If you're one of those who doesn't have a LinkedIn profile and isn't posting anything, then you don't know what you're missing. LinkedIn is the largest professional platform, with 800 million members from over 200 countries.
LinkedIn's mission is to connect professionals around the world to increase their productivity and success. So LinkedIn is not just a networking tool for job seekers, but a multi-facetedbusiness platform.
9 billion pieces of content are displayed on the LinkedIn platform each week, and of that, only 3 million users publish content weekly.
Let me tell you, LinkedIn's algorithm is currently very marketer-friendly. On all other social networks, your published content only stays up for a few days or even disappears within a few hours.
Why not take advantage of this platform while you still can?
You know how algorithms work. When LinkedIn reaches scale, they will gradually reduce organic reach so they can sell more ad units. Facebook did the same in 2012 , and now it's happening on Instagram.
The LinkedIn algorithm underwent a significant change in May 2022. LinkedIn introduced restrictions to its algorithm and takes into account several explicit variables. This significantly affects the visibility of posts.
Goals of LinkedIn's algorithm changes
The rules for highlighting posts have not changed. In practice, this means that the algorithm filters, ranks, and displays all posts, videos, articles, and other publications on the home feeds of all LinkedIn users, with two goals:
prioritizing relevant content and
accelerating engagement (responsiveness).
The goal of all changes is to prioritize quality content and content that generates interactions.
How do you become visible on LinkedIn?
The key is in "engagement." Engagement is the percentage of followers who like, comment on, or otherwise respond to your content. The faster you achieve "engagement," the faster you will be visible.
It is worth emphasizing here that the LinkedIn social network is very different from other social networks.
LinkedIn is a business-oriented social network used primarily for professional networking.
What kind of content should you post to achieve engagement?
1. Write a list of the top 10...
For example:
• 10 most important lessons learned
• Top 10 favorite books
• 10 main reasons why something doesn't work
• 10 main reasons why you procrastinate on important things
There are a million options available.
Bonus points: add a question at the end asking followers what they would add to this list.2. Tell the story of how you got to where you are now.
What was your journey like? How did you progress? What did you have to learn? What obstacles did you have to overcome?
3. Present the history of your company or brand and what it means to you.
4. Share what you learned from the last book you read. Bonus points: Ask your 1000 phone number followers if they've read this book and what they learned.
5. Share your experiences. Where were you five years ago? 10 years ago? What do you wish you knew then that you know now?
6. Share the tools you use to better organize your time.
7. Share your morning routine, work routine, or how you plan your day. Describe an obstacle you had to overcome.
8. Reshare the tweet.
For some reason, screenshots of tweets work really well on all platforms, including LinkedIn. It's probably a result of our dwindling attention spans...
9. Share a milestone.
Or brag about something you're passionate about. Yes, you're allowed to brag on LinkedIn.
10. Conduct an interview with a team member.
Or with your boss. Or with your client. What can you learn from them?
11. Company news or product update.
If you have loyal customers, update them every now and then. But don't sell, be informative and educate your followers.
12. Lists.
Good lists are easy for your followers to use.
EXAMPLE:
13. Go backstage.
Showcase the process you went through when creating content, show off your office, describe a recent experience at an event - these are all good behind-the-scenes topics to present.
14. Promote your service.
But do this sparingly. Only ~1 post out of every 20 should be promotional.
15. Comment.
Comment on someone else's post. Engagement IS content! Your comments are posts too.
16. Ask an open-ended question. And watch how the discussion develops!
17. Reuse an existing blog post.
Share the 5 most important lessons learned from this blog post.
Bonus points: link must be in the comments!18. Present your core values.
Whether it's your company's values or your personal core values, what are they and why are they important?
19. Share the conversation.
Share a conversation you had with a client, a team member, whoever. What did you learn from that conversation? What can your followers learn from the conversation?
20. Present a big project.
If you're working on a big project, keep your followers updated on its progress. Include what you've accomplished so far and what you still need to do.
21. Share your resources.
What resources or guides are helpful to you? What materials do you use to train your employees? What do you use to educate your customers? Share them with others! What tools do you use for work?
EXAMPLE:
If you haven't already, now is the time to take advantage of the advantages that LinkedIn offers. Take advantage of the possibilities and create content with added value. It may not be reflected in sales results at first, but it will definitely help you achieve your marketing goals.