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 in to your strategy from this point forward:

1. Focus on Quality and Relevance

The age of posting anything and hoping for it to go viral is long gone on LinkedIn. The new algorithm favors high-quality, relevant content that offers real value to your audience. Think educational articles, case studies, thought-provoking questions, industry insights, and actionable tips that will resonate with your followers. As an example of this, at HRS, we write a lot of newsletter style articles focussed on B2B news and tips, which are often niche to our services on outreach and lead generation.

2. Cultivate the Right Followers

Your follower base should consist of people genuinely interested in what you have to offer. Irrelevant followers won't interact with your content, and that can harm your reach. Consider implementing a targeted follower acquisition strategy based on industry, job roles, or geographic location.

3. Position Yourself as an Industry Leader

Establishing authority is essential for visibility on LinkedIn. Keep your profile up-to-date, share your achievements and experiences, and demonstrate your expertise through your posts. Regularly sharing professional advice or industry insights can help position you as a thought leader, and to be honest, this is really why LinkedIn was established in the first place, to help prominent and aspiring industry professionals network with each other and expand learning and opportunities.

4. Encourage Meaningful Interactions

High-quality interactions are key to success on LinkedIn. Stimulate engagement by asking questions, seeking opinions, or initiating discussions. Be responsive to comments on your posts; this not only nurtures relationships but also boosts the visibility of your post.

5. Targeted Outreach Over Mass Appeal

LinkedIn is nudging users to focus on reaching the right people instead of the maximum number of people. Think quality over quantity. Your content should be tailored to your target audience and their interests, rather than aiming for mass appeal.

Aim for Value over Virality

These changes reflect a larger shift in the social media landscape, separating LinkedIn from platforms like Instagram or TikTok where viral content reigns supreme. LinkedIn is prioritizing value over virality, a critical distinction that B2B sales teams and agencies need to recognize.

For B2B influencers and professionals, this represents an opportunity to build a more focused and engaged audience. By sharing valuable insights and facilitating relevant discussions, you can enhance your brand's reputation, establish your authority in your field, and foster meaningful relationships with potential clients.

The modern B2B landscape is increasingly about forging genuine connections and offering real value. The revised LinkedIn algorithm underlines this change, making it an even more potent tool for B2B marketing. Understanding and adapting to these changes is not merely an option but a necessity for B2B businesses looking to thrive in the digital marketplace. Remember, on LinkedIn, your goal is not to be seen by many, but to be valued by the right ones.

So in a nutshell, aim to create value, be of use to your industry, become a thought leader and focus on meaningful content and fostering genuine connections. In the B2B landscape we have always leaned towards growing our LinkedIn profiles as much as we can, however now we need to switch to a mindset of creating value if we want to boost our brand, image and ideally lead generation. After all, a thoughtful comment from a key decision-maker in your target industry is infinitely more valuable than a thousand random likes.