Reaching the target audience is a priority in the world of digital marketing. Therefore, it is necessary that you learn to obtain organic reach on LinkedIn or on any of the social media platforms where you are present as a brand. This will help you not only to position yourself in this professional network, but also to make your content more visible.

Currently, this social network is considered one of the most relevant for companies. It is because it is used to create communication and marketing strategies that are directed to other companies . In this way, they manage to have effective feedback within their sector.

For this reason, it is so important that you work on improving your organic reach on LinkedIn. It's not just about what you post, but also how you should post it to reach the desired audience. Remember that you are addressing people who, like you, have knowledge of the topics you will present.

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How the LinkedIn algorithm works

The first thing you have to do in order to know how to get organic reach on LinkedIn is to know its algorithm . This is essential in any social network because it helps you master the content strategy. Therefore, it is essential that you know the factors that affect the development of this process:

1.- Automatic initial filter

Your content will first go through an initial filter that is automatic and that is responsible for placing it in one of these 3 categories:

1. Spam .
2. Low quality .
3. Clean .

Keep in mind that when the process begins you may be positioned in the last mentioned option, but this may vary in the following phases.

2.- Measurement of participation

As the name implies, this is where the network takes public participation into account. This, in turn, is what will determine if the content is fit for the next step. If the audience hides your posts from their feeds or marks them as spam , logically your message will be rated negatively . Some recommendations to avoid it are:

• Verify that your content is not offensive to your audience.
• Don't post many times in the same day.
• Make sure your content is of value to the audience so that they are encouraged to share it.

3.- Automated virality control

The LinkedIn algorithm is also in charge of performing a virality check, but how does it do it? Preventing a spammer from posting junk content, and other fake accounts from reacting positively to such posting within an hour.

What if you detect that this is happening? It will degrade the content and take away your credibility. But if you managed to reach this level, that means that you fulfilled step 2, that is, your content obtained organic participation from the audience.

4.- Content reviewed by people

You've probably wondered why the LinkedIn algorithm is so effective. And the answer is that the contents are filtered by human editors. They are the ones who determine if your post is really relevant and of value to follow in the feed. The key is that what you published continues to attract the public so that the network continues to show it.

Tips to improve organic reach on LinkedIn

You already know the algorithm of this professional social network. Now, the second step is to work on improving organic reach on LinkedIn. But if you don't know where to start, don't worry, here are some tips to help you do it:

A.- Structure your network

It is vital that a solid structure allows you to gain credibility to gain followers and connections with other companies. Whether you have a personal profile or a company page, you need to follow some recommendations so that you can achieve your goals:

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1. If you do not have all the essential information in your profile, it is time to complete them. Also, you must update them every time there is any change.
2. Add profiles or pages that publish content that is relevant to your company.
3. Encourage your work team to join this social network so that they can indicate that they work in your company. This not only gives you greater visibility but also increases your credibility.
4. Participate in LinkedIn groups that have content of your interest, and if you dare you can create your own group.
5. Interact with the other profiles, it is not only about receiving recommendations but also about giving them. This way you can generate more effective feedback .
6. If you have a personal profile, it is recommended that you configure it to be public. In this way, whoever wants to can see your content.
7. You need to participate in conversations and stay active on the network.
8. And as a plus, you can create your own URL.

B.- Create and share content of interest

This is a network that is characterized by its focus on the professional world, so your publications must fit in this environment. But surely you are wondering what is the appropriate content? You can publish news and updates, job offers and any useful information for companies and professionals .

Unlike other social networks, such as Facebook , Instagram or Twitter, humorous content (memes) or animated GIFs are not well regarded. People who are on LinkedIn are looking for topics that can nurture them, whether in business or professional. To help you in this process, these are some techniques that will help you:

• The content you publish must have the ability to help and inspire people to improve in their profession.
• Give keys to achieve growth in business and professional evolution.
• It is very important that the content you share is well founded, always rely on reliable sources.

C.- Become an influencer

Who said that influencers are only on social media entertainment? In 2016, LinkedIn reported in its Official Blog that the feeds would have content from influencers . They indicated at that time that they had invited more than 500 influential people to this network.

This, with the intention that they share their thoughts on professional topics and news that were in the public arena. The format that best fit in this case is video. This started with well-known characters in different fields, but now you can also be an influencer.

What do you need to become an influencer? The first thing is that the network sees you as a credible user . To do this, you have to share content that is approved by the publishers. Remember that this step is the one that allows you to overcome the spam filter.

This influencer content appears in the feed with an icon similar to the verification symbol that Twitter uses . Which is located next to the username that made the publication.

D.- Work on optimizing your content

If you want to increase engagement, what you have to do is start optimizing your content . You already know that the first characteristic they should have is that they be topics of interest and that they provide knowledge to the audience. You can apply the strategy of closing your publication with a question

Also, it is important that you interact with the public. Always reply to comments and react to posts from other profiles. All this is essential to generate participation and, if you do it correctly, you will make it increase.

E.- Identify the appropriate publication time

As in any social network, it is essential to identify the appropriate hours to make your publications. Because it is a professional platform, maybe the working hours can work for you. However, it is not something that is clearly defined, since it depends on the consumption habit of the audience.

In this situation, it is best to try several hours and thus determine what is the appropriate time . Keep in mind that the location of your audience will have a significant influence due to differences in time zones.

F.- Share publications from other profiles

Your goal is to get your content to get a greater organic reach on LinkedIn. But to achieve this, you must show that you also value the work of other users. One of the keys in any social network is that you interact with other users. In fact, it could be said that it is the foundation on which they work.

Therefore, it is important that you share the publications of other profiles. In this way, it is very likely that they will do the same with your messages. Of course, as long as they consider them interesting.

G.- Use Publisher

Another way to achieve your goal is by using the Publisher tool that you can find on LinkedIn Pulse, which is integrated into the feed on the main page. In addition, you can also expose your publications on the outside, because they are indexed in search engines.

With it you can create content as an individual author . This will help you position yourself. You just have to know some techniques that will be useful to you:

• You can mention other members of this network who are related to the article.
• Don't forget to apply SEO strategies , from the title to the body of the post.
• Share your articles on other social networks and in the LinkedIn groups to which you belong.

Now that you know everything you need to do to get more organic reach on LinkedIn, just start applying these tips to see results. To help you in this process, at Antevenio we are experts in performance marketing and we know the keys so that you can attract users in the different social networks, even when it is necessary to implement an effective social ads strategy .