
Start Your LinkedIn Journey
Ready to improve your LinkedIn presence? Check out these resources:
- 📚How to Build a Personal Brand on LinkedIn (+ Why You Should)
- 📚6 LinkedIn Experts Gave Me Their Personal Branding Secrets — I Tried Them All
- 📚42K+ Followers on LinkedIn: How I Built My Audience and How You Can Too
- 📚60 Days, 58 LinkedIn Posts, 568,000 Impressions: Here’s What I Learned
Click here for more marketing tips and strategies.
For more on thought leadership, check out this HBR article, or learn about creating valuable content with this Forbes guide.
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