Are you keeping up with the algorithms?

My social media platform of choice is LinkedIn.  I have a presence on others, but that’s where most of my efforts are focused.  I’ve been a member since 2005 and it’s changed a lot since then.

LinkedIn in 2005 was a sterile environment, mainly a ‘dating’ platform for companies looking for staff and people looking for jobs.  It’s massively different today, with posts, groups – and algorithms!

Getting seen in 2026 is dependent on posting content that the algorithms like and, consequently, present to more people.

Lately a lot of people who have had posts go viral in the past are complaining that they’re not getting traction any longer and creating viral content is much harder.  Is this a problem for you?

That depends on whether a viral post is your end goal – or you’re looking to connect with people who will become either customers or advocates.  Thousands of people liking your posts with hundreds of comments is an exercise in vanity if it’s not delivering the right connections.

What do algorithms do?

Effectively they apply the criteria for a ‘good’ post and the LinkedIn AI follows the algorithm prompt and then presents content that matches to the people that they’ve calculated are the best audience.

How do you find out what the algorithms for a good post are?

Well, you can, but they are changing all the time and you can spend a lot of time learning something that is out-of-date before you’ve got your head around it.  If you want to get to grips with algorithms properly, then Richard van der Blom has an Algorithm Playbook that you’ll find useful.

But understanding the broad strokes is just as useful.

10 Top Tips for LinkedIn content

Tip 1 – ensure your profile is clear and that what you’ve written in your About section is focused on the kind of client you want to work with.  That’s LinkedIn AI’s starting point for reference.

Tip 2 – good quality content wins over jazzy images.  LinkedIn’s AI likes long form content as it has more perceived value.

Tip 3 – forget about hashtags on LinkedIn, they are no longer relevant to how content is presented (or searched on).

Tip 4 – links kill reach, so only include a link if there is a specific call to action – and don’t let the link pull through a thumbnail – that just ensures nobody will see your post.

Tip 5 – get good at creating infographics, they work better than carousels – and are saved more.

Tip 6 – short (less than 90 seconds) videos do well.

Tip 7 – post daily, but remember that only one of your posts will be shown at a time, so if you post more than once a day you may reduce the reach of each post.

Tip 8 – if you can’t think of a post today, repost a previous post.  Use the repost option, don’t copy it to a new post.  If you’re reposting older content you get brownie points!

Tip 9 – Stay online during the hour after your post goes live so you can respond to comments and likes.

Tip 10 – create long form content as a newsletter rather than an article – and actively invite people to follow your newsletter. 

Remember that you’re not aiming for MORE connections, just the RIGHT connections.

What is a nurture sequence?

 

If you want to be in control, your own list is essential.  That’s why lead magnets are still such a powerful marketing tool, especially for service businesses.  But getting someone to sign up for your list is only the first step.

Email marketing platforms provide the means to nurture your list, without having to write content every few days.  It can all be written once and then set up to run automatically.

Assuming you have offered something valuable to entice a sign up to your list – and that this ‘something’ is highly focused on your ideal client profile, creating a follow up sequence should be straightforward.

Email 1 - Thank you

This should go out immediately after the person has signed up and validated their email address, i.e. on day 1.  It will include your thanks for signing up to get whatever your lead magnet is and will tell them how to access this.

You should then tell them what to expect now they are on your list.  What additional value they will get.  You need to manage their expectations, so they are ready to receive what you send them.

Tell them that there will be a series of emails over the next couple of weeks with more tips and opportunities.

If you have a weekly or monthly newsletter with more wisdom around your area of specialism, let them know they will be getting that too.

Email 2 – Add value

This will go out on day 3.  The purpose of this email is to add value in relation to the item they have downloaded.  Explain how to get the best from it, give a strong tip around the subject matter that isn’t in the original lead magnet.

Add a signpost to a purchase, positioned as an opportunity.  Often a good way to do this is in a PS.

Email 3 – Validation

This goes out on day 5 and features a story – either a case study or anecdote showing how what you offer works in practice.  Don’t forget to highlight the outcomes – not just what it did, but what the results were, the return on investment.

