February 18, 2025 • 18 mins
How often should you post on LinkedIn? The short answer - it depends. The long answer is in this episode. LinkedIn expert Michelle J Raymond discusses what keeps the LinkedIn algorithm happy, where you should really focus, and, most of all, ensuring that your actions align with your business goals.
Key moments in this episode -
00:00 The LinkedIn Posting Dilemma
02:17 Understanding the LinkedIn Algorithm
05:56 Setting Your LinkedIn Game Plan
07:29 Consistency Over Frequency
12:14 Scheduling Posts on LinkedIn
17:26 Upcoming Speaking Events
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- Book a free intro call
- https://socialmediaforb2bgrowthpodcast.com/
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Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
If posting on LinkedIn every day was thesecret to success, then pretty much every
(00:05):
LinkedIn creator would be a gazillionaire.
And given that's not the case, thequestion remains, listeners, how
often should you post on LinkedIn?
(00:31):
G'day everyone.
It is coach Michelle J Raymond, andwelcome back again for another episode
of the podcast where we are lookinginto all the different ways you can
use LinkedIn to grow your B2B business.
Now, probably one of the most popularquestions when I'm working with
new clients is Michelle, how oftenshould we be posting on LinkedIn?
(00:53):
In today's episode, listeners, weare going to take a look at it from
a number of different perspectives.
So how often should you post on LinkedInto keep the LinkedIn algorithm happy?
Number one.
Number two, we're going to have alook at how often should you post on
LinkedIn when it comes to keeping yourcommunity happy and engaged and number
three, to schedule or not to schedule.
(01:15):
That is the question.
And while we're talking about schedulingLinkedIn posts, here's a quick word
from our podcast sponsors, Metricoolwhich is what I use in my business
to schedule all of our content.
(02:17):
Let's start with how often does theLinkedIn algorithm want you to post?
Now, this is something thatI'm going to start with.
I'm going to answer the questionbecause it's the one that comes
up in training every single time.
And that's the first point where I'mlike, no, that's not what we're here for.
We're not here to keep thealgorithm happy, but I know
(02:39):
it's important to understand it.
So I'm going to cover itfrom that perspective.
So here's your answer.
Quite frankly, the LinkedIn algorithmis not concerned with the volume
of posts that you're putting outas much as what you might think.
It wants you to put out content thatcreates conversations for your community.
(02:59):
So I've done podcast episodeson the LinkedIn algorithm.
LinkedIn told us it's about sharingknowledge and advice to one community, on
the area of expertise that you have anddriving conversations, i. e. comments.
So it's looking at that.
So the word that LinkedInuses more often is relevancy.
(03:21):
Are you posting content that'srelevant to your audience?
So it's not going, Hey, go hardand keep feeding the beast.
That's not what it's trying to do.
It loves consistent content and it doeslove that you're there, but ultimately
they're going, for quality more thanquantity, which hallelujah LinkedIn, that
(03:41):
makes sense to the rest of us as well.
From that perspective, I wantyou to just think about it
as far as the algorithm goes.
The one other little thing that Iwould say, there are people that
are posting every single day.
There are people that are postingonce a week, or there are people that,
are posting multiple times a day.
(04:03):
In my personal experience with the clientsthat I've been working with and the
experiments that I try with my content,if you post multiple times per day, you
can expect that your first post willbe the probably best performing one.
The second post almost cannibalisesthe reach doesn't quite go as far.
(04:25):
In general, there is no realadvantage for all the additional
effort that it's going to take tobe posting multiple times per day.
Now, I think I've seen this also play outwhen people are hitting the repost button.
So you write your own posts at thebeginning of the day, and then you
go and repost other people's content.
My working theory at this point in timeis that by doing that LinkedIn treats
(04:48):
that as a new post and then your originalwork isn't being seen by as many.
So I love the idea of reposting.
I'm not anti that, and it can be a greatplace for people to be starting, but
if you're getting pretty happy go luckyand reposting lots of content, then
just keep an eye on and see if that'sreducing the number of impressions that
you're getting on your original posts.
