How to Use Linkedin Live to Engage Your Audience and Grow Your Small Business

linkedIn Live

As the business landscape grows increasingly digital, platforms like LinkedIn are providing innovative avenues for companies to connect with their audience. One standout feature? LinkedIn Live. This broadcasting tool offers an opportunity to intimately engage, inform, and influence your network. But how does a small business wield it effectively? Let’s delve into it.

The Unique Edge of LinkedIn Live

LinkedIn Live isn’t just another live-streaming platform; it’s a specialized channel for professionals. With its audience primarily consisting of industry professionals, business leaders, and decision-makers, the potential for engagement is unparalleled.

Live videos feel spontaneous, genuine, and offer a ‘real’ touch. This authenticity allows brands to reveal their human side, fostering trust and credibility. When businesses showcase transparency, viewers become more engaged and connected, often leading to increased loyalty and possible collaborations.

The numbers speak volumes too. LinkedIn’s live videos receive 24 times more comments than their non-live counterparts. This statistic underscores the importance of live streaming for effective audience engagement on the platform.

Ensuring Content Quality

Content is the heart and soul of any live session. On LinkedIn Live, this content needs to be tailor-made for a professional audience, offering unique insights and actionable takeaways. From sharing the latest industry trends to addressing common challenges, your live sessions should feel indispensable.

There’s a plethora of content formats to choose from. While spontaneous Q&A sessions can provide immediate value, hosting expert interviews or tutorial sessions can position your brand as a thought leader. The essence is to keep the content relevant, timely, and actionable.

While the live format necessitates a degree of spontaneity, preparation is paramount. Crafting a rough outline or having a set of talking points ensures your live sessions remain structured and cohesive. Remember, your audience values their time; respect it by delivering well-planned content.

Building Consistency with Scheduling

A sporadic live session might intrigue, but consistency is what cultivates a dedicated viewership. Establishing a predictable schedule for your live streams means viewers can anticipate, plan, and make time for your sessions.

LinkedIn is fundamentally different from other social platforms, with its user base being most active during business hours. However, relying on general assumptions can be misleading. Dive deep into your audience analytics, discern the peak engagement times, and schedule your live sessions accordingly.

A consistent schedule not only increases viewership but also underscores your commitment. It demonstrates to your audience that you’re invested in offering them consistent value, fostering trust and cementing your brand’s authority.

Promoting Before Going Live

The effectiveness of LinkedIn Live doesn’t solely depend on the content quality; it’s equally about making sure your audience knows when you’re going live. Leveraging pre-promotion strategies ensures you grab eyeballs even before hitting the broadcast button.

Consider crafting teaser posts or countdowns a few days prior to your session. These small snippets can ignite curiosity and set the stage. Additionally, utilizing LinkedIn’s event feature can help you consolidate interested viewers, offering them timely reminders before the live session begins.

While LinkedIn is your primary platform, don’t shy away from cross-promotion. Sharing your live streaming schedule on other social platforms can broaden your reach. An integrated promotional strategy is key to maximizing engagement.

Optimizing Visual and Audio Quality

In a live session, the first impression truly matters. Your audience will judge the quality of the content partly based on the audio and visual clarity you provide. Ensuring high production value can significantly enhance the viewer experience.

Investing in a good camera and microphone can drastically improve your stream’s quality. While smartphones these days come equipped with impressive cameras, external mics can make a world of difference in audio clarity. Additionally, a stable internet connection is non-negotiable. The last thing you’d want is your stream buffering during a crucial point.

Choosing an aesthetically pleasing background, free from distractions, can also enhance the visual appeal. Remember, viewers aren’t just listening to what you’re saying; they’re also absorbing what they see. So, ensure the visual frame supports and complements your content.

Building a Content Calendar for Consistency

Consistency is key when it comes to retaining and growing your audience on LinkedIn Live. Random, sporadic sessions can disorient your followers and make it challenging to build a loyal viewer base.

Start by determining a frequency that’s both sustainable for you and engaging for your audience. Whether it’s weekly, bi-weekly, or monthly, stick to a schedule. Publicize this schedule so that viewers know when to expect your next session.

Building a content calendar can streamline this process. By planning topics in advance, you give yourself ample preparation time. It also allows you to tease future sessions, building anticipation among your audience. A well-structured calendar ensures that your content remains fresh, relevant, and consistently delivered.

Interacting with Your Audience

The charm of live streaming lies in its interactive nature. It’s not a one-way broadcast; it’s a two-way conversation. Engaging with your audience in real-time deepens connections and makes your live sessions more memorable.

Reading out comments, addressing viewers by name, and answering queries as they pop up can elevate the entire experience. Audience questions can also provide insights into what your viewers are genuinely curious about, guiding future content creation.

Having a dedicated person to monitor comments can ensure that critical questions aren’t missed during the session. This proactive approach to interaction not only keeps the audience engaged but also makes them feel valued.

Utilizing Post-Live Content

The end of a live session doesn’t mean the end of its utility. There’s ample opportunity to repurpose and leverage the content you’ve just created. Extending the shelf life of your live streams can magnify their impact.

Consider transforming key points from your session into bite-sized posts or infographics. These can be shared over the subsequent weeks, providing continuous value and reinforcing your message. Additionally, you can upload the recorded live sessions, allowing those who missed the live broadcast to catch up.

Also, gathering feedback post-session can offer invaluable insights. Encourage viewers to share their thoughts, suggestions, and even topics they’d like covered in future sessions. This feedback loop ensures your content remains aligned with your audience’s interests.

Tracking Metrics for Continuous Improvement

In the digital world, data is king. It offers an unbiased look into what’s working and what’s not. Monitoring key metrics can guide your LinkedIn Live strategy, ensuring you’re always on the path to better engagement.

Metrics like peak live viewers, comments, shares, and replay viewers can offer a comprehensive look into session performance. Understanding these numbers can help you tailor your content, timing, and promotional strategies.

Regularly revisiting and analyzing this data ensures you’re not flying blind. Instead, you’re making informed decisions, constantly evolving and adapting to maximize your LinkedIn Live potential.


Leveraging LinkedIn Live offers small businesses a unique avenue to engage with a professional audience. By ensuring quality content, consistent scheduling, active engagement, and effective promotion, businesses can harness the platform’s potential to foster connections, establish authority, and ultimately, grow. Dive into LinkedIn Live today, and watch your small business thrive amidst a community of professionals.

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