Are you missing out on key LinkedIn engagement?
For many B2B businesses, engaging with the right audience on LinkedIn is formed on the end goal of how many users click onto your website.
It doesn’t matter if you’re a sales manager networking with potential clients or a marketing agency wanting to show off your credentials with well-crafted content, when posting on your business page, converting leads is the same goal.
And with most B2B conversions more of a drip-feed rather than a quick fix, it certainly doesn’t help if those LinkedIn posts on your business page aren’t converting due to the LinkedIn algorithm.
What has an algorithm got to do with my business engagement?
Think of it like this, the algorithm on LinkedIn in 2020 is there to prioritise personal connections based on interests, but also, it hates external links.
This is bad news for your well-crafted business post which links to your website. Why? Because LinkedIn and their algorithm down-grades your post reach if there is a big exit sign in your post.
This extremely popular B2B and job listing platform, hates you linking away from their site, which if you consider their business model of encouraging job applicants to apply via LinkedIn, you can understand their reasoning.
So, how can you get around the algorithm?
There are a number of methods and it depends how important the link in your post is.
The first is posting your link into the comments section. If your link is to a blog section and you want to tease people into commenting, and therefore creating more conversation about your brand, then this is the best option for you. You still gain clicks to your blog site, but also with the added bonus on more comments.
What if this method isn’t viable for my business?
You’re in luck. If your goal is to convert people onto a landing page or call-to-action part of your site, the more convenient and tried and tested method to use is the ‘write-post-edit’ method. This involves creating the post as normal, including the text and images. Publish the post without the link, then once published, click edit post and add the link you want to share and hit save.
How does the second option beat the algorithm? No one is sure, but what is sure is keeping your engagement rates as optimal as possible.