Stop the scroll: Adding value when posting about B2B events on social media

Summary of video:

A conference or panel event you attended can be a great source of social media content, but to help stop the scroll and get your audience to pay attention, add some value.

In this short video, I talk about what made me stop and read LinkedIn posts about events people in my network had been to.

All the posts added value; they didn’t merely highlight that the person had attended a particular event but talked about what they had learnt or what it was like.

Engagement – particularly comments – will give LinkedIn posts more visibility, so I finish by sharing some ideas for getting a conversation started on an event post.

Transcript of video:

Prefer to read rather than watch? Here’s a transcript:

Have you noticed any posts about events that people have been to in your LinkedIn feed in recent weeks?

I’ve noticed some great ones: great because they made me stop scrolling, great because they made me want to click through and read more, and great also because they didn’t use the word delighted, which is always a bit of a bonus.

So what was it about them that got me interested?

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People in business: How to add personality to B2B content

“We want our content to have a bit more personality” is something I often hear from clients, but when they see copy that reflects the individual, it can make them nervous.

Photo by Tengyart on Unsplash

It reads as more conversational and less formal than the traditional B2B content you normally see.

The built environment sector I work in is frequently described as a people industry, yet you wouldn’t guess that from the content that is regularly published.

A lot of it sounds quite similar, as if following a particular rule book about how you write to sound professional and authoritative.

To reflect personality in your business content, that rule book needs to be ripped up. It will read a little differently, but it can help your target audience get to know you and the people in your business. It can make you more relatable and approachable.

And content that is a bit different is good in the noisy world of the internet and social media.

You don’t have to completely change how you write or sound like an Innocent smoothie advert. There are small, subtle ways to add a sprinkle of personality to your B2B content that will make a difference.

Whether you are writing your own content or writing it for someone in your business, here are four ways of adding personality:

1. Particular word choice

Start with choosing words and phrases you would use in a real conversation with a friend, family member or peer. If you would naturally say you were ‘chuffed’ or ‘over the moon’, write that.

If you are writing a piece for someone in your business, listen carefully to the words they use. I like to record content chats and get a transcript (Otter.ai is the tool I use).

Are there any particular words or phrases they use? How do they explain their viewpoint or describe something when chatting about it?

Use these in the copy so that it sounds authentic to them.

A simple example is someone who works in the healthcare sector using the word ‘poorly’ rather than ‘sick’ to describe patients using a facility.

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How to get your LinkedIn activity growing your business

Can LinkedIn be a low-cost marketing tool for B2B businesses?

Ayo Abbas, who hosts the Built Environment Marketing Show podcast recently invited me as a guest to talk about how to get your LinkedIn activity firing on all cylinders.

Ayo Abbas and Stacey Meadwell about to go live on LinkedIn to talk about…LinkedIn

Among the points we discussed were whether LinkedIn can help you grow your business, the best approach to get traction and what to post about.

It was recorded as a Livestream on LinkedIn, and you can watch the video replay below, or it will be available as a podcast on 21 October 2022.

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Is social media a waste of time for B2B business?

Anyone involved in comms and marketing will be spending a chunk of time on social media but, with mysterious algorithms to contend with, it can be a frustrating and unpredictable strategy.

Ayo Abbas, Emma Drake and I discussed whether social media is a waste of time for B2B businesses in a LinkedIn live stream

So is it worth the time spent? This is what Ayo Abbas, Emma Drake and I discussed on a LinkedIn Live stream recently, and these are some highlights from that conversation.

If you want to watch the video of the full discussion, including audience questions, scroll to the bottom of the post.

Is social media all it’s cracked up to be?

Emma: I think people don’t often get a lot from it because they’re perhaps not using it well or effectively.

And the algorithm makes no sense, it’s not one thing you can solve. It is continually changing and morphing, and that is a huge challenge.

So anyone who tells you that they understand the algorithm on a social media platform is lying.

I had a post on LinkedIn that had multiple likes and shares, but it got under 300 impressions. I’ve had a post that had two likes and got over 2000. Go figure.

Social media can be really useful, but you need to have a plan.

Me: Yes, you are at the whim of the algorithm. Some platforms are ‘pay to play’, and they’re promoting content that has been paid for.

So you have to go in with your eyes open and realise there’s no silver bullet with social media.

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How to make social media work for B2B businesses

Social media is a big part of many businesses marketing strategy, and it can be really effective if used well. But if it isn’t, it can be a huge drain on time and resources with minimal return.

Screen shot of LinkedIn Live session. Ayo Abbas, Stacey Meadwell and Emma Drake are on screen. Banner across the stop says It's a B2B comms thing - How to make social media work in '22

In the latest It’s a B2B comms thing LinkedIn Live with fellow B2B comms professionals Ayo Abbas and Emma Drake, we discussed using social media for B2B business, what’s hot, what’s not and how to use it effectively.

Here are some edited highlights, and you’ll find a link to the full discussion, which includes audience questions at the bottom of the post.

Why are you and your business on social media?

Emma: I see lots of businesses chasing social media accounts with no real idea of what they’ll share or are trying to achieve. I use LinkedIn, Facebook, and Twitter.

I use LinkedIn for finding interesting people and engaging with them, connecting after or before meetings and events, and keeping in touch – it is really good for that.

Twitter I use pretty much solely for [promoting] podcast content, and I’m a bit more cheeky on there. I think we all feel we have to be a bit better behaved on LinkedIn for some reason.

But it’s completely different people engaging on there, and it’s good for generating traffic to my podcast.

I do have a Facebook page for the podcast, and their analytics are really good for directly targeting people.

Me: I only use LinkedIn for business. I have a work Twitter account as a hangover of my days as a journalist, but I don’t really use it.

I’ve fallen out of love with Twitter over the last few years. And if I’m going to be on there, I need to invest a lot of time, and I’ve just not got the time or energy.

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