The call to action for your product or service can now be positioned as a reduced risk option.

Email 4 – Bashing down barriers

Send this on day 7.  Your task is to identify why people are concerned about the effectiveness of [your offer] – in other words objections.  Don’t tackle a whole list, focus on the top one or two and explain why this objection is unfounded.  Give evidence, examples, and/or demonstration. 

Anecdotal evidence is powerful – tell it as though you’re speaking directly to the reader.

Add a soft call to action to explore the opportunity you’re offering.

Email 5 – The offer

Schedule for day 10 and use it as a recap of your offer, with benefits, outcomes, details and a reason to act, that may be a bonus or discount. 

Remember, if these emails are automated, putting a specific date in will require them to be rewritten when that date passes.  There is also an authenticity issue, don’t offer anything based on scarcity or a cut-off date, if it’s not really the case.

Add your strong call to action.

When this nurture sequence is completed some people will have already become a customer, others may not be quite ready yet.  Sending them your high value newsletter regularly will keep them warm, so that, when they are ready, they won’t have forgotten you.

Who reads your newsletters?

Most of the email marketing platforms will tell you who opens your emails and if they clicked a link, but they don’t tell you who that person is.  There’s no information on their business, their interests, their challenges, what keeps them awake at night and what gets their juices flowing.

How did they get on your list in the first place?

If you have a list that is only generated from one lead magnet source, you’ll know the answer to that.  But most of us have at least one ‘general’ list, that includes people we’ve met networking, connections from social media, current and former clients, etc. etc.  These are harder to quantify.  Of course, you could go through your list and search on LinkedIn or see if you can track down their website – but who has that kind of time to invest?

Your general list should not be ignored, especially if they are opening emails.  They may become a customer at some point, if you’re delivering great value in your newsletter every week or month.  They may also become an advocate and recommend you to other people.

Quality over quantity

That leaves us with the people who have signed up to your lead magnet. 

When was the last time you updated this?  And how many new signups are you getting currently?

Lead magnets are powerful – but there are two issues to consider:

1: How focused is your lead magnet?

2: Given all the AI available today, what is the perceived value?

Improve your focus

Does your lead magnet attract a wide variety of people?  Are they potential customers or clients – or just people looking for a no-cost solution and reacting to an interesting headline.

If you’ve ever downloaded a pdf document from someone’s website, how much of it do you read – and what level of engagement with the creator do you have?  I’d bet you have a folder somewhere with several unread lead magnets you’ve downloaded at various times!  It doesn’t mean they’re no good; it was just that the challenge they addressed wasn’t at the top of your agenda at the time.

So, how focused is your lead magnet offer?  Does it have general appeal or is it very specifically ONLY for people who need your kind of help?

In the call to action, get specific. 

‘Download this now if you want [outcome] this year’

‘If you’re a [ideal client description] and are ready for [outcome], you need this now’

You get the idea.

Upgrade the value

Stop delivering average and upgrade to unique!

People are looking for something they can’t just ask AI for.  Your proven frameworks, some insight into their problems, something that you know will give them results.

That doesn’t mean you have to give away everything you have, but don’t hold back with something that’s really useful.  And then make sure they know this is the first step in a process.  If the first step makes a significant difference, they’ll be more than ready to pay for what comes next.

Here’s where AI can help you to craft something really good – with a good prompt.  Ask it to help you with identifying what your ideal client will value most.  And get creative with delivery.  Will it be:

•        A ‘how to’ guide
•        A checklist or framework
•        A quiz with results
•         An ecourse delivered by email
•         A video training session
•         A month’s free subscription to a course or membership
•         Access to a free group coaching session

Depending on your business you may have different ideas – and the more creative the better. 

So, get more newsletters read by improving your list and upgrading the value you deliver.

What shapes your reputation?

If you’ve been in business a while, you’ll already have a reputation – both for you personally and for your business.  But as your reputation is subjective, there can be a gap between what you’d like people to think/say about you and what they actually do.  The good news is that you can fix this – but it will take time.

The first step is to know how people currently see you.  There are a couple of ways to do this.

1.     Read your recommendations and testimonials.  What do people say about you in these?  Are they the things you want at the top of your reputational list?

