How To Get Clients On LinkedIn in 2023

Last updated: Jun 29, 2023

This video is about the shift in LinkedIn's algorithm and how it is becoming increasingly difficult for creators and users to stay on the platform, leading to a potential opportunity for other social networks to steal market share from LinkedIn in the next few years.

This video by Ryan Stewart was published on Dec 13, 2022.
Video length: 12:48.

In this video, Ryan Stewart discusses the shift he has seen on LinkedIn and what is currently working on the platform.

He explains that in the past, there were fewer people publishing content on LinkedIn, resulting in higher reach and engagement for those who did. However, as more people started posting content and the quality declined, the reach for each post decreased. Ryan also criticizes LinkedIn's algorithm, stating that it prioritizes low-quality, plagiarized content over original and valuable content. He further explains that LinkedIn's revenue model, which is focused on selling recruiter tools and ads, is misaligned with the user experience. Ryan suggests that if LinkedIn does not improve, other platforms may start to steal market share from them.

However, he still believes that LinkedIn can be a good place for beginners to invest their time and resources, as long as they have a clear business strategy and focus on long-form content.

  • LinkedIn's algorithm has shifted over time, making it more difficult for creators and users to stay on the platform.
  • There was a point in time (2018-2020) when there were fewer content creators and more people looking for content, resulting in higher reach for posts.
  • LinkedIn's revenue model is misaligned with users, as they make money from recruiter tools and ads.
  • LinkedIn's focus on B2B sales and revenue generation affects the user experience and content quality.
  • LinkedIn's algorithm and content quality issues may lead to the rise of other social networks targeting B2B professionals.
  • Regardless of the platform, the primary focus should be on the business strategy.
  • LinkedIn's algorithm does not prioritize video content.

How To Get Clients On LinkedIn in 2023 - YouTube

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Shift in LinkedIn's algorithm

  • LinkedIn's algorithm has shifted over time, making it more difficult for creators and users to stay on the platform.
  • There was a point in time (2018-2020) when there were fewer content creators and more people looking for content, resulting in higher reach for posts.
  • As more people started posting content, the quality of content decreased and reach declined.
  • LinkedIn's algorithm prioritizes "fluff" content, making it harder for quality content to be seen.
  • Big creators on LinkedIn have experienced a decrease in reach, which is different from other social media platforms.
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Misalignment with revenue model

  • LinkedIn's revenue model is misaligned with users, as they make money from recruiter tools and ads.
  • Other social media platforms make more money when users stay on longer, but LinkedIn's goal is to sell recruiter tools and ads.
  • LinkedIn's focus on B2B sales and revenue generation affects the user experience and content quality.
  • LinkedIn's algorithm shows plagiarized and low-quality content more frequently.
  • LinkedIn's revenue model may lead to other social networks stealing market share in the future.
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Potential for other social networks

  • LinkedIn's algorithm and content quality issues may lead to the rise of other social networks targeting B2B professionals.
  • Platforms like Bravado are already gaining popularity as alternatives to LinkedIn for sales professionals.
  • There is potential for niche social networks for specific industries or professions to emerge.
  • If LinkedIn fails to address its algorithm and content issues, other platforms may take market share from them.
  • LinkedIn's current state may not be ideal for beginners looking to build their agency or business.
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How To Get Clients On LinkedIn in 2023 - YouTube

Focus on business strategy and long-form content

  • Regardless of the platform, the primary focus should be on the business strategy.
  • Using content to support the business strategy can be effective, but it's important to remember that marketing alone cannot solve business problems.
  • A long-form content strategy, such as live events or podcasts, can be beneficial for acquiring customers at a reasonable cost.
  • Collecting data and feedback from live events can help gauge the effectiveness of content before posting it on LinkedIn.
  • Investing time and resources in LinkedIn should align with the overall business strategy and goals.
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LinkedIn as the Core Platform

  • Long-form content creation strategy is the core input for LinkedIn.
  • For B2B sales, spending the majority of time on LinkedIn is recommended.
  • For B2C sales, platforms like TikTok and YouTube shorts may be more effective.
  • LinkedIn is still a valuable platform, especially when combined with events, podcasts, and TikTok.
  • Instagram is not recommended for business purposes.
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The Rise of Video on LinkedIn

  • LinkedIn's algorithm does not prioritize video content.
  • Video posts on LinkedIn receive fewer views compared to text posts.
  • However, video content builds trust and credibility at a higher level.
  • Video can lead viewers to other platforms, such as podcasts.
  • Business impact should be prioritized over vanity metrics like impressions.
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The Potential of TikTok

  • TikTok's algorithm and content quality are highly praised.
  • Some clients may be skeptical about using TikTok for business purposes.
  • TikTok has the potential to become the next LinkedIn in terms of content creation for creators.
  • The algorithm and content on TikTok are impressive.
  • Even agency owners with successful businesses are recognizing the value of TikTok.
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Opportunity for B2B Companies on LinkedIn

  • LinkedIn's algorithm shift and lack of creators on the platform present a huge opportunity for B2B companies in the coming years.
  • Many B2B companies are hesitant to adopt new platforms, just like they were with LinkedIn in 2019 and Facebook in 2015.
  • Delaying adoption of new platforms can result in missed opportunities and potential loss of market share.
  • However, B2B companies should not focus on TikTok at the moment, as it has not proven its effectiveness for hosting live events or generating content that resonates with the audience.
  • Instead, B2B companies should focus on understanding their customers, developing a content strategy, and prioritizing platforms that matter most to their target audience.
  • Only a small percentage of companies are organizationally ready to embrace TikTok, and if they are ready, they are likely already using it.

Watch the video on YouTube:
How To Get Clients On LinkedIn in 2023 - YouTube

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