Decoding the LinkedIn Algorithm: An MSP Owner’s Guide to Elevating Lead Generation and Sales
By Tracy Trottier
LinkedIn offers MSPs a unique opportunity to tap into a vast pool of potential clients, if they know how to use it effectively. In this blog I’ll provide actionable best practices to help you make the most of the platform, and also shed light on the LinkedIn algorithm—what it is, and more importantly, why it matters for MSPs looking to boost lead generation and sales.
According to the Algorithm Insights 2024 Report, published by the Just Connecting Hub in February 2024, there are some things you can do to give your LinkedIn activity the boost it needs:
The Mobile Advantage: A Vertical Approach
LinkedIn’s user base is predominantly mobile, with 65% accessing the platform from their smartphones. Understanding the algorithm starts with recognizing this mobile preference. Vertical layouts and videos are favored, being 20-35% and 15% more effective, respectively. This alignment with mobile preferences ensures that your content not only stands out but also resonates with the algorithm, leading to increased visibility.
Consistency is Key: Post 3-4 Times a Week
At the heart of LinkedIn’s algorithm is the desire for consistency. Posting three to four times a week signals to the algorithm that you’re an active contributor. Regularity not only keeps your profile in the algorithm’s favor but also increases the chances of your content reaching a wider audience. If you’re an N‑able partner, you can use the social media posts and scheduling capabilities in MarketBuilder to help achieve that consistency in your posting on LinkedIn.
MarketBuilder is a resource that is included as part of your N‑able product subscription and contains content and campaigns that can help you attract new customers, and retain your existing ones. If you’re an N‑able customer, you can sign up for MarketBuilder now.
Crafting the Perfect Post: Ideal Lengths for Text and Video
Understanding the algorithm’s preference for engaging content should guide your posting strategy. Aim for text posts with 900 to 1200 characters, so that you’re capturing people’s attention without overwhelming them. Videos should be 1-2 minutes long, supplemented with concise text of 500 words or less. By aligning with these best practices, you will help increase the likelihood of your content being prioritized in users’ feeds.
Mastering the Carousel: The Goldilocks Principle
Carousel posts provide an opportunity to tell a compelling story. Aim for around 12 slides [the Algorithm Insights Report actually states 12.4 slides, but clearly 0.4 of a slide is impossible] with 25 to 50 words per slide. This not only ensures your message is communicated effectively but also aligns with the algorithm’s preference for user-friendly, engaging content.
Put a Face to the Name: The Selfie Advantage 😄
Beyond personal appeal, posts with images significantly outperform text-only posts. Selfies, in particular, offer a 30% boost in engagement. The algorithm values content that fosters a human connection, making the inclusion of personal touches like selfies vital for small business owners looking to establish trust and authenticity.
Engagement Made Easy: Harnessing the Power of Polls
Understanding the algorithm’s inclination towards user interaction, means polls become a valuable tool. With a one-click engagement mechanism, polls simplify audience participation. A one-week voting duration and the inclusion of the ‘other’ option not only help boost engagement but also help align with the algorithm’s recognition of content that stimulates meaningful user interaction.
Understanding the LinkedIn Algorithm
At its core, the LinkedIn algorithm is a complex set of rules that determines what content appears in users’ feeds. It considers factors such as relevance, engagement, and post frequency to curate a personalized experience. For small business owners, mastering this algorithm is crucial. It directly impacts the visibility of your content, affecting how many potential clients see and engage with your posts.
Why it Matters:
- Increased Visibility: The algorithm dictates the reach of your content. Understanding its nuances will help ensure your posts are more likely to appear in the feeds of your target audience, increasing visibility and brand awareness.
- Enhanced Engagement: By aligning with the algorithm’s preferences, you can create content that resonates with your audience, resulting in higher engagement. This engagement, in turn, signals to the algorithm that your content is valuable and worthy of broader distribution.
- Establishing Authority: Regular, high-quality content aligned with the algorithm’s preferences positions you as an authoritative voice in your industry. This, in turn, can attract more followers and potential clients.
- Driving Leads and Sales: Ultimately, a well-understood and strategically navigated LinkedIn algorithm can be a powerful ally in your lead generation and sales efforts. By consistently delivering content that the algorithm values, you increase the likelihood of turning connections into customers.
Cracking the LinkedIn algorithm may seem like a complex endeavor, but for MSP owners, it’s a vital step toward unlocking the platform’s full potential. By aligning your content strategy with the algorithm’s preferences, you not only increase visibility and engagement but also position your business as a trusted authority in your industry.
If you need any help or guidance with MarketBuilder, feel free to reach out to me directly at [email protected]
Tracy Trottier is marketing manager and heads up the MarketBuilder program at N‑able
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