March 18, 2025 • 16 mins
Tune in to learn how to leverage comments to build your brand and grow your business on LinkedIn. Bonus - Three advanced commenting techniques.
Key moments in this episode -
00:00 The Power of LinkedIn Comments
00:54 From Comment to International Speaker
01:58 Commenting on LinkedIn
02:33 How Often Should You Comment?
06:46 Avoiding Spammy Comments
11:04 Advanced Commenting Strategies
15:06 Strategic Commenting for Business Growth
CONNECT WITH MICHELLE J RAYMOND
- Michelle J Raymond on LinkedIn
- Book a free intro call
- https://socialmediaforb2bgrowthpodcast.com/
- B2B Growth Co newsletter
Make sure to register for a FREE Metricool account today and use Code MICHELLE30 to try any Premium Plan FREE for 30 days.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Are you commenting too much ornot enough when it comes to using
(00:04):
LinkedIn for business growth?
In today's episode, let's find out.
(00:25):
G'day everyone.
It is coach Michelle J Raymond.
And as this episode goes live, I havealready begun my World Page Advocacy Tour.
That's right.
I'm going to speak at Uplift Live in theUK and then heading over to Social Media
Marketing World in the US to share aboutmy new framework to help people get better
(00:45):
engagement out of their Company Pages.
But if it wasn't for comments on LinkedIn,this trip would never have happened.
Let me rewind the clockfour and a half years.
Once upon a time, I wrote a commentand I wrote a comment on a post about
Company Pages and the person who I wrotethat comment on, he was based in Vienna.
(01:09):
And lucky for me, that comment,which had a pretty strong opinion on
Company Pages, which went against thegrain was seen by somebody in Dubai.
Now that person in Dubai, they also hada podcast and invited me on as a guest
to discuss Company Pages some more.
After that podcast went live, a listenerin New Zealand who heard that and heard
(01:33):
me talking about Company Pages reachedout and asked me to write a book.
Shout out to Lynnaire Johnston, coauthor of Business Gold, the world's
first and only book on Company Pages.
As we keep fast forwardinginto the future.
Here I am the person that is known forCompany Pages that has been invited to
(01:56):
speak on these international stages.
This listeners is exactlythe power of comments.
And as we've seen recently, LinkedInhave just updated LinkedIn comments.
They're changing lots of little thingsabout how they're counted, showing
us the power of the impressionsthat they create so we can measure
(02:17):
the impact of our comments.
And if I go back a couple of episodesago, I also did an episode on how many
times should you post per week on LinkedInif you want to grow your business.
And lots of you really enjoyed that.
It's pretty much been the mostpopular episode I've done.
Beyond just posting content on LinkedInthere was a lot of follow up questions
(02:38):
about how often should you comment?
So we're going to cover that intoday's episode, because honestly
commenting is just amazing.
It's a power tool for you.
And especially if you're notsomebody that feels confident to
create your own content as yet.
You don't need to just siton the sidelines in the
background and be invisible.
(02:58):
Before we go into the benefits of havingan amazing commenting strategy, I have
got some exciting news from my friendsat Metricool who sponsor the podcast.
They have been doing someepic research into LinkedIn.
So here's a quick wordabout what's coming up.
(04:24):
In today's episode, we're talking aboutthe power of comments and comments are
amazing because they are your way to notonly show off your thought leadership,
contribute to somebody else's successand be discovered by new people.
And they are kind of the threeelements that you need to build
a really amazing personal brandor business brand on LinkedIn.
(04:45):
And so there's so muchupside with commenting.
And I know for some of you, you're like,but how many times should I comment
versus how many times should I post?
And the answer is, it depends.
How big are your goals?
What else do you have on your plate?
For those of you who aren't postingcontent at all, which is totally fine.
(05:06):
For you, my numbers ofcomments would be much higher.
So I would expect you to be spending15 minutes to half an hour every
day, commenting on as many posts asyou can find in your subject matter
area, to an ideal audience and reallyjust start discovering who else is
interested in that topic as well.
