How To Post On LinkedIn as a SaaS Company
If you run a SaaS company and are not posting regularly on LinkedIn, you are missing out. That’s why I’ve put together a little how-to guide for posting as a SaaS founder and or CEO or even the head of marketing.
Step 1: Determine your main theme
The advantage of posting on LinkedIn as a personality within a brand, is that you can establish yourself as the go-to person in your area of specialty. But in order to get yourself to that level, you need to keep your message focused and clear.
Start with one topic that you are passionate about and that relates to the service your company provides and focus your content around that topic. I will get into these specifically further down, but you want to also use hashtags and opening hooks around this same theme.
Step 2: Consider your audience
There are different objectives people use LinkedIn to accomplish, and these may change for you over time. But it’s best if you are clear on your objectives so that you can focus your strategy towards the intended audience.
If your goal is brand awareness, you are going to cast your audience net more widely. But if your goal is lead generation, then you need to consider your audience’s awareness and readiness to interact with you. Your posts will need to address objections prospects have to following up with your brand, questions they need answered, and their readiness to expand their network. And if your objective is hiring, then you have an entirely different intended audience, and your content needs to reflect it.
Step 3: Post consistently
Once you’ve focused your message for your LinkedIn posting strategy, you need to come up with a posting schedule that you can stick to consistently. If that’s only once a week, start there. But your goal should be to eventually start posting 5-7 days a week if you really want to use LinkedIn to its fullest potential.
In addition to creating a consistent schedule, you will want to think about the types of posts you’ll be writing and if you are posting multiple posts a week, it may help to create a calendar so that certain types of posts go out on the same day of the week, every week. This will just make your life easier when you sit down to create content, and ensure variety and consistency in your posting schedule.
Step 4: Craft your posts
The most important part of a post on all social media, and LinkedIn is no exception, are the first few lines. Think of these lines like a headline in a newspaper. They are intended to grab your reader’s attention and get them to “show more” and read the length of your post and ultimately engage with you.
The first line of your post should be punchy and curiosity driven. Questions do well here, as well as statistical references and bold or slightly controversial statements. I also find starting with a story works well, as stories naturally grab curiosity from readers. But you need to make sure to start your story with a bang so that readers will be inspired to keep reading.
The next couple lines are also important, because the first 3 lines will show on desktop, and the first 2 lines on mobile. Make sure to include plenty of white space, and pay attention to the shape of the post. Using ascending or descending sentence length looks attractive and pulls a reader in. Don’t over-use emojis if you are trying to build authority. While they are catchy, they actually discredit your words. Instead, lean on strong wording, rather than emojis, to grab attention.
The rest of the post is a little more free, but you want to still keep your language tight, use plenty of white space, and keep your message clear and focused. There are lots styles to choose from but here are a few that work well: Listicles, How-to posts, company back story posts, case study break downs, lessons you’ve learned, stories from your personal life and how they relate to your core message, and myth busting.
Don’t add links to your post as this turns an informational post into a sales message. There are times when a post naturally leads to a landing page or your website, but add these links as a comment to your own post for those those who want to follow up for more info.
Lastly, you want to leverage the power of hashtags for all of your posts. But don’t overdo it. Experts suggest no more than 3 – 5 hashtags per post. I suggest choosing at least these three: A unique hashtag that you use on almost every one of your posts, a hashtag that relates to your core message or theme and third, a popular hashtag that relates directly to the content of your specific post.
You can check on LinkedIn in the search bar to see how many people are following different hashtags in order to determine which ones are the most popular, which ones have so large a following that yours will get lost in the ocean of posts, and which ones are not being used hardly at all.
Step 5: Get Personal
I’ve written a lot about the importance of personality, especially for SaaS companies. LinkedIn posting is an excellent place to establish the human side of your tech brand by posting with a personal angle. Don’t shy away from using the first person when sharing ideas, lessons and stories. Be as honest about who you are and what excites you as you can be. If you are sharing your human side honestly, it will come through in your posts and people will be drawn to you as a person, which will in turn reflect well on your brand.
Step 6: Engage
The last part of any LinkedIn strategy needs to be engaging regularly in the community on LinkedIn. You won’t achieve your goals on LinkedIn if all you are ever doing there is posting amazing content, even if you start posting every single day. LinkedIn is a community, and you must treat it as such by engaging with others posts in your network, offering valuable feedback, and getting the conversation going outside your own profile. Most experts suggest commenting 3-5 times a day on LinkedIn. So if you’re serious about building a following on LinkedIn, I suggest you start now by building time into your schedule when you can check-in throughout your work day.
You also need to monitor your LinkedIn inbox and respond to messages, as well as comments on your posts, in a timely manner. As your following increases and your strategy starts to give you results, you certainly don’t want to ignore leads or leave them hanging for too long!
Building a presence and establishing authority on LinkedIn is an excellent way for SaaS companies to build a VIVID personality for your brand. But you need focus and strategy in order to succeed on LinkedIn. I encourage you to leverage this community of like-minded individuals, ideal prospects, and helpful professionals to grow your personal brand as well as engagement and trust in your SaaS company.
If you have specific questions on crafting a LinkedIn strategy for your SaaS company, reach out to me on the links below, (or on LinkedIn) I’d love to start a conversation with you!
Hi! I’m Annie Aaroe, a b2b marketing strategist. To find out more about story-driven, conversion copy and strategy that’s tailored for tech and SaaS brands, visit my website, aaroewriting.com, or shoot me an email at firstname.lastname@example.org.