You’re following the “rules”. You’re posting consistently. Yet it still feels like your content is invisible. Can you relate?
Business owners, marketers, and even social media managers with a content calendar in place are all scratching their heads at the lack of impressions and engagement.
What if, with a few simple changes, you could turn things around? Read on to learn how or listen to the podcast for all the details.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
If you want to know all the details invest under 20 mins and listen or watch the episode.
Why Playing It Safe on LinkedIn Isn't Serving You
If your content never ruffles feathers, never shows a point of view, has no signs of emotion, and never says anything that could be disagreed with…I hate to break it to you, but it’s probably being scrolled past. Quickly.
LinkedIn’s algorithm isn’t punishing you. Your audience is. And in turn, so does the LinkedIn algorithm because your audience isn’t stopping to engage. When no one slows down to interact with your post, the algorithm assumes it’s not interesting and stops pushing it further.
Why aren’t people slowing down? Because there is nothing that grabs their attention. Nothing that makes it stand out as your post. It looks like all the other posts that are scrolling by.
Safe = Ignored.
Ignored means you aren’t memorable.
This leads to opportunities going to competitors who may not be better than you, but they are able to be recalled when someone is looking to buy. This is especially the case for LinkedIn Company Pages.
What Does the LinkedIn Algorithm Reward?
Conversations.
That’s it. That’s the big secret.
If your content invites conversation, LinkedIn sees it as valuable. But here’s the catch: conversation doesn’t come from neutrality. It starts with a point of view.
- What do you believe about your industry that others might not?
- What trends do you disagree with?
- What questions do your clients ask that deserve better answers?
- How do you feel about things that are impacting your industry?
This is the real work of thought leadership. Not reposting the same facts everyone else is sharing, but showing up with your take on it.
How To Create LinkedIn Content That Gets Seen
Anyone who knows me knows that I’m more interested in providing fixes and offering actionable tactics. Here’s how to go from invisible to memorable:
1. Nail your hook: The first line of your post is the most important. If it’s bland, people scroll. Ask a bold question. Make a clear statement. Be intriguing enough that they click “see more.”
2. Be your real-life self: Write how you speak. No LinkedIn-version-of-you required. You can be professional and human. The content that performs best is written by people, not polished bots. #DigitalTwin
3. Drop the jargon:You’re not writing a policy doc. You’re talking to real people. Ditch the safe corporate speak. It’s forgettable.
4. Own your opinions: If I took your name off the post, could I tell it was yours? If not, you’ve got work to do. The strongest content has personality. It sounds like you.
Final Thought
You don’t need to be outrageous. But you do need to be you.
Say something real. Say it in your own way. Say something that matters.
When you start leading conversations instead of posting content for the sake of it, that’s when your LinkedIn results will change.
Cheers
PS Want to hear my LinkedIn updates first? Subscribe to b2bgrowthco.com/newsletter
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.
