# How to Create Engaging LinkedIn Posts
For Australian small business owners, LinkedIn is no longer just a digital resume; it is a powerful lead-generation engine. Engaging posts help you build authority in your industry, connect with local decision-makers, and stay top-of-mind with your network without the high cost of traditional advertising.
In this guide, we’ll walk you through the exact process of crafting posts that stop the scroll and encourage meaningful interaction.
Prerequisites
Before you start, ensure you have:- A completed LinkedIn Personal Profile or Company Page.
- A clear understanding of your target audience (e.g., other Brisbane business owners, HR managers, or local contractors).
- High-quality images or videos (smartphone photos are fine if they are clear).
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Step 1: Identify Your Content Pillar
Don’t just post for the sake of posting. Decide what value you are providing. Are you educating your audience on a recent change in Australian tax law? Sharing a behind-the-scenes look at your latest project in Fortitude Valley? Or celebrating a team milestone? Rotating through 3-4 "pillars" ensures your feed stays fresh and professional.Step 2: Craft a "Scroll-Stopping" Hook
The first two lines of your post are the most critical because LinkedIn truncates long posts with a "...see more" link. Your goal is to make them click that link.- Good hook: "Most Brisbane business owners are overpaying for their electricity, and here is why."
- Bad hook: "I wanted to write a quick post today about our services."
Step 3: Use the "White Space" Technique
LinkedIn users often browse on mobile during commutes or coffee breaks. Large walls of text are intimidating and usually ignored. Break your sentences into short, punchy paragraphs. Aim for no more than 2-3 sentences per paragraph. Use bullet points to list benefits or steps.Step 4: Add a Personal or Local Angle
People connect with people, not logos. Even if you are posting from a company page, use a conversational tone. Mentioning local context—like a local networking event at the Brisbane Convention Centre or a challenge unique to the Australian market—helps establish your presence as a local expert.Step 5: Select the Right Media Format
Posts with media significantly outperform text-only posts. However, the type of media matters:- Images: Use real photos of your team or work. Avoid overly polished stock photos which look like ads.
- Document/PDF Carousels: These are currently high-performing on LinkedIn. Save a PowerPoint presentation as a PDF and upload it as a "Document" to create a swipeable slide deck.
- Video: Keep it under 90 seconds and always include captions, as many users watch with the sound off.
Step 6: Tag Relevant People and Pages
If you’ve collaborated with another local business or want to shout out a client, use the "@" symbol to tag them. This notifies them and often leads to them sharing your post with their own network.Warning: Never "spam tag" people who aren't relevant to the post. This is seen as poor etiquette and can get your account flagged.
Step 7: Include 3-5 Relevant Hashtags
Hashtags help the LinkedIn algorithm categorise your content. Use a mix of broad and niche tags. For example:#BrisbaneBusiness #DigitalMarketing #SmallBizAU. Avoid using more than five hashtags, as it can make the post look cluttered and "spammy."
Step 8: The Call to Action (CTA)
Every post should have a purpose. What do you want the reader to do?- "Comment below with your thoughts."
- "Click the link in my bio to read the full case study."
- "Send me a DM if you'd like the checklist."
Step 9: Use the "First Comment" Rule for Links
LinkedIn wants to keep users on their platform. If you put an external link (like to your website) in the main body of the post, the algorithm may limit your reach. Instead, write "Link in the first comment below" and post the link there once the post is live.Step 10: Engagement is a Two-Way Street
Once you hit "Post," your job isn't done. The first 60 minutes are crucial. Stay active and reply to every comment you receive. This signals to LinkedIn that the post is generating a conversation, which encourages the algorithm to show it to more people.---
Pro Tips for Success
- The 80/20 Rule: 80% of your content should be helpful, educational, or entertaining. Only 20% should be a direct "sales pitch."
- Tagging Locations: If you are a local service provider, mention your service area (e.g., South East Queensland) to attract local leads.
- Optimise Your Headline: Ensure your personal LinkedIn headline clearly states what you do, so when people see your post, they immediately understand your value.
Common Mistakes to Avoid
- Being Too Formal: LinkedIn is professional, but it’s still social media. Avoid overly corporate jargon that sounds like a press release.
- Ignoring Analytics: Check your post views and engagement rates weekly. If your "How-to" guides get more likes than your "Company News," make more guides!
- Posting and Ghosting: If you don't reply to comments, people will stop leaving them.
Troubleshooting
- My post has zero views: Check your privacy settings. Ensure your posts are set to "Public" rather than "Connections Only."
- The image looks blurry: LinkedIn recommends a ratio of 1.91:1 for images, but square (1200 x 1200 pixels) works best for mobile users.
- I can't find the "Document" button: This is only available on the desktop version of LinkedIn or via the specific "+ " icon on mobile. It looks like a small sheet of paper.
Next Steps
Now that you know how to craft a great post, consistency is key. Aim to post 2-3 times per week to maintain momentum.If you're struggling to find the time to manage your social media or need a bespoke content strategy for your Brisbane business, the team at Local Marketing Group is here to help.
Ready to grow your local presence? Contact us today to discuss a tailored social media management plan.