How to Combine LinkedIn Automation with Organic Posts
LinkedIn now has almost 740 million members and over 55 million registered companies. 40% of these users access LinkedIn on a daily basis, which helps the site achieve 1 billion interactions each month. However, most users only spend 17 minutes a month on the platform.
To attract LinkedIn users to your business, you’ll need to use a few clever marketing tactics. In this article, we’ll look at strategies that work on this platform, including automation and broetry.
Why Use LinkedIn for Outreach?
All outreach strategies involve finding people, introducing yourself, and pitching your product. A great LinkedIn outreach strategy consists of many introductions to great prospects. That’s because LinkedIn is filled with B2B companies looking to buy your products and services.
Here are just a few reasons why LinkedIn is perfect for outreach:
- User Numbers: As mentioned, Linkedin has over 740 million users. While this doesn’t match Facebook’s numbers, it does give you a decent selling pool because…
- Business Audience: Linkedin has an accessible business audience. Unlike other platforms, LinkedIn is full of adult professionals who want to expand their careers.
- Flexibility: Writing a guide on LinkedIn outreach and marketing is tough due to how flexible its platform can be. A warm approach works just as well as an aggressive one in some cases. This makes marketing to a varied group an easier task.
- Search Tools: It’s easy to find people who match the exact niche you’re selling to. LinkedIn Sales Navigator can allow you to search users based on their company size, years of experience, industry, age, profession, city, and much, much more.
To successfully sell to your audience, you need an unstoppable content marketing strategy. By using LinkedIn engagement pods and broetry, you can promote to a broader customer base.
Why? Because content solidifies you as an expert. Social proof provided by engagement can make your prospects trust you, which boosts loyalty in your products/services and your brand.
A Closer Look at the Algorithm: What LinkedIn Promotes
Like most social media sites and search engines, LinkedIn has its own algorithm that helps you connect with people. Here is a snapshot of what that looks like on LinkedIn:
- Prioritises relevancy over recency
- Promotes user engagement
- Shows content based on ranking signals (1st, 2nd, 3rd-degree connections)
- Boosts posts that are long-form and/or clicked
- Relies on keywords to find if content is relevant to users
- Prefers to promote SEO-optimised profiles
- Encourages users to have more connections (500+)
- Displays profiles that engage with other users
With this information, we can look at why engagement pods and broetry work wonders.
Engagement Pods and Broetry: Marketing Genius
Engagement pods and broetry aren’t new concepts to LinkedIn, but you may not be familiar with these terms. Still, you’ll need to use these marketing tactics to beat the LinkedIn algorithm.
Why LinkedIn Engagement Pods are Effective
A LinkedIn engagement pod is a group (usually closed) of people that support each other through mutual engagement. This technique is especially beneficial if you have a small network.
LinkedIn automatically shows your posts to your network or your 1st-degree connections. When your 1st-degree connections engage with your posts, their connections, which are your 2nd-degree connections, can see it and post on it, and so on.
By joining an engagement pod and not befriending these users, you get to capitalise on 2nd and 3rd-degree connections, thus exposing your post to even more users outside your network.
By putting your LinkedIn sales outreach on autopilot, you’ll be able to expand your network through automatic connection requests and InMail messages. The more 1st degree connections you have, the more willing engagement pod groups will be to accept you as a new member.
Why LinkedIn Broetry is Effective
Have you ever come across a broem?
A post that looks like this but starts with a motivational message?
These one-paragraph posts are incredibly popular.
What’s more, they receive a lot of engagement.
But, why do these posts appeal to LinkedIn members?
Marketers noticed that LinkedIn cuts off posts after the second or third paragraph, which led to them using the oldest trick in the book: mystery and curiosity. By using the correct phrases, customers are encouraged to keep reading. It’s copywriting genius and laziness all at once.
The global attention span is narrowing, and marketing is taking advantage of this. Not only that, but most of us are pretty busy, so we’ll prioritise posts that don’t require a lot of reading.
Broetry also takes charge of the LinkedIn algorithm. LinkedIn lacks content but will push posts that are considered popular. Since Broems are long-form posts, they’re prioritised.
Finally, LinkedIn promotes clicked content. Users have to click on Broems to expand the post and continue to read it. As you can see, Broems take full advantage of the LinkedIn algorithm.
How to Combine These Tactics with Automation
We touched briefly on how automation can ensure other users engage with your posts throughout this article. To summarise, automation is great at sending out connection requests, posting InMail messages, and engaging with other people's posts (with tools like lempod).
Keep in mind that building a loyal customer network, whether it’s on LinkedIn, another social platform, or in person, is the most effective way to sell your products and services.
Since LinkedIn users are more likely to engage with your content if you engage with theirs, automation can help you keep up with the number of posts you need to like or comment on. Remember that engagement provides social proof, which makes your offering more valuable.
Social Selling and LinkedIn Automation
Automation reduces the time you spend doing mundane social activities. With all the free time, you can start to focus on social selling and perfecting your broems or other blog posts.
However, social selling is all about being social. While you can automate actions that don’t require human input, like profile visits and the first InMail message, they should never be used for social interactions beyond the initial pitch, or you could be flagged (more on that later).
Once you’re connected, make sure you do the following:
- Create personalised responses to your prospects
- Be honest and sell your products/services for the right reasons
- Understand your customer's pain points to solve them
- Offer a detailed strategy for how your products/services can change lives
- Build trust by connecting on an emotional level
Whether it’s found on InMail or your profile, your content should deliver relevant information your buyers need and actionable advice they can use. Your content should be seen as valuable.
A Word of Caution: LinkedIn Automation
Being robotic to your audience isn’t just a problem when it comes to selling; it could also cause your content to be flagged by the platform. For example, If the system you’re using inputs the wrong tag (like [client_firstname] instead of the name), there’s a possibility you’ll be banned.
That’s because LinkedIn doesn’t want its members to use automation tools, but that doesn’t stop your competition from using them. They just know how to make their inputs natural.
When adopting automation, make sure the software you’re using is from a trusted supplier. If your system offers customisation features that mimic human inputs (spacing out connection requests and InMail messages, for example), you can use it without alerting LinkedIn.