Getting views is easy. Starting real discussions is harder.
Many people scroll without engaging. Some avoid public comments, while others just read and move on. Likes and comments alone don’t create meaningful connections.
The real value comes from direct conversations. Let’s explore how to make that happen.
Likes and short comments might help your post get seen, but they don’t always lead to real conversations. LinkedIn’s algorithm rewards engagement, but true success comes when someone shares their thoughts, asks a question, or follows up privately. These moments build trust and lead to real relationships.
How to Start Conversations
1. Share Your Content Directly
Don’t just post and wait. Share your content with the right people. If you think someone would benefit, use it as a touchpoint for prospecting or relationship-building. Be strategic and share only when it’s appropriate.
Keep it simple:
- "Hey, thought this might interest you."
- "We talked about this the other day. Thought you might find this helpful."
- "Curious to hear your thoughts. Does this make sense? Am I missing anything?"
This isn’t about blasting content to everyone. It’s about using your posts to start real, relevant conversations. Don’t limit yourself to LinkedIn. Send the link in an email or text.
Pro Tip: If you’re on a call and a topic you’ve written about comes up, don’t hesitate to say, "Hey, I wrote about this. Let me share it with you."
2. Ask Better Questions
Generic questions like "Thoughts?" rarely get meaningful responses. Instead, ask something that sparks thought and discussion:
- Situational: "Have you ever had a deal fall through at the last minute? What happened?"
- Debate: "Is it better to prioritize speed or accuracy in [your industry]? Why?"
- Personal Experience: "What’s a time you took a big risk at work? How did it turn out?"
Not everyone will respond, and that’s okay. Some people engage by reading and reflecting rather than commenting. Keep asking. The right questions lead to better discussions over time.
3. Leave Room for Discussion
If your post has a clear conclusion, there’s nothing left to add. Instead of saying, "This is the best way to do it," try:
- "This worked for me, but what’s your take?"
- "I’ve had success with this, but does it apply to your field?"
4. Engage First
If you want engagement, don’t wait. Give it first. Instead of leaving vague comments like "Great post," try:
- Adding your insight
- Asking a follow-up question
- Expanding on their point
People notice when you contribute meaningfully. Plus, this helps you show up more in feeds and can function as a mini-post of its own.
5. Follow Up
A comment is just the start. When someone responds to your post, don’t just "like" it. Continue the exchange:
- Acknowledge their point and ask a question
- Add your thoughts to their response
- Move the conversation to messages if it makes sense
Many people assume LinkedIn is the end goal, but real opportunities happen elsewhere.
1. Connect with the Right People
If you only engage on LinkedIn, you’ll end up talking to the same group over and over. If your audience isn’t as active on LinkedIn, you’re missing out.
By moving conversations off the platform, you engage with people who may not be scrolling daily. This is often where progress happens with potential clients.
2. Repurpose Your LinkedIn Content
Your LinkedIn posts shouldn’t just live on the platform. LinkedIn posts only have a shelf life of about 2 weeks before they are rarely seen.
Use them as:
- Business development emails
- Marketing materials
- Newsletters
If a post resonates, use it as a follow-up touchpoint, a conversation starter, or part of a client update. Your audience engages in different ways across different channels. Don’t assume they saw it the first time.
3. Bridge Online and In-Person Networking
LinkedIn is a great networking space, but it can keep you in your comfort zone. In-person events help break that cycle by introducing you to new people and ideas.
Instead of just posting event selfies, share:
- Key points from a speaker
- An interesting discussion you had
- A lesson you took away
This keeps the conversation going and strengthens real-world connections. When people meet you in person, they’re more likely to engage with your content later.
Now that you know how to engage on and off LinkedIn, what does success actually look like?
If each post leads to two or three real conversations, that’s more valuable than thousands of impressions and likes. It’s not about how many people see your content. It’s about who engages with it.
For most high-ticket B2B services, the goal is to connect with the right people. Are potential clients, industry peers, and valuable contacts engaging with your content? More importantly, are those interactions turning into actual conversations? That’s the real measure of success.
Starting conversations is just the first step. You also need to track and nurture them.
If you don’t use a CRM, LinkedIn lets you download your network data to see who’s engaging with your posts. Keep track of:
- Who you’re messaging directly
- Who’s commenting on your content
- Who you’re sharing content with
Over time, this helps you see if you’re reaching the right people or just staying in your comfort zone.
AI can also help. By analyzing your LinkedIn connections, you can track who you engage with most and identify gaps in your network. If you download your LinkedIn data, AI tools can highlight patterns in engagement and show whether your content aligns with your business goals.
Most networks are filled with peers, former colleagues, and other salespeople. That’s fine, but do they include enough customers, decision-makers, or referral partners? If not, there’s work to do.
Nurture, nurture, nurture!
