• I love how she addresses the uphill battle/challenges:
  • Hell, even if you have those 3 things you'll still face an uphill battle. Why?
    • Attention spans suck. I mean, how many times have you navigated away from this guide since you started reading it?
    • People don't trust companies as much as people, and they certainly don’t care about them as much.
    • Your goals (get attention, educate your audience, prime your audience for sales) aren't aligned with their goals (get more money, get better at their jobs, save time and effort).
  • 💊 Oh yeah, and here’s one more hard pill to swallow: A company page will never perform as well as personal pages, by reach or engagement.
• I might be in the minority here, but I actually do think organic social should be held accountable for driving revenue.
  • Our advantage is that we have an opportunity to educate and influence our prospects looooong before they're ready to buy, and keep them engaged until they are ready (and long afterward).
  • This is a unique position to influence revenue – and instead of shying away from it, we should embrace it!
  • How to do this? Align your program goals with company’s objectives (LADDER UP!)
• When I'm putting together a social strategy for a B2B SaaS client, my North Star goal is always to help sales sell/help drive more sales.
  • That means the strategy I present and the content I create ladders up to this North Star goal in some way.
• While unhinged or comical content can succeed in the short-term, it can’t be your long-term strategy. Unless that directly influences revenue by helping Sales sell.
  • Memes and trends and silly skits can help do all of these things, but they can’t serve as the basis of your social strategy. They are the icing on the cake – and a revenue-focused social media strategy won’t work without the cake.
• EDIT: On CHAPTER 2: NEW REVENUE KIDS ON THE BLOCK Help! Sales! Sell! and CHAPTER 3: #GOALS & METRICS What's your North Star?
  • Typically the answer falls within these buckets:
    • Creating a problem-aware audience
    • Boosting brand awareness
    • Nurturing brand affinity
    • Educating people about the product
    • Enabling easier, better-informed conversations with prospects
  • But companies aren’t a monolith, so you might have a different set of answers. Either way, the important thing to remember is to use these questions to guide your strategy and keep that strategy oriented to your North Star.
• IF YOU ARE STARTING FROM SCRATCH (or near scratch)
  • Prioritize impressions and follower count Impressions are a good leading indicator of how your message lands Followers are a good indicator that you’re reaching the right audience Aim for consistency and regular volume Treat your LinkedIn page like a lab experiment Use what you learn to iterate and tweak your strategy
• Amazing reporting template - wish I had this when reporting social progress
  • Use as hook or post-concept
• [Checklist] Optimize your company page = amazing resource to instantly improve page
• Some wires got crossed if the people who know your name don't automatically associate you with something of substance.
  • My strategic approach leans more towards the tortoise than the hare -- slow and steady win the race.
  • 🐢 Use language that speaks to the right audience, not everyone. Even if it means slower growth.
  • 🐢 Build trust, not just a following.
• You’ll want a single source of truth – YES!
• A good social media presence can balance evergreen content that pushes your strategy forward, with timely content that’s more likely to get eyeballs/attention and evergreen content that educates and nurtures your audience.
• Repetition is an essential part of good marketing – early and do it often! (I promise, no one cares.)
• These work!
  • Codify a social media policy - this is less about restricting what they post and more about giving them insurance to be active on social without worrying about being punished
  • Create a dedicated channel for sharing updates from LinkedIn
    • Share page content, screenshot/share shoutouts, encourage the team to share their own posts so everyone can boost