(05:28):
And, you know, always show up andbe helpful and be supportive and
don't spam other people's posts causethat's very uncool, let's be clear.
If you are somebody that is posting,let's say you're doing that two to three
times a week, you may not have as muchtime to be contributing to commenting as
a person that's doing no posts at all.
(05:48):
But I would still aim by fiveposts, five days a week to getting
comments out there because you areleveraging somebody else's community.
If you've been listening to the showfor a while now, you know that I
really dislike strongly and I'd goas far as saying I hate prescribing
a particular number of times that Iwould recommend that you do things.
(06:11):
And I do this because, again, I don'tknow where you're at, I don't know
the resources you have, I don't knowthe goals that you have, and so if I
say to you, go and post five timesa week, but you have a really big
product launch coming up, or you'rejust starting out and need a community,
or you're super busy, like giving youan arbitrary number that I pluck out
(06:32):
of the air is not going to be helpful.
The bigger the goal, theshorter the timeframe, the more
effort that you need to put in.
So this really comes down to you.
Like how much are you doing?
Are you maximising your timeon LinkedIn strategically?
Because besides being wary ofgiving you a number because I don't
know your circumstances, there issomething that freaks me out even
(06:54):
more about prescribing numbers.
And what happens is if I tell yougo and comment 50 times a day or
something silly like that, then thereare people that would follow that.
And that's when tools like automationof commenting become really attractive
because people think more is better.
(07:14):
And it's not always the case.
Not all comments are created equal.
There are comments that aregoing to help you get towards
your goal and build your brand.
And there are going to be comments ifyou do that at a crazy scale with not
much thought that are just going toreflect poorly on you and I'm never
going to be an advocate for that.
(07:35):
So those people and Company Pagesespecially, that have it set on
autopilot, just basically sprayand pray that it lands somewhere.
The comments that we see, weknow that it's just regurgitating
whatever has been posted in the post.
It is so awful and it looksterrible for you and your brand.
(07:56):
We know what you're doing,so please just stop it.
And especially if you are somebody thatis doing it on my posts, like there is
one Company Page that keeps doing it.
And I literally, every time I see it,it makes me angry and I'm working to
try and get that stopped with LinkedIn.
How amazing would it be to be able toblock Company Pages that spam comments?
(08:18):
That is something that I would love to do.
So not all comments are created equal.
What I encourage you to do is adjustthat number way back down, go for
quality over quantity at all times.
That should always drive every actionthat we've got on LinkedIn anyway, but
in case it wasn't obvious to somebodythat might be new to this podcast,
(08:39):
firstly, thank you for listening.
But again, I am never going totell you to go and do something at
volume at a compromise of quality.
Besides the number of comments, I want youto stop and think, where am I commenting?
(09:00):
Are you commenting in places thatare going to help you get closer
towards your business goals?
Or are you commenting in places thatyou find interesting or entertaining
or probably a big distraction?
Because LinkedIn is designedto keep you on there for long
periods of time so you watch ads.
(09:20):
They are going to keep servingup the things that you engage in.
Now if you're always supportive ofyour friends posts, and I'm, you
know, certainly on board for that.
But if that's all you're focusing onand you're distracted away from your
business goal commenting, then youare not going to achieve your goals no
matter how many comments that you do.
(09:40):
So just take a moment and justcheck, are you spending time
commenting in the right places?
It's not to say that there are times wherethere are swings and roundabouts, you
know, we all need those moments where, youknow what, it's not all about business.
We just need a break.
We just need to use LinkedIn for fun.
I totally I'm on board for that, butultimately just make sure that that
(10:05):
doesn't become a newly formed habit.
And it can be so easy to slip into.
It just starts with one here, one there.
And then all of a sudden it snowballs.
So just go back and check.
You can go to the comments tab onyour profile and go back and have
a look and see, is this getting mecloser to my business goals or has
this been a distraction and, youknow, adjust things accordingly
(10:27):
or know, yep it was a distraction.
That's okay.
With where I'm at rightnow, business is good.
