Are you putting time into LinkedIn posts only to see… nothing? No views, no comments, no traction? One of the biggest frustrations B2B professionals have right now is that their content feels invisible.
And I get it. When you’re putting in all that time and effort to create content that only gets 50 or 100 impressions, it’s disheartening. But here’s the thing, LinkedIn still works. You’ve just got to experiment and shift what you’re doing.
So today I’m sharing three things to ditch and three things to double down on if you want more people to see your posts.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
Three Things to Ditch Right Now
1. Boring Professional Content
I’ve said it before, and I’ll keep saying it, professional is the word that kills content on LinkedIn. B2B posts are putting people to sleep and when your audience is asleep, they’re not liking, commenting, or engaging.
No engagement means no conversations, and no conversations mean LinkedIn quietly lets your post drift off into the abyss.
💡The best tip I can give you – You’re allowed to have fun on LinkedIn. 😀
You’re still a professional even when you show your personality. So ditch the stiff “professional” tone and show up as the person you actually are.
There is a reason every Friday I have some fun with my Tim Tam Tips – they stand out and are memorable to people. Guess what – I’ve never lost a client because of them.
2. Copy-and-Paste Templates
If you’ve jumped onto one of those automation tools that promises “viral LinkedIn post templates,” unsubscribe right now.
These copycat posts might look like shortcuts, but they destroy your credibility and authenticity.
The latest example? Everyone posting about their SSI score. They’re irrelevant, out-of-date, and all over the feed.
So instead of chasing what’s trending, focus on what’s meaningful to your audience. Talk about your industry, your expertise, your experience. Not LinkedIn itself (unless, of course, you’re someone like me who literally teaches it!).
3. Over-Hyped Video Content
Now this one might ruffle a few feathers, but here it is: video is not your saviour.
LinkedIn keeps promoting video like it’s the magic answer, but the data doesn’t stack up. Last year, yes, videos were hitting millions of impressions. But now? Not so much.
Don’t get me wrong, I’m not saying never post video. Just don’t go hard on it, thinking it’s your growth strategy. Most people on LinkedIn aren’t here to watch video content.
If you want an algorithm that supports it, you’d be better off on TikTok or YouTube Shorts. Yep, I really just said that.
So there you have it. Three things to ditch:
- Boring professional content
- Viral copycat templates
- Over-reliance on video
Now, let’s flip it and talk about what’s working.
Three Things to Double Down On
1. Polls
Polls might not be the cool kid on the block, but they work.
Why? Because they’re easy. People love to click, vote, and keep scrolling. No pressure, no judgement.
Every time I post a poll, it outperforms my regular content. Here’s how to make yours work too:
- Keep the question simple: A or B, Yes or No
- Add a “C: Comment below” option for those who want to expand
- Pick a topic that gets people to take a side or you know they will have an opinion on eg hot topic
When you do that, you’ll start a conversation, and that’s what the algorithm rewards.
Not all polls are created equal, but when you nail one, they’re gold.
2. Having a Strong Opinion Is A Good Thing
Too many experts are holding back because they’re scared of what others will think. But when you’re afraid to call things out, you end up creating the kind of content that no one reacts to.
You don’t have to be a bully or call anyone out publicly. Just have an opinion, back yourself with your knowledge and experience, and speak your truth.
That’s how people know you’re the real deal.
When you stand for something, you attract the right audience and you repel the wrong ones. And that’s a great thing.
So go on, back yourself. Have an opinion? Share it!
💡Two people that do it great are Neal Veglio and Nikki Pilkington. Check them out.
3. Storytelling
Storytelling isn’t just a marketing buzzword, it’s what makes your content human.
AI can copy your structure or tone, but it can’t copy your story. It can’t replicate your experiences, your lessons, or the things that shaped your perspective.
That’s what makes you different. That’s what builds trust.
Start sharing the real stuff. The things you’ve tried, the mistakes you’ve made, the lessons you’ve learned. That’s how your audience gets to know you, like you, and trust that you’re the real deal.
And here’s the bonus: stories are where empathy lives. When you show you understand what life is like for your audience, you connect on a deeper level.
Action Time
Try something new this week.
Maybe it’s a poll. Maybe it’s sharing an opinion or telling a personal story. Whatever it is, test something different and see how it performs.
You’re not going to blow up your personal or company brand with one experimental post. If it works, great. If it doesn’t, it’s just data.
Use a tool like Metricool analytics to see what’s performing best and find the common threads. That’s how you refine your strategy.
Final Thoughts
If your reach has dropped, you’re not broken; your approach just needs a refresh.
Boring, templated, and copycat content doesn’t cut it anymore. But content that’s original, opinion-driven, and rooted in real stories? That still works.
You don’t need to hack the algorithm. You need to connect with humans.
And when you do that consistently, your impressions will rise naturally.
So tell your story, share your opinion, and show some personality. Because there’s only one of you, and that’s your biggest advantage.
Want to work with me? Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
