You're creating great content on LinkedIn. You're putting in the work. Now make sure your audience actually sees it.
I share this tip in every training, and it’s not uncommon to hear people say that they never thought about this idea. It’s probably one of my favorite tactics; so simple and so overlooked.
The tactic: send your posts directly to someone's email.
Everyone recognizes that LinkedIn has changed how content is displayed, and we know that when someone clicks on a link, more of your content will appear in their feed. You are pretty much guaranteeing an interaction with your ideal audience.
It's one of the simplest ways to control who sees your content. The algorithm does its thing; so there’s no actual control in the distribution. Proactive distribution puts you in control.
At Intero, we've always been big on taking action rather than relying on the platform to do the work for us. Here's how:
- Send any LinkedIn post directly to someone's email inbox.
- Choose posts that are specific to that person.
- Give them a reason or context as to why they should click on it: “This refers back to our conversation the other day” or “I thought this might be relevant to [issue they are having], conference they are going to, etc.”
This amplifies the content you’ve worked hard to create and ensures it reaches the right people.
It also personalizes the experience. It’s not mixed into their already frenetic feed. It’s an email intended solely for them. The more contextualized, the better.
Of course, you won’t email every post to everyone, every time; however, choosing content that you know will resonate with, be relevant to, and will be read is excellent for keeping your name top of mind within the LinkedIn feed.
It also serves as a warm touchpoint. Send a piece of content that would be valuable to a prospect you haven’t talked to in a bit as another way to stay in touch without sending another email asking if they are ready to move forward.
Think about how you engage and respond. Are you more inclined to read a longer post within your feed or if someone sent it to you directly with context that resonates with you?
Put this to the test and let us know if you see better engagement on the content that matters most.
