Marketing update: 9 tactics that helped us attract more clients and 5 that didn’t
Over the past year, a strategic shift toward LinkedIn has reshaped our B2B marketing results. We gradually moved away from traditional blogs and email newsletters in favor of a focused LinkedIn approach, with clear wins and a few misfires along the way. Below is a concise review of what worked, what didn’t, and practical takeaways you can adapt. I’d also love to hear what’s working for your teams.
1) Focus on the CEO’s profile rather than the brand’s, and it paid off
Observing engagement patterns, we noticed that large company pages often earned modest interactions compared with individual profiles. An executive’s posts tended to generate far higher engagement. We prioritized building the CEO/founder’s personal presence, which quickly yielded more likes and views.
2) Productize the offer with a simple, fixed-price proposition
Previously, we pitched services with extensive detail and back-and-forth. In a crowded market, friction kills conversions. We streamlined the offer to a single, compelling statement: “Hire a full-time offshore employee for $99/week.” This fixed-price, outcome-focused approach reduced decision fatigue, shortened the sales cycle, and created steady weekly revenue without chasing leads. If B2B conversion is a challenge, a flat-rate product with one clear benefit can be transformative.
3) Grow the network through professional groups
A year ago, the CEO’s network was broad but untargeted. We systematically joined relevant professional groups and extended our reach by inviting 10–20 new contacts daily. Over time, platform recommendations helped surface more relevant connections, which streamlined outreach.
4) Personal invitations, with a strategic follow-up
Personalized connection requests add value, but timing matters. Initially, we sent notes with every invitation, which was time-consuming. A more efficient approach was to send a thoughtful personal message after a connection is accepted, focusing on engagement rather than immediate outcomes. This tended to yield more meaningful interactions and better feed visibility.
5) Maintain authenticity across channels
Authenticity matters. Rather than scripting every post for the CEO, we showcased vetted content in English while preserving the CEO’s native-language presence on other platforms. Selecting the best content, adapting it for a global audience, and translating it into English helped boost engagement by appearing genuine and relatable.
6) Leverage the CEO’s activity to promote other accounts
Managing the CEO’s output can be demanding. We compensated by using his activity (likes and engagement on others’ posts) to amplify reach across the network. As networks grow, content from top managers can achieve engagement levels similar to the CEO’s own posts, expanding reach through established connections.
7) Video content: limited impact for us
Despite widespread enthusiasm for video, our experiments with video posts did not justify the effort. Reach sometimes exceeded average levels, but not enough to justify the production time, especially for homegrown videos. Consider reserving video for formats with proven ROI in your audience.
8) Slideshows perform exceptionally well
Slideshows with data, graphs, quotes, and visuals consistently delivered strong reach. Posting slideshows as PDF files significantly boosted visibility, and we began creating slideshows tailored for LinkedIn and Facebook with legible text designed for feed viewing. This format proved highly effective and scalable.
9) Linking from slideshows yielded no results
We tested adding clickable links to slideshow content, but readers did not engage with these URLs. Shortened links in slideshows did not drive meaningful traffic, indicating that slideshows are best consumed within the platform.
10) Traffic-driving links to webpages are not a reliable strategy
Relying on platform algorithms to send users to external sites is typically ineffective. Posts with external links underperform compared with link-free updates, and efforts to drive traffic by embedding links did not move the needle for us. The prevailing user behavior favors staying within the platform.
11) Publishing LinkedIn articles had limited impact
LinkedIn’s article format can extend reach for long-form content, but our experience showed comparable engagement to posts with external links. We found that updates under a 1,300-character limit tended to perform better. If longer content is necessary, linking back to your site remains a sensible option to drive traffic.
12) Growing your network through your expanding reach
Once you achieve a baseline level of engagement, organically grow your network by inviting people from the CEO’s extended circle who fit your target audience. Engage with content they publish, then reach out to invite connections. This approach often yields higher response rates and quality connections.
13) Hashtags: limited impact, but branded hashtags add value
Generic hashtags offer limited lift and can reduce readability when overused. One or two targeted hashtags may be worth including. Branded hashtags, on the other hand, help organize and surface related content for followers and can be useful for campaigns or specific topics.
14) Branded hashtags and topic-specific labeling
Creating branded hashtags for ongoing initiatives or topics (for example, a project in a particular region) helps followers find related updates and builds a cohesive content stream.
Notes on numbers and engagement
– The CEO’s follower count is purposeful rather than a vanity metric. A smaller, highly engaged audience can outperform a large, passive following.
– Organic reach can vary, but with a focused strategy, expect meaningful weekly impressions and consistent engagement.
Final thoughts
Our B2B success hinges on authentic leadership, simplified offers, and content formats that align with how audiences consume information on social platforms. We’ve seen meaningful organic reach and engagement, with weekly visibility ranging from a few thousand to tens of thousands of views per post and steady engagement. The aim is to stay true to our voice while delivering value to our audience.
If you’re running a B2B marketing program, consider testing these approaches:
– Elevate executive visibility with strategic personal branding
– Productize services into clear, fixed-price offerings
– Leverage professional groups for targeted networking
– Use thoughtful, post-acceptance outreach to nurture relationships
– Create data-driven slideshows that are optimized for feed consumption
– Build branded hashtags to organize and promote related content
I’m interested in hearing what tactics have worked for you and what hasn’t. Share your experiences and let’s learn from one another.
