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Welcome to Episode 288 of the MSP Marketing Podcast with me, Paul Green. This week…

• 3 wins for MSPs on LinkedIn right now: LinkedIn is the hottest place for MSPs to go prospecting, the only snag is the algorithm changes. Here are three algorithmic wins for MSPs on LinkedIn right now.
• Does your MSP’s marketing have personality?: It’s hard to differentiate your MSP from your competitors, but one of the ways that you can do this is by making sure there’s real personality in all of your marketing.
• MSPs: How to sell unwanted client contracts: Could the process of finding new clients or getting rid of unwanted ones be as simple as ordering on Amazon or selling old clothes on Vinted? My guest has developed a hassle-free way to buy and sell managed service contracts.
• Paul’s Personal Peer Group: A common question I get asked is how often should we post on LinkedIn. The answer may surprise you…

3 wins for MSPs on LinkedIn right now

Have no doubt, LinkedIn is the hottest place for MSPs to go prospecting right now. It’s been that way for a few years and I can’t see that changing.

Why? Because every possible prospect you could ever do business with is already there on LinkedIn. And you have access to the tools to connect with them, get your content in front of them, and ultimately build a relationship before they’re ready to switch MSPs.

The only snag with LinkedIn is that the algorithm changes and what worked a few years ago isn’t quite as powerful today.

Let me tell you three wins for MSPs on LinkedIn right now.

My team and I produce a lot of content intended for use on LinkedIn, and that’s for our MSP Marketing Edge members. Now of course, it can be used across lots of different social networks, but as I just said, LinkedIn is it. It’s the easiest and most accessible platform to access decision makers, the ordinary business owners and managers that you want to reach. And a couple of times a year, we do a bit of a deep dive on what’s going on in the algorithm at the moment. Because as you know on LinkedIn, the performance of your content is very much dependent on what the algorithm is trying to reward at that time. And you can see this change over the years if you use the platform regularly, In fact, any platform. I’ve noticed in the last few months that engagement in my Facebook groups has completely fallen off a cliff. And that’s nothing I’ve done and it’s nothing to do with the members of those groups, it’s just something that someone, somewhere, some vice president at Facebook has tweaked the algorithm and if I wait a few weeks, that engagement will come back. This has happened five or six times over the last 10 years or so. But anyway, back to LinkedIn and these are some of the wins that we’ve noticed from our research which are making a difference right now. I’ve got three of them for you.

Win number one is to upload a PDF carousel. PDFs are performing very well on LinkedIn. They actually look beautiful when you see them in your feed on LinkedIn and they’re kind of easy to use as well, you just upload a document. The trick is to have carousels with many pages, aim for around about 12 pages, but each page only has a tiny amount of information on it. I mean, I’m talking literally like one sentence, half a sentence on each page. The idea is that people tap through to see something that you’re trying to say and you just say it one sentence at a time. Tap, tap, tap, tap, tap 12 pages or more on your PDF carousel.

Win numbe...