I've checked in, I know what I'm doing andthat's fine as well, but just, just have
a look and make sure that you're on track.
(11:04):
Let's talk about some advancedcommenting strategies.
So we've said here that not allcomments are created equal, but what
are some different advanced strategiesthat you could use that would mix
things up and really help you elevateyour game, stand out from the crowd
and be top of mind for other people.
(11:25):
And one of the ways that you cando that is I call them the mini
thought leadership comments.
And that is where you really go deepand it's offering real valuable
insights based on your expertise,based on your knowledge, based
on your own personal opinion.
Like give me something that is a viewof how you see the world that may
(11:47):
be different to something else thatI can regurgitate from elsewhere.
That's what I'm most interested in.
That is what true thought leadership is.
So these comments quite often aremore than one or two sentences.
And the cool part about this is youcan go and turn these into posts.
You know, they're often the trigger foran idea, and you can go and expand that
(12:07):
further on and continue that conversation,continue leading that conversation.
That's what thought leadershipcontent is, and it can certainly
happen in the comments.
Another advanced strategy forcommenting is what I would
call the tag and engage method.
So this is where if I came across apost and we're going to say it's on the
(12:29):
topic of Company Pages, then I wouldwrite my opinion on Company Pages.
And then I could ask someone in mynetwork who I know It is also a fan of
Company Pages and ask for their opinion.
So I would tag them andsay, what are your thoughts?
So shout out to Dario Valente, forinstance, I would say, I've been asked my
(12:52):
opinion on Company Page engagement rates.
What are you seeing withthe pages that you manage?
So that is one way that you can do this.
Again, it shows that otherperson, Hey, I'm thinking of you.
I'm keeping an eye out.
I want you involved in this conversation.
So the tag and engage method is reallygreat to show that you've got a really
strong community, strong opinions,and you're supporting the person
(13:16):
whose content you are commenting on.
And it expands their communities, itgets us all out of those echo chambers.
And it's always nice when you get to meetnew people, as introduced by somebody
else, but think about who can you tagthat would come to the post and engage
with it and expand that conversation.
(13:36):
The third advanced commenting strategythat I would like to share about is
all about the call to action comment.
And this is a comment where you aredriving the action of whoever reads
it, asking them to do something.
A perfect use case, I have Company Pagesset up for my podcast or also my books.
(13:57):
So if somebody is lookingfor book recommendations
or podcast recommendations.
I use the identity switcher, switchover to my book and I would say,
Hey, come and check this out.
This is where you can find it, right.
And put a link to wheresomeone could buy the book.
Same goes with podcast recommendations.
I'm also doing it on my personal page.
(14:19):
It might be that I comment as myCompany Page and say if you want a
free intro call, go to my website.
Here's the link, right?
So it's an action that youwant the reader to take.
Now, this can be helpful because we knowthat LinkedIn doesn't love links in posts,
and I'm not sure that they really lovethem in comments, any more than that, but,
you know, ultimately sometimes it's a goodchance to put a comment like that, where
(14:44):
you are sending someone off LinkedIn intothe comments and put those links in there.
So that's another option that you've got.
So you've got minithought leadership ones.
You've got the tag and engage method.
And you've also got thecall to action comment.
And they're three advancedcommenting strategies.
(15:06):
To quickly recap what we'vecovered in today's episode.
Not all comments are created equal.
So giving you a straight out number isnot going to be helpful, but do make
sure you're investing time and energyinto commenting because it will help
your brand, build your community andultimately keep you top of mind with
your audience and what goes aroundcomes around so other people will help
(15:29):
you and support your content as well.
The second thing that we're looking at isthat not all comments are created equal.
So think about how can you use thosecomments more strategically and certainly
stay away from automation tools.
As we wrap up today's episode, I hopeI've inspired you to leave more strategic
(15:50):
comments in the right places becauseyou never know where you will end up.
So for those of you who've beenfollowing along, I'm now officially
on my Page Advocacy World Tour andUpLift Live in the UK is my first stop.
So if you're a listener and you are goingto be there, please come and say hello.
