If there’s one complaint I hear more than any other about the LinkedIn strategy of SaaS brands, it’s this:
“We share links on our page 2-3x a week but get no engagement.”
And what little engagement they do receive often comes from their employees, which is 30% of all company page engagement by some estimates.
It’s unfortunate, but not surprising in the least; One that’s become a pervasive issue for many SaaS brands, particularly those in “boring” industries. Now let’s think about why this might be the case.
First off, just look at the framing: “we share links on our page 2-3x a week.” Marketers implicitly place value on the frequency of link sharing, not the value the linked content provides users.
There’s also no mention whatsoever of the post that you’re sharing. People don’t just click on links for the hell of it, and you need to hook them in first with compelling content. Links without context do not turn into content ROI.
What you need to do is diversify your content portfolio on LinkedIn to include content that serves one of the following functions:
Educate. Entertain. Engage. Empower.
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