I’ve never seen LinkedIn as a job platform. I’ve seen it as a digital network platform where you can keep in contact with your network. In 2023, if you need a job, you turn to LinkedIn.
For B2B marketers and salespeople, LinkedIn is where your decision-makers are today.
“LinkedIn is your online resume, but it’s so much more than that. It’s a tool where your network works for you,”
Let’s explore strategies to boost your LinkedIn presence, especially for businesses and marketers.
First, LinkedIn has some unique aspects to keep in mind. LinkedIn counts “dwell time.” This means LinkedIn measures how long users stay on your post. If people spend more time reading your post, LinkedIn boosts its visibility.
Ensure your posts are engaging and informative. You want people to click “See more” to read everything. Longer posts that still hold attention work very well.
LinkedIn shows your post to a small group first. These people are your close connections who often interact with your content. The goal is to get a good response from this group within the first 60 to 90 minutes. If they engage a lot, LinkedIn shows your post to more people.
Focus on interaction. Likes are good, but comments, especially thoughtful ones, are better. Replies and continued conversations signal your post is valuable and engaging.
Avoid these common mistakes:
- Treating LinkedIn like other social platforms.
- Relying too much on corporate content.
- Posting few personal stories or insights.
Shift to storytelling. Share your experiences or lessons. People connect more with personal stories.
User-generated content, like client testimonials and case studies, performs well. It shows real-world success and builds trust with new followers.
Third-party content can also be effective. Share relevant articles, adding your own insights or questions to spark discussions.
Stay away from structured routines. Don’t just post corporate updates. Mix it with varied content. Here are six pillars for a successful LinkedIn strategy:
- Personal storytelling.
- Thought leadership content.
- Event-related posts.
- User-generated content.
- Third-party content.
- Employee advocacy and branding.
Try these tips:
- Write posts with at least eight lines to encourage more reading.
- Engage with other content before and after posting yours.
- Add extra tips or insights in the comments. This invites more interaction.
Now let’s talk about links. Putting a link directly in the post reduces its reach. Instead, place it in the first comment. This keeps readers on LinkedIn longer, which the algorithm likes.
Consider your goals. If promoting a webinar, a direct link in the post is okay. For a blog, link in the first comment is better to keep algorithm benefits.
On LinkedIn, only 1% of users post monthly. This presents an incredible chance. Be in that 1% to stand out.
LinkedIn’s algorithm is built on rewarding engagement. Authentic comments and shares increase visibility. Generic “Great post!” comments do less. Encourage discussions that add value and insight.
What about company vs. personal profiles? There’s some crossover, but also differences. Personal profiles benefit from genuine engagement. For company pages, this isn’t as critical. But promoting engaging, varied content remains essential.
Let’s address some common LinkedIn traps. Many marketers wrongly focus solely on paid ads. But organic reach and interactions often perform better. Authentic posts can boost your reputation and the trust in your network.
When you have an insightful text, don’t overwhelm it with links. Keep the readers focused on your message. A well-timed, strategic call to action can spark meaningful interaction without overselling.
The dawn of new tools brought by Microsoft is enhancing LinkedIn’s user experience. But the key is still the same: relevant, engaging, and value-driven content wins.
Lean into the community. Use LinkedIn groups to find like-minded professionals to share insights. These groups can amplify your message and expand your network.
Tools such as LinkedIn Analytics help measure the success of different content types. Use these insights to adjust your strategy continuously.
Ultimately, LinkedIn is more than a platform for jobs. It’s a place to build your brand, grow your network, and showcase your expertise.
Remember the main goals for your LinkedIn strategy:
- Increase brand awareness.
- Foster trust in your field.
- Encourage meaningful interactions.
Adapting these pillars and tips can position you as a thought leader. With thoughtful, engaging content, LinkedIn can be your most powerful tool in B2B marketing.
The journey to mastering LinkedIn is ongoing. But with the right approach, you can set yourself apart in the eyes of your network. So, start posting and engaging today.
Key Points from the interview:
Understanding LinkedIn as a Platform:
LinkedIn is viewed as a digital networking platform rather than just a job platform. It is crucial for B2B marketers and sales professionals to be active on LinkedIn due to where decision-makers are present.
Richard van der Bloom’s Background:
Joined LinkedIn in 2005 during his work at a staffing agency in the Netherlands. Founded the agency “Just Connecting” focused on helping sales and marketing teams leverage LinkedIn. Authored “The LinkedIn Algorithm Report” to help organizations understand organic reach on the platform.
Content Strategy on LinkedIn:
The organic reach on LinkedIn is significantly different from other social media platforms. Personal storytelling content generates higher engagement than corporate or sales-focused content.
There are various content pillars, including personal stories, thought leadership, event content, user-generated content, third-party content, and employee branding.
The LinkedIn Algorithm:
Emphasis on dwell time (how long a post remains visible on users’ screens) as a key factor in the algorithm’s effectiveness. Engagement is crucial; comments (especially meaningful ones) are favored over likes. Avoid link placements in posts to prevent reduced reach; instead, place links in the comments.
Mistakes Marketers Make:
Treating LinkedIn the same as other social media platforms is a significant mistake. Over-reliance on corporate content without humanizing the brand can lead to minimal engagement. Wrong goals and KPIs can lead to ineffective outcomes on the platform.
Building Relationships:
The silent community, comprising 60% of LinkedIn users, consumes content without engaging. Developing a content strategy that nurtures post engagement helps navigate the algorithm successfully.
Valuable Quotes:
“Most marketing needs to do brand awareness… if you rely on marketing to generate leads, it will probably be paid advertisement.”
“The number of prospects that you reach by having this lead generation advertisement is very low, as people are not on LinkedIn to be sold something.”
“Personal storytelling content generates higher engagement than corporate or sales-focused content.”
“If you publish a post and you nurture it… you reach out to other content… it brings more eyes to your content.”
Valuable Insights:
Emphasis on Community Engagement: Understanding that a substantial portion of LinkedIn’s user base engages silently means marketers should focus on creating valuable content that addresses their audience’s needs.
Adapting Content Strategy: A successful LinkedIn strategy requires a departure from purely promotional or corporate content towards engaging, personal stories and relevant industry insights.
Algorithm Understanding: Recognizing how LinkedIn’s algorithm prioritizes dwell time and meaningful engagement allows users to craft more effective posts that lead to greater visibility within their networks.