Beyond Likes: Dan Sherrard-Smith on LinkedIn’s True Value and Trust Building

In a recent LinkedIn post, Dan Sherrard-Smith delves into the often-misunderstood metrics of engagement on the platform, arguing that traditional measures like likes and comments can be misleading indicators of success. He highlights a common frustration among users experiencing declining post impressions, suggesting that a focus on these superficial metrics can lead to premature discouragement.

Sherrard-Smith shares an anecdote about a client who, despite seeing impressions drop from over 100,000 to below 10,000, was actually closing more sales through LinkedIn than ever before. This apparent paradox, according to Sherrard-Smith, stems from a more focused content strategy targeting specific decision-makers who may not be active engagers.

“His target client are Finance Directors. And, given the results, he was just about ready to quit posting. But then we looked the number of sales he’d made. And he’s closed more in 2 months through LinkedIn this year, than 6 last year.”

Rethinking Engagement: The ‘Ego Metrics’ of LinkedIn

The core of Sherrard-Smith’s argument is that what many users perceive as engagement are merely ‘ego metrics.’ These are the visible, often vanity, numbers that provide immediate gratification but don’t necessarily translate to business objectives. He posits that the LinkedIn algorithm, while appearing to reward engagement, actually prioritizes consistency and the long-term building of trust and credibility.

According to Sherrard-Smith, the true value of consistent posting lies in its ability to make individuals discoverable when potential clients are ready to engage. He elaborates on the silent actions potential clients take:

• Saving posts for future reference
• Forwarding valuable content to colleagues
• Using shared insights to build internal cases for solutions
• Searching a profile when a need arises

These actions, while invisible to standard engagement analytics, are critical to the sales funnel. Sherrard-Smith emphasizes that potential clients often need multiple touchpoints before they feel confident enough to act.

The Long Game: Visibility and Discoverability

Sherrard-Smith stresses that visibility on LinkedIn is a long-term play. It’s not just about the performance of a single post or weekly metrics, but about establishing a consistent presence that ensures you are found when the moment is right.

“The metrics you see (Likes, Comments, Reposts) don’t tell the full picture. In the new algorithm, they are ego metrics.”

He further explains the process of trust-building on the platform, noting that it often happens silently and requires persistence.

“Most people need to see you show up multiple times before they believe you’re the real deal. And if you’re credible enough to stake their reputation on.”

In his view, the gap between posting and converting is where trust is forged. This period of consistent, valuable content delivery allows potential clients to vet credibility without direct interaction, ultimately leading to more qualified leads and sales when they are ready.

Sherrard-Smith concludes by encouraging users to persevere, reminding them that their next opportunity is either actively searching for them or passively observing their consistent efforts. He invites discussion on current LinkedIn frustrations, signaling a willingness to help others navigate these challenges.