(05:11):
If the answer is yes, do an experimentand just drop back to that one
post per day and see how things go.
There you go, that is all I'm going to bespeaking on when it comes to the LinkedIn
algorithm and answering the question ofhow often should you post on LinkedIn.
There is something far more importantthan worrying about the LinkedIn algorithm
and we're going to talk about that next.
(05:37):
How dare I say that the LinkedInalgorithm isn't the solution to all
of our answers that we're lookingfor when it comes to LinkedIn.
What should we be looking atmore importantly would be the
follow up question to that.
And I'm glad that you asked.
And here's what I would say.
Before we even talk about how often youshould post on LinkedIn, we have to stop.
(06:00):
What's your game plan?
When I'm doing training in my G.R.O.W.T.Hframework, G is for Game Plan.
So the question is, what areyou trying to do on LinkedIn?
What are you trying to achieve?
Have you set goals?
What are the timeframes that you have?
What are the resourcesthat you have available?
(06:22):
There is no point in me tellingsomebody that is brand new to
LinkedIn to go and post everysingle day, if they're actually,
struggling to even build a community.
If you have a small community, thereis no point in putting all of your
energy into creating content day afterday for pretty much nobody to see.
Think about this.
If you do a post and it goes out toroughly 10 percent of your connections
(06:46):
and followers, and you only have200 connections, that's 20 people.
And if you think about the amountof effort that you're putting in,
honestly, it's just not worth it.
You should be spending moretime building community.
There are people, however, that havereally good consistent workflows,
have been on LinkedIn for a longtime, have got other resources,
(07:07):
maybe doing research, creatinggraphics, and they can get more done.
So that perspective means thatyou could be posting three times
a week, up to five times per week.
And that might be something thatis comfortable, that is going
to allow you to be consistent.
And most importantly, my favouriteword persistent over the long term.
(07:29):
So on LinkedIn, when it comes toyour content strategy and how often
you should be posting, really havea look at what can you commit to
consistently over the long term.
That is far more importantthan the actual number.
And so I want you tohave a think about this.
So if you have a big goal that you aretrying to make sure you achieve in a
(07:52):
short timeframe, then more activityis required that makes logical sense.
If you have time on your hands,cause business is slow and you
can get more done, you might upthings to try and increase those
leads and opportunities coming in.
Conversely, the situation I findmyself in right now is business is
(08:13):
booming, things are going crazy, andI can't always keep up with posting
every single day like I typicallyhave been over the last 10 years.
I like to post most days during the week.
Sometimes I do them on the weekends.
And so, you know, I've dropped things off.
Now the world kept spinning.
My business kept growing and that's okay.
Now that's very different to thedays when I go down that slippery
(08:37):
slope, just like everybody else.
And I stare at the screenand I can't write a post.
Yep.
Even me, after 10 years of creatingcontent for myself, for businesses
around the world, trainingeverybody else how to do it.
There are times when I just can't getover that writer's block, which is crazy
when I know I've got so many ideas.
(08:57):
So if you are new to creating content,just know this is a lot harder than
you probably think, to get started.
And so start off with one postper week, that is more than enough
while you're taking other actions.
And the other actions could be you'recommenting on other people's posts.
You could be sending connection requestsand responding to those messages that
(09:17):
you receive after somebody connects.
All those kinds of activities in buildingyour community are equally as important
as the number of posts, if not moreimportant when you're starting out.
So again, we have to start withyour goals, where you're at and what
you're trying to achieve first up.
Will your audience notice ifyou are not posting every day?
(09:38):
No, you know, with how much isgoing on the platform, with how
much we scroll, quite often peopledon't even realise you're not there
and they just blame the algorithm.
So that kind of brings up the question,if you aren't posting enough, it means
that you could be out of sight, out ofmind, and then that makes it difficult
(10:02):
for people to recall you when theyhave a problem that they know someone
in their LinkedIn network can solve.
