3 Posting Mistakes That Will Decrease Your Linkedin Reach

linkedin reach, photo of woman looking at faces on screens

Are you struggling to get your LinkedIn posts seen by more people? You’re not alone. You’ll need to avoid these three posting mistakes to increase your LinkedIn reach.

Many business owners make the same mistakes when posting content on Linkedin. By avoiding the mistakes covered below, you can ensure that more people see your posts and learn about your business.

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Why increase Linkedin reach anyway?

Linkedin is a powerful platform with over 850 million users. Linkedin posts have the potential to reach a large audience of professionals, which can lead to more website traffic, higher engagement rates, and improved sales.

Mistake #1: Posting links to external websites (inside the text of your posts)

I get it, you want to drive potential buyers to your website and hopefully convince them to stick around, increase your bounce rate, and get them into your sales funnel.

Here’s the thing, though… when you post links that involve getting people OFF Linkedin, then:

a) LinkedIn doesn’t like it, and

b) It’s not a great experience for the reader who is scrolling their LinkedIn feed either.

Do this instead:

a) Share your best tip or summary of the external article and then add a link to it in the comments. Try and add value IN THE ACTUAL DESCRIPTION of your Linkedin status update.

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Here’s an example of what adding a link in the comments looks like in practice:

Screenshot of adding link in comments to increase Linkedin reach
Example of adding a link in the post comments

Note: Some social media scheduling tools like Taplio and Agorapulse now have an option that allows you to schedule the first comment to be published with your LinkedIn post. 

b) Alternatively, post a summary of the article (or 50% of it) on Linkedin Articles and then share that link in your status update with a benefit-driven description to get people to read the article.

Linkedin new article

At the end of the Linkedin article, add a link to read the full article on your website. For example, below is a screenshot from one of my weekly Marketing Mocha LinkedIn newsletters.

screenshot of linkedin newsletter with cta

You’ve now added value first BEFORE you’ve invited someone to jump over to your site. That’s a much better user experience for all, right?

Mistake #2: Posting only one type of content

Why this is not ideal:

– It doesn’t appeal to the 4 types of learners (visual, auditory, reading/writing, and kinesthetic)

– Linkedin is really pushing video right now as it competes with other platforms for user attention i.e. youtube and Instagram. So if you’re not doing video, you’re missing out on the best chance to get awesome organic reach.

Do this Instead:

-> Mix it up between short form text, long form (articles), polls, embedded PDF, images, and video content.

Here are a few examples of folks posting different types of content and still getting good reach and engagement.

Linkedin tara macmullin PDF embed
In this post, Tara McMullin embeds a PDF with cool illustrations (this acts similar to an Instagram carousel where users can click to scroll through each image)
Linkedin text post justin welsh
Justin Welsh is a master at creating posts that get maximum reach and engagement. This is a text post.
Linkedin Brynne Tillman livestream
Brynne Tillman hosts a weekly live stream on Linkedin and does well with those.
Linkedin poll string nguyen
Example of a LinkedIn poll used to good effect by String Nguyen (did you notice the number of votes?)

Now here’s the thing – these Linkedin users are constantly posting different formats and testing different types of content to find what works best for their profile and target audience. They aren’t just sticking to one type. You’ll need to do the same.

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Note: Linkedin has enabled the ability for users to add captions to their videos by uploading an SRT file. For more, refer to this article.

Mistake #3: Using language that pushes people away

Congrats, you’re a subject matter expert and want to let the world know that!

Just one word of caution…

If you get too technical and speak to non-technical people, you’ll lose them quickly.

Do this instead:

-> Avoid complicated grammar or jargon. Don’t make people have to look up a dictionary or think about what you are writing. Start by explaining the big picture and then deep dive into topics accordingly.

On a related note, in the below video, I provide some constructive feedback to one of my LinkedIn contacts on how he can improve his posts for better visibility and engagement.

The exception to this is if you are writing for a specialist audience (e.g. about your scientific research) – think about your audience.

It’s time to increase your Linkedin reach!

So in conclusion, be sure to mix up your content, post regularly, and use inclusive rather than exclusive language, and you’ll be well on your way to LinkedIn success!

Oh, please do us all a favour and avoid posting anything cringe on Linkedin, ok? (unless it’s a deliberate joke)

Do you have any LinkedIn tips or tricks to share? Let us know in the comments below!

PS. If your profile isn’t optimised, this can result in missed networking opportunities, potential clients passing you by, and a lack of engagement from your desired audience. Grab my free LinkedIn Profile Optimisation Checklist here.

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