Crafting the perfect post: A guide to optimising defect posts on LinkedIn

Crafting the perfect post: A guide to optimising defect posts on LinkedIn

First an apology...

Due to poor planning this newsletter is a week late! I was away in sunny ????Sardinia, enjoying my first holiday abroad for at least 4 years and simply ran out of time to schedule an article in time. My bad. ??

So what to write about? Since I spend a considerable amount of time on LinkedIn for both my business and clients, I see many surveyor defect posts in all shapes and sizes. As I have wondered many times, what the point of some of these posts is, I decided to write this article. How do these posts benefit you, the poster? Have you ever considered this?

As I'm sure you know as you are reading this, LinkedIn is n essential platform for various professionals, surveyors included. The sharing of property defects is a common practice among surveyors. However, for these posts to gain valuable engagement, it's important to clearly define your objectives, avoid common mistakes, apply a structured approach, and incorporate your personal touch while maintaining professionalism.

Objective-oriented posting

A well articulated social media strategy begins with well defined goals. Think about your desired outcomes before publishing your next post. Here are some examples of what outcomes you could aim for:

• Cultivating industry relationships: Knowledge and expertise sharing in the identification of complex defects could attract professional attention and foster collaborations and relationships.
• Establishing thought leadership: In-depth and insightful information about intricate defects could spark discussions among peers, placing you as a leader in your field. Is your target audience students for example? Are you considering training in the future?
• Promoting industry knowledge: Your defect posts could be valuable educational resources and points for discussion, especially when you highlight unique issues or innovative defect identification methods. Consider whether you are open to other opinions or points of view?

I've seen a lot of heavily debated posts on defects ??

• Forging your professional identity: Frequent, engaging posts not only inform your audience but also help mould your unique professional brand in the surveying community.
• Attracting B2B clients: Detailed and insightful posts subtly advertise your expertise, potentially attracting B2B clients such as property management firms, construction projects, local authorities and other collaborations etc.

Avoiding common posting pitfalls

Surveyors often share images of defects they've identified, typically accompanied by succinct (but often brief) descriptions. However, these posts often miss the mark in a few key areas:

• Ambiguous objectives: Posts with unclear intentions fail to effectively engage the audience. Be explicit about your goal - be it networking, establishing thought leadership, or attracting clients - and tailor your post accordingly.
• Insufficient detail: While brevity has its virtues, too little information can leave your audience confused or under-informed. Make sure your post offers enough context and explanation for your reader to fully understand the defect and its ramifications.
• Missed engagement opportunities: Posts that don't invite audience interaction often have low engagement. Foster interaction by incorporating open-ended questions or a call-to-action.
• Lack of variety: Diversify your content beyond defect images and descriptions. Integrate other content forms such as industry updates, case studies, and opinion pieces. Tag in colleagues or others in your network that are relevant to the post or would find it useful.

Balancing professionalism and personality

Even in professional environments like LinkedIn, exhibiting your personality can spur engagement. People naturally lean towards those they feel a personal connection with. While keeping your posts professional, find ways to introduce your unique personality and perspective. This could be sharing a humorous observation, recounting a memorable incident from your fieldwork, or mentioning a personal anecdote related to the defect. Keep it professional but light.

Injecting personal elements into your posts enables your audience to connect with you at a deeper level, fostering stronger professional relationships. It helps morph your digital persona from a faceless entity to a relatable professional, promoting engagement and enhancing your professional identity.

Structuring an Effective Defect Post

A well-structured post can significantly boost engagement, increase your visibility, and better meet your defined objectives. Here's a guide to crafting an impactful defect post:

? Attention-Grabbing Headline: Start with a headline that captures attention and provides a clear idea of what the post entails.

? Engaging Visuals: Incorporate high-quality images or videos of the defect to more effectively illustrate your point. Always make sure you have the necessary permissions to share these visuals e.g. don't share the image of a property that allows it to be easily identified.

? Informative Content: Share the technical aspects of the defect. This can include what the defect is, how you identified it, its significance, and possible remedies.

? Personal Touch: Here's your opportunity to add personality to your post. Perhaps you could share an unexpected discovery during the inspection process or express how you felt when you found the defect. This personal anecdote allows your audience to see you not just as a professional, but as a person with whom they can relate and engage.

? Engagement prompt: Conclude your post with a question or a call-to-action to encourage comments, likes, and shares, fostering a sense of community and dialogue.

? Relevant Hashtags: Use suitable hashtags to broaden the reach of your post beyond your immediate connections. e.g. #asbestos #damp #RICS #surveying

Conclusion

The best way to write a successful defect post on LinkedIn is to clearly define your objectives, to avoid common mistakes, and to follow a structured approach. However, your posts will truly distinguish themselves when they radiate your unique personality. By striking a balance between professionalism and personality, you can make your LinkedIn posts more engaging and forge deeper connections within your professional network. Remember, in the realm of social media, authenticity resonates more than flawlessness. Your purpose, twinned with your personality, should be the guiding force propelling your LinkedIn posting strategy.

As always I welcome any thoughts on this. Have I missed anything? Are there any topics you would like me to cover? Feel free to message me on LinkedIn or email me at [email protected].

P.S. I promise to get the next one out on time!

#surveying #digitalmarketing #socialmedia