fHi! This is Hunting Leads, a newsletter for B2B founders and marketers. If this was forwarded to you, you can subscribe here.
Hi! This is Moby.
It’s another quarter. And it’s another update to the LinkedIn algorithm.
Let’s talk about it.
In this email, you can expect:
Is LinkedIn reach down? (Yes)
What do we do?
The power of email
Enjoy!
P.S. If you would like to join fellow B2B peers to talk LinkedIn, you might like to join Peer Roundtable: What’s Working for You on LinkedIn? It’s free to join, and I’d love to have you there.
You’re not imagining it: LinkedIn Reach IS down
I joined a co-working space / founders club recently, and had the following conversation a few times.
Hey, you’re a LinkedIn guy. I’ve noticed my impressions are down. Is that me?
No it’s not.
It’s the platform.
Yet again, LinkedIn has throttled reach.
James Hanzimanolis, put it well:
Alina Hura also talks about this:
That means for every post you do, assuming it’s the same quality as your older ones and your audience is the same, you’re going to reach less people.
Ouch.
So What Do We Do? Give Up?
This happens. A lot.
It has happened before.
It will happen again.
On every social media platform.
So what do we do?
Give up? Stop posting?
F*ck no.
Our job doesn’t change.
We still share what we know.
We still build a brand.
The game hasn’t changed.
It’s just gotten a little harder.
And if you haven’t started posting, you should seriously consider it.
Because the sooner you start, the better off you’ll be:
Keep posting.
Additional Things to Consider = Email Marketing
I made this comment on a LI post recently:
Having an email list is extremely useful for all kinds of business, and I recently sat down to talk about it with Ethan Brooks.
If you don’t know Ethan, he’s a great dude, and also the founder of one of the best newsletters I’m subscribed to: Austin Business Review.
Ethan mirrored my sentiment around email:
Email is one of the few things that gives you a direct line of connection to your readers, your audience, and your clients.
It is a line of connection that you own, which makes it different from almost everything else.
There really is not much else like it today.
Social media marketing functions in a similar way, but it does not offer the same level of certainty in terms of reaching people.
Algorithms change. Reach declines. Platforms eventually incentivize payment for visibility.
And I agree.
The question becomes, what is the point of an email list?
It’s your nurture engine.
In B2B, 95% of the people who enter your top of funnel as a lead will not convert.
What are you going to do with it?
Just follow up with them manually?
Hope they see some of your content?
Email is the way to go to keep them warm and keep them aware of what you do, the value you provide, and the problems you solve for them.
You will obviously reach back out and restart a conversation when it's time, but this way it allows you to nurture people more and more
Every business should have an email list, or at least some direct form of contact with clients and prospects. Most people would not disagree with the value of direct access.
If you want help, definitely reach out to Ethan.
I’m also happy to share what I know. Just reply.
Join an Upcoming B2B Peer Roundtable!
My live session, How to Run Successful LinkedIn Ads for B2B SaaS and Services, sold out.
Next up: I’m getting 15 B2B founders and marketers together for Peer Roundtable: What’s Working for You on LinkedIn?
The idea is for us to get together and share what’s working for us.
It’s also free to attend. Register here before slots fill up.
Weekly Roundup
B2B Chatter
Darren had this post about sending video DMs to prospects. It’s very short, but a good 1-2-3 if you’re prospecting.
This infographic on global AI usage is being shared a lot on LinkedIn. My take-away? You’re not behind.
Dave from ExitFive talked about how everything is now perfectly put together with AI, and it’s exhausting. I agree with Dave. It is exhausting.
Everyone is talking about Claude. I’ve been using it since December - and yes, it’s better than ChatGPT.
Personal Stuff
I joined Red Fridge Society as a member. It’s a great spot for coworking, meeting people… and for me, getting out of my own head by being in the house all day.
Haven’t played Padel in a few weeks because of an injury (getting old) and it sucks. Looking forward to jumping back in, but life is busy these days.
This week, I’m heading to New Media Summit and then Industrial Marketing Summit next week. If you’re going, hit me up?
- Moby | Austin, TX
P.S. I work with 6-7 clients at a time to make their paid ads programs profitable. If that’s of interest to you, grab a time with me here.
