By Alex White

The secret behind the LinkedIn algorithm, like the recipe of the original Coca-Cola, is safely guarded. And while we don’t know how either is formulated, we can safely draw conclusions on their components by conducting various experiments. Since this is a B2B marketing agency and not a competing soft drink company, we’ll look to decipher the former. 

Unlike the recipe for one of America’s most celebrated soft drinks, the composition of the social network’s building blocks is ever-changing, making it difficult, but not impossible to uncover the strategy for success. To crack the code, the team at Just Connecting analyzed a staggering 1.5 million posts, from 34,000 individual profiles, and over 26,000 company pages, spanning over 50 countries and 25 languages. The results of their research revealed exactly what you need to break through the noise, capture new audiences, and reap all the benefits of being seen on the world’s epicenter for B2B professionals.

As anticipated, the report is comprehensive, covering topics ranging from the most effective formats to the nuances of commenting and everything in between. Here, we’ll delve into what we consider the most impactful data points and insights on crafting a hook, video posts, formatting, Text + Image posts, nurturing, and more.

Break through the feed: Tips for B2B marketers on LinkedIn

Craft a unique hook to pull your audience in

Imagine writing something and no one reading it… ever. Unfortunately, this is an all too common occurrence for many brands and users of LinkedIn. Imagine if Jonas Salk, the man who developed the first safe and effective vaccine for polio, shared his initial findings on LinkedIn. Very few people would arrive at the point where he revealed his findings if he started his post with several mundane sentences. 

While you may not spend years on your work like Jonas, you don’t want your efforts to go unnoticed; ensure the two to three sentences of your LinkedIn text post start strong and capture the reader’s attention – testing proves you can increase reader retention by 30% by doing so. 

Take notes: Casey Borrero, Influencer Marketing Strategist at TopRank Marketing, shares the details on crafting an opening and conclusion that gives your audience a reason to keep reading, engaging, and clicking.

Draw viewers in by creating the perfect video post

Visualize this: It’s 2046, and you can create a social video projecting a hologram onto the viewer’s wall. Okay, that might sound invasive and overstimulating, so let’s revert to present day. Despite minimal evolution in video technology over the past decade, there are still innovative ways to engage your audience. Crafting the optimal video post ensures that your behind-the-scenes video production efforts don’t go to waste. Ensure your video is 1-2 minutes long, in vertical format, features an impactful hook, and is uploaded natively.

Need help visualizing the perfect video post? The video below featuring me, Alex White, Social …read more

Source:: Top Rank Blog