There's a business out there.
There's a person out therethat I can work with, but I
just can't remember their name.
I haven't seen their content for a while.
And so this is where thatconsistency does come up.
(10:22):
So I think the happy medium place, if youwant me to put a number on it for most
people to aim for is three times a week.
And that for me, if it's every secondday or every, Tuesday, Wednesday,
Thursday, or maybe it's a day over theweekend, it's fine, but it's a good
spread over the week so that you'remostly covered most posts will last in
(10:43):
the feed 48 hours, 72 hours, things likethis before they disappear completely.
So from that perspective, there's alwayssome fresh content that's coming through,
but I certainly would never recommend thatfor people that are just getting started.
So you need to start off slow.
Build up that momentum and then as youbuild up that momentum and those systems
(11:06):
and processes and confidence, you cankeep going and it's no different to
me, I'm currently on a mission to learnhow to go for a run at the gym and
I've got to tell you, my brain wantsto go fast and it wants to go hard.
My body on the other hand, hasn'tquite got that memo and every piece of
(11:29):
research that I've read about how youcan go from none to run or couch to
5k, all of these kinds of programs, theadvice is always slow down to speed up.
So when it comes to LinkedIn,it is exactly the same.
So slow down, get that cadenceand then build on it over time.
(12:14):
One of the fastest ways that I believethat you can improve the cadence and
your capabilities of doing more postsper week is to schedule your content.
And I think it's important thatwe have a quick conversation
to schedule or not to schedule.
I know that there's noise outon the platform that says, no
(12:34):
way, don't schedule your posts.
You won't get as much reach as if youwere to post them live on LinkedIn.
And after this quick break, I'mgoing to tell you exactly why I
think that's a load of rubbish.
I get that it was a pretty bigcall by me before the break to say
that those people out there whotell you that it's a bad idea to
(12:55):
schedule posts are full of rubbish.
So I better back this up, right?
So if you don't know what ascheduled post is on LinkedIn,
here's pretty much the summary.
You have the opportunity either togo directly in LinkedIn when you
create a post, you can write itall at a time that works for you.
And then before you hit post, there'sa little clock next to it on the left
(13:18):
hand side, and you can click on thatand it opens up a window where you can
schedule a time for the post to go live.
So think about it like this,create the post when works for
you, the post goes live at a timethat works best for your audience.
And so for me, I quite often find myselfwriting my content on the weekends.
(13:39):
I don't know what it is.
It just always seems to be that way.
But that's not when mostof my audience is around.
It's, you know, normallyduring the middle of the week.
And because I work globally, Ifind that my posts work better
if I post them in the afternoon.
Now, if you ask me to write a LinkedInpost in the afternoon it's not
where my brain's working the best.
I'm much better at afternoon napsis the joys of working globally.
(14:02):
I have early morning appointmentswith the U S later ones with Europe.
So afternoons aren'tnecessarily my best time.
So scheduling content canbe a great way around this.
So not only can you do itdirectly in LinkedIn now, so
they've updated that feature.
You can also use tools like Metricoolis the tool that you hear me talk about.
(14:23):
That's what we use at B2B GrowthCo. You can schedule posts for
Company Pages or personal profiles.
Now, I think this is a greatidea for a number of reasons.
It is far easier, especially ifyou are new to creating content,
to sit down and write one to threeposts in one sitting, than come back
(14:44):
and do that three different times.
By getting your brain into thatwriting mode to having those ideas
and getting in that flow is mucheasier than waking up and thinking,
what will I write about today?
When you stare at a blankscreen your brain will go
into lots of different places.
And quite often we end up paralysedby having so many things that we could
(15:07):
write about or the opposite happensand you can't think of anything at all.
So scheduling tools, you can alwayswrite those ideas when works for you.
Like I said, so if an idea comes to meright now, I can put it in the scheduling
tool and have it pre planned out.
This way life doesn't get inthe way I'm guilty of this one.
