Leveraging the LinkedIn Algorithm for Maximum Exposure

Summary

In this interview, Richard van der Bloom, a social selling strategist and author of 'The LinkedIn Algorithm Report,' shares insights on leveraging LinkedIn for business growth. He discusses the platform's evolution, the importance of understanding its algorithm, and strategies for maximizing exposure and engagement, emphasizing the value of personal storytelling and thought leadership content.

Takeaways

• 😀 LinkedIn is viewed as a digital networking platform rather than just a job platform, offering opportunities for B2B marketers and salespeople to connect with decision makers.
• 🔍 Richard van der Bloom's journey with LinkedIn started in 2005, and he later founded 'Just Connecting' to help sales and marketing teams leverage LinkedIn for awareness and lead generation.
• 📈 The importance of understanding the LinkedIn algorithm for maximizing exposure cannot be overstated, as it plays a critical role in determining the reach of content.
• 📊 Richard's initiative to research the LinkedIn algorithm began with collaborating with university students, leading to the creation of the LinkedIn Algorithm Report in 2019.
• 🚀 LinkedIn's growth and user activity have been consistent, unlike other platforms that have experienced fluctuations, emphasizing its relevance for businesses.
• 🤔 The trustworthiness of LinkedIn content is high, with 87% of users finding information on the platform trustworthy, compared to Facebook's below 40%.
• 📝 Content strategy on LinkedIn should focus on storytelling and humanizing the brand, rather than solely on corporate messaging and advertisements.
• 🔗 The placement of links in posts is a strategic decision; putting them in the first comment can sometimes yield better results than in the original post or within a 'see more' text.
• ⏳ Dwell time is a significant factor in the LinkedIn algorithm, where the platform measures how long a post is viewed by a user, influencing its reach.
• 🤝 Engaging with a post in the first 60-90 minutes can significantly impact its reach, with LinkedIn using this period as a test phase for content performance.
• 💡 Creating content that resonates with the LinkedIn audience involves six pillars: personal storytelling, thought leadership, event-related content, user-generated content, third-party content, and employee branding.

Q & A

What is the primary function of LinkedIn according to Richard vanderbloem?

Richard vanderbloem views LinkedIn primarily as a digital networking platform rather than just a job platform. It's a place to keep in contact with your network and engage with decision makers, especially in B2B marketing and sales.

How did Richard vanderbloem's journey with LinkedIn begin?

Richard's journey with LinkedIn began in 2005 when he was working at a staffing agency in the Netherlands. He was introduced to LinkedIn by a sales trainer from the United States and was among the first 1.5 to 2 million members. He initially faced resistance from his network but rejoined in 2006 and started networking more effectively.

What was the turning point for Richard's business, Just Connecting?

The turning point for Richard's business came in 2014 when he decided to specialize in LinkedIn, focusing on helping companies with LinkedIn rather than being a generalist in social media. This decision led to corporate enterprises reaching out to him for help with understanding LinkedIn's organic reach.

What is the significance of the LinkedIn Algorithm Report published by Richard?

The LinkedIn Algorithm Report is significant as it provides in-depth insights into how the LinkedIn algorithm works, which is not openly shared by LinkedIn itself. It helps businesses understand what works and what doesn't in terms of content strategy on LinkedIn.

Why is LinkedIn considered a valuable platform for B2B marketers and sales professionals?

LinkedIn is considered valuable for B2B marketers and sales professionals because it is where decision makers are active. It offers high organic reach and is trusted for valuable information about suppliers, industry trends, and more.

What are some common mistakes marketers make on LinkedIn?

Common mistakes include treating LinkedIn like any other social media platform, relying too much on corporate content, and focusing on the wrong goals and KPIs. Marketers often fail to adapt their content strategy to how LinkedIn has evolved, neglecting storytelling and humanizing their brand.

How does the LinkedIn algorithm impact the visibility of a post?

The LinkedIn algorithm measures engagement, such as likes, comments, and especially dwell time (how long a post stays on the screen of the reader). Posts that engage the silent community (those who consume content but don't actively engage) by keeping them on the post longer can get additional reach.

What is the role of 'dwell time' in the LinkedIn algorithm?

Dwell time is a key factor in the LinkedIn algorithm. It measures how long a post stays on the screen of a reader. Longer dwell time indicates that the content is engaging and can lead to increased visibility and reach on the platform.

How should marketers approach content creation on LinkedIn?

Marketers should focus on creating a variety of content types that resonate with LinkedIn's audience, such as personal storytelling, thought leadership content, event-related content, user-generated content, third-party content, and employee branding content. They should also avoid overly commercial calls to action and instead aim to spark genuine engagement.

What advice does Richard give for including links in LinkedIn posts?

Richard advises putting links in the first comment of a post rather than in the original post body, especially if the goal is to drive traffic to a blog or external site. This approach can help avoid the reduced reach that often comes with including links directly in the post.

How can businesses effectively use LinkedIn for employee branding and advocacy?

Businesses can use LinkedIn to humanize their brand by sharing stories about their employees, showcasing company culture, and highlighting career opportunities. This type of content can be particularly effective in attracting new talent and building a positive employer brand.