Podcast Summary: Creator Science Episode #188

Title:
Richard van der Blom – How the man behind the LinkedIn Algorithm Report uses LinkedIn. [Greatest Hits]

Host:
Jay Clouse

Guest:
Richard van der Blom, Founder of Just Connecting

Release Date:
November 26, 2024

Introduction

In Episode #188 of Creator Science, host Jay Clouse engages in an in-depth conversation with Richard van der Blom, the founder of Just Connecting and the mastermind behind the annual LinkedIn Algorithm Insights Research Report. With nearly 200,000 followers on LinkedIn, Richard offers a wealth of knowledge on leveraging LinkedIn for business growth through data-driven strategies.

Background of Richard van der Blom

[02:46] Jay Clouse:
Richard founded Just Connecting in 2010, focusing on social selling and LinkedIn training. Over the years, he has become a respected authority on LinkedIn strategies, helping creators convert content into business opportunities.

[03:38] Richard van der Blom:
"Many people struggle with how to create content that converts into business opportunities on LinkedIn."

The LinkedIn Algorithm Insights Research Report

Evolution and Methodology

[03:43] Jay Clouse:
Five years ago, Richard initiated the first LinkedIn Algorithm Insights Report, which quickly garnered substantial attention with over 400,000 views.

[04:36] Richard van der Blom:
"Our initial reports were manually compiled, analyzing around 1,200 posts. Last year, we expanded to 9,000 posts, and this year, with the help of a partner, we've examined 1.5 million posts."

Partnership and Automation

[05:34] Richard van der Blom:
"This year, partnering with Authoredup allowed us to automate data collection, significantly increasing our dataset and report depth to 123 pages."

Key Findings from the 2024 Algorithm Report

Changing Dynamics of Reach and Engagement

[07:50] Jay Clouse:
Richard introduced a pivotal finding: although overall reach may be decreasing, relevant reach is increasing.

[07:50] Richard van der Blom:
"Based on 1.5 million posts, we observed less reach and engagement but maintained the same conversion rates."

Implications of Reduced Reach

[11:51] Klaus:
"The report highlights a shift where traditional metrics like reach and engagement might not fully capture success, emphasizing conversion instead."

[14:24] Richard van der Blom:
"Less reach and engagement but higher relevance indicate that LinkedIn is refining its algorithm to prioritize meaningful interactions over sheer numbers."

Content Strategy and Formats

Diversity in Post Formats

[23:15] Jay Clouse:
Richard emphasizes the importance of varying post formats to maintain audience engagement.

[23:30] Richard van der Blom:
"I avoid posting the same format repeatedly. A mix of carousels, text with images, and videos keeps the content dynamic and engaging."

Notable Quote:
"Consistency is more important than frequency." — Richard van der Blom [19:10]

Effective Use of Polls

[27:30] Klaus:
Polls are highlighted as highly effective for engagement and lead generation.

[29:53] Richard van der Blom:
"Polls generate votes, which are direct engagement clicks, signaling to LinkedIn that your content is valuable."

[28:16] Richard van der Blom:
"Repurposing poll results into subsequent posts can drive deeper engagement and conversions."

Engagement and Conversions

Focus on Conversion Over Vanity Metrics

[14:24] Richard van der Blom:
"LinkedIn now focuses on relevant reach over viral reach, aligning with the platform's goal to foster meaningful connections."

[15:02] Richard van der Blom:
"True success lies in conversion metrics, not just in reach and engagement numbers."

Commenting Strategy

[56:31] Klaus:
Richard discusses the impact of consistent, high-quality commenting on profile views and follower growth.

[56:52] Richard van der Blom:
"Consistently commenting on peers, influencers, and clients' posts can significantly boost your profile visibility and engagement."

Managing Connections and Followers

Strategic Connection Requests

[35:59] Richard van der Blom:
"I invite connections based on real-life interactions and their potential value in my professional network."

[35:59] Richard van der Blom:
"When approaching the 30,000 connection limit, I prioritize connections that provide mutual value and delete those that don't align with my goals."

Handling Followers

[35:59] Richard van der Blom:
"Followers are typically individuals who find your content valuable. However, managing connections is crucial as you approach the connection limit."

Leveraging LinkedIn Features

Featured Section Optimization

[54:17] Richard van der Blom:
"I use the featured section to highlight low-commitment offers like newsletter signups and advising calls, which drive conversions."

[47:11] Jay Clouse:
"Link placement in the featured section is crucial for driving conversions, especially for events and webinars."

Customized Buttons and Links

[42:49] Richard van der Blom:
"Customized buttons like 'Book a Call' didn't increase conversions for me. Direct links in the profile remain more effective."

[44:55] Richard van der Blom:
"If LinkedIn introduces a 'Sign Up for Newsletter' button, I would switch back immediately due to higher conversion rates."

Advanced Strategies

Utilizing Video Content

[24:59] Jay Clouse:
Richard emphasizes the importance of incorporating video into LinkedIn content strategies.

[52:25] Richard van der Blom:
"Videos, typically between 45 to 90 seconds, are the most engaging content type on LinkedIn, offering higher quality engagement."

LinkedIn Newsletter Function

[49:40] Richard van der Blom:
"After a long hiatus, my newsletter subscriptions surged from 28,000 to 54,000 due to LinkedIn automatically inviting followers to subscribe."

[52:04] Richard van der Blom:
"My newsletters maintain high engagement and serve as effective channels for conversions."

Final Insights and Conclusions

[60:38] Klaus:
The conversation concludes with Richard sharing observations on LinkedIn's data privacy and algorithm behaviors, hinting at a more interconnected and less private platform environment.

Key Takeaways:

• Data-Driven Strategies: Leveraging extensive research and data analysis is crucial for optimizing LinkedIn content strategies.
• Content Diversity and Consistency: Varying post formats and maintaining consistent posting schedules enhances engagement and conversion rates.
• Focus on Conversion Metrics: Prioritizing meaningful interactions and conversions over vanity metrics like reach and engagement can lead to more sustainable growth.
• Effective Use of LinkedIn Features: Optimizing the featured section and understanding the efficacy of various LinkedIn features can significantly impact content performance.

Notable Quote:
"Consistency is more important than frequency." — Richard van der Blom [19:10]

Further Resources:

• Full LinkedIn Algorithm Insights Report 2024: [Link in Show Notes]
• Follow Richard van der Blom on LinkedIn: Richard's LinkedIn Profile
• Previous Episode on LinkedIn Company Pages (Episode #127): [Link in Show Notes]

This episode provides invaluable insights for creators aiming to master LinkedIn's evolving landscape through evidence-backed strategies and Richard's extensive experience in social selling and content optimization.