I am still struggling with, posting mycontent and scheduling it and making
(15:32):
sure that it's done in advance so thatbusiness growth doesn't get in the way.
Life doesn't get in the way.
Being tired, doesn't get in the way.
All the other things that willcreep up and give you the world's
best excuse to not do yourposts for that day or that week.
So scheduling tools work.
(15:52):
Why do people say that LinkedIn postsdon't work as well when you schedule them?
Ultimately it comes back to LinkedIn'salgorithm rewards engagement.
And what is engagement?
Comments and conversations.
And so if you do a post that goeslive at a time that you're not on
LinkedIn to either have been engagingwith other people's posts beforehand.
(16:15):
Or during your post going live, you'renot there to respond to comments that
you're getting, then the algorithm'sgoing well, if you're not here to see
it and you're not going to respond,then why should we show other people?
And I get that some of that theory wherepeople are like babysit your post, you
should sit around for an hour after itgoes live and make sure you're responding.
(16:37):
And I'm like thinking, I don't have anhour to sit there and babysit things.
I've got a business to run.
I've got client work to do, and that'sfar more important than worrying about
getting an extra 20 percent impressions.
Now, if you do have the time andyou hang around and engage, that's
great, but the world does not end.
If you use tools like Metricool, oneof the cool parts is you can go in and
(17:01):
basically take that post and if it'swhat we call evergreen, so IE content
that never goes out of style or out ofdate, you can automatically reschedule
that to go in three months time orsix months time or, down the track.
And that means you're notcreating as much content.
And that's especially great ifthe content works really well.
(17:26):
To wrap this one up, listeners, you arecreating content based on your goals,
based on your resources, based on yourtimeframes, what is going to keep you top
of mind and relevant for your audience?
That is your number one priority.
Then we're going to look at, can youcommit to this over the longterm?
Is what you're committing to sustainable,like really, is it sustainable?
(17:51):
None of this hot and cold.
So I hope you've enjoyed today's episode.
I know it's getting closer to thetime when I'm heading off on my World
Page Advocacy Tour, where I get totalk about all things Company Pages at
Uplift Live in the UK and Social MediaMarketing World over in San Diego.
If you haven't got your tickets for that,please make sure you go and grab them.
(18:12):
I would love to meet with asmany listeners as possible.
So until next week, cheers.
If posting on LinkedIn every day was thesecret to success, then pretty much every
(00:05):
LinkedIn creator would be a gazillionaire.
And given that's not the case, thequestion remains, listeners, how
often should you post on LinkedIn?
(00:31):
G'day everyone.
It is coach Michelle J Raymond, andwelcome back again for another episode
of the podcast where we are lookinginto all the different ways you can
use LinkedIn to grow your B2B business.
Now, probably one of the most popularquestions when I'm working with
new clients is Michelle, how oftenshould we be posting on LinkedIn?
(00:53):
In today's episode, listeners, weare going to take a look at it from
a number of different perspectives.
So how often should you post on LinkedInto keep the LinkedIn algorithm happy?
Number one.
Number two, we're going to have alook at how often should you post on
LinkedIn when it comes to keeping yourcommunity happy and engaged and number
three, to schedule or not to schedule.
(01:15):
That is the question.
And while we're talking about schedulingLinkedIn posts, here's a quick word
from our podcast sponsors, Metricoolwhich is what I use in my business
to schedule all of our content.
(02:17):
Let's start with how often does theLinkedIn algorithm want you to post?
Now, this is something thatI'm going to start with.
I'm going to answer the questionbecause it's the one that comes
up in training every single time.
And that's the first point where I'mlike, no, that's not what we're here for.
We're not here to keep thealgorithm happy, but I know
(02:39):
it's important to understand it.
So I'm going to cover itfrom that perspective.
So here's your answer.
Quite frankly, the LinkedIn algorithmis not concerned with the volume
of posts that you're putting outas much as what you might think.
It wants you to put out content thatcreates conversations for your community.
