We know how badly you want those posts views because we’ve been there before. But, there is a way to get them, there is a way to write better copy, and there is a way to drive that traffic to your site.
In this guide, we’ll help you write better posts to drive more traffic, more views and more conversions.
We will be teaching you how to craft better posts to drive traffic to your site.
TABLE OF CONTENTS:
Before you can even reach out with your posts and content, you have to understand the audience that you are communicating with.
LinkedIn has more than 645 million members, and out of these, about half are active. There are 180 million senior-level influencers, 63 million decision-makers, and there are a lot of C-level people hanging around, too — about 10 million of them.
Did you also know that 87 million millennials, with 11 million of them in decision making positions, are active on LinkedIn?
What does this mean?
It means your content has to adapt to the age group of your audience, and you can structure your content depending on the audience that you are trying to reach.
Everyone and their uncle are on their phones. More than half of all internet searches are now being done on mobile, and the numbers aren’t going down any time soon.
You’ve got to start writing for mobile devices.
This means writing your LinkedIn posts in clunky sentences isn’t going to get you the same number of views anymore.
No one likes long paragraphs on little screens. They harder to read, and they look long and tedious.
You have to remember you’re competing with attention span and longer paragraphs mean that they will have to spend longer on your post.
People don’t like that.
You have to maintain engagement, and that means being able to maintain attention spans.
Do you want to experiment? Then, try previewing your post on your phone before you publish it.
That’s what people feel when they see this design.
You’re about to run down a hill.
As you start running – you pick up speed.
The anticipation of moving faster excites you.
Now if you’re running on a flat street there’s a lot less of it.
This type of curvature in the picture below is like that of a hill.
You see the sentences shortening.
Your reading speed increases.
Then it stops for a second.
Maybe it’s a one or two-word sentence.
It packs a punch.
All the emotion makes you want to read on.
So you continue with the next sentence that’s much longer.
And the pattern repeats.
Think about this for a second.
Do your eyes look for a pattern when you read?
Aren’t you subconsciously searching for a structure?
You know you are.
Just like those lines above, you need to be able to structure the sentences like waves. You are trying to build anticipation for your reader, so you need to control the speed at which they read.
By shortening sentences, you are increasing their reading speed, by creating a structure you are controlling their reading pace. This is helpful if you want to drive a point in two to four words.
You want them to feel the anticipation that as you shorten the sentences, their eyes run faster – or vice versa – until they hit that one-liner that packs that emotional punch that you have.
Do you know how powerful that one-liner is? It makes you want to read the next sentence afterward. By playing with anticipation and pace, can create more engaging posts on your LinkedIn.
There are plenty of ways to start a post, and there are hundreds of openers that you can use to grab attention.
You can start with:
Here are a few examples:
Check out other lessons here!
Once you can get on the same level as your reader, you become relatable. And, relatability is something that you have to establish early on so that the reader will even read your post, to begin with.
There’s a caveat to all of this.
You have to make it short enough in order for someone breezing through LinkedIn to be able to notice it and read the first line in its entirety.
This is the reason we advise that you start your post with a simple sentence. A sentence that’s relatable and captivates the audience with emotion will do wonders for someone scrolling past.
You can always explain yourself later. This isn’t a news article where you have to provide a summary in the first sentence. These posts are supposed to excite your audience and keep them reading.
Now that you’ve engaged your reader, you need to think about how you want to write your story down. Apart from being relatable, your post must bring about emotion.
You want them to feel and not think.
Here are a couple of tips to keep your post engaging.
Avoid using words such as “and,” “but,” and “or” because it lengthens your sentences. You want to be able to attack the post with shortened sentences because this allows you to keep the reading momentum going even with longer posts.
You do not want to make your writing daunting for your readers.
Using Questions in Your Posts
There are only a couple of instances where you should be using a question. At the beginning of your post, at the end to make a statement, a self-conscious thought you are writing about, and in some cases where you want to create a dramatic effect.
However, apart from these instances, you should avoid using them in your LinkedIn posts because they make your reader pause and think. The pausing won’t help what you are trying to achieve.
People like watching as much as they like being told a story. By being able to reenact moments, you put the reader in the presence of the story, and this makes your writing more engaging.
One way of doing this is through conversations.
Reenact how a conversation went on between two people in the story. This puts the reader in the scene, and they can imagine the turn of events.
Spice up your adjectives
It’s time for you to stop using common adjectives such as “great,” “best,” “big,” and “bad.” The reason being is that it leaves room for interpretation, and they are general. You want to be specific with the emotion that you are trying to convey in your post.
Check out this example of vocabulary use.
By using simple adjectives such as these, you can derail an entire post. It becomes general in nature, and it loses its value. You’re telling a story, use your vocabulary.
Simplify your vocabulary
While we’re on the subject of vocabulary, you have to make sure that you don’t use overwhelming vocabulary.
Look at how this post is constructed.
It doesn’t matter if they understand what “discombobulated” means but if you lose a fraction of a second of your reader’s attention because they were discombobulated with the word “discombobulated,” then you’re in trouble.
Getting them disinterested or allowing them to lose attention is distracting them from the emotion that you want them to feel.
Some of the posts that we’ve crafted have used less than two adverbs because they allow a reader to think.
Or, don’t use any adverbs at all.
Adverbs do modify a verb, and they make for excellent writing, but in the type of posts that we are going for, we aim to target emotion. As we’ve mentioned earlier, when we get our readers to start thinking, there is a possibility that we lose that emotional momentum.
Now we’ve dealt with a number of themes in writing a post, from being relatable to eliciting an emotional response from your reader. The ending is as important as the post itself.
The end is where the reader will finally decide if they want to share your post or react to it. It is where you genuinely get engagement.
The way to end a post is simple. You have to be able to drive at your what emotion you wanted to elicit from the beginning.
It can either be a reiteration of the emotion at the beginning coupled with a call-to-action, it could be a hanging question that lingers in the reader’s mind, and it could be something directed at the reader themselves.
You have to end your post with intense emotion, or they won’t do anything about it.
Proofreading is checking for grammatical errors and facts that could be misplaced, but copyediting is something else.
In posts like this, you’re allowed to break the grammatical norms for writing – any English professor would get annoyed at the number of short sentences we were using- not to mention the line spaces.
However, writing posts of this sort is an art so the rules can be bent.
What you need is a fresh set of eyes to look over what you’ve done so far. This is why we advise that you let someone else have a look at it before you post it. Also, don't forget to use Grammarly.
Ask for feedback, and watch how they react to it. This allows you to check if you’ve done a good enough job at eliciting emotions.
One of the best ways for you to make sure that your post gets noticed is to create buzz for your post.
You can ask people to comment in order for your post to generate some traction.
The average lifespan of a post on LinkedIn is 72 hours which means that after the three days are up, you can edit your post and add a link at the top.
This way, when people check out your other posts on your profile after they've gone viral. they can see the link immediately.
There are a lot of ways to write posts and gain or increase views, but this formula has got us so much engagement that it’s a shame not to share it with other people. Most of the time, people try to reinvent the wheel with their posts, but sometimes you don’t have to. Sometimes all you need is a better driver.
These posts aim to let the reader feel what you feel. Empathy comes from the experiences that you’ve lived through. So take these experiences and turn them into a story.
A growth hacking story.