The Daily Carnage

Is revisiting LinkedIn for connecting with prospects on your to-do list? Whether you’re planning an organic strategy or hoping to leverage LinkedIn ads, here are 5 not-spammy ways to capture and nurture leads on the platform:

1. Optimize Your Company Page and Profile for Lead Generation
   • Add a custom button to your company page, which can link to your organization’s homepage, a lead magnet, a limited-time offer, or another resource. Use a CTA like “Register” or “Sign Up.”
   • Make sure your team members enable Creator Mode to help grow their followings, boost visibility for the organization, and generate data insights about your audience.
2. Identify Your Target Audience
   • Use your organization’s buyer persona to define your target audience, including job title, corporate department, industry, experience level, location, pain points, and goals.
   • Use premium Sales Navigator’s account filters to find businesses that fit your ideal customer profile. Then, make a list of decision-makers.
   • Take advantage of LinkedIn’s Creator Analytics to see what content performs best and understand your demographics.
3. Enhance Your Lead Generation Content Strategy
   • Share high-value, mid-funnel content designed for users in the consideration stage. Test LinkedIn articles, carousels, and documents for engagement.
   • Host a LinkedIn event to provide value for your audience and guide prospects toward the next step.
4. Improve Your Organization’s Visibility
   • Set aside time to interact and engage with decision-makers on your feed.
   • Create a content plan for your founders, CEOs, and VPs to follow.
5. Leverage LinkedIn Ads
   • Identify your top-performing lead magnets and use Campaign Manager to set up a lead generation campaign.
   • Promote some of your best native LinkedIn content.
   • Retarget leads who engaged with your lead form or event and prompt them to take the next step.

Read more at Social Media Examiner.

Optimizing for Instagram’s algorithm du jour is a moving target. But recently, Head of Instagram Adam Mosseri shared some new insights from behind the curtain. Instagram’s Algorithm uses these key signals to determine a post’s relevance to a user:

1. Post info: How many people like the post, video length, location, etc.
2. Account info: This helps classify whether this account would be of interest to a user. Instagram looks into historical data like how many of this account’s posts the user has already liked.
3. User activity: This helps to understand what interests the users and what posts they tend to like in general.
4. User engagement history: Identifies how interested a user is in seeing posts from a particular person or account.

With that in mind, here are some best practices for creating an algorithm-friendly content strategy:

• Embrace Reels. Instagram is focusing major energy on growing Reels to outpace TikTok. Invest some time and care into your Insta video content—in conjunction with other types of content—to increase discovery on the app.
• Quality > quantity. Mosseri suggests 2 Feed posts per week, 2 Stories per day, and hashtag use. The name of the game is to keep people (not bots) in the app with relevant, engaging, authentic, and likeable content. Prioritize high-quality content that checks these boxes, and you won’t have to worry about other tricks and hacks.
• Schedule smart. It’s still important to keep a pulse on when your audience is scrolling the app, so you can optimize your content schedule. Most scheduling tools can help you get a good read on this data. How your post performs in its first thirty minutes will determine how the algo treats you!
• Don’t buy. Resist the temptation to flood your account with purchased followers. You’ll water down engagement, and Instagram will detect those bot-generated comments.

As ever, testing out a variety platform features with entertaining, informative content and intentional engagement is your best bet. For more tips, check out Planoly’s deep dive into the IG algo.