LinkedIn: Consistency, Connections, Content

As compared to other social media platforms, the rules of content creation and growth are very different on LinkedIn. Posting all day long is unnecessary. Posting every day is also not critical. However, what matters is consistently showing up, participating within the community, and creating high quality B2B or B2C content that adds to the body of knowledge on a subject.

Today's Newsletter focuses on the 3 Pillars of LinkedIn success: consistency, connections, and content.

After being consistent on the platform for 15+ months, building connections to create my own tribe of folks on LinkedIn that "get me", and creating content every single day, I have learned a few things that can help other upcoming or established creators on this platform.

When consistency is confusing

• You just spent an hour and half on a detailed post about your business or your method or a topic that you KNOW can change someone's life. You dotted every "i" and crossed every "t." You read and edited your verbiage multiple times because you want it to be perfect. You posted it and then watched it slowly disappear into an abyss of oblivion.

• On another day you created a quick post with a meme, without much overthinking. You posted it with absolutely zero expectations and voila! It started garnering likes, comments, and impressions that exceed anything else you've created thus far.

Your takeaway, naturally, would be that thoughtful and insightful posts are a waste of time. However, my experience and observations of other people's experiences on LinkedIn indicate otherwise. A post might get limited impressions and engagement on the platform, but it might trigger someone who is seeking exactly your proposed solution for their problem into reaching out to you. Your thoughtful post might actually change the life of someone who needed to read about it, even if it got only limited impressions, while your meme just made a few people laugh and move on. The choice, as always, is yours to make. Just don't let impressions dictate your emotions and your next post.

Remember the first pillar is "consistency." What is the typical, usual message that your posts are conveying? Who is your audience? Are you writing for that audience?

When connections matter

• Your languishing post reached your core connections because they follow you meticulously. You've built trust with these folks, and they believe in your vision and knowledge. They will even step in and defend you if you get trolled.

• Need a profile-check? Did something recently that you're excited about? Your core connections will be the first people who will support you. They often are the best cheerleaders of your business and will lift you up even when you are down.

Do not underrate the importance of community and connections on LinkedIn. Unlike YouTube or Instagram or TikTok, the LinkedIn audience is relatively more engaged on what they find interesting for their business. Doom-scrolling occurs, but it is more out of a need to search for something that will help them grow, instead of the pursuit of the next mindless visual "hit."

The second pillar of "connections" props us up, when the algorithm fails or when our creativity just stalls. My favorite thing to do when I feel stuck is to DM one of the many friends I have made on this platform and ask for ideas or support. It never fails to cheer me up and get those creative juices flowing again.

It's more about the content

• My data analysis from various sources indicates that a decently performing post typically gathers between 5-15% of your follower count. If you have less than 1K followers, a good post will reach around 150 impressions. The impression-follower rate for 1K-5K followers is around 12%. Between 5K-10K followers, the impressions are around 10% and if you have over 10K followers, a normal post will get around 5-8% impressions.

• Now, before you challenge these numbers, know this - if you are a Top Voice (Blue Badge) account or if your audience type is general (your content appeals to everyone) - you might have a much higher range of "typical" impressions. It is also a function of the fact that you have gathered a much wider experience and have built connections over a longer period of time on LinkedIn than other accounts.

• A high performing post will gather impressions between 15-30% of your total follower count.

• A viral post, as I define it, is a post that gathers more impressions than the 50% follower count. And a badly performing post in one where the impressions are fewer than 5% of your follower count.

Look back at your content to see how many posts fall in which category. If you are seeing a lot of badly performing posts, it is time to revisit the first two pillars of consistency and connections before focusing on just the content. Because without the first two, content alone cannot prop you up on this platform.

Viral posts do not ensure quality of clients, customers, or connections; authentic posts do!

If you are a looking to create content for yourself or your business, you can definitely use AI. However, if you want high quality, human creativity driven content, send me a DM. I will help you find a solution/creator who will be perfect for you!

Post it, Save it App (for Creators):

• Just added the Prompt Spinner Tool for free for all LinkedIn users:

• Want to easily collect, organize, and analyze your LinkedIn content?

• Want actionable insights on how to improve your engagements and presence on LinkedIn?

• Log in with your LinkedIn account on Post it, Save it App to access available services and tools.

If you don't already do so, please follow/join my Post it, Save it App page, and the Content Creation Strategy Group.

Post it, Save it App Business Content

LinkedIn Best Practices to Improve Post Performance

Instead of my usual LinkedIn Observations for the week, today I decided to change it up to help folks who are looking to grow their LinkedIn presence.

1. Use dashes (-) or asterisks (*) or numbers for lists.

2. Write in short and clear sentences to improve readability.

3. Plain text is preferrable to bold or italic or other special formats.

4. Leave extra lines between paragraphs for ease of reading on mobile.

5. Use basic emojis, if you must, for a more authentic LinkedIn style write up.

6. List key takeaways that your readers can immediately implement or understand.

7. Do not forget to respond to and engage with your audience after making your post.

8. If you use AI to generate your draft, edit it to ensure that it is authentic and trustworthy.

Roundup of Weekly Posts

Here are the embeds for my posts from this week! I am not giving a synopsis, because I think hardly anyone ever reads it, anyway. LOL. If I am wrong, write the word "WRONG" in the comments.

Want to support my creations and business?

Please Subscribe and Share this Newsletter with your network!

• Follow Dr. Kruti Lehenbauer, Analytics TX, LLC & Post it, Save it App

• Share/repost my Newsletter with your network.

• Comment on topics that you enjoy reading about and share ideas that we can explore!

• Recommend me to SMBs seeking a Data Scientist/Advisor.

• Refer me to 3M or Newell Brands so that I can get some free Post-it notes & Sharpies! 😆😆

DISCLAIMER: My daily Post it series only presents a snapshot of the possibilities that are out there. They are not designed to be comprehensive solutions. For folks who want to implement models or data analysis or improve their own businesses using any of these concepts, I am only a DM away! You can find #PostItStatistics on LinkedIn, Instagram, Facebook, X, and YouTube as well.