Do you remember when LinkedIn was a drab and dusty place?
Most of us created a LinkedIn profile to act like an online CV and then proceeded to ignore it for YEARS. However, the LinkedIn landscape is a hugely different one in 2020. The platform is thriving, home to some incredibly exciting and engaged communities, individuals and business owners.
So, it’s time to dust off that profile and use it to effectively leverage your therapy business.
In this episode of Social in 60 Seconds, I answer the question, “How often should I be posting on LinkedIn to stay visible?”
It’s a simple question, and I give a simple answer in the video below. If you want a slightly more in depth explanation of LinkedIn posting frequency then keep reading!
What does the research say?
It’s probably unsurprising to hear that there’s much more concrete research in circulation about the other, bigger, social media platforms than there is for LinkedIn. At around 310 million active users per month, its user base pales into comparison against giants such as Facebook and Instagram with 2.4 and 1 billion users respectively.
Once you take into account that a lot of the advice out there relates to company pages and sales tactics that aren’t suitable for therapy business owners it can muddy the waters further. However, as a starting point we can use LinkedIn’s own recommendation as a benchmark figure. LinkedIn’s Small Business Guide suggests posting around 20 times per month helps you reach up to approx. 60% of your audience – that’s the equivalent of roughly one post per week day every week. Various other studies and opinion pieces and articles will recommend anything from only once per week to 14 times per week and everything in between, but it’s important to note that if you post a second time in one day you run the risk of it cannibalising your previous post.
How often should you be posting on LinkedIn to stay visible?
My advice is to post at least 5 times per week and ideally once per day to LinkedIn. If you’re posting 5 times try to do so on weekdays when more people are online but I highly recommend posting and engaging on a weekend if you can.
You might be wondering why I’m suggesting once per day if LinkedIn say 5 times per week, or why I’m recommending posting on the weekends even though more people are online during the week. Here’s the reasoning behind my advice:
- 40% of active LinkedIn users are online every day for around 10 minutes. If you have a large audience that could equate to a lot of people who are ready and able to see, consume, and potentially take action from your content.
- Weekends offer the perfect opportunity for you to show a different side to your brand and personality. The online mood at the weekend is markedly different to during the working week. Your audience is likely to feel more relaxed, less rushed, and more open to enjoying and engaging with lighthearted or personal content.
- There’s less noise on the weekend. Simply put, with fewer people and businesses posting on the weekend, it makes more room for your message and helps you stand out from the crowd.
And don’t forget – the fact with ALL social media is that just because someone is following or connected with you doesn’t mean that they will see all, or even most, of your posts. A regular and consistent approach will help you to stay front and centre in people’s minds and give you plenty of opportunity to build that know, like and trust with your audience.
If you found this article useful please don’t forget to share it and I’d love to hear your thoughts in the comments 🙂
How often do you post to LinkedIn? And what are your habits when it comes to consuming other people’s content there?
Perhaps you struggle to ‘show up’ on social media consistently.
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