2.     Ask your existing clients and regular networking contacts to give you feedback.  The secret to this is to ask the right questions, as most people never know what to say when they’re put on the spot!  So, ask 3-4 specific questions to help get focused answers.  For example:

a.    What do you see as my top skills?

b.    How would you describe me to a potential customer/client when recommending me?

c.     How do you see me as a communicator?

d.    What do you think my highest values are?  Do these show up in the way I come across?

Pick people who you trust and you know will be honest with you.  The aim is not to get lots of compliments, but to ensure that their perception matches what you want people to see.

What happens if the result isn’t what you want?

In a perfect world you are totally authentic, but we all have our idiosyncrasies and, sometimes, the way we show up doesn’t completely match what you believe.  This might be due to shyness, lack of confidence, imposter syndrome, or a communication style that needs a little adjustment.

Firstly, you need to be clear about what your values are.  Not just for show, but in reality.  What is important to you?  Do a brainstorming exercise and list everything that you think is important.  [TIP: put each one on a sticky note, it will make the ranking process easier].  Sort them into a ranked order and just focus on the top three.

Your top three personal values may not be identical to those for your business, so you’ll need to do the exercise for both – BUT they can’t be completely different, or you really will have a problem being authentic with your customers, staff and suppliers.

Compare the values you want to stand behind with what people have fed back to you and identify where the gaps are.  What can you do that will help you to demonstrate your top three values, for you and your business? 

If the actions feel uncomfortable, do a reality check – your values should be reflected in the things you do naturally, not anything that grates.  If people aren’t seeing you as you would like, think about the things you could do – that feel right to you – to help your values be more visible.

Quality v. Frequency

I’m a life-long learner and that means I’ll always grab the opportunity to expand my knowledge – particularly in areas that are subject to rapid change.

When it comes to social media, my audience are mostly on LinkedIn, so that’s the platform I’m most active on.  As a member of the HoLT community, I have access to lots and lots of masterclasses on all kinds of subjects – and I’ve attended two LinkedIn Masterclass courses.  In November, we looked at content generation and in January we explored how to expand reach and engagement.

These are subjects that are top of the agenda when it comes to generating potential business leads.  And, let’s be honest, most of us are not on LinkedIn to make new friends or watch cat videos – we’re there to build our businesses.

The algorithms on LinkedIn have changed dramatically with the advent of AI and today the content of your profile is the influencing factor in who sees your posts.  That means that hashtags on LinkedIn are no longer useful and the AI prioritises long form, high value content.

It’s been interesting hearing different experts share their knowledge – and one question that keeps coming up is ‘How often should I post?’

The key points that have come up in response to that are:

• Good value content is more important than frequency.
• Daily posts are a good target to aim at.
• More than one post a day can mean each post gets less reach, as LinkedIn only focuses on the latest post, until there is response on existing posts.
• Reaching the right audience is more important than going viral.

Lots of people are complaining that their reach has tanked, but reaching thousands of people who are random isn’t necessarily a good thing.  It’s better to reach the people who fit your ideal audience profile, and LinkedIn’s AI uses your profile to determine that, so ensuring that is accurate, focused and up-to-date is important.

The other aspect of getting seen is all about comments.  Not getting them on your posts, but adding good quality content on other people’s posts.  That means investing time each day to read the feed and try to add value.

So, not ‘Great post’, but an intelligent comment that adds to what has been says or adds your opinion on the subject the original post is about.  Some people get a greater reach on their comments on other people’s posts than they do from their own original posts!

The answer to quality v. frequency is always quality.  However, if you only post once a month, don’t expect to make much headway! 

Be authentic, be human, add value and you’ll start to make a difference.

I hate video!

 

Unfortunately, video is unavoidable if you want to promote your business and your expertise effectively.  But talking to camera? I can do it, but I’ll always find something ‘easier’.

I’m not a video camera afficionado – so any video I take is likely to be a bit wobbly, scans too fast and makes the viewer dizzy.  And I see plenty of people with similar camera ‘skills’ online on Instagram, LinkedIn and, of course, on YouTube.  However, fewer make it to YouTube – maybe because, like me, they don’t think they’re good enough to be a YouTuber.

