Every time I sit down and begin planning a LinkedIn sharing strategy I battle with what I think will work and what data proves will work.
On one hand, I try to share content that I think my audience will want to see, click, and share.
On the other, I have Google Analytics, LinkedIn Insights, and trackable URLs telling me what my audience wants to see, click, and share.
So, what do I trust?
Common sense says to trust the data.
After all, when looking back on a past month’s content you are given a definitive picture of what resonated well with your audience.
That said, there’s no way I’ll only trust data to make decisions.
When it comes to social media, it’s critical to take the human element of each platform into consideration. You’re human, and you understand your industry.
So, while data paints a great picture of what was successful, there is still a lot to say for “gut feeling” and going with what you feel is best.
Real Clients.Real Results.
With Social Media Management by Haley Marketing Group, a dedicated Social Media Marketing Advisor partners with a client to execute their social media initiatives. The following data contains real results from Client X.
Engagement on LinkedIn is the number of interactions, clicks, and followers acquired divided by the number of impressions (the number of times your update was shown to LinkedIn users).
With all posts to LinkedIn considered, Staffing Firm ABC had an average engagement of 0.52% throughout the month of August. It’s easy to see that 2 posts crushed this average.
The first, a post linking back to a blog article discussing the importance of proper grammar on a resume.
The second, a post linking to an available job opportunity.
But, This Post is About Clicks
The outlier post on the graph above is the previously mentioned LinkedIn update linking to an available job opportunity, and it received 90% more clicks than the second most clicked post from August, the post linking back to the blog article on proper grammar.
While we can’t take all of the credit for the clicks on this post. A recent update to the Haley Marketing Group Job Board drastically changed the way jobs feed to social media.
Click to Learn More.
What Does This Mean For Your Staffing Firm?
Earlier in the post I touched on creating a social sharing strategy that pairs gut-feeling content choices with data-driven results.
Going into the month of August, I had a pretty strong feeling that blogging content would outperform job postings for this particular client, and I was mistaken. This doesn’t mean I won’t share blogging content in September but, with respect to the data from August, I am likely to include 1 or 2 more jobs to my overall monthly plan.
A 30 Day LinkedIn Breakdown
It’s great to show results, but I think it’s important to end with a strategy to help make you successful on LinkedIn.
Breaking down the next 30 days, here is how I would spread out content throughout the month. Keep in mind that you shouldn’t post these in order but instead, break them up and space them out.
- 10 Blog Articles
- 9 Job Opportunities
- 5 Shareables (Motivational Quotes, Client/Candidate Testimonials, Employee Showcase)
- 6 Articles from Other Sources
- Don’t only share your content! Find another blog or news source that shares content related to your industry and include this in your feed as well. Potential Sources: Staffing Works by Haley Marketing Group, The Staffing Stream from Staffing Industry Analysts, The American Staffing Association Blog, Inc., and Forbes.
Who Has the Time for Posting Daily Content to Social Media?
We do! With Social Media Management by Haley Marketing, one of our skilled Social Media Marketing Advisors will take responsibility for developing your organization’s voice on Linkedin, Facebook, and Twitter. By using the most popular social media tools to post quality content, top jobs, and other branded shareables every day, your firm will be positioned as a premier resource for job seekers and employers within your target market. Contact us today and request a demo!
by Haley Marketing Group