What's the best way to reach your target audience in spite of social media algorithms?

Algorithms are one of the biggest excuses people use to not make progress online. Whether its doing the basics of network building, collaborating with others, creating content or getting more advanced with LinkedIn events and direct messaging. Its the combination of all of the above that allow us to progress regardless of the algorithm.

A tidbit from a recent B2B digital marketing conference: over 40% of professionals admitted they don't adapt their content to platform-specific algorithms, resulting in lost engagement opportunities. Consider: * Facebook's preference for native video content over external links. * LinkedIn's weightage to posts that spark meaningful conversations and comments. * Instagram's favoring of posts with high early engagement. The game isn't just about content creation; it's about algorithmic alignment. Being algorithm-savvy is akin to knowing the rules of a game—only then can you play to win.

I wouldn't say in spite of the algorithm, the algorithm is not the enemy. It is just gathering data about what its users are interested in. If you want to reach your audience, you have to learn what they are interested in and what their needs are. Look at well performing content on that platform and see what stands out to you as a common factor or characteristic. If you offer value to your audience in a content form that speaks to them, the algorithm will reward that. Ask yourself the question: 'What is my audience looking for? What do they need and like?'. Don't focus too much on: this is what i want to say. Focus instead on the needs of your audience. Learn to speak their language by looking at what they are engaging with most.

Consider the wisdom of Seth Godin: "Content marketing is the only marketing left." Dive into its essence: * The power of podcasts that offer deep dives into niche subjects, making listeners feel part of an exclusive club. * The magnetism of webinars that build community while disseminating knowledge. * The charm of storytelling that wraps hard facts in relatable narratives. In the B2B landscape, content isn't just king; it's the entire kingdom. It's the bridge between your brand and the audience's trust—a bridge built brick by brick with value at its core.

The word "value" is the issue here. People aren't on typical social media channels to learn. They are on here because they are bored and because they want to network. Therefore adding value in content doesn't tend to trend because it's not what the people want. Instead of value, change it to personable/entertaining/emotionally charging content. The type of content that you resonate with and can't help comment on. The content that showcases who you are and more importantly, why someone should follow you. People fight against this approach, but if you look at any high performing piece of content, it ticks those boxes.

A striking revelation from a top-tier B2B sales panel: "Engagement isn't just metrics; it's the heartbeat of your digital presence." Delve into: * The impact of personalized responses over generic comments, showcasing your genuine interest. * The art of "social listening," where you not only respond but anticipate audience needs. * The finesse of leveraging user-generated content, turning customers into brand ambassadors. In the digital realm, engagement isn't a one-off; it's a continuous dance. It's about being in sync with your audience's rhythm, making every interaction a step towards lasting loyalty.

It may go without saying, but just in case, engagement does not mean promoting your solution or even explaining the value offered by your product. You can do this during a one to one sales conversation that your prospect has agreed to. Most of your posts should be informational, educational, and, occasionally, entertaining for your audience. Once you have entered a sales cycle with a prospect, it is a different story. Then you will be tailoring each piece of content you provide to their specific needs in order to move the sales process to the next step.

A pivotal moment from my recent B2B sales masterclass was the realization: "Personalization isn't a luxury; it's the expected norm." Dive into its essence: The difference felt when a webinar attendee receives a thank-you note addressing their specific questions. The precision of using AI-driven insights to craft content that speaks directly to a viewer's current needs. The delight in automated yet personalized follow-ups, making your brand feel attentive without being overwhelming. In today's B2B sphere, personalization is the key that unlocks deeper connections, turning fleeting interactions into lasting relationships.

Recall the wisdom of a renowned B2B hen farmer: "Don't put all your digital eggs in one basket." Explore its nuances: * The resilience built when you're present on multiple platforms, cushioning against algorithm changes on any single one. * The thrill of A/B testing content types, discovering unexpected goldmines of engagement. * The amplification when a blog post becomes a LinkedIn snippet, a tweet thread, and an email newsletter highlight. Diversifying channels isn't about spreading thin; it's about casting a wider, smarter net, ensuring you're where your audience is, and where they're headed next.

One of the best ways to reach your audience in spite of the algorithm is to talk with them, seems easy? What is the last time you DM'ed someone in your audience with a question about their last post?

You can hyper-personalize your content sharing by sending content to an individual via direct message with a note. You can also send content via DM to up to 50 people (blind copy). Include a message explaining why you believe this content will be of value to them. In this case, of course, you cannot address each recipient by name in this message.