Mastering the LinkedIn Algorithm (B2B Sales Edition)

The untamed world of B2B sales depends on LinkedIn for survival. It is the platform where connections are formed, and businesses thrive and develop while learning from the interaction and competition. With more than a billion users interacting daily, standing out requires a deep understanding of LinkedIn's algorithm. This guide shines a light on optimizing your LinkedIn profile to ensure your content not only attracts attention but also propels your sales efforts forward.

Part 1: Unpacking LinkedIn's Algorithm Secrets

Feed Ranking Dynamics: LinkedIn's Core

LinkedIn's complex algorithm is driven by one main goal: to deliver content that is both relevant and engaging. It begins with an algorithmic review, filtering through updates to highlight those capable of engaging users. This is where your strategy becomes crucialᅳcreating posts that resonate with your audience increases their visibility in crowded feeds.

Engagement Prediction: Going Beyond the Surface

LinkedIn digs deep with its algorithm, employing machine learning to anticipate how likely your content is to engage users through clicks, reactions, comments, and shares. These predictions form a score that determines where your content lands. To ascend the visibility ladder, spark discussions and encourage sharing with compelling content.

Dwell Time: Capturing True Interest

LinkedIn values the time users spend on your content over simple clicks, using dwell time as a measure of genuine interest. This metric prioritizes content that keeps users engaged, pushing it to the top. To make your content stand out, it should be informative and captivating, keeping your audience engaged and signaling the value of your content to the algorithm.

The P(skip) Model: Avoiding Disinterest

LinkedIn identifies posts that users skip without interacting, using the P(skip) model to predict such skips. This insight helps you understand and reduce instances where your content is overlooked by enhancing its relevance and appeal. Reduce skips by crafting content that deeply connects with your audience, piquing their interest.

Adapting to Algorithm Changes

LinkedIn's algorithm is constantly evolving to improve user experience and content relevance. Keeping up with these changes and adjusting your content strategy accordingly is crucial for maintaining visibility and engagement. Analyze your content's performance, experiment with your strategy, and let data drive your content's development.

With this new knowledge of LinkedIn's algorithm, you're equipped to refine your online presence, engage effectively, and elevate your B2B sales. Embrace the algorithm, stay adaptable, and remember your LinkedIn origins as you navigate your journey to success.

Part 2: LinkedIn Outreach For B2B Sales Success

Crafting Engaging Content

In the world of LinkedIn, it is essential to understand that content is king. You need to diversify your content mix and include appropriate videos, images, or articles that suit your target audience's preferences. Furthermore, you should

also optimize your posts with relevant keywords and hashtags to enhance visibility. Posting during peak hours can significantly boost your reach, ensuring your content captures the attention of a wider audience.

Strategic Prospecting

Prospecting on LinkedIn is an art form. It's crucial to engage with content from your existing connections, especially those within your target market, to strengthen your relationships. Sharing content that addresses the pain points and interests of your target audience positions you as a thought leader in your field. Monitoring engagement metrics allows you to tailor your content strategy effectively for maximum impact.

Building a Solid Personal Brand

Establishing a strong personal brand on LinkedIn is your pathway to gaining credibility and authority. Consistency in your posting schedule keeps you in the minds of your network. Demonstrating your expertise and achievements builds trust and showcases your value. Engaging with industry influencers enhances your visibility, positioning you as a major player in your sector.

Navigating Content and Engagement

Success on LinkedIn hinges on prioritizing high-quality, engaging content that initiates meaningful conversations. Shunning spammy tactics and focusing on fostering genuine connections are key. Utilizing LinkedIn Analytics to monitor your content's performance allows you to refine your strategies based on what truly resonates with your audience.

Part 3: LinkedIn Success Sample Daily Routine – Work Block Model

Morning Success Ritual (9am-9:30am): 

  • Check your LinkedIn notifications (10 minutes):
    This should be the very first task of your day. Feedback from the previous day's posts can arrive overnight, so it's crucial to start your day with a brief review of the LinkedIn Analytics Dashboard to stay updated.
  • Engage with Your Feed (10 minutes): Scroll through your LinkedIn feed, engaging with content relevant to your industry or interests. Use the dwell time approach by spending a few seconds on posts before interacting with likes, comments, or shares.

