How Much is Too Much on LinkedIn?
Don’t sleep on LinkedIn. Publish often.
Every human is a hero of their life.
Every hero has a problem that keeps them busy worrying.
The hero needs clarity to come out of their problems. But he cannot do it all alone. He needs a constant push. He needs a mentor.
As an entrepreneur, you need to become their mentor — A mentor who’d solve their problem quickly and easily. Your business should become a means to solve your customer’s pain points.
However, there is a lot of chaos between you and your customers. They are constantly bombarded with attention-seeking elements like news, children, colleagues, gossip, media, etc, that keep them busy all day. These distractions make it hard for them to find you.
They confront their problem only when they are alone…thinking. If you run a business that advertises a lot, your chances of reaching out to them are high. But advertising is expensive. How long would you keep advertising?
You need other means to reach out to your ideal heroes.
To find your target audience, appear at the right place. For entrepreneurs, the right place could be anything where business happens — like the Internet. The largest kingdom on the internet where most of your heroes hang out is social media. LinkedIn is, no doubt, its capital.
If you are not in the capital, how will your heroes know their mentor exists and is in their vicinity, a DM away? Your prospects will know about you only when you PUBLISH OFTEN on LinkedIn.
Publishing a lot of content on LinkedIn:
- Builds authority
- Positions you at the right place
- Trigger reminder that you exist and you can help
If you are comfortable expressing your thoughts to your employees, don’t shy on LinkedIn.
But what if you are not comfortable?
Yes, for a first-timer, writing online feels scary.
Don’t worry. No one’s making fun of you.
Imagine that you are placed on stage. Five hundred people are waiting to listen to you. Your palms sweat. You feel scared. There is an instant transaction of energy through the eyes. You have reason to feel scared in public. But that is never going to be the case online. Here, you will face no visible audience.
Writing online is different from public speaking. Here, you address the masses without facing a large audience. Instead, you are performing like an artist on the market street where some people pay attention, a few appreciate, others stroll, and a lot ignore.
The good thing about online writing is that you get best of the both worlds — speaking to a large audience without feeling the jitters you experience standing on the stage.
Feel free to share your thoughts in public. Often.
But why often?
One of the reasons for the widespread success of social media platforms is their ability to hook users. Because social media platforms are built on the premise of entertainment on demand, a user scrolls through content and moves to the next performer within a split second.
Today, instead of hanging out elsewhere on the web, users directly open social media apps from their devices. Hooking an audience brings revenue to the platforms. So, they are in no mood to rethink. They will continue running the same model. If you need to get your work done, accept the tricks these platforms play and adjust to their ways.
If you do not publish often, at least initially, you will not understand what most prospects want. If you don’t know what most prospects want from you, you will not be able to figure out their exact pain points. On the contrary, if you publish content often, you will get feedback on what your prospect wants. Once you know your audience and what they want, selling becomes as simple as a friendly chat.
But how often should you publish content?
There is no limit to publishing content online. You can spend hours a day writing and posting on social media. Gurus on LinkedIn recommend writing 7-days a week. Don’t believe in their bullshit advice.
An entrepreneur is not a writer. He has a thousand different things to look after. If you spend half a day writing a LinkedIn post, who will look after the business?
The optimum frequency to publish is 2–3 posts each week. Publishing thrice a week,
- Keep the LinkedIn algorithm happy
- Keep the content engine running
- Keep the prospect engaged
With a proper content management system, writing and publishing three posts can take 4 to 6 hours. You could easily reserve a couple of hours each weekend to write and schedule your content. If you still believe you are completely packed, you can also take the help of a ghostwriter.
But what to publish?
The toughest challenge to consistently publish online is the supply of ideas. If you are good at ideas, you will not struggle staring at a blank page. If you are not, take help from AI tools like ChatGPT or follow 10–15 top creators on LinkedIn from your industry and elsewhere who publish often. Steal their topics and ideas.
Alternatively, if you want to go the virgin way, here are a few prompts you can write about:
1. Share personal stories
Write about what you learned from
- An incident
- At school
- With friends
- From clients
2. Share facts and figures about
- Your country
- Your company
- Your profession
- Your areas of interests
3. Share informative compilations
What you learned over the years:
- As a reader
- As a leader
- As an adult
- As a student
- As a career seeker
- As a professional
- As a businessperson
You can write on any of the above topics.
You don’t need extensive research to write personal stories. The only hard thing about writing stories is you need a proper structure. Don’t worry. I have solved your problem in this article.
Publishing content around these topics reveals your persona. People get to know you through stories. Personal stories invoke familiarity. With familiarity, your target audience starts finding you relatable. Relatability builds trust.
Business happens on trust. Selling becomes a lot easier with trust.
You might still play tricks like performance marketing, cold calls, and email marketing, but content marketing works wonders.
Publish stories often. Your heroes need you.
P.S. I write on Marketing, Start-ups, Growth, Entrepreneurship, and Personal Development. Was this article helpful? You’ll also like the upcoming ones. Let me know what you want to know about LinkedIn in the comments.
