How often should I be posting on my LinkedIn company Page?

This is the most common question I get from clients when it comes to LinkedIn Company Pages. While every person and industry will find what works best for them, the consensus is to post one to five times per week. But this recommendation needs more specificity and strategy than a simple answer. 

Key considerations I would encourage anyone to factor are:

• How important is LinkedIn for you as a channel?
• How quickly do you want results?
• How much long-form content do you have on hand or can you consistently produce i.e. webinars, blog posts/articles, ebooks etc.?
• What resources have you got to create the post (copy & image or video), and time to post i.e. people, scheduling software?

Even with all of these answers, you need to experiment with what works for you.

In the world of social media marketing, finding the perfect posting frequency for your LinkedIn company page is a delicate balancing act. 

Post too infrequently, and your audience might forget about your brand. Post too often, and you risk overwhelming them, or worse, being seen as a spammer. 

So, how do you determine the sweet spot? Let’s dive into the factors that influence the ideal posting frequency for your LinkedIn company page.

Why Does Posting Frequency Matter?

Before we get into more nitty-gritty of how often to post on your LinkedIn company page, it’s essential to understand why posting frequency matters. 

LinkedIn is a valuable platform for businesses, offering a professional environment to connect with your target audience, build your brand, and showcase your industry expertise. Posting regularly can help you achieve these goals in several ways:

• Stay on Your Audience’s Radar: Regular posts keep your brand fresh in the minds of your audience, making them more likely to engage with your content and remember your business.
• Show Consistency: A consistent posting schedule demonstrates reliability and commitment to your audience. It can build trust and credibility for your brand.
• Enhance Visibility: Frequent posts increase your chances of appearing in your followers’ feeds, expanding your reach.
• Engage Your Community: Posting regularly encourages interactions and discussions, helping you foster a sense of community around your brand.

Factors to Consider

Determining the right posting frequency for your LinkedIn company page involves considering several important factors:

1. Your Audience

A good place to start is to look up the analytics of your Linkedin company page. Click on the ‘Followers’ tab and note the ‘Location’ drop-down. Take note of which locations your current followers are in – from highest to lowest. 

Now choose other demographic items from this drop-down to gain a deeper understanding of who your current followers are.

Next, flick over to ‘Visitors’ and repeat this process. Visitors are people who have visited your LinkedIn Business Page of late, but they may not follow you. This is also an interesting perspective to ponder before you consider the nature of your posts and the frequency of them. 

The attributes of your target audience should heavily influence your posting frequency. What’s relevant to one audience might not be the same for another. What time one audience is online and looking at LinkedIn, may be different for another. 

Understanding their behaviours and preferences can help you tailor your posting schedule to their needs.

2. Your Industry

The nature of your industry plays a role in how often you should post. Some industries may require more frequent updates to stay relevant because things are so fast moving and you need to be ‘first to market’ with your communications.

Other industries will benefit from a more measured approach which needs careful curation in each and every post.

3. Content Quality

Quality should always trump quantity. Posting too often at the expense of content quality can be counterproductive. Aim for high-quality, engaging content that your audience finds valuable. 

By this, we mean posts with at least one quality image every time (don’t post without an image!) 

Even better, take the time to create a series of images, or a moving image or video. These will perform better on any social channel every day of the week. Create a template that incorporates your brand and stay professional and consistent. Include calls to action. Include relevant hashtags. Here is an example of a series of images we made to promote the AANA’s event RESET on Linkedin:

4. Engagement Metrics

Review your past post analytics to understand when your audience is most active and when your posts receive the most engagement. 

This data can guide your future posting schedule. You can also get some clues here on what types of content they like, based on the level of engagement you achieved in the past. 

5. Competitor Activity

Monitor the posting frequency of your competitors. While you don’t need to mimic their strategy, understanding what works in your industry can help inform your own approach.

Do they post twice a week? What if you were to post three times a week? Check back again in a month and see how you have performed against your competitors in terms of follower growth and engagement in the period and if the higher posting frequency works for you against your competitors. To find this go to your page, Analytics then Competitors. You can add or remove competitors you want to track against.

6. Goals and Resources

Consider your marketing goals and available resources. If you have a small team or limited resources, you might not be able to post as frequently as you’d like. Ensure your posting schedule aligns with your capacity.

Finding Your Posting Rhythm

As you consider these factors, it’s essential to recognise that there is no one-size-fits-all answer for posting frequency. What works for one company may not work for another. Here are some general guidelines to help you find your posting rhythm:

• A light posting schedule would be 2-3 posts per week. This provides a good balance between staying active and avoiding overwhelming your audience.
• A medium posting schedule would be 4-5 posts per week. This means you are active almost every business day, or every business day. You may also introduce 1-2 articles into this schedule.
• A heavy posting schedule would be 5-7 posts per week. This means you would be active essentially every day, perhaps with just one day of rest. You may also introduce 2-3 articles into this schedule. 

Analyse Linkedin Posting Results, then Analyse Some More!

• Monitor your engagement metrics and audience feedback in the form of comments and reactions. If you notice that your audience responds positively to more frequent posts, gradually increase your posting frequency.
  
• Monitor the source of your website traffic via tools like Google Analytics 4. If you are seeing more website traffic coming to your website as a result of an increased LinkedIn Posting schedule, and traffic is one of your goals, this is an indication that the strategy is working.
  
• Be consistent. Establish a content calendar/posting schedule and stick to it. Consider themes so everything that needs to make it into the calendar does. Consistency helps your audience anticipate your content and potentially look forward to it.
  
• Experiment and adjust. Don’t be afraid to try different posting frequencies to see what resonates best with your audience. Even if a certain schedule works really well for a while, it doesn’t mean it will always remain this way. Your audience and their needs will change over time, and so should you.
  

Summary of LinkedIn Posting

In the end, the right posting frequency for your LinkedIn company page will depend on your unique circumstances and goals. The key is to remain flexible, adapt to changing audience behaviour, and prioritise quality content that adds value to your followers. 

With the right LinkedIn Posting strategy, you’ll strike the perfect balance between visibility and engagement.

If you need help with developing your LinkedIn content strategy, would like to outsource the production and scheduling of Linkedin content or Linkedin ads to us or if your team would like training, please don’t hesitate to contact us.