A comment from an expert in your target audience is worth more than twenty likes from acquaintances. That is why this guide focuses on the conversation, not the number.

How a page gains followers in the first place is covered in the guide to LinkedIn followers. This one is only about the post.

Step 1 of 4

The first line decides

In the feed only the beginning is visible; the rest sits behind "…more". Start with the statement, not with preamble: an observation from your work, a result, a claim that can be confirmed or disputed.

Short paragraphs with blank lines read better on mobile. Avoid filler phrases and bullet lists with emojis.

ChecklistStep 01

The first line contains the statement.
Paragraphs are short.
The post contains a concrete example from your work.

Step 2 of 4

Take a position that experts can supplement or refute

Experts comment when they have something to add. This happens with posts that have a clear position: "Why we do not offer flat rates", "What goes wrong with tenders". Neutral summaries of industry news rarely get responses.

Stay objective and cite your experience instead of general wisdom.

ChecklistStep 02

The post states a clear position of its own.
The reasoning is based on your experience.
The tone remains objective.

Each month we design and produce documents and posts for your page that make a position visible.LinkedIn support for Social Rocket

Step 3 of 4

Ask a question that experts want to answer

End the post with a question your target audience can answer from experience: "How does this work for you?" is open, "Which documents are most often missing for you?" is concrete.

In the first hours, write comments yourself under posts by your target audience. This puts you into the conversation without forcing it.

ChecklistStep 03

Every post ends with a concrete question.
Two posts by other experts are commented on.
The answer comes from experience.

Step 4 of 4

Reply to every comment

Reply to comments with a thought of your own rather than just a thank-you, ideally on the same day. Anyone who feels taken seriously comments again, and others read the conversation as well.

Connect with people behind interesting posts through a personal connection request, where it fits.

ChecklistStep 04

Every comment receives a reply within one day.
Replies contain a thought of their own.
Interesting commenters received a personal message.

What you should have after four weeks

A checklist for after four weeks:

Posts with a clear stanceEvery post says something that can be disputed.
ConversationsAt least some comments from experts in your target audience.
A response habitNo comment goes without a reaction.
A patternYou recognize which topics trigger conversations.

Frequently asked questions

Should I ask colleagues to like?

A voluntary reaction is fine. What matters is that it is honest; comments on request quickly come across as hollow.

Are polls worth it?

They easily produce answers, but rarely conversations. They work as an entry point into a topic.

When should I post?

When your target audience is online, for example during the lunch break. Test it over several weeks instead of following a rule of thumb.

Agency · LinkedIn

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SREditorial team Social Rocket. This guide was written by our editors and is reviewed regularly. It contains no links to providers that sell followers, likes or views.