LinkedIn launched in 2003—just a year after Facebook. It has since become the most powerful social tool for professionals, business owners, and ecommerce entrepreneurs. Today there are more than one billion active users on LinkedIn, and, according to the platform, 94% of business-to-business (B2B) marketers using it for sales and lead generation. In fact, 80% of B2B leads generated through social media are attributed to LinkedIn.
Additional benefits of posting on LinkedIn from your business account include improved brand visibility and customer engagement, new networking opportunities, increased website traffic, and recognition as a thought leader.
If you run an online business, there are many ways to level up your LinkedIn content strategy and leverage this professional connection tool effectively.
LinkedIn post ideas for your ecommerce business
- Polls and questions
- Brand origin story
- Articles
- Events
- Takes
- Celebrations
- Videos and multimedia
- Positive reviews
- Job opportunities
- Weekly series
- Content you’ve been featured in
Use these post ideas to optimize your LinkedIn presence, engage with people in your industry, and offer value to the wider business community:
Polls and questions
Asking a question is one simple way to boost engagement. Try posting an informal poll about specific industry trends or requesting feedback on new product ideas. Social media is all about engaging a community, and asking your audience questions is a great way to encourage interaction.
A poll doesn’t necessarily have to be serious—a lighthearted poll can generate quality LinkedIn engagement too. For example, the fitness clothing brand Gymshark posted a poll asking users, “Which work meeting slot should be banned forever?” The poll received over 10,000 votes.
Brand origin story
It’s not just comic book heroes who have origin stories—your ecommerce business started somewhere too. People love stories, whether it’s a personal story about creating something missing in the world, a brilliant idea you had in the shower, or an unlikely confluence of opportunities. Tell your own origin story as a text post on LinkedIn to communicate your company’s culture and backstory to LinkedIn audiences.
For example, suppose you sell high-quality baking accessories and home goods. In that case, you might share how you learned to bake from your grandmother but were always frustrated with the cheap plastic kitchenware she used, ultimately leading you to launch a company that makes well-built wood and metal kitchenware.
Articles
A big part of running a business is keeping up with industry trends. Many business owners stay informed by reading trade publications and blog posts, so sharing any valuable resources you read is an easy LinkedIn post idea. Sharing well-written long-form content with valuable insights can foster engagement with your LinkedIn audience.
Imagine you work in sustainable packaging. You might share a fascinating news article on mushroom-based styrofoam and encourage your readers to share their thoughts on the article or their experience with the product.
Events
LinkedIn can be a great way to keep an audience informed about your company’s upcoming events, whether it’s a happy hour at a local bar, an industry awards event where you’re being honored, or an upcoming webinar. Posting about events is not just about boosting attendance—it can also be a way to establish your brand as an important player and thought leader in your industry.
Not every event you post about has to be super polished or hyper-brand-focused, but ensure it’s relevant to you and your audience. For example, the olive oil company Graza reposted information about a community fun run that it co-hosted with the apparel company Bandit Running. Reposting Bandit’s announcement to its LinkedIn company page offered an easy way to spread the word and highlight the collaboration.
Takes
If you run an ecommerce business and keep up with the trends, you likely have some opinions about them. LinkedIn can be a great platform to establish thought leadership and grow your personal brand as someone with in-depth knowledge about their industry. Thought leaders tap into their own experiences to provide valuable insights and give their LinkedIn audience insightful content to interact with.
Say you run a candle business and hear the industry buzz around a new alternative candle wax. You could share a few LinkedIn text posts with your thoughts on the new trend and offer actionable insights on how to choose the right raw wax when making candles.
Celebrations
In today’s world, people can use some good news. Some of the best LinkedIn post ideas are simple, and posting about your company’s wins can be a nice way to broadcast company growth, brag about an award or other achievement, or celebrate an employee’s personal accomplishment. This also projects a positive company culture.
For example, Heyday Canning Co posted about being named Best New Product by Nosh.com.
Videos and multimedia
Though LinkedIn text posts can be effective, consider incorporating video and multimedia posts into your content strategy to communicate your brand’s visual identity to LinkedIn users and even potential customers. Post a behind-the-scenes video of your company’s newest manufacturing process, compelling graphics displaying your company’s data, carousel posts showcasing multiple images in a single post, or a video tour of your brick-and-mortar store.
For example, the Japanese denim company Hiut Denim Co posted a visually pleasing collage showcasing its brand aesthetic and highlighting its new line of linen jeans.
Positive reviews
Posting or reposting glowing reviews can be a great way to augment your own content. Share a success story about solving a problem for a customer, an anecdote about a positive interaction a customer had with your support team, or kind words from a business-to-business (B2B) retail partner. Try collecting user-generated content (UGC) from a comment board or review site, or take a screenshot of a positive email (after securing the customer’s permission first, of course).
Job opportunities
As a professionally focused network, LinkedIn can be a good place to look for potential employees and contractors. Post a job opening to get your company’s name in front of more people in your field and find qualified professionals to work with.
For example, when the shoe brand Allbirds was looking for a distributor account coordinator, it posted the job opportunity to LinkedIn in a playful voice that was true to its brand identity.
Weekly series
A weekly recurring series is another great example of valuable content and can help you post consistently within a simple digital marketing framework. Post employee success stories every Tuesday, a weekly comment on a new trend, or just a “this week on location” picture from your fieldwork.
For example, the fashion brand Fashion Nova posted a weekly series that first highlighted important moments in Black history and then shifted to highlight Black-owned businesses.
Content you’ve been featured in
If you’re interested in taking on a role in thought leadership in your industry, offer your insights on blogs and participate in interesting conversations on podcasts and in video webinars. Repackage this content—such as a recent podcast episode where you discussed a new industry trend—and share it with your existing LinkedIn audience. Sharing these recordings and authored articles is a great way to expose your LinkedIn company page to other people who are already active in your industry.
LinkedIn post ideas FAQ
What should I write in a LinkedIn post?
There are several ways to approach your LinkedIn strategy. When you’re planning to post on LinkedIn, it can be helpful to think about what your audience cares about most and how you might be able to offer actionable insights that add to wider conversations in your industry.
What posts do well on LinkedIn?
The best LinkedIn posts are ones that establish your personal or company LinkedIn page as a valuable voice in your field while also fostering community engagement. Some great LinkedIn posts do this by sharing valuable insights on industry trends, gathering user thoughts through polls and questions, or sharing cool videos and graphics that show new ideas in interesting ways.
How can ecommerce businesses use LinkedIn to engage with customers?
According to one survey, 94% of B2B marketers use LinkedIn for sales and lead generation. Since LinkedIn is a social media network specifically geared toward professional networking, ecommerce businesses can use LinkedIn to establish relationships with other companies in their space—especially ones that may want to buy their products or services.
