With over one billion members on LinkedIn and 70M Company Pages, getting your posts noticed requires more than just hitting the “Post” button. With so much content vying for attention, how do you ensure that your post stands out, resonates with your audience, and contributes to your thought leadership?
Introducing my R.A.T.E system—a simple yet effective way to review your LinkedIn posts before they go live. Effective on both Personal and Company Page posts.
R – Relevancy
A – Authenticity
T – Thought Leadership
E – Empathy
By applying this framework, you can maximise your post impressions organically while staying true to your voice and brand.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which goes into much more detail.
Listen on Apple Podcasts here.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Increase Your LinkedIn Post Reach
R – Relevancy
Is your post relevant to one audience and one topic?
LinkedIn has shared exactly what the algorithm wants to reward – knowledge and advice. It is not a platform where you have a high chance of going viral, but you do have a high chance of reaching a more relevant audience.
The first step in writing a successful LinkedIn post is ensuring it’s relevant to your audience. Who are you speaking to? What pain points are you addressing? While it’s tempting to try to cover multiple topics or appeal to a broad audience, focus wins.
When your post is laser-focused on a specific audience and a single topic, it resonates more deeply and encourages engagement from those who find it most valuable.
Before you post, ask yourself: “Is this post aligned with the needs and interests of my target audience?”
The more relevant content you create, the higher your chance of engagement, which encourages the algorithm to boost your impressions by showing the content to more people in your audience.
A – Authenticity
Are you being the real you or the LinkedIn you?
Authenticity is the cornerstone of building trust on LinkedIn. It’s easy to fall into the trap of crafting posts that sound “professional” but lack the essence of who you really are. LinkedIn is not just about showcasing your polished self—it’s about showing up as your true self. Or, as I call it – your #DigitalTwin.
You can create content from your own experiences, struggles, and victories in your voice. Authenticity doesn’t mean oversharing; it means being honest and genuine in what you share.
Your audience will appreciate the real you far more than the “LinkedIn version of you”, which will be reflected in your LinkedIn impressions.
T – Thought Leadership
Is what you’re sharing your point of view?
LinkedIn is full of templated content and generic advice. To stand out, you need to share your unique perspective. Thought leadership isn’t about regurgitating what’s already out there—it’s about offering fresh insights, challenging the status quo, and sharing how you do things differently.
Move away from AI-generated content or pre-written templates. Instead, share your experiences, learnings, and personal take on industry trends.
Thought leadership is about positioning yourself as a go-to resource in your field, and that only happens when you offer something different from what everyone else is saying.
E – Empathy
Have you genuinely put yourself in your reader’s shoes?
Empathy is the secret ingredient to a successful LinkedIn post that gets more impressions. It’s about shifting the focus from self-promotion to serving your audience.
“When you write with empathy, you consider what your readers need to hear, not just what you want to say.”
Michelle J Raymond
Take the time to review your post from your audience’s perspective. Are you addressing their challenges? Are you offering truly helpful solutions? Empathy in your posts creates a connection, fostering trust and engagement.
Putting R.A.T.E into Action
Before your next LinkedIn post goes live, take a moment to R.A.T.E it:
- Relevancy: Is it focused on one audience and one topic?
- Authenticity: Are you showing up as your real self?
- Thought Leadership: Are you sharing your unique point of view?
- Empathy: Have you written with your audience’s needs in mind?
By running your posts through the R.A.T.E system, you can ensure that each one is engaging and aligned with your brand and business goals.
Next time you’re about to hit “Post,” remember to R.A.T.E your content—and watch your impressions soar.
If you need personalised advice to develop a LinkedIn strategy tailored to your business, let’s discuss how we can optimise your LinkedIn presence to achieve your business goals.
Book here https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond is the founder of B2B Growth Co and has made her mark as a leading LinkedIn growth strategist, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
