LinkedIn post creation: Tips for more reach & engagement

Create a LinkedIn post: The most important tips at a glance

1. Think about your goal for the post in advance
2. Alternate between professional and personal posts
3. The hook is the most important thing with every LinkedIn post
4. Keep the length of your posts at screen length
5. Include a call-to-action at the end
6. Make it easier, work with tools

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Introduction & our experience

In this blog post, we share specific tips so that you can write (even) more successful LinkedIn posts in the future. Be it the start of your post (the so-called hook), the main part including the correct formatting, or the end with a suitable call-to-action (CTA).

Our experience is based on approximately two years of LinkedIn consulting and the development of various personal brands. We have tested a lot in the last few years, published an insane number of contributions and thus Best Practices developed that work best for us and our customers.

Sidenote: If you want to know how to build a company profile, check out our other blog posts.

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Strategy: Before you create your LinkedIn post

Before you start writing, you should know why and about what you want to write. This is where the difference between “I'll post something” and a strategic LinkedIn presence happens. If you want to create good posts on a regular basis, you should have already dealt with your personal brand in the best case scenario.

Your LinkedIn posts should always be written with a clear intent and including an unique take-away.

For personal profiles, we usually recommend to post twice a week and switch between professional and personal posts. Whereby “personal” does not mean “private,” but rather your experiences, opinions and learnings.

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Why: What would you like to achieve with your post?

When creating a LinkedIn post, a distinction is usually made between three goals:

Top of Funnel (TOFU)

• Objective: Attract attention & arouse curiosity‍
• Example: “No one talks about how lonely the first 12 months as a founder really are. ”

Middle of Funnel (MOFU)

• Objective: Build trust, show results, deepen connection‍
• Example: “Why we decided against a financing round. ”

Bottom of Funnel (BOFU)

• Objective: Turn warm leads into paying customers
• Example: “We're opening 10 new beta spots in March for product teams who want to solve X. ”

If you think about this in advance, it will be much easier to strategically create your LinkedIn post.

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The right start: The Hook

Now that you know why and what you want to write about, it's time to get down to the actual work: writing.

The Hook is the start of every LinkedIn post with the sole aim of generating interest.

And yes, it's the most important part; if your hook doesn't work, your post won't be read.

What is important?

• It must make you curious
• Ideally, she should already say what it's about
• It mustn't be complicated

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Style recommendation

A sentence.

Blank line.

One more sentence.

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This will keep your contribution easy to read.

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Examples of good hooks

How to build a company and still stay active on LinkedIn?

“I don't find the time to write a post.”

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2. Wow, I was so excited.

One last time in the office for a “corporate job.”

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What also worked well for us:

Unpopular opinion:
You don't have to accept every contact request on LinkedIn.

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Hot take:

Remote workers don't spend their time elsewhere because they dislike Germany.

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The main part: Write for the reader, not for yourself

At its core, creating a LinkedIn post is about writing it for the reader, not for yourself.

In our projects, we often see that customers have a lot to talk about. That is not a bad thing per se. However, we often overestimate how interesting we really are to others.

If you want your post to be read to the end, pay attention to:

• short paragraphs
• clear language
• precise statements
• maximum one screen length

LinkedIn is not a classic blog platform. People read posts while doing other things on the side: on their way to work, during a coffee break, or between meetings.

It is not a place for deep dive analysis, but for clarity and relevance.

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The conclusion: Your call-to-action (CTA)

Every good LinkedIn post needs a clear conclusion. And ideally, this includes a call-to-action.

A CTA is nothing more than a concrete call to action.

Examples of good CTAs

Questions for comments:

1. Did you immediately know what you wanted to start, or did you also “try out” yourself?
2. What do you think about remote work? If you're doing it as well: What's your favorite place?

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A humorous conclusion:

“You wouldn't talk to everyone on the street about your services either. Or maybe it is? “😜

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You can also add so-called snippets at the end:

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📌 Save this post for later.
🤝 Follow for more LinkedIn tips, insights & strategies.

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Tools to help you create a LinkedIn post

There are now also great tools that can help you write a LinkedIn post.

And no, we're not talking about AI tools like ChatGPT, which completely do the writing for you.

In fact, we wouldn't recommend that.

We did the test ourselves and found that pure AI content is generally much worse received by readers. Contributions appear more interchangeable, less approachable and generate less interaction.

What we mean instead are tools that help you in the process, not replace them.

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One example of this is AuthoredUp.

A tool that allows you to:

• You can check your formatting directly for mobile and desktop views
• Get inspiration for hooks and CTAs
• can use various analysis functions to see which posts really resonate with your target group

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Especially if you want to create LinkedIn posts regularly, such a tool can help you work in a more structured way and better understand your performance.

In the end, however, the following applies: No tool can replace clarity about your positioning and your target group.

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A few last words

Every start is difficult and posting regularly on LinkedIn can be challenging, especially at the beginning. But let me tell you: It's worth it if you approach it strategically.

We've already had customers who found their investors using LinkedIn. Others are gaining significantly more B2B customers through their contributions. And still others have built up such a strong personal brand that they are being recognized at trade fairs or events. None of this happens overnight. LinkedIn isn't a sprint, it's a marathon.

If you're willing to stick with it, position yourself clearly and continuously deliver added value, the effect will intensify over time.

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About the author

Hightide, founded by Hendrik and Caro, is an agency that has set itself the task of helping startups and entrepreneurs gain more visibility. In doing so, we combine LinkedIn Marketing and strategic Website Design as the two most important B2B channels. We are also happy to assist SMEs and other experts in the B2B sector on their journey.