It goes without saying that gaining organic visibility and traction on LinkedIn isn’t always easy or transparent. Sue Parker examines how brands, marketers and executive-based insights all try to seize a share of the professional opportunities offered by more than 12 million Australians and 800 million professionals worldwide.
While membership, engagement, and opportunities have exploded over the past five years, along with new features and tools, there has also been a noticeable downside with volume and noise.
When the reach and distribution of articles was reduced five years ago and the quality of the content changed, the News Feed became a quick and easy way to post short articles. This cluttered the news feed with content, often missing the brand and distribution.
Then there were the engagement mods and paid engagement systems scammers surpassing content real estate. Since about 10% of your network will see your posts in their News Feed, this can be a Russian roulette wheel for visibility.
LinkedIn has delivered an early Christmas giveaway of newsletters that may rectify the disappearance of the reach of long-form content.
Newsletters – an innovative content tool
From October, the content marketing game changed with LinkedIn Newsletters. Once available to a few, all global members who meet basic criteria and have activated Designer fashion will now have access.
The subscriber base has improved the playing field by giving content marketers, executives and business owners a real opportunity for meaningful reach, visibility and positioning from profiles personal. On the first post, every connection is invited to subscribe, which is a golden opportunity. You can also go to town with all the creative media and marketing brands like I designed mine here.
Newsletters are categorized and hosted as articles. This means that they receive Google rankings and SEO juice. This is a huge added value, as Newsfeed posts are not ranked by Google, but articles always have been. But members have rarely bothered with articles in recent years due to the lack of love for algorithms. This despite the value as a permanent publication and Google indexing.
I predict that newsletters will impact the pace and quality of all organic content in 2022. This enables a richer User Experience (UX) and engagement experience. Finally, members can subscribe to who and what they want to see.
Hopefully this will clean up the News Feed and recalibrate the absurd belief of many that they need to flood content. And don’t worry, not all members will jump on it. Newsletters are not fluffy self-promotion pieces that require commitment, strategy and consistency.
More forecasts 2022
Search Engine Journal Marketing Director Heather Campbell recently commented:
“Next year, marketers will really see the opportunity for LinkedIn to raise awareness, grow and engage with their community. Business-to-business (B2B) organizations are finally seeing the value of marketing like never before ”.
Now that I don’t have a crystal ball and surprises are an integral part of LinkedIn, here are some of my predictions based on solid metrics:
LinkedIn Live on Company Pages
LinkedIn Live now has a wide reach for all Creator Mode members on personal and business pages. I predict a shift to more live streaming from company pages to increase conversations and brand and employee awareness.
Jumprope video integration
LinkedIn has acquired the tutorial video application Jumping rope in the middle of the year to strengthen their creative tools. The focus on creating ‘how-to’ video experiences and enriching video stories will have some surprise features in 2022 to add to the content toolkit.
Service pages for freelancers
LinkedIn Service Pages are dedicated landing pages featuring departments and businesses at the top of the profile card. With the boom in the odd-job economy and the demand for marketing and creative services, I see this receiving more attention and more research value.
Increased company page posts and advertising revenue
With additional page tools, analytics and content options, the increase in posts from pages will increase for small brands and department managers.
With the additional brand lift testing and reach optimization campaign management tools, brands big and small will be more excited to invest in large-scale paid campaigns.
Relevance and monetization of the hashtag
Expect to focus more on promoting the integration of hashtags with the designer mode feature. It can even be deployed in business page monetization and paid hashtag captures.
As we approach the big guy at the time of the fireplace, here are my wishes for Santa LinkedIn. I’m sure it will be a shared feeling:
- No more unnecessary and pathetic polls. Surveys can be brilliant when not overused and published for strategic and professional added value. But seriously enough of “which ice cream do you prefer” or “what time do you like to get up” rather useless
- Shoot all of the saturating self-promotion and deeply personal content that is posted for exposure versus business relevance.
- Prohibition of members who click on the engagement paid by farm on all their content.
- Inbox messaging tools – more options and a date rollback indicators.
- Recalibrating the ‘bigger is better’ connection mentality. Follow people rather than connecting in order to adapt and target the potential of the network as relevant.
LinkedIn is a brilliant platform of opportunity when used with care and enthusiasm. I keep my fingers crossed for the plum pudding that 2022 will be a year of interesting and relevant conversations and richer experiences both on and off the platform.