(PLAN REQUIRED: PROFESSIONAL, POWER USER)
Many of our users are "LinkedIn experts": in other words, "creator/seller hybrids" who already have a commenting strategy and engagement routine. They're using Aware to implement their current commenting workflow to save them 40-70 minutes a day on what they're already doing with bookmarks folders and spreadsheets.
But many Aware users come to us without a commenting strategy already.
If that's you: you're reading the right article! We'd like to show you how to build an engagement strategy and implement it in 15 minutes per day or less, using Aware.
Prefer to watch a video instead? Here you go!
First, what's the purpose of commenting?
You might be wondering: what exactly is the point of commenting? You know people recommend it, and growing creators DO spend time on engagement. But that's not a lot of good to you if you don't know WHY they're recommending it.
(By the way, we use "engagement" and "commenting" interchangeably!)
Here's how commenting helps you grow on LinkedIn:
NEW PROSPECT REACH. It helps you reach new people in a helpful and non-invasive way (vs cold direct messages, which can be invasive sometimes)
ALGORITHM BENEFITS. The LinkedIn algorithm rewards people who do more commenting, both in responses on their own posts, and outbound commenting to others' posts. This is referred to as a "karma system" in social media algo lingo. It's similar on Reddit.
HELPS YOUR OWN POSTS. If you write a lot of comments - say, 10-15 - right before you publish your own posts, your posts will usually get more engagement than otherwise.
COMMUNITY BUILDING. Commenting is an easy way for others to get to know you in a small way. And, you're helping others get more engagement and visibility when you comment in a genuine way on their content, so you're adding to the ecosystem.
LESS CREATIVITY NEEDED VS POSTING. It's a low-effort way to write what we call "micro posts". You don't have to be nearly as original to write a comment than to write a full post.
LOWER EFFORT VS POSTING. It takes a lot less time to write 5 comments per day (we dare you to do this in under 60 seconds per day... it's possible!) than to write one full length post per week.
Beyond that, we could go into a lot more detail (and we do, in this course and elsewhere). But the point is: commenting is a healthy part of your LinkedIn growth strategy. You pretty much have to do it, if you want to grow.
The Fundamental LinkedIn Commenting Strategy
One of the main reasons we built Aware was to help people do more of the right engagement, commenting on the right posts, in 3x LESS time than just using LinkedIn alone.
Here are some ways that we recommend you use Aware, inspired by our own use.
Note: if you're JUST starting out and don't get much/any inbound engagement, skip to Step 3 :)
Start with 10 comments on the "Community" feed to build momentum. The Community tab shows you a clean, automatically created feed of posts by people who've engaged with you before. The purpose of engaging with these folks is to keep your network active, show support to those that engage with you often, and to help juice the algorithm such that these folks continue to see (and engage with) your own posts.
Pro tip: You do NOT need to be "first" to comment on someone's content. There is LIMITED utility in this strategy. The purpose of this is merely to try to "hijack" the audience of someone who is committed to posting at a certain time every day.
Instead, try to maximize "surface area" and total volume of genuine, high quality outbound engagement. Do NOT worry about being 1st.
Respond to all unanswered inbound comments in "Replies". LinkedIn's notifications are iffy on the best of days. It's inconsistent. Personally, I am constantly missing comments to respond to and if I didn't have Aware, I'd never get through them all. I go through here and either Skip or Reply to all of them. It's kind of like getting to "inbox zero" but with inbounds.
Pro tip: If you've responded to a comment already via linkedin.com in the last hour or two, we might show the post as awaiting response in Aware (there's a bit of delay here since we can't hit LinkedIn in real-time).
Engage with 10 top Influencer posts in your niche. We know we don't have every niche covered with a specific Influencer list. But, we have many! And if we don't have yours, let us know. To do this, head to the Influencers tab and try to comment on as many relevant Influencer posts as you can. Don't forget to change the dropdown to be your preferred influencer list(s). SaaS CEOs, Marketing, and LinkedIn Growth are some of my preferred ones as the co-founder of Aware :)
Pro tip: you can sort by "Most engagements" to see the most-reacted-to and most-commented-on posts first.
