Improving on this subject is something we are constantly trying to do. Many times b2b clients reach out and want to build a solid presence on social. But here’s the harsh truth - building a community around a brand is almost impossible. However, positioning personas within the company, and leveraging their influence to grow the company page is way more feasible.
There are the rare examples of companies such as Gong and Zest who are knocking the ball out of the park with a killer company page, but they’re the exception to the rule (and they are also fueled by strong personas that have become authorities).
This post will focus on LinkedIn, however, there’s much to be said for Quora, Reddit and Twitter.
Here are experience-based tips on what works:
- When posting make sure all posts are readable with white space out
- Linkedin don’t appreciate linking out of the platform. Try to avoid it as much as possible. When you do, paste the link in the first comment (and mention “link in the first comment”)
- The more people click on your posts the better - LinkedIn will get an indication of relevancy. So:
- write texts that are long enough for people to need to click “see more”
- for the same reason when posting images - aim for more than 5
On top of the above: wadidigital published this fantastic breakdown on the types of posts the LinkedIn algorithm favors, keep it in mind.
Now let’s roll up our sleeves: Here’s a typical breakdown we try to stick to weekly for b2b c-levels who’s presence we manage.
Rule of thumb - we always try to strike emotions/ be controversial in the content, and to ADD VALUE:
- 1 Conversational type of post - ask a question “what music do you listen to when working”, “do you outsource tech or rely mostly on an inhouse team” etc
- 1 List type of post that end with a question “these are the top 5 books any tech pro should read, which would you add?”
- 1 Infographic with insights
- (at least) 1 Share of a company blog post with a personal angle (we play around with these and sometimes also post entire blog posts as Linkedin articles, the jury is still out regarding the efficiency of this)
- 1 Viral type of post (the legendary Larry Kim does that so well we actually name those LK posts internally)
- Daily Engage with peers, like comment and share
I hope this helps, if you have further tips to share, please let me know!