Show notes
Show Notes: LinkedIn has become a powerful platform for professionals to connect, share insights, and build their personal brand. But how can executives effectively leverage LinkedIn to maximize their content strategy? To answer this question, Will Bachman talks to Justin Nassiri, founder of Executive Presence, who conducted a comprehensive analysis of client posts on LinkedIn. Justin talks about software his company uses for data analytics to see valuable data on engagement and trends and how to use it. The Power of the Hook One of the most significant insights from Justin's analysis is the importance of the hook in LinkedIn posts. The hook refers to the first line of a post, which aims to capture the reader's attention and entice them to engage further. Nassiri emphasizes the need for a bold and provocative hook, stating, "The first line of a post really determines its success." By taking an extreme stance or making a surprising statement, executives can stop the scroll and compel readers to delve deeper into their content. Justin advises executives to avoid generic and overused hooks, such as "I'm humbled to be featured by Forbes." Instead, he suggests crafting hooks that are concrete, surprising, and contrary to common beliefs and offers a few examples. Furthermore, Nassiri highlights the importance of formatting the post to make the hook stand out. By using line breaks and creating distinct lines, executives can make their hooks more visually appealing and increase the chances of capturing readers' attention. The Visual Advantage Another key finding from Nassiri's analysis is the significant impact of visuals in LinkedIn posts. According to the study, posts with photos receive 115% more views than those without any visual content. Graphics, on the other hand, result in a 28% increase in views. He emphasizes the need for original and relevant visuals. Stock images are not effective in capturing readers' attention and should be avoided. Instead, executives should use their own photos or graphics that directly relate to the content of their posts. For example, if the post discusses leadership, including a photo of a team or a relevant graphic can enhance the post's impact. Justin also offers a few tips on how to generate ideas for visual content. The Power of Data Analysis Beyond the specific findings, Justin highlights the broader value of LinkedIn as a tool for data analysis, and how executives can use LinkedIn to gain insights into the topics and ideas that resonate with their audience. By analyzing the performance of their posts, executives can identify their "zone of genius" and focus on topics that generate the most engagement. He encourages executives to view LinkedIn as a platform for testing and refining their content strategy. LinkedIn provides a data-driven approach to understanding what content is valuable and to whom. This data-driven approach allows executives to refine their messaging and focus on topics that truly resonate with their audience. The insights from Justin's analysis have significant implications for executives looking to enhance their presence on LinkedIn. Looking ahead, it is essential for executives to continue evolving their content strategy on LinkedIn. While certain tactics may become overused or lose their effectiveness over time, the fundamental principles of effective writing and storytelling remain timeless. Executives should strive to provide valuable insights, educate their audience, and create engaging content that resonates with their target audience. Frequency of Posting on LinkedIn Another important aspect of LinkedIn thought leadership is the frequency of posting , the type of post, and the audience. Justin explains how the post is displayed, breaks this down line-by-line, and emphasizes the need to post consistently and frequently, recommending two to five posts per week. He highlights the significant impact of increasing the frequency of posts, with a three and a half times increase in monthly views and a 3.7 times increase in monthly likes when going from two to three posts per week to five posts per week. He also suggests posting at 7am local time, as this allows for maximum visibility and engagement. Content Development Tips In terms of content, Justin advises against using articles, links, and reposts. Outbound links and reshared content tend to receive significantly fewer views compared to original posts. However, Nassiri provides two workarounds for including links in your posts. One option is to publish the link as the first comment in the post, while the other is to add the link after the first hour of the post. He talks about how short-term fads can be exploited but should not be relied on as evergreen content. Justin recommends ending your posts with a statement rather than a question. According to his analysis, posts that end with a question perform 30% worse than those that end with a statement. This suggests that people may be fatigued by the overuse of questions to drive interaction. Instead, focusing on authoritative content with clear takeaways and actions can lead to better engagement. Justin shares pros and cons on the types of content commonly created. In conclusion, optimizing your LinkedIn thought leadership requires a strategic approach. By using visuals effectively, posting frequently, avoiding articles and links, and ending with statements, you can enhance your visibility and engagement on the platform. As LinkedIn continues to evolve, it is crucial to stay informed about algorithm changes and adapt your content strategy accordingly. By following these insights from Justin Nassiri, you can position yourself as a thought leader on LinkedIn and maximize your impact in the professional community. Timestamps: 01:19 Methodology and scope of the study using Shield App.ai 02:09 Insights from the study: Best practices in posts 04:39 Importance of the first line and the need for bold and provocative statements 09:40 Tips for creating a strong hook and the importance of distinct lines 10:14 Factors affecting the visibility of the post and the need to entice viewers to click "See more" 14:07 Importance of using original and relevant photos in posts 17:35 Selfies may not perform as well after algorithm change. 19:11 The best time and frequency to post 26:28 What to avoid in LinkedIn posts. 32:12 How to end a LinkedIn post Links: Website: ExecutivePresence.io CONTACT INFO: [email protected] Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.