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LinkedIn posts effectiveness is somewhat of a mystery. As Bernie’s guest, Scott Ayres says, “LinkedIn is like the Uncle who always comes to the family reunion with a great casserole, but you forget is there.” So Scott and his team at Agorapulse decided to do a social media experiment to see exactly what post types are effective on LinkedIn.
Scott is a Content Scientist for Agorapulse – he runs experiments as part of the company’s Social Media Lab. During this conversation with Bernie you’ll hear how he runs experiments using different content on the various social media platforms, verifies it through the expertise of an actual data scientist, and publishes the results.
Scott’s findings from a recent experiment about LinkedIn posts is the special topic of interest for this episode.When it comes to creating effective #LinkedIn posts, the science doesn’t lie. @scottayres of @AgoraPulse shares the data on this episode of @SBEngine w #CMO of Vengreso, @BernieBorges. 🎧 Listen! 🎧 #SocialSelling #SBEShowClick To Tweet
Sales Professionals Need Social Best-Practices Based on Data, Not Anecdotes
Any Google search for “How to post effectively on LinkedIn” or “LinkedIn best-practices” will provide hundreds of results, but how do you know which of the posts returned are actually trustworthy?
The leadership at Agorapulse, a social media scheduling tool, has dedicated a significant portion of its monthly budget to run data-driven social media experiments through what they call “The Social Media Lab.” Scott Ayres leads that team in carrying out all kinds of tests and trials based on this pattern:
Problem -> hypothesis -> research -> findings
With the help of an actual data scientist who is on staff at Agorapulse, the team is uncovering best-practices and publishing them publicly for anyone to learn from. Our team here at Vengreso is very keen on LinkedIn, so Bernie asked Scott to elaborate on the findings from a recent SML experiment about the kind of LinkedIn posts that perform best. You will find the results surprising.Text-only posts on #LinkedIn are viewed massively more than others. @scottayres of @AgoraPulse shares the data on this episode. 🎧 Listen! to this episode of @SBEngine with #CMO of Vengreso, @BernieBorges. #DigitalSelling #SBEShowClick To Tweet
Text-Only Posts on LinkedIn Are Viewed Massively More Than Others
One of the principles you hear touted about using social media effectively is that it’s a visual medium – so posts that include images, gifs, LinkedIn videos, etc. are more effective. Scott Ayres wanted to test that hypothesis, especially as it has to do with LinkedIn. His team at the Social Media Lab used three accounts with large followings to test the following hypothesis – Text-only posts would garner the lowest amount of views.
The team posted a variety of content types over a specified period of time, and tracked the engagement for each. What were the results? In Scott’s words, “Text-only posts on LinkedIn had an increase of 1,069% views.”
That’s the type of data that helps those of us in sales and marketing understand how to garner better engagement for the sake of establishing relationships and uncovering needs. Listen to this podcast to hear more about how posting on LinkedIn create more sales conversations.
It hasn’t been around for long, but LinkedIn now supports the use of hashtags. It’s easy to forget that the functionality even exists on LinkedIn but those who are utilizing hashtags are seeing great results – and the data Scott and his team have been able to compile from their experiments prove it’s not just anecdotal.
The Social Media Lab experiment about LinkedIn hashtags shows that posts using at least one hashtag get 29.59% higher impressions. Based on those findings, Bernie and Scott discuss the ways hashtags can be used to coordinate sharing efforts by a sales or marketing team, how searches can be made using hashtags. If you’re interested in increasing your activity on LinkedIn and think hashtags could help you do that, listen to this episode to get Scott and Bernie’s advice on the issue.#SocialMedia is a visual medium right? Not #LinkedIn. @scottayres of @AgoraPulse shares the amazing data on this episode of @SBEngine with #CMO of Vengreso, @BernieBorges. 🎧 Listen! 🎧 #DigitalSelling #SBEShow #SocialSellingClick To Tweet
Featured on This Episode
- The Social Media Lab Podcast
- Agorapulse website
- Agorapulse on Facebook
- Scott on LinkedIn
- Scott on Twitter
Outline of This Episode
- [0:43] The fun job Scott Ayres gets to do for Agorapulse
- [2:55] What is Agorapulse? – An amazing social media tool and a social media lab
- [6:53] The criteria behind choosing social media experiments to run
- [10:12] LinkedIn Post types: Is LinkedIn like the other sites?
- [13:13] The hypothesis behind the text-only post advantage
- [18:23] The new hashtag experiment Agorapulse has run recently
Resources & People Mentioned
- LinkedIn experiment discussed on this episode: https://www.agorapulse.com/social/linkedin
- Melonie Dadaro’s book: The LinkedIn Code
- Measure your LinkedIn Social Selling Index
- Viveka von Rosen
- Hashtag examples: #VengresoVids #VengresoPics
- The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr
Connect With Bernie and Social Business Engine
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This podcast originally appeared on Social Business Engine
10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”
My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.
Thanks for sharing. The number of times you mention a word or phrase is still a factor for sure.
We love hearing tips as well as questions our reader, so keep them coming!
Should I change keywords overtime based on what’s popular on the internet?
There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.
Customizing LinkedIn URLs create more visibility for sure! Thank you, Bret.
I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).
People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!
Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?
B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer
Or can you add more keyword phrases than this?
Hey David – I honestly don’t know the efficacy of adding more keywords than that. I would stick with what you have above.
All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
I also get much knowledge from this blog.
thank you keep sharing.