The New LinkedIn Strategy Every B2B Brand Needs

Summary

In this episode, Coach Michelle J. Raymond discusses the recent shifts in LinkedIn's algorithm and their impact on company pages. She highlights the growing difficulty for brands to gain organic reach on the platform due to intense competition. Raymond introduces her 'Page Advocacy Framework' to help businesses engage with their audience, amplify employee voices, give to get, and establish their brand. She emphasizes the need for a proactive approach, aligning company pages with business goals and fostering meaningful relationships on LinkedIn. The episode encourages businesses to audit their strategies and adapt to the changing landscape.

Takeaways

• 😀 The LinkedIn algorithm has shifted, focusing more on relevancy rather than reach, which impacts company pages significantly.
• 😀 Company pages can't rely on old strategies like broadcasting content; engagement is key for success in the new algorithm.
• 😀 To make the algorithm work for you, company pages must become advocates for their employees and the industry, not just promote their own content.
• 😀 The competition is fierce on LinkedIn with over 1.2 billion members, making it harder for company pages to stand out.
• 😀 Most company pages' strategies are broken because they simply post and ghost, with no engagement or proactive involvement.
• 😀 Aligning the company page with the rest of the business is crucial; employees should interact with the company page content and vice versa.
• 😀 Company pages should engage with content from others in the industry, not just their own posts, to build relationships and visibility.
• 😀 The LinkedIn algorithm rewards relationships, so company pages need to proactively engage with other brands and individuals.
• 😀 The Page Advocacy Framework includes four key steps: Play (engage), Amplify (highlight employees), Give to Get (support others), and Establish your Brand (offer valuable content).
• 😀 Instead of focusing on aggressive calls to action, use educational, behind-the-scenes, and thought-leadership content to build your brand on LinkedIn.
• 😀 Company pages need a human, proactive approach, not just scheduled posts. Regular audits and adjustments are essential for staying relevant on LinkedIn.

Q & A

What is the main topic discussed in this episode?

The main topic of this episode is the impact of the recent LinkedIn algorithm changes on company pages and strategies for overcoming the challenges these changes present.

Why is it important for company pages to adapt to the new LinkedIn algorithm?

Adapting to the new LinkedIn algorithm is crucial because it prioritizes engagement over reach, meaning company pages need to be more proactive in generating meaningful interactions to ensure their content is seen by the right audience.

What has been the trend with company page strategies over the last five years?

Company pages have faced increasing challenges in standing out and gaining visibility due to the growing competition on LinkedIn, especially with the platform's member count surpassing 1.2 billion.

How has the shift from 'reach' to 'relevancy' affected company pages?

The shift from 'reach' to 'relevancy' has had a minimal direct impact on company pages because they have not been seeing significant reach for a while. This means the focus now is more on content relevance and engagement rather than just trying to gain impressions.

What is a common mistake that many company page admins are making?

A common mistake is that company pages often rely solely on posting content without engaging with their audience. This 'post and ghost' strategy is ineffective because it neglects the need for ongoing interaction and relationship building.

How does the new LinkedIn algorithm prioritize engagement?

The new algorithm focuses on engagement by looking at where interactions are happening, meaning it evaluates how content sparks conversations, likes, comments, and shares. Pages that fail to encourage engagement will see a decrease in visibility.

What is the 'Page Advocacy Framework' mentioned in the episode?

The 'Page Advocacy Framework' is a four-step approach designed to help company pages succeed in the current LinkedIn landscape. It includes 'Play' (engaging in conversations), 'Amplify' (highlighting key team members), 'Give to Get' (supporting others proactively), and 'Establish' (building brand recognition without relying on traditional calls to action).

What does 'Play' mean in the Page Advocacy Framework?

'Play' refers to actively participating in conversations on LinkedIn, especially engaging with posts from employees and others in your industry. It's about showing up on the platform beyond just posting content from the company page.

What is the importance of employee involvement in company page strategies?

Employee involvement is critical because it helps align the company page with the rest of the business. When employees interact with the company page and its content, it strengthens the relationship between the company and its audience and improves the chances of success on LinkedIn.

How can company pages establish their brand effectively without overusing calls to action?

Company pages can establish their brand by sharing industry insights, educational content, and thought leadership, rather than bombarding followers with calls to action. The goal is to provide value within LinkedIn itself, allowing the audience to consume content directly on the platform.