Your Content Crime on LinkedIn

Today, I want to share 3 core things with you…

1: What is better than a single viral post

2: Reality of double niche

3: Understanding low-barrier offers

Let’s get into it.

Better Than a Single Viral Post

Your goal on LinkedIn should never be to go viral. Now, don’t get me wrong…

Embrace virality. But don’t let it be your goal, as far as content creation is concerned. Your goal in creating content on LinkedIn should be:

To be known for one specific thing

The goal is to be an authority around your expertise. It is to be so good that when people think of who can help them in a certain area, your name comes up first in their minds.

That is the goal. So, if you are posting dog pictures and hoping you go viral, you are missing something vital. This is your content crime.

Yes, the dog pictures can make you viral. But does it reinforce your expertise?

What you want is to go viral for something that reinforces your expertise. And yes, it doesn’t happen overnight. But you can gradually optimize for it.

So, instead of trying to make one post go viral, you do what I call content layering.

What does that mean?

Content Layering

First, a bit of context…

Something began to change across all social media platforms in 2022. The rise of TikTok startled the other social media platforms. And they hurriedly started to copy the TikTok algorithm.

Initially, social media posts were distributed based on follower counts. But the TikTok algorithm changed that.

Instead of distributing to your followers, they distributed content according to the users’ preferences. And this is judged by what the user engaged with, watched, or reacted to in some way. Location is another factor here and comparison with other users with similar tastes.

So, for example, TikTok notices who your content consumption preference is close to. And whenever they find something deeply engaging, because you like the same kind of things, the platform shows it to you also.

From 2022, this idea began to spread beyond TikTok. And this gave rise to the “for you” page that a lot of social media platforms have. Others like Instagram and LinkedIn embraced the “suggested post” format.

This means your content is distributed to people who the platform thinks would react or engage with your content, based on their history. This is why it is important for the algorithm to understand you.

On LinkedIn for example, if you have noticed, every time you follow or react with someone new, the platform shows you a couple of their more recent posts instantly.

Now, if those recent content are about vastly different things, you confuse people.

This is why you should have a niche and stick to it. Content layering is making your content for the same audience.

Don’t try to show yourself by expressing everything you know. Stick to one thing. Stick to one point. Don’t aim for a single viral post. Aim that the person that sees your post one time and engages on it will want to engage on all your future posts.

And when one post gets viral, all your other posts will benefit from it. This is because the LinkedIn algorithm will recognize that the other posts are content that those who engaged with the viral post would like too.

Optimize for content layering.

As I have gone back to my core niche (which is remote work), I can see the effect of this already. One of my posts is getting a lot of reactions and other older posts are gaining more visibility because of it.

Now, let’s talk about the double niche saga.

Reality of Double Niche

It works. But it is noticeably weaker than just having a single niche.

It is very hard to get people to know you for 2 things on social media without any prior fame or context.

People who have established themselves as famous people and have taken up space in people’s mind through several other channels can do this with ease.

But for most of us, double niche makes our content a bit vague.

Always remember that people have a million things on their mind and if they can’t get you in a glance, they will probably forget about you. When people like your content, they don’t like you. They like the version of themselves that liked the content. Never forget that.

You can choose to play double niche if you have the credibility. But if not, I would advise you to make it a single niche.

Low-Barrier Offers (LBO)

I’d be first to say it - LinkedIn is not the place to sell B2C.

On LinkedIn, you play B2B. You want to sell to a business, a company, or an organization. You want to sell something that can be classified as a business expense. That is the way people’s brains are wired on LinkedIn.

If your goal is B2C growth, go to Meta ads. I am not an expert in that. But I can recommend a few people.

If you are selling on LinkedIn, there is a path to follow. And this path here is complementary to LinkedIn ads and using Sales Navigator. (Not going deep into those 2 though).

The sales process often begins from comments. Either a comment on your post or a comment on another’s post. Then, you take it to the DMs.

And from the DMs you take it to a call. This is the most harmonious way I have discovered for high-ticket B2B.

The concept of a low-barrier offer is something that people are not opposed to trying or doing. You want the barrier to your lead magnet as low as possible.

Don’t ask people to cross the ocean for you. Make the step as tiny as possible. And be sure to get their perspective to know what the real hurdles are.

Getting your offer MUST never be a big decision. It must always be a next logical step.

No-brainer means it is a next logical step. Think according to this pattern.

• What is the next logical step after a comment? Another comment.

• What is the next logical step after a comment thread (and there is still private stuff to discuss)? A DM

• What is the next logical step after a DM? A string of DMs (back and forth)

• What is the next logical step after a string of DMs? A call

• What is the next logical step after a successful call? Onboarding

This is the way to win.

If this has been helpful or you have a question, do drop a comment