Can B2B's Utilize LinkedIn's Changes to Drive More Leads?

If you or your agency are aspiring to optimize your B2B sales strategy on LinkedIn, then some of the platform's recent shifts in policy could be the key to unlocking both higher engagement and more meaningful conversations for your brand or company.

LinkedIn's recent changes to its feed algorithm and engagement criteria present important considerations for B2B sales teams and agencies. Dan Roth, LinkedIn's editor in chief, has made it clear that the era of chasing virality on LinkedIn is over. Instead, the focus has moved to nurturing connections, delivering value, and generating relevant discussions.

Here's how some of these changes can help you strategize your LinkedIn sales and marketing campaigns more effectively.

New Priorities for LinkedIn:

LinkedIn's continuous evolution is driven by an urgent problem – the growing wave of personal and irrelevant content on the platform. The last LinkedIn wants to do is end up viewed in the same light as a platform like Twitter. Therefore, in response, LinkedIn has made a conscious effort to make its feed more informative and relevant, reducing the presence of irrelevant content by up to 80%.

These changes have primarily materialized in two key ways:

1. LinkedIn is now favoring your followers – your posts are more likely to be seen by those who follow you.
2. The platform is prioritizing "knowledge and advice" – posts that are rich in professional insights and tips are more likely to reach a larger audience.

The relevance to B2B sales teams and agencies is clear – the more you can position yourself as a thought leader and source of industry insights, the greater reach and impact you'll have on the platform. Simple!

How LinkedIn Evaluates 'Knowledge and Advice':

This is a good question, what we know is that LinkedIn's evaluation of content is multifaceted, focusing on the audience, the credibility of the author, the quality of the interactions, and the unique perspective provided. This includes...

1. Audience relevance: LinkedIn now evaluates each post's relevance. If you post valuable insights about B2B sales, for instance, LinkedIn will favor audiences interested in this topic.
2. Author authority: LinkedIn is looking at your professional profile to determine whether you're an expert in the topic you're discussing. This reinforces the importance of maintaining a comprehensive and up-to-date LinkedIn profile that reflects your expertise in B2B sales or marketing.
3. Quality of interactions: Meaningful comments are now more valued than sheer numbers. Encouraging in-depth discussions within your posts will lead to higher engagement. Also, responding to these comments can boost your post's visibility further.
4. Unique perspectives: Adding your personal insights and experience to your posts can significantly improve your reach on LinkedIn. Sharing your unique perspective on B2B sales trends, for example, can make your content stand out and attract more views.

Redefining Success on LinkedIn:

In the past, success on LinkedIn was often equated with viral posts, amassing likes, and gaining followers. However, Roth suggests a different perspective for its users, including B2B sales teams and agencies: rather than aiming to reach as many people as possible, focus on reaching the right people.

Understanding this shift can be crucial for B2B professionals. As in the real world, not all conversations in the digital workplace are relevant to everyone. Just as you would tailor your sales pitch to the specific needs of a client, your LinkedIn content should be tailored to engage your target market effectively.

Our thoughts? The revamped LinkedIn landscape presents a significant opportunity for B2B sales teams and agencies to grow their personal and company brands the right way, without spamming content or getting lucky with a post or video. By focusing on meaningful content relevant to your own industry, igniting insightful discussions and using targeted outreach, you can optimize your LinkedIn presence, boost your brand image, and ultimately, increase your sales and conversions. We still believe strongly that LinkedIn is the best platform for B2B growth and yields some amazing potential to generate connections, leads and sales for agencies across the World.