Introduce yourself, if Idon't already know you.
(16:11):
I can't wait to sharea Tim Tam with you all.
So until next week, listeners cheers.
Are you commenting too much ornot enough when it comes to using
(00:04):
LinkedIn for business growth?
In today's episode, let's find out.
(00:25):
G'day everyone.
It is coach Michelle J Raymond.
And as this episode goes live, I havealready begun my World Page Advocacy Tour.
That's right.
I'm going to speak at Uplift Live in theUK and then heading over to Social Media
Marketing World in the US to share aboutmy new framework to help people get better
(00:45):
engagement out of their Company Pages.
But if it wasn't for comments on LinkedIn,this trip would never have happened.
Let me rewind the clockfour and a half years.
Once upon a time, I wrote a commentand I wrote a comment on a post about
Company Pages and the person who I wrotethat comment on, he was based in Vienna.
(01:09):
And lucky for me, that comment,which had a pretty strong opinion on
Company Pages, which went against thegrain was seen by somebody in Dubai.
Now that person in Dubai, they also hada podcast and invited me on as a guest
to discuss Company Pages some more.
After that podcast went live, a listenerin New Zealand who heard that and heard
(01:33):
me talking about Company Pages reachedout and asked me to write a book.
Shout out to Lynnaire Johnston, coauthor of Business Gold, the world's
first and only book on Company Pages.
As we keep fast forwardinginto the future.
Here I am the person that is known forCompany Pages that has been invited to
(01:56):
speak on these international stages.
This listeners is exactlythe power of comments.
And as we've seen recently, LinkedInhave just updated LinkedIn comments.
They're changing lots of little thingsabout how they're counted, showing
us the power of the impressionsthat they create so we can measure
(02:17):
the impact of our comments.
And if I go back a couple of episodesago, I also did an episode on how many
times should you post per week on LinkedInif you want to grow your business.
And lots of you really enjoyed that.
It's pretty much been the mostpopular episode I've done.
Beyond just posting content on LinkedInthere was a lot of follow up questions
(02:38):
about how often should you comment?
So we're going to cover that intoday's episode, because honestly
commenting is just amazing.
It's a power tool for you.
And especially if you're notsomebody that feels confident to
create your own content as yet.
You don't need to just siton the sidelines in the
background and be invisible.
(02:58):
Before we go into the benefits of havingan amazing commenting strategy, I have
got some exciting news from my friendsat Metricool who sponsor the podcast.
They have been doing someepic research into LinkedIn.
So here's a quick wordabout what's coming up.
(04:24):
In today's episode, we're talking aboutthe power of comments and comments are
amazing because they are your way to notonly show off your thought leadership,
contribute to somebody else's successand be discovered by new people.
And they are kind of the threeelements that you need to build
a really amazing personal brandor business brand on LinkedIn.
(04:45):
And so there's so muchupside with commenting.
And I know for some of you, you're like,but how many times should I comment
versus how many times should I post?
And the answer is, it depends.
How big are your goals?
What else do you have on your plate?
For those of you who aren't postingcontent at all, which is totally fine.
(05:06):
For you, my numbers ofcomments would be much higher.
So I would expect you to be spending15 minutes to half an hour every
day, commenting on as many posts asyou can find in your subject matter
area, to an ideal audience and reallyjust start discovering who else is
interested in that topic as well.
(05:28):
And, you know, always show up andbe helpful and be supportive and
don't spam other people's posts causethat's very uncool, let's be clear.
If you are somebody that is posting,let's say you're doing that two to three
times a week, you may not have as muchtime to be contributing to commenting as
a person that's doing no posts at all.
(05:48):
But I would still aim by fiveposts, five days a week to getting
comments out there because you areleveraging somebody else's community.
If you've been listening to the showfor a while now, you know that I
really dislike strongly and I'd goas far as saying I hate prescribing
a particular number of times that Iwould recommend that you do things.
