From Scroll to Action: 6 tactics for creating LinkedIn posts that convert

LinkedIn has become the go-to platform for B2B marketers looking to engage professionals, build relationships, and ultimately drive conversions. But standing out in a sea of posts from experts, influencers, and industry thought leaders isn’t easy.

To help you craft LinkedIn posts that not only capture attention but also convert, whether that’s a repost, link click, like or lead, follow my quick guide.

1. Start with your ideal client in mind

Effective LinkedIn posts are rooted in a deep understanding of your target audience. Picture your ideal client, their challenges, and what drives them to seek solutions. What are their pain points? Why should they care about what you're offering?

High-converting social media posts start with a deep understanding of your ideal client

Personalize your message. Instead of speaking broadly, address their specific concerns in a way that makes them feel seen and understood. LinkedIn is a more formal space than platforms like Instagram or X, but that doesn’t mean you shouldn’t be direct and conversational. Imagine you're speaking to one person (I like to imagine I’m in the pub with them).  

A deep dive exploration of your ideal client is included in my Social Strategy Builder programme. I provide the know-how, exercises, templates, tips and examples to enable you to tease out the most relevant insights and craft powerful pen portraits for your social media marketing strategy. Find out more here.

2. Create content that adds value

In 2024, LinkedIn users are bombarded with content. To stand out, your post must be interesting and provide real value, so avoid making it all about your business or service. Instead, offer insights, tips, or information that helps solve a problem for your audience, or alternatively something that interests or entertains them. This positions you as an authority and/or someone worth listening to.

An interesting social media post should inform, inspire, educate or entertain. 

A simple way of looking at it is this. Your post should do one of four things – inform, inspire, educate or entertain. Ask yourself “Does my post:

• Solve a problem?

• Inspire action or reflection?

• Provide new or useful information?

• Encourage engagement?”

If the answer is ‘yes’ to any of those questions, you’re probably on to a winner.

Creating quality content for social media is something that most small businesses struggle with. That's why in my Social Strategy Builder programme we break this step down into 4 parts. I hold your hand throughout the process, building on your ideas so that your resulting content strategy is meaningful, high impact, engages your target audience and moves them through the buying journey. It's something exciting. Find out more about my strategy building and mentoring programme here.

3. Use the problem-solution formula

When crafting marketing posts many people make the mistake of focusing on the features of the product or service first and foremost, describing what it does and what’s great about that. This is likely to come across as self-interested and boring and will probably lose you readers, if not followers. Instead, you should focus on the benefits of that product or service to the potential customer and how it helps meet their pain points.

To hook your readers in and drive conversions, structure your post with this simple formula:

A winning formula for writing social media posts that convert

Problem: To get the reader (hopefully a potential client) to pay attention to your post in the sea of other posts start off by phrasing the post around their problems. This will make them sit up and take notice. You want them to think “yes that’s me!”. Ideally you should begin your post with a strong, thought-provoking hook related to this problem to compel the viewer to read on.

Solution: Next, offer a solution – this is where you introduce your product or service. Explain how it directly addresses the problem.

Subtle Call to Action (CTA): Finally, guide them towards the next step. Keep it subtle – overly pushy CTAs (like “Buy Now”) are often penalized by algorithms and turn off users. Instead, phrases like “Learn more about how we can help” or “Explore your options” work better.

4. Nail your tone of voice

Maintain your brand’s tone of voice when writing social media posts to convey an authenticity to your reader. 

A well-written social media post – whether it’s for marketing or any other purpose – should feel natural, honest and authentic to read. This is achieved by aligning your writing with your brand. Find your brand guidelines and look for the tone of voice section. This is the language you use to consistently communicate with your audience and show your personality. Your post should be written in a way that reflects those qualities.

My Social Strategy Builder programme guides you through this process of harnessing your sense of brand in much more depth. I provide rich explanations of each element of your brand identity, with real life examples across different industries as well as a case study that lands the learnings. My exercise instructions will enable you to figure out your own brand identity in six steps, and you’ll have me at your side mentoring, challenging, and building on your work so that it’s the best representation of your brand possible.

Click here for more information.

5. Optimise for LinkedIn algorithms   

 LinkedIn's algorithms favour posts that drive engagement, which in turn will increase the reach of your posts and push up your conversion results. Here are some quick copywriting tactics to give your posts an extra boost:

• Talk directly to the reader, speaking conversationally as if it’s just one person. You’re more likely to grab attention.

• Be concise and get to the point quickly. While long-form posts (microblogs) can perform well on LinkedIn, make sure every sentence adds value and challenge yourself to remove any text that doesn’t. Working with a copywriter can help with this.

• Keep it compelling, phrasing things in terms of how they’ll benefit your audience rather than simply describing things.

• Be confident about how you state your claims and product/service benefits, avoiding the use of words like ‘might’, ‘try’ or ‘hopefully’. Wherever possible opt for an active voice over a passive voice.

• Avoid jargon and complex, technical language. Even if your audience understands it, they won’t want to read it, so use layman’s terms wherever possible.

• Keep sentences and paragraphs short. They make the copy easier to read and digest.

• Incorporate industry-relevant keywords that your audience might search for. This boosts your post’s discoverability.

• Include Visuals: Posts with images, videos, or infographics grab attention. If it’s relevant, include a visual element to make your content stand out in busy feeds.

• End with a strong closing statement: Just like the opening hook, the closing of your post needs to be impactful. Reinforce your main message and invite the reader to take action—whether that’s reaching out, reading more, or engaging with the post. For example: “Ready to tackle [Problem]? We’ve got the tools to help you make the change. Let’s chat.” This not only leaves a lasting impression but also encourages the reader to continue the conversation.

6. Track and refine

Finally, pay attention to how your LinkedIn posts are performing. What type of content gets the most engagement? Which CTAs lead to conversions? Use this data to refine your strategy over time, doing more of what works and less of what doesn’t. When you know what organic content performs well, you can turn it into a paid social media ad campaign to accelerate results.

Writing LinkedIn posts that deliver results takes a combination of thoughtful strategy, clear messaging, and continuous refinement. By staying focused on the needs of your ideal client and providing genuine value, your posts will naturally lead to stronger engagement and more conversions. Remember, every LinkedIn post is an opportunity to connect, build relationships, establish authority, and gently guide prospective buyers closer to working with you.

Are you ready to build a social media marketing strategy that drives growth? From defining your brand to holding you accountable, Social Strategy Builder can support you through every step in building a unique social media marketing strategy for your business. Book a free discovery call to find out more.