RV195 - LinkedIn Strategy and B2B Trends | Good Content
Jul 9, 2024
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Marketing expert Chris discusses LinkedIn algorithms and B2B strategies, emphasizing quality DMs over post reach. Topics include evolving algorithms, go-to-market strategies in SaaS, and balancing growth with profitability in today's landscape.
LinkedIn algorithm penalizes high follower counts, affecting reach and engagement.
Prioritize tracking inbound DMs over follower count for revenue impact.
Strategic content alignment with business goals > chasing broad reach metrics.
Emphasis on depth in content creation, aligning with target audience needs for engagement.
Deep dives
The Influence of LinkedIn Follower Count
LinkedIn followers are discussed, questioning their correlation to reach and growth as the algorithm seemingly penalizes those with higher follower counts. Around 150,000 followers, Chris Walker notices a decrease in reach as the algorithm may have flaws in distributing reach evenly.
Shifting Metric Focus to Inbound DMs
Emphasis is placed on tracking inbound DMs from target customers as a priority metric over follower count. This metric, especially valuable for early stages, reflects a substantial portion of revenue sourced from CEO-level engagements through LinkedIn.
Impact of Reach on Business Results
An inverse correlation between post reach and business results is highlighted. Increased post reach may lead to reduced inbound DMs, indicating a need for strategic content alignment with business objectives over chasing broad reach metrics.
Optimizing Content Depth over Reach
Prioritizing depth over reach in content creation is advised, aligning with business updates or PR-related posts for broad reach and engagement. The emphasis shifts towards unique perspectives and solutions catering to the target audience's needs.
Strategic Business Model Prioritization
Ensuring a sustainable business model, core technology/products development, and effective go-to-market strategies form the foundational priorities for companies. Flexibility in resource allocation and strategic planning are highlighted for optimal growth.
Urgency for Strategic Go-To-Market Approach
A shifting landscape in B2B SaaS emphasizes the need for strategic go-to-market approaches as growth rates decline and customer acquisition costs escalate. The focus on aligning growth strategies with profitability and optimizing go-to-market efficiency is paramount for sustainable success.
Understanding Dark Social Impact
Insights on dark social's untrackable impact on customer influence and business decisions are explored. The disconnect between attributed data and actual customer engagement necessitates a shift in tracking methods to capture the true impact of social content.
CEO's LinkedIn Journey and Strategic Perspective
Chris Walker's LinkedIn journey and strategic shift towards CEO-focused content creation are detailed. The transformative power of LinkedIn in generating enterprise value and expanding reach to key executives is underscored, emphasizing consistent, impactful content creation.
Chris joined Peter Conforti on the Good Content series to discuss a range of critical topics in B2B Marketing and SaaS. From dissecting LinkedIn’s algorithms to redefining go-go-market strategies in the current economic environment, Chris brings a wealth of knowledge and practical insights to the table.
Chris kicks off the discussion by sharing his observations on LinkedIn’s evolving algorithms and its impact on follower engagement. He then goes into the metrics that really matter for marketers, emphasizing the importance of quality inbound DM’s over mere post reach. The conversation covers the nuanced strategies needed to thrive in today’s B2B SaaS landscape, especially for companies navigating the shift from growth-at-all-costs to a balanced focus on growth and profitability.
If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm
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