What to post on LinkedIn updates | A surprising answer

What to post on LinkedIn updates … a surprising answer

  • By Jeff Molander

what to post on LinkedIn updates

Time to read: 3.5 minutes. Looking for sales leads on LinkedIn? What to post on LinkedIn updates is irrelevant. The best way to get prospects talking about buying is knowing how to post updates on LinkedIn.

What to post (and when) is secondary. It’s more important to write in ways that get customers reacting—talking to you.

Start by asking why

Focusing on “the how” is tricky. I admit. It seems like a strange place to start.

But if you start asking yourself, “why?” you WILL get better response from customers. Trust me. I do and so do my students.

Start by asking, “why am I about to post this?” Because this forces you to focus on the most important part of LinkedIn prospecting.


When you ask, “why am I about to post this update, what do I want the customer to do?” you’re forced to consider possible answers. For example, you want customers to:

  • share and like an article (weak)
  • respond to a video by signing-up for a white paper (stronger)
  • react: call or email to learn more about a solution (strongest)

Asking “why?” draws attention to weak points in your LinkedIn prospecting approach. If you don’t have a process in place to grab attention, engage and provoke response don’t feel bad. You’re not alone.

Here is a free, 12-minute LinkedIn sales training video to help you start applying this technique.

Otherwise, step 1 is to stop over-focusing on what to post on LinkedIn updates, at what time. Take action. Stop doing what is clearly not working. It will feel great!

Why ‘what to post on LinkedIn updates’ matters less

Relevant content is elementary. The difference between wasting time with LinkedIn prospecting—and generating leads—is sparking buyers’ curiosity in what you can do for them.

This is how to get them to respond to your updates.

Most of us share content on LinkedIn—without giving thought to how. We’re told to engage with relevant content. We “curate” articles from external experts. We share videos and white papers created by our marketing teams.

But are your LinkedIn updates grabbing customers? Are potential buyers responding—hungry to talk with you about transacting?

If not it’s probably because you’re over-focusing on what to post and when. Instead, focus on how.

Focus like a laser on how you structure words to grab attention, hold it and spark a reaction. Ask yourself these questions to get started.

“Does what I post:

  • Contain a call-to-action?
  • Lead to more content containing a call-to-action?
  • Have a headline that screams ‘useful, urgent, unique’ (enough to grab attention)
  • Connect to a lead capture & nurturing sequence?”

These are just a few easy ways to get started. If you’d like more tips just ask in comments or contact me.

Content must produce response (or else!)

Today’s most effective social sellers make sure what they post on LinkedIn updates creates response. I tell my social selling training students, “make every piece of content make them crave more.”

Asking “why am I about to post this?” is answered with “to make them crave more of what I have to offer.”

Getting more of what you have to offer requires customers to respond—on the phone, via email or by signing-up for a series of emails that will deliver some satisfaction.

Prove you’re worth paying for!

Let’s face it. The best thing you can do for your LinkedIn followers is to get them to DO something meaningful. Not share or like content!

Resist the temptation to use LinkedIn like everyone else does. Sharing relevant content is the entry fee, not the game-changer. What to post on LinkedIn updates and when should you post it is secondary.

More tips for you

Get prospects talking with you on LinkedIn. Do it today. Change the way you post on LinkedIn. Pay attention to how you post. Here are tips to get you started:

  • Re-write headlines using social media copywriting tips
  • Get provocative, don’t be afraid to take a side and warn customers of a danger
  • Guide buyers by taking on taboo issues or comparing options to get “best fit”

To help create the habit try asking, “why am I about to post this?” each time you post. Focus yourself on what you want the reader to do—how you want them to take action.

Remember, if you need it, here’s a free 12-minute LinkedIn sales training course to help you start applying this approach.

Let me know how these tips are working for you!

Photo credit: Chris Gilmore

About Jeff Molander

Jeff Molander is the authority on starting conversations with busy people. As founder of Communications Edge Inc. he teaches a proven, effective communications technique to spark buyers curiosity in sales outreach & marketing messages. He's a sought-after sales communications trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe. Jeff served as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with technology platforms like Facebook, LinkedIn, YouTube and blogs.

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  • Simon Berenyi says:

    Hi Jeff – This post stopped me in my tracks. For the very first time I stopped to ask myself – what is the purpose of my posts? What is my desired outcome? How will this outcome increase my bottom line? 99.9% of what I have previously done has rendered no fiscal benefit.

    Thank you for writing this article – I’m grateful I found it. I wrote a post yesterday on linked in using these questions to guide me and had the best response I’ve ever had. Awesome.

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