(02:59):
So I've done podcast episodeson the LinkedIn algorithm.
LinkedIn told us it's about sharingknowledge and advice to one community, on
the area of expertise that you have anddriving conversations, i. e. comments.
So it's looking at that.
So the word that LinkedInuses more often is relevancy.
(03:21):
Are you posting content that'srelevant to your audience?
So it's not going, Hey, go hardand keep feeding the beast.
That's not what it's trying to do.
It loves consistent content and it doeslove that you're there, but ultimately
they're going, for quality more thanquantity, which hallelujah LinkedIn, that
(03:41):
makes sense to the rest of us as well.
From that perspective, I wantyou to just think about it
as far as the algorithm goes.
The one other little thing that Iwould say, there are people that
are posting every single day.
There are people that are postingonce a week, or there are people that,
are posting multiple times a day.
(04:03):
In my personal experience with the clientsthat I've been working with and the
experiments that I try with my content,if you post multiple times per day, you
can expect that your first post willbe the probably best performing one.
The second post almost cannibalisesthe reach doesn't quite go as far.
(04:25):
In general, there is no realadvantage for all the additional
effort that it's going to take tobe posting multiple times per day.
Now, I think I've seen this also play outwhen people are hitting the repost button.
So you write your own posts at thebeginning of the day, and then you
go and repost other people's content.
My working theory at this point in timeis that by doing that LinkedIn treats
(04:48):
that as a new post and then your originalwork isn't being seen by as many.
So I love the idea of reposting.
I'm not anti that, and it can be a greatplace for people to be starting, but
if you're getting pretty happy go luckyand reposting lots of content, then
just keep an eye on and see if that'sreducing the number of impressions that
you're getting on your original posts.
(05:11):
If the answer is yes, do an experimentand just drop back to that one
post per day and see how things go.
There you go, that is all I'm going to bespeaking on when it comes to the LinkedIn
algorithm and answering the question ofhow often should you post on LinkedIn.
There is something far more importantthan worrying about the LinkedIn algorithm
and we're going to talk about that next.
(05:37):
How dare I say that the LinkedInalgorithm isn't the solution to all
of our answers that we're lookingfor when it comes to LinkedIn.
What should we be looking atmore importantly would be the
follow up question to that.
And I'm glad that you asked.
And here's what I would say.
Before we even talk about how often youshould post on LinkedIn, we have to stop.
(06:00):
What's your game plan?
When I'm doing training in my G.R.O.W.T.Hframework, G is for Game Plan.
So the question is, what areyou trying to do on LinkedIn?
What are you trying to achieve?
Have you set goals?
What are the timeframes that you have?
What are the resourcesthat you have available?
(06:22):
There is no point in me tellingsomebody that is brand new to
LinkedIn to go and post everysingle day, if they're actually,
struggling to even build a community.
If you have a small community, thereis no point in putting all of your
energy into creating content day afterday for pretty much nobody to see.
Think about this.
If you do a post and it goes out toroughly 10 percent of your connections
(06:46):
and followers, and you only have200 connections, that's 20 people.
And if you think about the amountof effort that you're putting in,
honestly, it's just not worth it.
You should be spending moretime building community.
There are people, however, that havereally good consistent workflows,
have been on LinkedIn for a longtime, have got other resources,
(07:07):
maybe doing research, creatinggraphics, and they can get more done.
So that perspective means thatyou could be posting three times
a week, up to five times per week.
And that might be something thatis comfortable, that is going
to allow you to be consistent.
And most importantly, my favouriteword persistent over the long term.
(07:29):
So on LinkedIn, when it comes toyour content strategy and how often
you should be posting, really havea look at what can you commit to
consistently over the long term.
That is far more importantthan the actual number.
And so I want you tohave a think about this.
So if you have a big goal that you aretrying to make sure you achieve in a
(07:52):
short timeframe, then more activityis required that makes logical sense.
