How to write LinkedIn posts that stand out

LinkedIn, with over 15 million Australian members, has become a powerful social media platform for professionals to grow their network, showcase expertise and build business relationships.

Whether you’re a mortgage broker, financial adviser, real estate agent or buyer’s agent, great LinkedIn posts can help you stand out in a competitive market.

So, how do you write posts that engage your audience, demonstrate your authority and prompt action?

Here’s a practical guide to crafting effective LinkedIn posts:

1. Know your audience

Before you start typing, consider who you’re speaking to. Are you targeting potential home buyers, property investors, small business owners or other finance professionals?

For example, a post aimed at first home buyers should have a different tone and focus than one targeting seasoned property investors. Understanding your audience’s needs, pain points and interests is key to crafting a message that grabs their attention and keeps them engaged.

Tailor your content writing to address specific challenges or goals your audience faces. This builds credibility and trust, positioning you as an expert in their eyes.

2. Offer value

Always ask yourself: “What’s in it for the reader?” A LinkedIn post should provide value in the form of useful insights, actionable tips or solutions to problems. You want your audience to feel like they’ve gained something from engaging with your content.

When readers see your engaging content as valuable, they’re more likely to engage, share and keep coming back for more.

3. Start with a hook

LinkedIn is a crowded space and the first few lines of your post are crucial to grab attention. You need a hook that pulls them in immediately. Effective hooks include:

Asking a thought-provoking question: “Are you making this common mistake in your investment strategy?”
Making a bold statement: “Here’s why 90% of home buyers overlook a key step in their mortgage application.”

By drawing readers in with something intriguing, you’ll increase the chances they engage with the rest of your post.

4. Vary your content

Different types of content can enhance your LinkedIn presence and keep your audience engaged. Consider mixing it up with:

Blogs and articles: Share industry insights or link to your blog articles to offer value and drive traffic.
Videos: Create short, informative videos that demonstrate your expertise, show behind-the-scenes action or share tips.
Photos: Use visuals to tell a story or highlight success. Accompany these with concise descriptions that add context and invite discussion.

The key is to adapt your content strategy to each format. For example, your written post can become a script for a quick video or you can turn a success story into an infographic.

If you’re short on time or need help creating engaging LinkedIn posts, Hunter & Scribe specialises in crafting social media copy for Australian property and finance professionals.

5. Keep it short and simple

Busy professionals don’t have time to read long, rambling posts. Focus on delivering clear, concise information that’s easy to digest. Avoid jargon and fluff. Each sentence should serve a purpose.

Stick to short paragraphs and make your message as direct as possible. Readers should be able to skim through and quickly grasp the main idea.

6. Use storytelling and a conversational tone

Storytelling is an effective way to connect with your audience on LinkedIn. People are drawn to stories, especially when they involve real-life scenarios they can relate to.

For example, an accountant could share a story about helping a start-up company use accounting software to keep track of their bills and expenses, with the benefits being:

By automating their invoicing and expense tracking, the company reduced manual errors and saved hours of administrative work each week
This streamlined process not only allowed the start-up to focus on scaling their business, but also provided them with real-time insights into their cash flow, enabling them to make more informed financial decisions

Stories are memorable, humanise your services and create a sense of connection with your audience.

Writing in a conversational style makes LinkedIn posts more engaging. You want the reader to feel like they’re talking to you instead of reading a technical report, which is key to effective communication.

7. Encourage engagement

The more engagement your post gets, the wider its reach on LinkedIn. Encourage interaction by asking questions, inviting opinions or prompting action at the end of your post.

When people comment, like or share your post, it increases your visibility across their network as well. This helps grow your reach and increase your credibility.

8. Include a clear call-to-action (CTA)

Every LinkedIn post should have a clear purpose. What do you want your audience to do after reading it? Whether it’s visiting your website, reaching out for a consultation or downloading a free resource, make your CTA clear and actionable.

For example, “Contact us to book a free consultation”.

9. Use hashtags wisely

Hashtags can expand the reach of your post by making it more discoverable. Use relevant hashtags that your audience is likely to follow, but don’t overdo it. Stick to about three hashtags that reflect your post’s content.

10. Publish consistently

Consistency is key to building a strong presence on LinkedIn. One great post won’t cut it. Aim to publish regularly, whether that’s once a day, three times a week or weekly – find a schedule that works for you.

Ready to create effective LinkedIn posts? The team of skilled finance and property writers at Sydney copywriting agency Hunter & Scribe can help you craft engaging social media copy. Contact us today to learn more.

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