(06:11):
And I do this because, again, I don'tknow where you're at, I don't know
the resources you have, I don't knowthe goals that you have, and so if I
say to you, go and post five timesa week, but you have a really big
product launch coming up, or you'rejust starting out and need a community,
or you're super busy, like giving youan arbitrary number that I pluck out
(06:32):
of the air is not going to be helpful.
The bigger the goal, theshorter the timeframe, the more
effort that you need to put in.
So this really comes down to you.
Like how much are you doing?
Are you maximising your timeon LinkedIn strategically?
Because besides being wary ofgiving you a number because I don't
know your circumstances, there issomething that freaks me out even
(06:54):
more about prescribing numbers.
And what happens is if I tell yougo and comment 50 times a day or
something silly like that, then thereare people that would follow that.
And that's when tools like automationof commenting become really attractive
because people think more is better.
(07:14):
And it's not always the case.
Not all comments are created equal.
There are comments that aregoing to help you get towards
your goal and build your brand.
And there are going to be comments ifyou do that at a crazy scale with not
much thought that are just going toreflect poorly on you and I'm never
going to be an advocate for that.
(07:35):
So those people and Company Pagesespecially, that have it set on
autopilot, just basically sprayand pray that it lands somewhere.
The comments that we see, weknow that it's just regurgitating
whatever has been posted in the post.
It is so awful and it looksterrible for you and your brand.
(07:56):
We know what you're doing,so please just stop it.
And especially if you are somebody thatis doing it on my posts, like there is
one Company Page that keeps doing it.
And I literally, every time I see it,it makes me angry and I'm working to
try and get that stopped with LinkedIn.
How amazing would it be to be able toblock Company Pages that spam comments?
(08:18):
That is something that I would love to do.
So not all comments are created equal.
What I encourage you to do is adjustthat number way back down, go for
quality over quantity at all times.
That should always drive every actionthat we've got on LinkedIn anyway, but
in case it wasn't obvious to somebodythat might be new to this podcast,
(08:39):
firstly, thank you for listening.
But again, I am never going totell you to go and do something at
volume at a compromise of quality.
Besides the number of comments, I want youto stop and think, where am I commenting?
(09:00):
Are you commenting in places thatare going to help you get closer
towards your business goals?
Or are you commenting in places thatyou find interesting or entertaining
or probably a big distraction?
Because LinkedIn is designedto keep you on there for long
periods of time so you watch ads.
(09:20):
They are going to keep servingup the things that you engage in.
Now if you're always supportive ofyour friends posts, and I'm, you
know, certainly on board for that.
But if that's all you're focusing onand you're distracted away from your
business goal commenting, then youare not going to achieve your goals no
matter how many comments that you do.
(09:40):
So just take a moment and justcheck, are you spending time
commenting in the right places?
It's not to say that there are times wherethere are swings and roundabouts, you
know, we all need those moments where, youknow what, it's not all about business.
We just need a break.
We just need to use LinkedIn for fun.
I totally I'm on board for that, butultimately just make sure that that
(10:05):
doesn't become a newly formed habit.
And it can be so easy to slip into.
It just starts with one here, one there.
And then all of a sudden it snowballs.
So just go back and check.
You can go to the comments tab onyour profile and go back and have
a look and see, is this getting mecloser to my business goals or has
this been a distraction and, youknow, adjust things accordingly
(10:27):
or know, yep it was a distraction.
That's okay.
With where I'm at rightnow, business is good.
I've checked in, I know what I'm doing andthat's fine as well, but just, just have
a look and make sure that you're on track.
(11:04):
Let's talk about some advancedcommenting strategies.
So we've said here that not allcomments are created equal, but what
are some different advanced strategiesthat you could use that would mix
things up and really help you elevateyour game, stand out from the crowd
and be top of mind for other people.
(11:25):
And one of the ways that you cando that is I call them the mini
thought leadership comments.
And that is where you really go deepand it's offering real valuable
insights based on your expertise,based on your knowledge, based
on your own personal opinion.
Like give me something that is a viewof how you see the world that may
(11:47):
be different to something else thatI can regurgitate from elsewhere.
That's what I'm most interested in.
