3-2-1 Strategy for Brand Promotion on LinkedIn

You have a profile on LinkedIn, but the promotion is not effective? Success in social media posting requires just three components: education, inspiration, and sales.

Try implementing these elements in a 3-2-1 ratio:

• three posts with educational information;
• two posts to inspire and put your followers in a good mood;
• one post with a purchase recommendation.

It is not necessary to strictly follow this strategy – you can adjust your weekly content to the needs and interests of your audience, their reactions, engagement, and your conversion rate.

Educational posts should contain valuable insights and useful information for subscribers.

For example, with a LinkedIn account focused on job hunting, you can tell your followers about the latest updates in hiring trends, offer recommendations on acing an interview, or suggest solutions on how to benefit from LinkedIn Learning. It is also beneficial to answer frequently asked questions (such as “How do I find jobs near me?”), conduct field analysis and comment on the subscribers’ current issues from your unique perspective.

Educational content aims to establish yourself as a reliable trend leader and trusted resource.

Inspirational posts should reflect your brand’s voice: allow your audience to ‘get behind the scenes’ of your business, and share your corporate culture, values, and personality.

What can you share with subscribers on the LinkedIn website? Live photos and videos showcasing your team, partners, or team members, glimpses into corporate events, available careers, or your clients’ success. Memes and personal stories can help your followers better understand your company’s vision.

Inspirational content aims to create a human face for the brand and build a deeper relationship with the audience.

Advertising content should demonstrate how your business helps its clients achieve their goals. This includes reviews of cases with impressive results, promotions, special offers, LinkedIn job opportunities, and announcements about new services, partnerships, or other business events.

The purpose of advertising posts is to generate leads and promote sales. Additionally, it helps you establish a competitive advantage over brands focused entirely on educational or inspirational content.