My favourite thing about LinkedIn is that 90% of the content on LinkedIn is about how 90% of the content on LinkedIn is bad.
And that the platform is bad. And that posting feels bad.
But something keeps pulling those same people back.
And it’s those dang numbers at the bottom of every post, isn’t it?
People use LinkedIn for marketing, so they let LinkedIn tell them how their marketing is doing.
So when the numbers drop, people blame the platform. “It’s not my fault, it’s this ridiculous algorithm.”
But when they see big numbers from others, they blame themselves. “If they can make it work, why can’t I?”
So everything becomes about making that number go up.
But tell me: If you hate the platform, you hate your posts, and you hate that you have to post... Do you really think you’ll get the results you want?
The real problem is not the silly numbers at the bottom of each post. It’s that you don’t have any other way of measuring your own marketing effectiveness.
So you handed over measurement to a platform that only cares about one thing: That you keep posting, so they keep getting advertising revenue.
And how does that help you?
The numbers on your last post and everyone’s next post do not matter.
They’re only there to make you feel a feeling that drives you to keep posting, scrolling, “engaging,” and looking at ads.
Which means you need a better scorecard, and one that you wrote.
So try out this one: We call it the DEW Test. It’s just three questions you ask yourself, in very specific order:
- Are you DOING your marketing? Consistently, sustainably?
- Are you ENJOYING your marketing? Enough to keep trying to improve?
- Is your marketing WORKING? Is your interest, ability, and business growing as a result?
When you skip to “Is It Working?,” you skip over the part that actually works. Making you better, not LinkedIn’s engagement numbers or revenue goals.
The score that matters is the one you keep, not the one everyone else sees.
Because the battle is not “who can get better numbers,” it’s “who can build a sustainable business without needing to obsess about them?”
If you let go of LinkedIn’s numbers, you get to define your own. Like, are you getting leads? Are you getting positive conversations? Are you becoming more eager to do more marketing? Are you learning faster than you were before?
No one at LinkedIn cares about how many Likes your post got beyond that you keep trying to get more.
So if you care about what matters most, which is your own marketing growth, you can stop caring about what doesn’t:
LinkedIn’s revenue.
Kelford Inc. is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients, we’ll show you the way.