If you haven’t heard by now, LinkedIn has undergone a significant algorithm transformation in recent months which is redefining how B2B sales teams and agencies need to approach their platform. If you’re used to measuring success in terms of viral posts and high follower counts, you might need to alter your strategy if you wish to keep momentum rolling in the future. To begin with, let’s try and understand LinkedIn’s algorithm shift.
LinkedIn’s changes revolve around two main pivots – favoring followers and prioritizing “knowledge and advice.” This means your posts are more likely to be seen by your followers, especially if they are rich in professional insights.
Furthermore, the algorithm now weighs audience relevance and author authority heavily while evaluating content. If you’re discussing B2B sales for example, your content is more likely to reach audiences interested in this topic, provided your LinkedIn profile signals your expertise in this area.
Finally, instead of merely counting likes, shares, or comments, LinkedIn is placing substantial weight on the quality of your interactions. Encouraging in-depth discussions on your posts can significantly improve engagement and visibility. It is our opinion that LinkedIn is trying its hardest to be viewed differently to other social media platforms that have a strong emphasis on going viral and gaining followers.
So, how do these changes affect your B2B marketing strategy? Well, here are some key insights to factor into your strategy from this point forward:
1. Focus on Quality and Relevance
2. Cultivate the Right Followers
3. Position Yourself as an Industry Leader
4. Encourage Meaningful Interactions
5. Targeted Outreach Over Mass Appeal