The way you format your LinkedIn posts is just as important as what you say.
Given that reading online is 25% slower than in print and attention span becomes shorter and shorter every day, it’s important to be strategic when structuring your LinkedIn posts.
You have just 1300 characters (including spaces) to get the attention of your audience so use it wisely!
For example, don’t write long, dense paragraphs. Today people skim content, especially online.
Instead, break up your information into short snippets like I’m doing here. Use paragraph breaks, bullets, numbers or headers when you can to help the reader as they scan the post.
Write LinkedIn posts in the first person. "I" and "we" help you sound like a real person talking to real people. It builds a personal connection with the audience and makes your posts compelling.
Always write with your audience in mind. For lawyers and law firms that means no defined terms. No formal language. No jargon. Don’t refer to people by their surnames. No skipping two or three spaces between sentences. This isn’t a legal brief.
The same goes for your client alerts and web copy (especially when it comes to headlines).
I spend a good part of everyday editing law firm client alerts, web copy and social media posts, making them less formal and more engaging.
I see some people extend their posts into the comments on LinkedIn or put a web link in comments. I don’t recommend this practice. Always make it easy for your audience to find your copy. I know that the algorithm prefers that you do not include links that take people off LinkedIn’s platform, so that’s why I suggest that you do a mix of posts that don’t have any links.
Put all hashtags at the end of your posts and don’t use more than five or LinkedIn will flag your post as spam. I find them hard to read when they are interspersed in the body copy.
LinkedIn users crave for educational and informational content – and posters are penalized for including visuals and links in their posts (text-only posts tend to do best on LinkedIn). Here are some top-level pointers – social media content has become more about being relatable, unique and telling personal stories, not advertising yourself or your organization. Users don't read but scan content when they scroll a newsfeed. LinkedIn is about business, so brand storytelling is what you need to master here.
Remember client-centric, easy-to-follow, authentic, value-added content will bring you success on LinkedIn and as a thought leader on any platform.
Please reach out to me with any questions!
Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, professional associations and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for smaller firms. Over her nearly 20-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn and follow her latest writing on JD Supra.