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Case Study: LinkedIn Organic Posting

When one of our clients who continually received incredible lead results through their LinkedIn marketing campaign continued to see low content interaction on the same platform, we set out to find out why.

So many aspects of marketing have changed throughout 2020/21. Things which worked well pre-Covid just aren’t as effective anymore. The same is true for LinkedIn content marketing.

Our goal over a two-month period was to try different types of LinkedIn marketing posts, captions and images. We also changed the formatting and reposted previously published content to see if we could get more interaction. Additionally, we posted all content organically, rather than sticking to a rigid pre-determined LinkedIn content marketing schedule.

Here’s what we found:

Polls

Discovery:

Polls get high views and average interaction.

Data:

views 668 | likes 2 | votes 9

Tips:

Questions which are carefully personalised to specific target markets work really well to get votes these days, when it comes to LinkedIn marketing. For example, ‘Our clients often struggle with XXX. This is how we attempt to help them with this. Which works for you/what are your suggestions?’

Recommend:

Monthly

Polls get high views and average interaction - LinkedIn Content Marketing
Polls get high views and average interaction (views 668 | likes 2 | votes 9)

Photos

Discovery:

Onsite/candid photos with little/no graphics with a personal, story-based caption get high interaction, high views

Data:

Raw image with personalised caption

views 502 | likes 9 | comments 2

Same image with graphics and general caption

views 302 | likes 6 | comments 0

Tips:

Candid photos showing real people in real situations resonate right now and make fantastic fodder for LinkedIn content marketing campaigns. Hold off on adding graphics and logos as people just want to see real and raw. Story-based captions are fantastic, showing the ‘human’ side of your work. For example, ‘XXX has achieved XXX which makes me feel XXX.’

Recommend:

Weekly

Photos with little/no graphics and personal, story-based caption get high interaction - LinkedIn content marketing campaigns
Raw image with personalised caption (views 502 | likes 9 | comments 2 )
Photos with graphics and general caption get less interaction - LinkedIn content marketing campaigns
Same image with graphics and general caption (views 302 | likes 6 | comments 0 )

Questions

Discovery:

Direct questions aimed at specific target market get average views, engagement.

 

Data:

Personalised question without graphic

views 363 | likes 3 | comments 1

Generic question with graphic

views 185 | likes 3 | comments 0

Personalised question without graphic get average engagement - Digital Linkedin marketing
Personalised question without graphic (views 363 | likes 3 | comments 1)
Generic question with graphic get less engagements/views- Linkedin Digital marketing
Generic question with graphic (views 185 | likes 3 | comments 0)

Tips:

While this type of post won’t generally get heaps of traction for your digital marketing campaign, LinkedIn is loving this kind of thing right now. Because LinkedIn is all about creating networks, anything you can do to build a personal rapport with your connections is a good thing. We’ve found that this kind of post is a really good way to connect on a personal level with your target market. For example, ‘How do you feel as a XXX when your client does XXX.’ Try to stay away from stock images and graphics here. If you have a personalised image to use, perfect – but if not, just post the question without an image. You’ll still do much better than if you include something less personal.

Recommend:

Monthly

Real Time

Discovery:

Real time, personalised posts will always exceed everything else – but be sure to include a photo.

Data:

Personalised post with share and personalised caption

views 501 | likes 19 | comments 0

Personalised post with photo (some graphics) and personalised caption

views 208 | likes 1 | comments 0

Personalised post without photo or personalised caption

views 131 | likes 0 | comments 0

Personalised post with share and personalised caption will always exceed everything else - LinkedIn Content Marketing
Personalised post with share and personalised caption (views 501 | likes 19 | comments 0 )
Pets in Personalised Posts - Organic Linkedin Marketing
Personalised post with photo (some graphics) and personalised caption (views 208 | likes 1 | comments 0)
Personalised post without photo or personalised caption views
Personalised post without photo or personalised caption (views 131 | likes 0 | comments 0)

Tips:

Whenever you have a win at work – or even in your personal life – snap a quick photo and write a personal, thoughtful caption to share your good news and explain why this particular moment means so much to you. Even if completely unrelated to what you do for work, people want to relate to you on a personal level and at the moment, the raw, personal stuff is what resonates best. Don’t worry if your photo isn’t perfect, just do your best and make it work! This gets easier, the more you do it. Promise! And make sure you always share and comment when someone tags you in their post. Share the love around! Your LinkedIn content marketing campaign will thank you!

Recommend:

Whenever the moment is right!

Round Up

From everything we learned, here are our top tips for an epic LinkedIn content marketing campaign in 2022:

  1. Keep it real: no stock images or graphic overlays in your 2022 LinkedIn content marketing campaign. Imperfect and personal is the new black.
  2. Ask questions: gone are the days of pretending we all have it together – secret’s out, none of us do! So, whether you do it in a caption or a poll, ask questions! admit when you’re unsure, invite your network to chime in on the conversation.
  3.  Forget perfect:  in a similar vein to tip #1, putting up a perfect, corporate image on LinkedIn is no longer the goal. Enjoy the freedom to have a go, putting your photos, questions and thoughts out there.

And of course, if you’d like to work with us, on creating a fantastic LinkedIn content marketing campaign in 2022, feel free to contact us anytime! We love working with small to medium businesses and our slogan is ‘People First’, so personalised, raw content is our sweet spot!

For anyone keen to make a start today on their LinkedIn content marketing campaign, check out our helpful guide to making sure your LinkedIn profile is highly engaging.

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