If you have time on your hands,cause business is slow and you
can get more done, you might upthings to try and increase those
leads and opportunities coming in.
Conversely, the situation I findmyself in right now is business is
(08:13):
booming, things are going crazy, andI can't always keep up with posting
every single day like I typicallyhave been over the last 10 years.
I like to post most days during the week.
Sometimes I do them on the weekends.
And so, you know, I've dropped things off.
Now the world kept spinning.
My business kept growing and that's okay.
Now that's very different to thedays when I go down that slippery
(08:37):
slope, just like everybody else.
And I stare at the screenand I can't write a post.
Yep.
Even me, after 10 years of creatingcontent for myself, for businesses
around the world, trainingeverybody else how to do it.
There are times when I just can't getover that writer's block, which is crazy
when I know I've got so many ideas.
(08:57):
So if you are new to creating content,just know this is a lot harder than
you probably think, to get started.
And so start off with one postper week, that is more than enough
while you're taking other actions.
And the other actions could be you'recommenting on other people's posts.
You could be sending connection requestsand responding to those messages that
(09:17):
you receive after somebody connects.
All those kinds of activities in buildingyour community are equally as important
as the number of posts, if not moreimportant when you're starting out.
So again, we have to start withyour goals, where you're at and what
you're trying to achieve first up.
Will your audience notice ifyou are not posting every day?
(09:38):
No, you know, with how much isgoing on the platform, with how
much we scroll, quite often peopledon't even realise you're not there
and they just blame the algorithm.
So that kind of brings up the question,if you aren't posting enough, it means
that you could be out of sight, out ofmind, and then that makes it difficult
(10:02):
for people to recall you when theyhave a problem that they know someone
in their LinkedIn network can solve.
There's a business out there.
There's a person out therethat I can work with, but I
just can't remember their name.
I haven't seen their content for a while.
And so this is where thatconsistency does come up.
(10:22):
So I think the happy medium place, if youwant me to put a number on it for most
people to aim for is three times a week.
And that for me, if it's every secondday or every, Tuesday, Wednesday,
Thursday, or maybe it's a day over theweekend, it's fine, but it's a good
spread over the week so that you'remostly covered most posts will last in
(10:43):
the feed 48 hours, 72 hours, things likethis before they disappear completely.
So from that perspective, there's alwayssome fresh content that's coming through,
but I certainly would never recommend thatfor people that are just getting started.
So you need to start off slow.
Build up that momentum and then as youbuild up that momentum and those systems
(11:06):
and processes and confidence, you cankeep going and it's no different to
me, I'm currently on a mission to learnhow to go for a run at the gym and
I've got to tell you, my brain wantsto go fast and it wants to go hard.
My body on the other hand, hasn'tquite got that memo and every piece of
(11:29):
research that I've read about how youcan go from none to run or couch to
5k, all of these kinds of programs, theadvice is always slow down to speed up.
So when it comes to LinkedIn,it is exactly the same.
So slow down, get that cadenceand then build on it over time.
(12:14):
One of the fastest ways that I believethat you can improve the cadence and
your capabilities of doing more postsper week is to schedule your content.
And I think it's important thatwe have a quick conversation
to schedule or not to schedule.
I know that there's noise outon the platform that says, no
(12:34):
way, don't schedule your posts.
You won't get as much reach as if youwere to post them live on LinkedIn.
And after this quick break, I'mgoing to tell you exactly why I
think that's a load of rubbish.
I get that it was a pretty bigcall by me before the break to say
that those people out there whotell you that it's a bad idea to
(12:55):
schedule posts are full of rubbish.
So I better back this up, right?
So if you don't know what ascheduled post is on LinkedIn,
here's pretty much the summary.
You have the opportunity either togo directly in LinkedIn when you
create a post, you can write itall at a time that works for you.
And then before you hit post, there'sa little clock next to it on the left
(13:18):
hand side, and you can click on thatand it opens up a window where you can
schedule a time for the post to go live.
