How Often To Post On LinkedIn To Attract Corporate Business

With how quickly the internet is evolving and the fight for attention, people will argue all day about how often to post on LinkedIn for maximum results.

Is posting daily, several times a day, or once a week better?

While the initial impulse might be to fill feeds with daily updates to stay visibility, this approach might not get the expected return, especially when targeting corporate decision-makers.

The sweet spot suggests a nuanced balance that respects the audience's capacity for consumption while maximizing impact and engagement.

Take, for example, my client, a CMO of a Fortune 500 company.

During our onboarding call, she shared a concern likely echoed by many in her corporate circles: the hesitation to post daily on LinkedIn because she sees it as spammy.

We often hear that constant visibility is needed for success.

However, this CMO's perspective was a reminder that what resonates for a corporate decision-maker is different than if you’re targeting a solopreneur.

Once you publish more than five times per week (for most people, this means once per workday), the return on investment drops substantially.

This is a classic example of the concept of Diminishing Returns.

The principle of Diminishing Returns suggests that beyond a certain point, every additional unit of input yields less and less output.

What is likely happening is that LinkedIn doesn’t want the member's feeds to be overwhelmed by posts by the same person, so the second post in a day that a marketer publishes can have a detrimental result on the performance of the first.

For profiles with at least 1000 followers, the first two posts on LinkedIn per week will typically bring in two clicks each. However, those channels' 10th post in a week only adds about 0.5 clicks.

The marginal effectiveness of creating content for LinkedIn maxes out at five posts per week.

For a corporate audience, we suggest sharing between two and three posts per week on LinkedIn to get the maximum value from the network for the time spent creating the content.

Initially, increasing your posts might boost engagement and reach, but there comes a threshold where it starts to have the opposite effect.

Case in Point…. 

When a tech startup reached out to me for a strategy session,  the previous consultant they worked with told them to shift from posting twice a week to twice a day. 

They believed increasing the frequency of their posts would increase brand awareness.

Initially, there was a slight uptick in engagement, but soon, the audience's response dwindled. 

Not only did the engagement drop, but the quality of leads also suffered. 

They were overwhelming their audience with too much content… too often.

I advised them to reduce their posting frequency but doubled down on the depth and relevance of each post following my profit pillars framework. 

Reflecting on this case, it's clear that simply turning up the volume isn't the key. The real magic happens when we dive into the core of our strategy, focusing not on how much we say but on what we're saying and to whom.

Let's explore how applying a more nuanced approach to the problem you solve, your target audience, and what makes you unique can transform engagement into meaningful results.

1. Problem You Solve

• Right Way: Identify a common problem your target audience faces, such as "reducing operational costs for small businesses through efficient project management software." This directly addresses a pain point and suggests a clear benefit.

• Wrong Way: Offering a vague or generic problem, like "helping businesses succeed," without specifying how or what unique challenges you address. This lacks specificity and fails to resonate with any particular need.

2. Target Audience

• Right Way: Clearly define who your service is for. For instance, "We specialize in helping tech startups scale their operations efficiently." This speaks directly to tech startups looking to grow and positions your content to attract this specific group.

• Wrong Way: Aiming to appeal to everyone, such as "Our services are for businesses wanting to improve." This broad targeting dilutes your message, making it less compelling to those who could benefit the most.

3. Unique Differentiator

• Right Way: Highlight what makes your approach or solution unique, like "Our project management software integrates AI to predict project bottlenecks before they happen, a feature exclusive to our platform." This sets you apart from competitors.

• Wrong Way: Using cliches or generic statements such as "We offer high-quality services." This doesn't convey what's unique about your offering, missing the opportunity to stand out.

The outcome? A 30% increase in qualified leads.

This experience reinforced a critical aspect of my profit pillars: it's not about the volume of your content but the depth.

For those targeting a corporate audience, like the CMO I work with, focus on delivering trust-building content that positions you as a thought leader without overwhelming your audience.

And before you schedule your next post, ask yourself:

• Is this content adding real value to my target audience?

• Does it position me as a thought leader in my field?

• Am I communicating effectively without overwhelming my audience?

The journey on LinkedIn is unique for each of us, especially when our target market is the corporate. 

The key lies in crafting a strategy focused on meaningful engagement.