Understand Your Offer to Write More Effective LinkedIn Posts
Teny Casal
Strategic LinkedIn & website content for business owners & freelancers ?? Get seen, build trust & attract pre-sold leads with words that feel like YOU (English & Czech)
Ever feel like your LinkedIn posts are missing the mark despite your best efforts? If your LinkedIn profile is up to date and you’re actively sharing posts, but it feels like they aren’t really landing, it might be time to go back to the basics.
What do you need to understand to write strong posts:
Last week, we talked about improving your posts based on who you’re talking to. Now let’s take a look at how to take it a step further by showing your audience what you can do for them.?
Understand What You Offer:?
Do you know the “why” behind your social media posts? If you’re just writing whatever comes to mind, you’re wasting hours of your time throwing content around without intention. You might have beautiful posts, but if they don’t drive results, what’s the point?
If you want to bring more focus, structure, and intention to your posts, start asking these questions:
Tying your content to a higher goal or purpose is key to getting a return on your investment. This isn’t just about selling—most of your audience may never buy anything from you—but it’s about providing value that builds relationships and makes it easy for your audience to take the next logical step naturally.
Here's what to do:
1. Define Your Sales Funnel
How does this post bring me closer to my professional goals?
Understanding your offer, business goals, and how your LinkedIn activity supports them is crucial. Your posts should be part of a bigger plan that guides potential clients through a journey—from awareness to consideration to decision.
Imagine your LinkedIn content as steps leading your audience closer to working with you. Each post should have a purpose: to inform, engage, or convert. By defining your goals clearly, you can create content that moves your audience through this funnel.
2. Solve Problems, Add Value
What’s the message I want the readers to take away??
To create impactful posts, focus on solving your audience's problems and adding value. Start by researching and listing the common issues they face. Create clear, direct messages that address these issues and show how you can help.
It’s not just about giving generic advice; it’s about offering solutions that tie into your professional expertise. By solving their problems and linking them to what you do, you become a go-to resource they trust and look forward to hearing from, building credibility in your field.
3. Include a Clear Call to Action (CTA)
What’s the next action I want the readers to take?
Are you giving your potential clients the right steps to connect with you? When I gather detailed insights for my service-providing clients to create effective conversion funnels, we consistently find that over 90% of people aren’t ready to buy right away.
But that doesn’t mean they won’t ever. The key is to offer them a non-committal way to engage with you, like commenting, sharing, or visiting your website. A good CTA is specific, easy to follow, and aligned with your business goals and audience’s needs. This keeps you top of mind for when they are ready to buy.
Next Step to Get More Results from Your Posts:
Alright, let's talk about getting more from your LinkedIn posts. The trick is to optimize them with CTAs (calls to action) aligned with your goals and sales funnel. It’s key to maximizing the return on your content creation efforts.
1. Awareness
Client Journey: People who are just finding out about you and don’t know much about your services.
Goal: Attract attention and build awareness of who you are and what you offer.
CTA Examples:
Why It Works: These CTAs tackle common issues and offer a simple way to stay in touch, making it easy for them to get to know you better.
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2. Interest
Client Journey: People who are starting to engage with your content and show interest in what you do.
Goal: Build trust and show them you know your stuff.
CTA Examples:
Why It Works: These CTAs give them valuable information and show your expertise, encouraging them to keep engaging with your content.
3. Consideration
Client Journey: Prospects who are thinking about using your services and want more details.
Goal: Deepen the relationship and get them more engaged.
CTA Examples:
Why It Works: These CTAs offer useful resources and personalized interactions, helping them see how you can meet their needs.
4. Conversion
Client Journey: Engaged prospects who are ready to decide and become clients.
Goal: Turn those interested followers into actual clients.
CTA Examples:
Why It Works: These CTAs provide a clear next step for them to take, making it easy for them to choose to work with you.
5. Retention and Advocacy
Client Journey: Current clients who have used your services and can refer you to others.
Goal: Keep engaging with your clients and encourage them to spread the word about you.
CTA Examples:
Why It Works: These CTAs keep your clients engaged and happy, while also encouraging them to refer new clients to you.
Putting It All Together
By knowing where your audience is in their journey, solving their problems, adding value, and including clear calls to action, you can make your LinkedIn posts way more effective.
Each post should help move your audience from just getting to know you to becoming a loyal client.
Stay tuned for next week's topic: Understand What Makes You Stand Out. We’ll dive into how to showcase your unique strengths to get even more attention and engagement on LinkedIn.
?? And in the meantime, get your free How to Attract & Keep Clients guide.
As a communication strategist and copywriter, I help freelancers and small business owners talk about their business in a way that is impactful and uniquely theirs.
Want faster, better results for your online presence with personalized, data-driven strategies and messaging?
How about starting with a free 15-minute review of your LinkedIn or website??? Join Teny for a Chat.
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