LinkedIn is known as the business person’s social media platform – and with good reason.

According to LinkedIn’s own figures1 in 3 business people across the world are using the site, with 2 new users added every second. Some 94% of all LinkedIn users share B2B content, according to QuickSprout.

Not only that, but LinkedIn has one of the highest lead conversion rates among social platforms. Hubspot figures show it has a visitor-to-lead conversion rate of 2.74%. That’s nearly three times higher than its leisure-time rivals Facebook and Twitter.

Here are our tips for crafting effective updates to help you capitalise on those prospects…

  1. Get the right length

    Keep updates concise and to the point with a 40-50 word limit. Posts of this length get the most interaction, according to LinkedIn.

    It’s also worth noting that any link you post with a title over 70 characters will get cut off on your timeline, so edit the title down before you post. The same goes for link descriptions, which max out at 250 characters.

    If your concise, snappy updates lead to bite sized, easy-to-read articles, all the better, LinkedIn says.
  2. Provide a call to action

    About a third of users say LinkedIn has been extremely important in helping them grow their network, develop their business, and/or find employment, according to one survey.

    Browsing behaviour on the site is also more active than on other social media platforms, with 6 in 10 LinkedIn users actively seeking out industry insightsaccording to LinkedIn.

    The easiest type of call to action to harness all this activity is a straightforward link. A link in your LinkedIn posts drives 200% more engagement.
  3. Pick the right time slot

    Reflecting the number of professionals on the site, the best time to post on LinkedIn is during the week.

    More specifically, LinkedIn finds that the best times for engagement are morning and midday Monday to Friday.

    Early evening, around 4-5pm, is also a good slot.
  4. Choose images over videos

    Images boost engagement levels across most social media, but on LinkedIn they bring much better results than posting videos.

    Posting images results in a 98% higher comment rate, while videos get fewer views than images.
  5. Repost your best content with new headlines

    If you’ve got a really insightful piece of content, it’s worth posting it a number of times under various headlines and seeing which gets the best response.

    Posts in list form or titles that answer the question ‘why’ tend to get high response rates, according to Social Media Examiner.
  6. Choose the right topic

    While most people on LinkedIn are looking for business insights, there are specific topics that perform well.

    Newswhip research found career advice and self-development tips were the most shared topics.

    Industry insights also tend to be popular. Buffersocial recommends sharing your expertise in the majority of your posts.

    Other hot topics to target include:
       •   business successes and failures and how to learn from them 
       •   industry news, especially from an alternative point of view
  7. Keep your finger on The Pulse

    LinkedIn has its own blogging platform called The Pulse. It’s a great resource and should be used when researching your market.

    You can use it to find and connect with the key influencers in your industry.

    When you’re planning your posts, use The Pulse to:
       •  find popular voices and what they’re saying
       •  discover trending topics
       •  find insightful articles to share
       •  connect with influencers
  8. Limit the number of posts

    This isn’t Twitter. Write fewer, high-quality posts and your message is less likely to get lost in the background noise.

    LinkedIn has found that 20 posts per month can help you reach 60% of your unique audience – easy enough to schedule, as that’s about one post per working day.