LinkedIn can be an excellent way to grow your business. It’s the No. 1 platform for B2B marketers to distribute content. Half of all social traffic to B2B blogs and sites come from LinkedIn.
So how might you go about pumping up your promotional volume on LinkedIn if you’re an already-slammed-to-the-gills marketer? Well for starters, let’s work smarter, not harder. There are tips and best practices that LinkedIn’s own staff has shared through their regularly scheduled webinars. In addition, automation can help. But it’s important to know when to schedule LinkedIn posts to optimize views and engagement.
Here’s a list of best practices to get you started.
1. Post once a day
Experts recommend posting on social media many times daily to maximize impressions. But posting just once a day is the recommended frequency for LinkedIn.
LinkedIn’s own marketing guide states that 20 posts per month will let you reach 60% of your audience.
That equates to one post, each weekday, on average.
In most cases, posting more than once a day on LinkedIn won’t bring you extra benefits. If you have extra time to work on social media, use it to work on another platform.
2. Post on weekdays only
LinkedIn is different from other social media like Facebook and Twitter. Its primary purpose isn’t for social communication. Instead, most people use LinkedIn to build professional connections and market to those in their industry.
This means that most people use it on weekdays only — while they’re at work.
The best days to schedule LinkedIn posts are Wednesday and Thursday. Meanwhile, avoid posting on Sunday. It has the lowest engagement of any day of the week.
3. Post in the morning
Scheduling your posts for when your audience is online is the best strategy to make sure people see them.
Again, because people are using LinkedIn at work, the best time to post is while they’re at work.
According to LinkedIn, updates posted in the morning have the highest engagement rate.
This makes sense when you think about the morning routine of most business professionals.
Think about what you do when you arrive at work. It may look something like this:
- Make a coffee and greet your colleagues.
- Go to your desk.
- Check your email.
- Read online publications and social media to catch up on industry news.
So, the optimal posting time is around 8:15 a.m. for most brands.
There are other increases in LinkedIn usage around lunchtime and after working hours. Again, this is logical. Some are too busy to check in on social media during the working day, so they’ll have a quick read over lunch. The end of the day is another popular time for less critical tasks. That’s when all the meetings and other commitments of the day are over.
If your LinkedIn audience resides in different time zones, you may have to adjust your posting times. This way, every person who follows you has a good chance of seeing at least some of your posts.
4. Use LinkedIn Analytics
The suggested posting times are just an average. They may not be the ideal times to schedule LinkedIn posts for your audience.
For example, some say that around 8 p.m. is the best time to reach C-suite decision-makers.
Executives have long and busy days. Even at 5 p.m., they’re still catching up on emails and other matters. They don’t have time for social media until they’re at home.
The best way to find your audience’s sweet spot? Analyze your posts to see how well they performed. Use LinkedIn’s built-in analytics to identify which posts are most effective. Sort your posts by top engagement rate, impressions, clicks, or interaction. Then, see if there are any trends in post type or posting times.
As LinkedIn analytics only show the post date, keep records of the times you post.
5. Don’t use LinkedIn automation tools too much
LinkedIn automation tools can be helpful to carry out repetitive tasks. They help you to save time when responding to connection requests and similar tasks. You can schedule your LinkedIn content in advance too.
But you should always use them in moderation.
LinkedIn takes a dim view of “scraping” tools. You run the risk of your account being restricted if you rely too much on automation.
6. Use an integrated social media strategy
Most likely, LinkedIn isn’t the only social media platform you’re using in your digital marketing strategy.
To make the most of your ROI and resources, treat LinkedIn as just one part of the larger puzzle. Optimize your posting schedule across all platforms.
But, it can get confusing when you have data from several different platforms.
DivvyHQ can simplify the process. As an integrated content marketing platform, we’ll collect all relevant data. Then, we’ll present it to you in one place.
DivvyHQ’s content automation feature will also help you to streamline workflow. Get the most out of your social media posts by managing everything from one central dashboard.
Get in touch today to find out more and to request a demo.