That is what true thought leadership is.
So these comments quite often aremore than one or two sentences.
And the cool part about this is youcan go and turn these into posts.
You know, they're often the trigger foran idea, and you can go and expand that
(12:07):
further on and continue that conversation,continue leading that conversation.
That's what thought leadershipcontent is, and it can certainly
happen in the comments.
Another advanced strategy forcommenting is what I would
call the tag and engage method.
So this is where if I came across apost and we're going to say it's on the
(12:29):
topic of Company Pages, then I wouldwrite my opinion on Company Pages.
And then I could ask someone in mynetwork who I know It is also a fan of
Company Pages and ask for their opinion.
So I would tag them andsay, what are your thoughts?
So shout out to Dario Valente, forinstance, I would say, I've been asked my
(12:52):
opinion on Company Page engagement rates.
What are you seeing withthe pages that you manage?
So that is one way that you can do this.
Again, it shows that otherperson, Hey, I'm thinking of you.
I'm keeping an eye out.
I want you involved in this conversation.
So the tag and engage method is reallygreat to show that you've got a really
strong community, strong opinions,and you're supporting the person
(13:16):
whose content you are commenting on.
And it expands their communities, itgets us all out of those echo chambers.
And it's always nice when you get to meetnew people, as introduced by somebody
else, but think about who can you tagthat would come to the post and engage
with it and expand that conversation.
(13:36):
The third advanced commenting strategythat I would like to share about is
all about the call to action comment.
And this is a comment where you aredriving the action of whoever reads
it, asking them to do something.
A perfect use case, I have Company Pagesset up for my podcast or also my books.
(13:57):
So if somebody is lookingfor book recommendations
or podcast recommendations.
I use the identity switcher, switchover to my book and I would say,
Hey, come and check this out.
This is where you can find it, right.
And put a link to wheresomeone could buy the book.
Same goes with podcast recommendations.
I'm also doing it on my personal page.
(14:19):
It might be that I comment as myCompany Page and say if you want a
free intro call, go to my website.
Here's the link, right?
So it's an action that youwant the reader to take.
Now, this can be helpful because we knowthat LinkedIn doesn't love links in posts,
and I'm not sure that they really lovethem in comments, any more than that, but,
you know, ultimately sometimes it's a goodchance to put a comment like that, where
(14:44):
you are sending someone off LinkedIn intothe comments and put those links in there.
So that's another option that you've got.
So you've got minithought leadership ones.
You've got the tag and engage method.
And you've also got thecall to action comment.
And they're three advancedcommenting strategies.
(15:06):
To quickly recap what we'vecovered in today's episode.
Not all comments are created equal.
So giving you a straight out number isnot going to be helpful, but do make
sure you're investing time and energyinto commenting because it will help
your brand, build your community andultimately keep you top of mind with
your audience and what goes aroundcomes around so other people will help
(15:29):
you and support your content as well.
The second thing that we're looking at isthat not all comments are created equal.
So think about how can you use thosecomments more strategically and certainly
stay away from automation tools.
As we wrap up today's episode, I hopeI've inspired you to leave more strategic
(15:50):
comments in the right places becauseyou never know where you will end up.
So for those of you who've beenfollowing along, I'm now officially
on my Page Advocacy World Tour andUpLift Live in the UK is my first stop.
So if you're a listener and you are goingto be there, please come and say hello.
Introduce yourself, if Idon't already know you.
(16:11):
I can't wait to sharea Tim Tam with you all.
So until next week, listeners cheers.
Popular Podcasts
Bookmarked by Reese's Book Club
Welcome to Bookmarked by Reese’s Book Club — the podcast where great stories, bold women, and irresistible conversations collide! Hosted by award-winning journalist Danielle Robay, each week new episodes balance thoughtful literary insight with the fervor of buzzy book trends, pop culture and more. Bookmarked brings together celebrities, tastemakers, influencers and authors from Reese's Book Club and beyond to share stories that transcend the page. Pull up a chair. You’re not just listening — you’re part of the conversation.
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com