Yes, I have a couple of channels on YouTube – but after the initial push to get them started, I don’t post much.  All my original videos used a slide presentation with my voice narrating.

What are the road blocks?

Am I shy?  No, I’ve spoken on platforms in front of hundreds of people and run dozens of webinars. 

Am I vain?  Not more than the average person.  I look OK on camera, but I still don’t like it.

Am I nervous?  Not really.

So what’s holding me back?

My acronym is R.A.V.E., which stands for Reputation, Authority, Visibility, Expertise.  As a business owner these are all critical to me.

• I don’t want to dull or damage my Reputation.
• I want to be an Authority, not an amateur.
• If I’m going to be Visible, I want to be 100% professional.
• When I’m showing off my Expertise, I don’t want the subheading to be ‘but doesn’t make good videos’.

So, I don’t make ANY videos.

Well, hardly any – and most of them don’t feature me, just my knowledge.

This is all very negative!

And I’m not a negative person.  So, where do we go from here?

I know some of you are thinking ‘get over yourself and just get on with it’, but I’m sure that a few of my readers are also feeling the same reluctance to get with the video.

So, I got some training and this is what I learned:

• Batch produce – it makes it easier (but put a different top/shirt on for each one).
• Book time into your diary every month/week to create video.
• Plan what each video will cover, but don’t read a script or you’ll send people to sleep!  Bullet points are good to keep you from losing track.
• Pay attention to your background (we’ve all seen the ones that got it wrong and seriously embarrassed themselves).
• Make sure your face is well-lit either with natural light or a well-placed lamp (I use a ring light above my computer screen that’s high enough so it doesn’t reflect in my specs).
• Ensure you’ve locked the door or everyone is out, so you don’t get unexpected disturbances and have to start over.

If you still feel uncomfortable talking to camera, get a colleague or friend to interview you either face-to-face or online.  If you choose face-to-face, you’ll need lights, cameras and mics, but a virtual interview will work just as well.

I think it’s a case of ‘fake it until you make it’, and the more you do it, the more comfortable it will become.

And don’t forget that a video editing service with tons of YouTube experience will make your videos shine out and transform ordinary into extraordinary!

Leverage your articles

If you take the time to write an article or two for your blog each month, don’t limit your reach, by just posting it in one place.

Clearly you want your expertise to feature on your website, on your blog, so potential clients can see you know your stuff.  But where else can you post it?

LinkedIn

As well as posts you can create articles and newsletters on LinkedIn.  Articles add depth and breadth to your profile as they appear on it.  Given that the content on your profile for LinkedIn presenting your content to the right audience, anything that underpins your speciality is good news.

If you have a LinkedIn newsletter, then write the article into a newsletter and that will be delivered in notifications to everyone who has subscribed.  Regular, good quality content, builds the reader’s understanding of you, your values, your business and your expertise.

Your list

Building a list means that you own your audience – rather than being reliant on the algorithms of the big online platforms.  Sending value content to your list regularly is an excellent way to keep you visible and show off your skills.

Even if the people on your list aren’t currently customers or clients – reminding them you’re around and delivering consistent value is a great way to develop advocates.  And, if their circumstances change, they’ll remember you before others they haven’t heard from for ages.

Other platforms

This depends on who you’re trying to reach, but there are a number of platforms that can be great places to post your article and reach a wider audience.

Reddit – While it takes time to build your audience’s trust, if you post good content it can significantly improve your visibility.  The secret is to find the right subReddits.

Medium - Popular for thought leadership content, with built-in distribution through their algorithm and publications you can submit to.  You can build a following and potentially earn money through their Partner Program.

Substack - Great for building a direct relationship with readers through newsletters. Your articles get emailed to subscribers, and you can monetise your submissions. if you wish.

Hashnode - Similar to Medium, with a supportive community and good SEO.

Business2Community - Specifically focused on business content and reaches your exact audience.

Entrepreneur.com (contributor program) - Prestigious platform if accepted, though more selective.

