Close up of a woman's hands typing on a laptop keyboard. She has a coffee and notebook on the table next to her and is pondering what to post on linkedin


Social Sales 

What You Should Be Posting on LinkedIn as a Business Owner

Are you struggling with what to post on LinkedIn? You’re not alone. Figuring out what to post on LinkedIn can be daunting. But as a business owner, posting on LinkedIn is essential for your business.

With over 1 billion users globally, LinkedIn is the biggest B2B networking platform. The good news is that only 3% of LinkedIn users post more than once a week. 

This means that if you post content regularly on LinkedIn, you have little competition and a great opportunity to gain visibility. And with more visibility comes more business opportunities.

What to Post on LinkedIn as a Business Owner

1. Exciting content about what sets your brand apart

This content category is all about your unique brand: your values, the type of clients you serve, and what differentiates you from your competitors. 

Content ideas for what to post on LinkedIn are:

  • Your founder’s story: the reason you started your business.
  • The specific type of client you serve and why you like working with them.
  • Snippets about what you do outside of work and why it’s important to you.

This style of post is easy to relate to. It shows your humanity and values. Here is a template for your first LinkedIn post that you can tweak to match your brand.

2. Tips and advice about frequently asked questions

Helpful content does what it says on the tin. It helps your ideal client solve a surface-level problem they’re struggling with. Consider common misconceptions your clients have before working with you.

Give your audience examples of how you can help or have helped others like them:

  • Share client testimonials that showcase the problem you helped them solve.
  • Offer a step-by-step guide on how to solve a problem your target audience struggles with.
  • Describe common mistakes your ideal clients commit and how to avoid them.

This style of posts shows your audience that you can help resolve their problem.

3. Post “Salesy” content to promote your services

This category is all about the services you sell. Avoid being cryptic or clever; give clear instructions to those who want to work with you. 

Things like:

  • What services you offer, and how to get in touch with you.
  • Your availability or how to get on your waiting list.
  • Promote your email list and invite your audience to join your newsletter.

Remember that your ideal client wants to work with you. Help them out by telling them how to do that.

What Post Format Should You Use on LinkedIn?

On LinkedIn, you can post a variety of content. I recommend starting with the formats you’re most comfortable with and then branching out to include more format types. 

  • Single image posts: use selfies for brand awareness posts.
  • Carousel posts are great for helpful tips and advice. 
  • Polls help you get to know your audience better.
  • Text-only posts are a perfect fit for storytelling.
  • Videos help your audience get to know you.
  • LinkedIn articles rank in Google searches! Leverage long-form content for extra visibility.

What NOT to Post on LinkedIn

LinkedIn wants you to steer clear of negativity and focus on building positive and uplifting business relationships.

Negative, vulgar, political, religious, and sexually explicit content is not appropriate on LinkedIn.

Focus on content your audience finds useful, entertaining, inspiring, and uplifting.

What is the Best Time to Post on LinkedIn?

Because LinkedIn is a business platform, the best time to post on LinkedIn is in the morning, anytime between 7 and 10 am in the timezone of your preferred network. 

I like to post in the morning, around 8:30 am. I’ve noticed that when I post after 9, my engagement drops. I suggest testing to see what time works best for you.

Looking for Some Extra Guidance?

If you’ve found all this overwhelming, now’s the perfect time to book a LinkedIn Strategy.

You get a bespoke content calendar based on your business goals. This means no more scratching your head wondering about what to post. Plus, you get a 60-minute consultation with Slack support to help you implement your strategy.

And don’t forget to connect with me on LinkedIn!

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Social Sales

I offer LinkedIn marketing strategy and content creation for busy business owners like you.

Based in Barcelona, Spain, and serving clients worldwide.

© Julia Zatta, 2024

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