Lately, I’ve been writing (griping?!) about the sea change the new LinkedIn algorithm has wrought for those who post on their LinkedIn home page newsfeed.
Instead of mainly showing posts to your existing followers, LinkedIn now distributes your content mostly to people outside your network who could be interested in your topic. The change is an opportunity for niche businesses like yours to engage with your key markets.
The downside? Your existing followers may see less of your content, and simple “likes” don’t carry much weight. Instead, LinkedIn now prioritizes meaningful comments, saves, and shares.
For small businesses, the takeaway is clear: create posts that spark conversation. Content that people find useful can continue performing well for weeks. Ask thoughtful questions, share actionable insights, and offer contrary opinions supported by experience or data. Consider AI tools like Taplio and Applauz to generate content ideas relevant to your expertise.
Your profile also matters more than ever. LinkedIn uses your headline and About section to understand what your content is about and who should see it. A specific headline like “Marketing Consultant for Engineering Firms” performs better than generic fluff like “Helping Businesses Grow.” Your profile, posts, and messaging must all reinforce the same expertise.
Additionally, make thoughtful comments on your prospects’ posts to increase your profile’s visibility. Your comments appear in the feeds of users engaging with the original post.
The bottom line: LinkedIn now rewards clear expertise, niche focus, and authentic engagement so up your game to reach your prospects.n
Kathy Bernard (kathy@wiseru.com), CEO of WiserU.com, is a St. Louis-based LinkedIn consultant/trainer who equips businesses to maximize LinkedIn for sales, marketing, or fundraising.