SmallBusiness.co.uk – This platform has a community/forum section

Startups.co.uk – This is another popular UK resource, if you’re aiming to reach new business people.

UK Business Forums - Various independent forums focused on UK small business

Create your strategy

Clearly, if you don’t have admin support, posting to lots of different places will take time, so my advice is to explore these platforms and find the ones that are the best fit for you and your business.

Maybe set aside 30 minutes a day for a week to explore a different platform each day. 

There was a time when duplicate content was penalised, but this is no longer the case.  Even so, there are some recommendations I’d make:

• Change the headlines to post on other platforms
• Do some editing, so it isn’t exactly the same content as your blog post.  You can change the order of sections around and reword a paragraph or two.
• If an image is involved, create a new one for each posting.

While this all adds work, you can batch the process, so it’s just an extension of the writing process.   

When you’ve tried out the platforms you’ve chosen for 3-4 months, you’ll start to get an idea about what’s working and what isn’t.   Don’t expect results instantly – this kind of marketing is a slow burn, but can be really effective.

Content is king – but why?

That phrase ‘Content is king’ has been around for a long time, but is it still true today?

100%.  Potential customers need information to make the decision whether you are the right supplier for them.  And, while cost may play a part, the reality is that they’re looking for a supplier that understands their needs, is reliable and easy to work with.  That’s where content comes in.

Your website needs reader-focused headlines and content that makes it easy for the visitor to see what you offer and get a feel for your company.  Creating a corporate-style approach when you’re a laid-back, don’t-stand-on-ceremony kind of person, doesn’t do you any favours.  So the content also needs to be congruent with your business approach.

Your social media is often the point of engagement for potential customers.  Either because they’ve connected with you on socials, or because someone has recommended you and the first place most people look is on social media.  Your social media profiles need to be up-to-date, smart, professional and relevant. 

Your posts are a way to reflect your humanity as well as your professionalism.  And don’t forget that people often also see your comments on others’ posts, particularly on LinkedIn.  That doesn’t mean you need to post pictures of your cat or the view from your window, but it does mean revealing the person (or people) behind the business.

Articles and blog posts are a great way to share your expertise.  I talk to many small business owners who are reluctant to ‘give away all my secrets’, but let’s look at it from a different angle.  If potential customers can see you’re a knowledgeable expert choosing you over anyone who doesn’t have that level of visibility is a no-brainer. 

Blog posts are also an excellent feed for your social media – and your newsletter, giving you ‘more bang for your buck’!

Email marketing nurtures your list.  Marketing isn’t selling, it’s a process of delivering value regularly, so, when you have an offer or promotion, people are already open to you.  It’s the law of reciprocity – you give value and the recipient feels like it’s pay-back time.

And, of course, content isn’t always written.  Visual images, video and audio all have an impact.  If writing isn’t your thing, what about video material, or start a podcast?  Obviously, video or audio material still need focus and planning, so you have a clear message, but work differently to written material. 

Of course, if you know that you should be generating content, but the idea of writing anything fills you with dread, there are easier ways to get your valuable expertise out of your head and into written format – with a little help!  Give me a shout and we can discuss something that works for you.

Is your website due for a freshen up?

 

When did you last take a proper look at your website?  Not just a quick glance to check it's still working, but a genuine assessment of whether it's doing its job properly. If you're struggling to remember, that's probably your answer right there.

Your website is often the first impression potential customers get of your business. And like a shop window that hasn't been updated in years, a stale website can quietly turn people away before they've even picked up the phone.

What should you be looking at?

Your message has probably evolved

Think about how you describe what you do today versus a year or two ago.  Chances are, you've refined your pitch, discovered what resonates with customers, and perhaps even shifted your focus slightly.  Your website should reflect this evolution, not the version of your business from when the site was first built.

Outdated content can make you appear out of touch or, worse, no longer trading. Fresh copy that speaks to your current customers' needs and challenges will always perform better than generic text written years ago.

Your customers' needs have changed

The questions your customers ask today might be completely different from those they asked when you launched your site.  Perhaps certain services have become more popular, or new pain points have emerged in your industry.  Your website content needs to address the actual concerns people have right now.

