Beyond the Algorithm

Google Analytics:

Changed from UA to GA4 release this summer, it’s been interesting. It’s a complete database change, and all UA data will be permanently deleted by Google effective July 1 of this year.

So, archive your UA data before it's deleted

LinkedIn:

Changed algorithms significantly dropping reach, especially for content creators with large followers.

So, how does this impact you?

Reach (it appears), is being lowered, creating a new challenge for B2B companies, making it more difficult to gain the attention of potential customers.

This article isn’t about cause, it’s about effect and how we can adapt to these algorithm changes and thrive.

If I was a B2C company, I would be concerned about Instagram, TikTok and YouTube.

For B2B, a drop in google traffic or reduced reach on LinkedIn represents a significant concern.

So, what can we do?

Like many of you, I’ve been trying to be consistent with content, I highly recommend using a scheduling application to allow you to do this. (I use this one).

As someone who’s been on the internet since the early days, visiting websites directly was standard. Sites like AOL didn’t survive because they offered a “curated internet” when people wanted the real thing and “surf” the world wide web.

Fast Forward

Social media it was promoted everywhere, I remember it well.

As it amassed users, the greater the amount of reach it provided to anyone savvy enough to recognize it’s power to amplify a message.

Person or Brand.

Once these sites had billions of users, things started to slowly get dialed down.

Today, we find ourselves inside these algorithmic social channels, that act like centrifuges for user generated content, and giving less in return each year.

But it doesn’t have to be that way.

Personally, I’ve started to go “retro”, and visit websites, blogs, and newsletters to support the people creating the content.

As a result, I’m reading relevant articles faster than waiting for it to pop up in my feed.

I know it’s easier to lurk than to like, and scroll than subscribe, but seeking out content, making a comment and sharing it with your network is the answer.

Borrowed Versus Owned Audiences

We're witnessing a shift away from chasing "borrowed" audiences on social media platforms towards cultivating "owned" audiences through newsletters and more. This signifies a move from relying on borrowed (social media algorithms) to building something you own (your subscriber list).

Borrowed audiences are uncertain and subject to the whims of the platform, while owned audiences are built on trust and direct connections, fostering a more loyal and engaged community.

So, I chose to move all of our newsletters away from LinkedIn to ensure we’re able to engage our subscribers and provide the best possible content.

My hope is that you will visit one of these in a browser tab often, and share the content, (when you like it) and maybe leave a comment, (when you feel like it).

BTW, if you want me to cover the technical challenges I see on LinkedIn and the current strategies we’re using to adapt, please leave a comment below.

All the best,

Dave