Social Selling | LinkedIn Updates Algorithm

Photo by Nastuh Abootalebi on Unsplash

Your may have noticed some changes in the way your LinkedIn content performs lately. That’s because LinkedIn has updated its algorithm to prioritize posts that share “knowledge and advice” for a specific audience.

In this email, I’ll share with you some key insights on how to optimize your content for the new algorithm and reach more people who are interested in what you have to say.

What the new algorithm looks for

LinkedIn wants to show users content that is relevant, useful, and engaging for them. To do that, it evaluates each post based on four main factors:

• The audience of the post. The algorithm tries to identify who the post is for and what topics they care about. It uses signals like the industry, keywords, and hashtags in your profile and post to match your content with the right users.
• The authority of the author. The algorithm also considers your credibility and expertise on the topic you’re posting about. It looks at how complete and optimized your profile is, how much engagement you get on your previous posts, and how well you interact with your followers and commenters.
• The quality of the comments. The algorithm rewards posts that spark meaningful conversations among users. It favors posts that have thoughtful and relevant comments, especially if you reply to them and keep the discussion going.
• The perspective of the post. The algorithm prefers posts that have a clear point of view and offer original insights or advice. It uses artificial intelligence to classify posts into different categories and filter out generic or spammy content.

How to optimize your content for the new algorithm

Now that you know what the algorithm looks for, here are some tips on how to create content that stands out and attracts more engagement:

• Know your audience and tailor your content to their needs and interests. Use keywords, hashtags, and tags that are relevant to your industry and niche.
• Optimize your profile and showcase your expertise and authority on your topic. Fill out all the sections, use a professional photo and headline, add relevant skills and endorsements, and request recommendations from your connections.
• Encourage comments and reply to them promptly. Ask questions, solicit feedback, or start a discussion in your post. Thank them for their input and add more value or information to keep the conversation going.
• Share your unique perspective and provide value to your audience. Don’t just repeat what others have said or share generic information. Share your own experiences, insights, or advice that can help your audience solve a problem or learn something new.

Why some Business Development leaders include social selling techniques as a part of their overall business strategy.

Client acquisition through social media and other digital tools to connect with potential customers, build trust, and generate sales. It is not just about posting ads or promotions, but rather about providing value and engaging with your audience.

Here are some key points about digital or what is sometimes referred to as social selling:

• Social selling can help you reach more prospects, especially those who are active on social platforms and looking for information or recommendations. It can also help you stay in touch with existing customers and increase loyalty and retention.
• Social selling requires a strategy and a plan. You need to know who your target audience is, what their pain points and goals are, and how you can help them. You also need to choose the right platforms and tools to reach them, and create a content calendar to share relevant and useful content.
• Social selling is not a one-way communication. You need to listen to your prospects, respond to their comments and questions, and start conversations. You also need to monitor their online behavior and signals, such as likes, shares, or clicks, to identify their interests and needs.
• Social selling is not a quick fix. It takes time and effort to build relationships and trust with your prospects. You need to be consistent, authentic, and helpful. You also need to measure your results and adjust your strategy accordingly.

I hope this helps you understand what social selling is and why I feel that it is important for client centric organizations to accelerate business results. Please let me know if I can help in anyway.