There was a time not too long ago when LinkedIn users saw timeline posts in an order heavily influenced by the popularity of content. That is to say, many audiences viewed the same Gary Vaynerchuk posts because they were “trending”. This popularity reinforced itself over time, making it increasingly difficult for the Building Product Brand community to have their posts gain better traction.
Good news – rankings have begun to change – thanks to an algorithm update.
Whereas the platform once prioritized engagement, LinkedIn now favors quality… over quantity.
As many already know, all social platforms use algorithms to determine the content which users see. A social media algorithm is a set of rules and processes that platforms leverage to help determine the content on a feed or timeline. These algorithms analyze a variety of factors – including a user’s past interactions, engagement history, network of connections and the popularity of content – to personalize and prioritize an audience’s “unique” experience.
The goal of course, is to maintain engagement. For a longer session with each viewer.
Each platform has its own unique algorithm, which is often updated to adapt to new trends and user behaviors. For marketers, understanding these algorithms is crucial for optimizing content… to reach and engage the right audiences.
The LinkedIn algorithm changes this year have altered the timeline content for all of its users. And these changes provide powerful new opportunities for Building Product Brand managers who are well positioned for this new emphasis on high-quality content. And poised to significantly enhance their digital presence and influence.
The Role of Social Media Algorithms
LinkedIn algorithms are complex systems that optimize content delivery… designed to prioritize professional content and networking opportunities. The platform focuses on factors such as engagement – likes, comments, shares – aiming to provide particular relevance. And, to demonstrate credibility of the source.
What to Know about Recent LinkedIn Algorithm Updates
According to Dan Roth, LinkedIn’s editor-in-chief, the platform now favors “meaningful interactions”… posts that generate conversations that help build connections. Rather than, simple likes and shares.
This evolution is designed to encourage deeper engagement among users… promoting relevant discussions. And important insights.
In fact, the new algorithm places greater emphasis on niche professional communities. LinkedIn now encourages users to join – and participate in specific industry groups – as the content shared within these groups receives a higher ranking in members’ feeds. For Building Product Brands, this update presents an opportunity to target content even more precisely.
Integrating Social Media Algorithms into a Marketing Plan
To capitalize on these algorithmic shifts, builder products marketers should incorporate social media into their marketing planning – with a multi-faceted approach – that ensures marketing content aligns with sales objectives. And targets the right audiences in their buyers’ journeys.
- Content Strategy Alignment: Content must be informative, relevant and tailored to the specific needs and interests of the building products industry. For example, a case study on the innovative use of sustainable materials in construction could spark meaningful discussions – and increased engagement – among professionals concerned with sustainability.
- Engagement Metrics Focus: With LinkedIn’s emphasis on meaningful interactions, marketers can better prioritize content that encourages dialogue. Posts that pose questions – offer industry insights – and resonate with thought leadership can prompt important discussions. And encourage valuable comments.
- Targeted Group Participation: The recent update’s focus on niche groups highlights the importance of participating in industry-specific LinkedIn groups. By sharing content within these groups, marketers can reach more highly engaged audiences… who are more likely to interact with the content. For instance, a post detailing new home building marketing regulations can be shared in groups focused on architecture and construction law… ensuring messages reach the most relevant professionals.
- Video and Multimedia Content: Visual content – including videos and infographics – generally receives higher engagement rates. Demonstrating product applications and hosting webinars on industry trends can be particularly effective in building engagement.
- Consistent Posting Schedule: Regular content updates help keep brands top-of-mind, A well-structured content calendar for a home building blog, ensures a steady flow of posts… maximizing peak engagement cadence for target audiences.
- Data-Driven Adjustments: Continuously monitoring KPI metrics allows marketers to refine strategies based on what resonates best with prospects… allowing performance assessment of different types of content. And adjustment for delivery approaches.
Six Best Practices for Maximizing Algorithmic Reach
- Create Valuable, Niche-Specific Content: Develop content that addresses the unique needs – and specific challenges – of the building product industry. Include technical insights, white papers and case studies. Most importantly, expert opinions.
- Encourage Conversations: Craft posts that invite commentary and discussion. For example, consider controversial points of view on industry trends. Or ask for professional experiences related to new construction processes and innovative technologies.
- Leverage LinkedIn Groups: This is a dual direction opportunity. As such, active participation in – and contribution to – industry-specific groups is critical. Share relevant content and engage with group members to establish credibility. And to better foster relationships.
- Utilize Rich Media: Incorporate videos, infographics and other multimedia elements to enhance engagement. Demonstrations, tutorials and influencer interviews continue to be particularly compelling.
- Maintain Consistency: Regular postings maintain visibility. A consistent schedule helps build a loyal following… and keeps brands in front of target audiences.
- Analyze and Adapt: Regular review of analytics helps in understanding what types of content perform best. Leverage these insights to refine – and adapt – content strategies.
Effectively utilizing social media algorithms – on platforms such as LinkedIn – requires a strategic approach that aligns with the unique aspects of the building product industry. By focusing on valuable content, encouraging meaningful interactions and leveraging platform-specific features… marketers can enhance reach and impact.
As algorithms continue to evolve, staying informed and nimble remains crucial for sustained success.
If you’d like to determine how more impactful LinkedIn campaigns can propel sales and marketing alignment, we’re here to help. Send an email to Steve at sk@kleberandassociates.com to get the conversation started.