So think about it like this,create the post when works for
you, the post goes live at a timethat works best for your audience.
And so for me, I quite often find myselfwriting my content on the weekends.
(13:39):
I don't know what it is.
It just always seems to be that way.
But that's not when mostof my audience is around.
It's, you know, normallyduring the middle of the week.
And because I work globally, Ifind that my posts work better
if I post them in the afternoon.
Now, if you ask me to write a LinkedInpost in the afternoon it's not
where my brain's working the best.
I'm much better at afternoon napsis the joys of working globally.
(14:02):
I have early morning appointmentswith the U S later ones with Europe.
So afternoons aren'tnecessarily my best time.
So scheduling content canbe a great way around this.
So not only can you do itdirectly in LinkedIn now, so
they've updated that feature.
You can also use tools like Metricoolis the tool that you hear me talk about.
(14:23):
That's what we use at B2B GrowthCo. You can schedule posts for
Company Pages or personal profiles.
Now, I think this is a greatidea for a number of reasons.
It is far easier, especially ifyou are new to creating content,
to sit down and write one to threeposts in one sitting, than come back
(14:44):
and do that three different times.
By getting your brain into thatwriting mode to having those ideas
and getting in that flow is mucheasier than waking up and thinking,
what will I write about today?
When you stare at a blankscreen your brain will go
into lots of different places.
And quite often we end up paralysedby having so many things that we could
(15:07):
write about or the opposite happensand you can't think of anything at all.
So scheduling tools, you can alwayswrite those ideas when works for you.
Like I said, so if an idea comes to meright now, I can put it in the scheduling
tool and have it pre planned out.
This way life doesn't get inthe way I'm guilty of this one.
I am still struggling with, posting mycontent and scheduling it and making
(15:32):
sure that it's done in advance so thatbusiness growth doesn't get in the way.
Life doesn't get in the way.
Being tired, doesn't get in the way.
All the other things that willcreep up and give you the world's
best excuse to not do yourposts for that day or that week.
So scheduling tools work.
(15:52):
Why do people say that LinkedIn postsdon't work as well when you schedule them?
Ultimately it comes back to LinkedIn'salgorithm rewards engagement.
And what is engagement?
Comments and conversations.
And so if you do a post that goeslive at a time that you're not on
LinkedIn to either have been engagingwith other people's posts beforehand.
(16:15):
Or during your post going live, you'renot there to respond to comments that
you're getting, then the algorithm'sgoing well, if you're not here to see
it and you're not going to respond,then why should we show other people?
And I get that some of that theory wherepeople are like babysit your post, you
should sit around for an hour after itgoes live and make sure you're responding.
(16:37):
And I'm like thinking, I don't have anhour to sit there and babysit things.
I've got a business to run.
I've got client work to do, and that'sfar more important than worrying about
getting an extra 20 percent impressions.
Now, if you do have the time andyou hang around and engage, that's
great, but the world does not end.
If you use tools like Metricool, oneof the cool parts is you can go in and
(17:01):
basically take that post and if it'swhat we call evergreen, so IE content
that never goes out of style or out ofdate, you can automatically reschedule
that to go in three months time orsix months time or, down the track.
And that means you're notcreating as much content.
And that's especially great ifthe content works really well.
(17:26):
To wrap this one up, listeners, you arecreating content based on your goals,
based on your resources, based on yourtimeframes, what is going to keep you top
of mind and relevant for your audience?
That is your number one priority.
Then we're going to look at, can youcommit to this over the longterm?
Is what you're committing to sustainable,like really, is it sustainable?
(17:51):
None of this hot and cold.
So I hope you've enjoyed today's episode.
I know it's getting closer to thetime when I'm heading off on my World
Page Advocacy Tour, where I get totalk about all things Company Pages at
Uplift Live in the UK and Social MediaMarketing World over in San Diego.
If you haven't got your tickets for that,please make sure you go and grab them.
(18:12):
I would love to meet with asmany listeners as possible.
So until next week, cheers.
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