EDITOR ’ S QUESTION
SARAH EVANS , HEAD OF DIGITAL PR , ENERGY PR
conversation , listen to customer insights , or gather industry knowledge . Executives should connect and engage speakers at events they ’ ve been to , new business leads . . . anyone they meet along their professional way . And once you ’ re connected , take a genuine interest in their content when it pops up in your feed . These relationships pay dividends when you ’ re recruiting , driving new business , or impressing shareholders .
You ’ re an extension of the brand
Social media – used in the right way – is a powerful tool . We ’ d argue even more so in the B2B space , specifically LinkedIn . Unlike many of the B2C platforms like Instagram and TikTok , on LinkedIn there is still plenty of organic engagement for the taking , so you can grow your reach and your influence without having to spend money on advertising . Many professionals on the platform have a remit to post and engage on the platform , so your audience is already a proactive and receptive one .
For executives and business leaders , there ’ s lots of potential that remains untapped . There are a few reasons for this : lack of interest or belief in what social can deliver , serious lack of time , not knowing exactly what to post , or concern you can ’ t post consistently . However , the barrier to entry is lower than you might think , and the benefits once you take the plunge are plentiful .
Relentlessly build and maintain relationships
We ’ ve seen a huge increase in client requests to manage individual social accounts , as well as company ones – and for good reason . Personal profiles get far more high-quality engagement . People would much rather connect with an individual than a faceless logo .
It ’ s not just one-way posting that matters : the conversation is much richer too . You could spark
The biggest asset of a business is its people , so lean into this . Vocal and authoritative business leaders can amplify their brand ’ s messaging and do so in an authentic way . If your business already posts a steady stream of content from its social profiles , then sharing these with your own layer of commentary is a quick win .
It ’ s a great way to role model to your current and prospective employees how passionate and proud you are of where you work .
Become a go-to industry expert
The B2B space was doing influencer marketing long before Love Island came along . Social media is the ideal medium to grow prominence and position yourself as a thought leader .
The more visible you are , the stronger your voice , presence and credibility become . By discussing your take on the latest industry news – either by posting or commenting on other people ’ s posts – and what it means for your sector , you ’ ll be front of mind as a thought leader to journalists and prospects alike . x
THE BARRIER TO ENTRY IS LOWER THAN YOU MIGHT THINK , AND THE BENEFITS ONCE YOU TAKE THE PLUNGE ARE PLENTIFUL .
www . intelligentcxo . com
23