How to Supercharge Your LinkedIn Reach: A Guide to Comment Strategy and Engagement

In the competitive world of LinkedIn, standing out is crucial. Luke Matthews, a renowned LinkedIn ghostwriter and agency owner with over 100,000 followers, has developed a unique strategy that goes beyond just posting content. His secret?

The comment section. Here we’ll explore Luke’s approach to using comments as a storytelling and engagement tool to increase reach, drive traffic, and build a loyal audience. Whether you’re a seasoned LinkedIn creator or just starting, this strategy will help you maximize your potential.

Why Focus on Comments?

Unlike Instagram or Facebook, LinkedIn doesn’t allow pinned comments. However, comments are still prioritized by LinkedIn’s algorithm, and the most relevant or engaging comments often rise to the top.

This presents an opportunity for you to gain more visibility by crafting thoughtful and engaging comments.

Luke’s approach is to treat comments as an extension of his posts—almost like Instagram stories. He expands on the post’s content, engages with his audience, and drives traffic to other platforms like YouTube or a blog.

This strategy helps him build connections, increase engagement, and grow his follower base. Let’s break it down step-by-step.

Step 1: Expanding on Your Post in the Comments

One key tactic that Luke uses is to continue the conversation in the comment section. After posting content, he expands on the main post by adding additional insights, anecdotes, or related ideas.

This not only deepens the value of the original post but also encourages more engagement.

For example, in one post, Luke shared a video about LinkedIn ghostwriting and tied it into a story about The Joker from The Dark Knight. In the comments, he elaborated on his thoughts about the movie and linked to a related YouTube video.

This provided more context for his followers and drove them to check out his YouTube channel.

Takeaway: Use the comment section to expand on your posts by adding value, additional insights, or stories. This keeps your audience engaged and encourages them to interact further.

Step 2: Using Comments to Drive Traffic

Luke frequently uses comments to direct his audience to other platforms. Whether it’s a YouTube channel, blog, or newsletter, he places a simple call to action in the comments, encouraging people to click through.

For instance, in a recent post, he promoted his YouTube channel in the comments and asked followers to subscribe for more in-depth content. This tactic consistently drives about 30 new subscribers per post.

Although this number might seem modest, posting regularly and consistently applying this strategy compounds over time, growing his YouTube channel and cross-platform presence.

Takeaway: Include calls to action in your comments to direct traffic to external platforms. Make the content relevant to your audience and provide them with reasons to engage.

Step 3: Telling Personal Stories in the Comments

People connect through stories. Luke often shares personal or humorous stories in the comment section to humanize his brand and create a deeper connection with his followers.

For example, he once shared a casual story about his carnivore diet and posted a picture of himself grocery shopping in Paraguay. It was light-hearted, random, and relatable, sparking conversations in the comments.

These personal anecdotes help Luke connect with his audience on a human level, which is essential in a professional yet social space like LinkedIn.

Takeaway: Share personal or behind-the-scenes stories in your comments to humanize your brand. People want to engage with other people, not just companies or content.

Step 4: Combining Storytelling with Strategy

Luke stresses that combining storytelling with a solid engagement strategy is key, especially for those just starting on LinkedIn.

It’s not enough to drop random comments—you need to invest time into outbound engagement and meaningful interaction with others.

Here are Luke’s tips for beginners:

• Invest time in engagement: Actively engage with others by leaving thoughtful comments on their posts. Ask questions, offer insights, and start conversations.
• Create mini-stories in your comments: Even if you’re only getting 30-40 likes per post, share stories or additional insights in your comments. Over time, this builds a habit with your audience, encouraging them to look for your comments in future posts.
• Use calls to action: Direct people to your blog, YouTube channel, or newsletter. Make it engaging and relevant to the content you’ve posted.
  

Takeaway: Combine storytelling in the comments with outbound engagement to grow your reach and connect with others meaningfully.

Step 5: Experiment and Iterate

Not every comment or post will go viral, and that’s okay. Luke emphasizes the importance of experimentation.

Sometimes, a post might not get as much engagement as expected, but the key is to keep trying new things, iterating, and refining your strategy.

Luke frequently experiments with humor, memes, and personal anecdotes in his comments to see what resonates with his audience.
For example, he shared a meme about ghostwriting and directed traffic to his blog by including a CTA in the comments.

While some of his experiments are more successful than others, this approach helps him learn what works best for his audience.

Takeaway: Don’t be afraid to experiment. Try different types of comments—stories, humor, memes, or CTAs—and see what your audience responds to. Iteration is key to refining your strategy.

Why This Strategy Works for Linkedin Reach

Luke’s strategy succeeds because it builds a deeper connection with his audience. By treating comments as mini-posts, he fosters ongoing interaction long after the original post goes live.
This boosts his content in LinkedIn’s algorithm, resulting in more views, likes, and comments.

Additionally, his comment strategy humanizes his brand. By sharing personal stories and anecdotes, Luke becomes more relatable, fostering trust and loyalty among his followers.

This level of engagement helps him build a strong, long-term relationship with his audience, ensuring they stay invested in his content across platforms.

Takeaway: A strong comment strategy not only increases engagement but also builds deeper connections with your audience, humanizing your brand and fostering loyalty.

Getting Started with Your Comment Strategy

If you’re new to LinkedIn or just starting to build your audience, here’s Luke’s advice for implementing this strategy:

1. Start small: Share one or two stories in the comments of each post. This builds the habit of engaging with your audience and adding value to your content.
2. Engage with others: Actively comment on other people’s posts. Ask questions, share insights, and start meaningful conversations. This outbound engagement will help draw attention back to your own posts.
3. Be consistent: Apply this strategy consistently across your posts. Over time, your audience will come to expect engaging stories and valuable insights in your comments, helping you grow your reach and engagement.
   

Consistency is key.

Conclusion

In summary, comments are an underutilized resource for engagement on LinkedIn.

By treating your comments as an extension of your posts, telling stories, and driving traffic through strategic calls to action, you can supercharge your LinkedIn reach.

Whether you’re just starting or already have a substantial following, implementing this strategy will help you build deeper connections with your audience and grow your engagement over time.

So, start today—create meaningful, engaging stories in your comments and watch your LinkedIn presence flourish.

(Source : Luke Matthews Video on Linked in Reach)