Engage with 10 posts on your Custom Lists. Just as we did above, head to My Lists and engage with the posts by people on any custom lists you've created, or posts that match your content/author keyword filters.
Pro tip: read on to learn how to build good custom lists, either by specifying people or by specifying keywords to search for. Personally, I only use this section 40-60% of the time: I rely on Community, Replies, and Influencers for most of my engagement.
How to Build Good Custom Lists
One of the most common things our users ask of us is for tips on how to make the best use of the "My Lists" feature. It's one of the most useful features we offer, and there are a lot of ways to take advantage of it. Go to "Custom Lists", and click "Add/Edit".
Prefer to watch a video instead? We got you!
Two Main Ways of Building Custom Lists
By specifying people. This is more or less self-explanatory: you upload a list, either in bulk or one by one, of people whose posts you want to see in a dedicated feed within Aware. For example, see my list below of B2B agency owners:
See that "+Bulk upload" button in the top right? If I need to add a lot of folks at once, I upload a list that way.
Note: we don't currently support direct imports or integrations with Sales Navigator. Sorry! Follow our product roadmap here: https://aware.canny.io/feature-requests
Limitations: Seeing that banner that says you can't monitor more than 200 profiles (or 400 on the Power User plan)? We find that most people are not commenting on enough posts per day to require more than several hundred people added to their Custom Lists. However, if you have a specific need in mind here, we're happy to discuss a custom plan for you that includes more than 400 profiles added across all of your custom lists. Just let us know if so. Keep in mind that Aware will automatically remove people that you add to custom lists, if they have not published any content (other than 'straight reposts' with no original content) in over 10 weeks.
By entering keywords. What does this mean? We leverage LinkedIn's post search capability to find and show you posts that match certain keywords. There are two fields we look for, when we try to find keywords:
The post author's Job Titles and/or Headline
Keywords used in the post content itself
Here you can see where we allow you to specify those keywords:
Note: This uses boolean search! But, LinkedIn limits searches to a maximum of 80 characters and up to 5 boolean operators (e.g. AND, OR, NOT, etc). Why? We have no idea. But them's the rules. Sorry!
Strategies for Using Custom Lists
Uploading a list of strategically-important prospects, partners, industry contacts, customers, or investors, to a Specific Person list
Exporting the LinkedIn profiles of your current target prospect list from Apollo or ZoomInfo, and bulk uploading those to a Specific Person list to complement your direct outreach strategy
Using a keyword list where Content Keywords = #yourhashtag to find posts containing a certain hashtag that is relevant to you
Using a keyword list where Author Title/Headline Keywords = "VP of [Department]" or "CXO", or whatever your typical target decision maker or partner's title might be.
Note: we use LinkedIn's search capabilities, which are, admittedly, intermittent at best. Often times, you can design a search perfectly and it won't work. For example, we're currently seeing that LinkedIn's "top match" and "latest" search results for a very common keyword, like "demand generation", will only show posts that are several months old. Hardly helpful. But, we are tied to what LinkedIn itself offers. We apologize for any inconvenience and are closely following LinkedIn's developments on this front to improve this capability for our users.
It Doesn't Need To Be Perfect
Remember: this is social media, not science. It will never be, and does not need to be, perfect. Is a keyword search not working, both in Aware and on LinkedIn directly? Darn. Head into Apollo and export a specific person list, for now. Or just stick to Influencers and Community for that day.
We are constantly improving how we ingest, sort, filter, and surface good quality data for you, but at the end of the day, we're at the mercy of what LinkedIn provides. So, we do our best!
As always, let us know if you need more help beyond this, and we're so happy to troubleshoot or help you build up something more.