Why Fixing Your Offer Trumps Algorithm Chasing on LinkedIn, According to Richard van der Blom

In a recent LinkedIn post, Richard van der Blom challenges conventional wisdom about building a business presence online, arguing that focusing on core business fundamentals is far more critical than solely optimizing for platform algorithms. Van der Blom, an entrepreneur and coach who specializes in LinkedIn strategy, shared his experience that often, the most impactful conversations with clients revolve around issues far removed from the platform itself.

The Misconception of Building Brand Before Selling

Van der Blom recounts his own entrepreneurial journey, starting his business in 2009 by prioritizing action and validation through sales over extensive brand-building. He notes:

Most guides tell you to build the brand before you sell anything. I skipped that in 2009. Idea, plan, borrowed website, first client. Validation came from invoices, not surveys.

This approach, he explains, eventually led to his current company. However, sixteen years later, he observes that many entrepreneurs seeking his coaching on LinkedIn are grappling with foundational business challenges, not just platform mechanics.

The Real Bottlenecks: Beyond the LinkedIn Algorithm

According to Richard van der Blom, a significant majority of his coaching sessions—specifically, eight out of ten—delve into areas that directly impact a business’s ability to generate revenue, irrespective of their LinkedIn activity. These critical areas include:

• Sales Strategy: Van der Blom points out that simply posting more content won’t solve a lack of sales if the underlying sales process is flawed.
• The Offer: He highlights that vague value propositions like “we help companies grow” are easily ignored. A compelling offer needs to be specific and resonate with buyer needs.
• Client Needs: Many founders, as Van der Blom observes, tend to pitch what they have built rather than addressing the actual pain points of potential buyers.
• Go-to-Market Strategy: Even with the right message, targeting the wrong audience segment will lead to failure, emphasizing the importance of precise market segmentation.
• Pricing and Positioning: Discounting, in Van der Blom’s view, is often a symptom of a deeper positioning problem rather than a solution.

When LinkedIn Becomes the Amplifier

Van der Blom reserves the remaining two out of ten coaching sessions for the “actual LinkedIn part”—profile optimization, content creation, connection strategies, and follow-up. He stresses that the platform’s power lies in its ability to amplify what already exists within a business.

“The platform amplifies whatever you already have. Weak offer, weak results, bigger audience,” Richard van der Blom states. This perspective suggests that a robust business foundation will be magnified by a strong LinkedIn presence, while a weak foundation will simply broadcast those weaknesses to a wider audience.

Prioritizing Substance Over Platform Tactics

The core message from Richard van der Blom’s post is a call to action for entrepreneurs to look beyond superficial social media tactics. He advises:

If your LinkedIn is quiet, start with the offer, not the algorithm.

This emphasizes that addressing fundamental business issues like the clarity and value of an offer, understanding client needs, and refining sales strategies should precede or, at the very least, run parallel to efforts to grow one’s LinkedIn presence. Van der Blom concludes by posing a critical question to his audience: “What is the last thing you fixed that had nothing to do with the platform?” This prompts business leaders to reflect on where they are truly investing their problem-solving energy.