You're missing opportunities

Every page on your website should have a purpose, gently guiding visitors towards taking action, whether that's getting in touch, downloading a resource, or making a purchase.  If your pages just sit there without clear calls to action, you're leaving money on the table.

Similarly, if you've added new services or products, but haven't properly showcased them on your site, potential customers simply won't know they exist.

First impressions count

Whilst content is king, let's not ignore the visual side.  Design trends move on, and a website that looked cutting-edge five years ago might now feel dated.  More importantly, if your site isn't working beautifully on mobile devices, you're frustrating a huge chunk of your audience.

The same goes for user experience.  If visitors can't find what they're looking for within seconds, they'll give up and try a competitor.  Simple navigation, fast loading times, and intuitive layouts aren't nice-to-haves – they're essentials.

Your competitors aren't standing still

You can bet your competitors are regularly reviewing and updating their websites.  If their site looks polished and current whilst yours is gathering digital dust, who do you think potential customers will trust with their business?  And even if your competitors haven’t updated their websites, if yours looks much more current and easier to use, guess who will get the enquiry?

The good news

A website refresh doesn't have to mean starting from scratch.  Often, it's about refining what you've got: updating copy to better reflect how you work today, improving your headlines to grab your visitor’s attention, adding calls to action, updating case studies, and ensuring everything is focused on your visitor and it all works seamlessly.

The question isn't whether you can afford to update your website – it's whether you can afford not to.

The 3-act structure for winning presentations

It’s the start of another year and you’re probably looking at new opportunities.  That might be more speaking, upgrading your visual pitches or making more impact when you’re presenting in your networking groups.

Preparation is key – but what can you do to ensure your presentation really hits the spot?

You've nailed your opening, your slides look professional, and you're confident about your delivery.  But have you thought about the narrative arc of your pitch or presentation?  The structure of your content can be the difference between a forgettable presentation and one that really resonates.

Why structure matters

Even the most compelling ideas can fall flat if they're poorly organised.  Your audience needs a journey to follow, not a random collection of facts and figures thrown at them.  This is where borrowing from the world of storytelling can transform your pitch.

The three-act framework

Think of your presentation like a film or play.  Every great story follows a three-act structure, and your presentation should too.

Act One: set the scene

This is where you establish the problem or opportunity.  Don't rush past this.  Your audience needs to understand why they should care before you dive into your solution.  Paint a picture of the current situation, highlight the pain points, and create that ‘aha’ moment where they recognise the issue you're addressing.  This isn't about doom and gloom; it's about context and relevance.

Act Two: build the case

Now you've got their attention, this is where you introduce your solution, idea, or proposal.  But the key is to build your argument progressively.  Each point should flow naturally to the next, creating momentum.  Use evidence, examples, and data to support your case, but don't overwhelm.  Think of this section as climbing a mountain together with your audience, each step taking them higher towards understanding why your solution works.

Act Three: deliver the resolution

This is your moment. You've identified the problem, you've shown how to solve it, now you need to make your point stick.  What's the call to action?  What happens next?  Be specific about the outcomes – what life will be like with this problem solved.  This isn't just a summary; it's the payoff for the journey you've taken them on.

The thread that binds it all

Throughout all three acts, you need a central theme or message that ties everything together.  This is your ‘golden thread’ – the one thing you want your audience to remember.  Every section should reinforce this thread, whether directly or indirectly.

Less is more

One common mistake is trying to cram too much into Act Two.  Remember, you're not writing a dissertation; you're making a case.  Three strong points are far more powerful than seven mediocre ones.  Each point should earn its place by directly supporting your central message.

The power of signposting

Help your audience to follow your structure by signposting clearly.  Simple phrases like "The first challenge we need to address is..." or "This brings us to the solution..." act as handrails, guiding your audience through your narrative.

When you structure your presentation or pitch with this three-act framework, you're not just sharing information; you're taking your audience on a journey with purpose. And that's what transforms a standard presentation into a persuasive, memorable pitch that actually achieves what you set out to do.

The content matters enormously, but how you structure that content matters just as much.  Get the structure right, and you're halfway to winning them over.