Posting Best Practices
Yasmina Akni Ebourki
Last updated: Aug 7, 2024
Got your first sponsored post? Congratulations, now it's time to write a post that will convery.
But if you don't know where to start, don't stress, I’ve got you covered!
First, understand that there are countless sponsorship posts on LinkedIn, often without us realizing it.
These are the best kind—the ones that sell something without you even noticing because they’re written in a natural, conversational tone and don’t come across as too commercial.
This effect is usually achieved by maintaining your usual tone, adding a personal touch, and avoiding excessive hype about the brand.
Let's check out some examples of effective sponsored posts that can inspire your future posts.
TL;DR: Crafting promotional posts has its own set of rules. This article shows various types of promotional posts, provides five effective examples, and gives tips on how to balance your promotional and sponsored content.
The Importance of Promotion Posts on LinkedIn
There are many types of promotional posts, and while creativity has no limits, the most important thing is to provide value to your audience.
Each type of post, though it might differ in style and what it offers, clearly shows what the reader will gain or what benefits they’ll get.
Examples of Effective Promotion Posts
1) Product Launch Announcement
Got a preview from a brand and need to announce a new product or feature?
First, think about what makes this product or service valuable to your readers. How does it help them or solve a problem they have? Or simply, why do you like and enjoy using this product? Make sure to clearly highlight these benefits in your writing.
You can describe the benefits in various ways and use different types of visual content to support your message:
Examples: create a list of the benefits, compare it to another product, explain how you use it and show a before-and-after scenario
Here’s an example of a sponsored post by Matt Swain for MagicPost where he shows how MagicPost helps him generate content ideas, making it clear why it’s a great tool.
He does this by presenting a carousel that demonstrates four ways to generate content ideas using MagicPost.
A great product launch announcement should clearly explain the benefits, use easy-to-understand language, and highlight what makes the product special.
2) Service Promotion
When promoting a service instead of a product, it's crucial to emphasize the human element and the real-life impact of the service.
For these types of posts, you can adapt the same ideas we talked about on the “product launch announcement”.
Showcasing a before-and-after transformation can effectively demonstrate its value. Highlight how effective your service is and including reviews to build trust and credibility.
Here’s an example from Chris Donnelly, who writes about a before-and-after transformation after providing his services to Will Tighe. He analyzes the context and shows the improvement in detailed numbers about likes and impressions.
At the end, he includes a call to action (CTA) to access his service, creating urgency by mentioning that there are limited spots available.
3) Limited-Time Offer
This technique is widely used by many companies and marketing agencies in their messaging and can also be applied for LinkedIn posts.
Creating urgency and emphasizing the special nature of the offer is essential for limited-time promotions.
To effectively use this approach, start by clearly defining the duration of your offer. Whether it's a flash sale, a special discount, or an exclusive opportunity, make sure to specify the exact start and end dates.
This creates a sense of urgency and encourages your audience to take advantage of the deal before it expires.
Including visual elements are also crucial for this type of posts—use eye-catching graphics or countdown timers to grab attention and reinforce the urgency.
4) Webinar or Event Promotion
Events and webinars are another type of offering that performs exceptionally well on LinkedIn.
When promoting a webinar or event, it’s crucial to focus on the value attendees will gain and provide straightforward registration instructions.
Influencers often use these tactics effectively, for example, by adding value in their posts, placing the event link in the comments, and engaging with all the comments.
Additionally, make sure to specify the event details, highlight the presenters, and clearly explain the topics to be covered.
5) Case Study or Success Story
Another highly effective type of post is sharing a story.
This could be your own personal journey, the CEO’s experiences, or the backstory of how the product you're promoting was created.
Storytelling consistently resonates with people because it connects on a human level.
Readers are often more engaged with a personal narrative than with a straightforward product pitch.
Storytellers excel in this area by weaving compelling narratives that captivate their audience.
For instance, Jasmine Touitoui shares a story about rejecting a client during her vacation, which not only adds a personal touch but also offers valuable insights through her training in the comments.
In conclusion, incorporating storytelling into your promotional posts can create a deeper connection with your audience.
By focusing on relatable experiences and personal insights, you can make your posts more engaging and memorable, ultimately driving greater interest and interaction.
Balancing Promotion with Value
Now that you decided how your promotional post is going to be, remember that posting too many promotional posts can have several negative effects.
The traps of over-promotion
Overloading them with sponsored content can damage that trust and reduce your credibility.
Your audience follows you for the valuable information and insights you provide, not to be bombarded with constant advertisements.
This is a common pitfall for content creators who rely on promotions as their primary source of income. Over time, saturating your audience with ads can lead to losing their interest and loyalty.
The key is finding a balance and ensuring that any promotion you share is high-quality and genuinely beneficial to your audience.
The 80/20 Rule
To maintain this balance, consider following the 80/20 rule.
This rule suggests that 80% of your content should provide value and the remaining 20% can be promotional content.
And if you’re wondering how?
Continue providing value as you used to do it, focus on creating content that educates, entertains, or solves problems for your audience. This could include how-to guides, industry insights, tips and tricks, or personal stories that resonate with your readers.
On the promotion side, ensure that these promotions are relevant and beneficial to your audience and that it doesn't take more than 20% of your feed.
By adhering to the 80/20 rule, you ensure that your audience remains engaged and sees you as a valuable and trustworthy source of information, rather than just a salesperson.
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