  • Publish and Engage (10 minutes): Share content that highlights your expertise or offers value to your network, including articles, videos, or updates. Use relevant hashtags and encourage interaction. Also, reach out to saved leads from your prospecting session with personalized messages.

Midday and Afternoon Engagement (12pm and 3:30pm)

  • Engage with Your Feed and Sales Navigator Prospecting (10 minutes): Allocate time to scroll through your LinkedIn feed and engage with content that aligns with your industry or interests. Use the dwell time approach by spending a few seconds on posts before interacting. Additionally, use LinkedIn Sales Navigator to pinpoint new leads with advanced filters and save promising ones for further engagement.

  • Participate and Nurture (20 minutes): Engage in LinkedIn group discussions relevant to your field and interact with content from your content partners and industry influencers. Follow up on connections and leads who have interacted with your content, nurturing these relationships further.

Pre-Sleep Pushups (7pm): 

  • Reflect and Plan (15 minutes): This should be your closing activity. Review the day's activities, assess the engagement on your posts and messages, and plan your strategy for the next day. This includes identifying areas for improvement and new opportunities.

  • Schedule Posts for the Next Day (10 minutes): Utilize LinkedIn's scheduling feature or third-party tools to ensure your posts are planned and will maintain your visibility in your network's feed the following day.

  • Relax and Disconnect (Optional): Allowing time to unwind and step away from LinkedIn is vital for maintaining balance. This ensures you come back refreshed and ready to engage productively.

Following this structured routine enables you to maximize LinkedIn's potential for networking and B2B sales success, keeping you engaged with your network and driving your sales efforts forward.

Frequently Asked Questions (FAQ)

1. How Does LinkedIn Decide What Content You See? LinkedIn uses a complex algorithm to sort posts in your feed, focusing on relevance and engagement to improve your experience.

2. Why Does Dwell Time Matter on LinkedIn? Dwell time measures how long you view a post, indicating its value to LinkedIn. Longer engagement can increase a post's visibility.

3. Tips for Increasing Visibility on LinkedIn Boost your post’s reach by engaging your audience with relevant, multimedia content, using keywords, posting regularly, and interacting with comments.

4. What Does LinkedIn's P(skip) Model Do? This model predicts the likelihood of users skipping posts. It helps improve the feed by promoting more engaging content.

5. Effective Use of LinkedIn Sales Navigator For successful prospecting, define your audience, use Sales Navigator's search filters for leads, and personalize your interactions based on insights.

6. Building a Strong Personal Brand on LinkedIn Establish your presence by sharing expert insights, interacting with industry leaders, and keeping your profile updated and professional.

7. Measuring Your LinkedIn Content Strategy's Success Use LinkedIn Analytics to track likes, comments, shares, and views. Adjust your strategy based on which posts resonate most with your audience.

8. How Do I Craft Engaging LinkedIn Content? To stand out on LinkedIn, vary your content types with videos, images, and writings. Make your posts searchable with relevant keywords and hashtags. Always conclude with a prompt for interaction to boost engagement.

9. When Should I Post on LinkedIn for the Best Reach? For the widest reach, aim to post from 9 am to 3 pm during the weekdays. It's crucial, though, to test various times and analyze your engagement to identify the best posting schedule for your audience.

10. What Strategies Enhance Prospecting on LinkedIn? Boost your LinkedIn prospecting by actively engaging with your network's content, sharing insights that resonate with your target audience's challenges, and adapting your strategy based on engagement feedback.

11. How Can I Develop a Strong LinkedIn Personal Brand? Enhance your LinkedIn presence by sticking to a consistent content calendar, sharing your expertise frequently, and connecting with key industry figures. This approach raises your profile's visibility and establishes your credibility.

Set 2 Close helps business owners, sales & operations executives and their teams get the most out of their revenue operations processes. By combining our holistic B2B sales strategies with customized CRM development, Inbound marketing and Customer Success services, our clients gain the boost in sales productivity and efficiency they need to increase company revenues.
®Copyright 2023 Set2Close