Ups & Downs of Running A B2B SaaS LinkedIn Page: What To Do/What Not To Do

LinkedIn is often tagged as a haven for B2B marketers. It's like a puzzle we're all trying to solve. You've likely been bombarded with advice: Stay active. Keep engaging. Make sure you're seen. But let's get real: there's more to the story. For nearly two years, I've been deep in the trenches, experimenting with different content recipes for SaaS companies on LinkedIn. Trust me, it’s a journey — there's no magic formula. Let’s dive into some specifics now on taking care of a LinkedIn company page. What Works For A B2B SaaS Company On LinkedIn People Matter, Really Every marketing 101 starts with, "focus on people," but here’s the real deal: your customers, event connections, prospects (with permission), and team are your secret sauce. Share their stories, their challenges, and their victories. These aren’t just faces; they’re the heart and soul behind your brand. Remember, behind every B2B transaction, there’s a human being, perhaps someone rushing to finish work and get back to their family. Make your content a helping hand, not just another sales pitch. The Power of Video In today's fast-paced world, grabbing someone's attention for even a minute feels like a win. And that's where videos come in – they really work. Imagine a small sales team or an estimator swamped during peak season. They stumble upon a video titled, “AI will not replace you - hear from a landscape estimator.” That’s going to hit home, guaranteed. If your video is about solving a real problem, people will connect with it. Beyond that, what else works? Simple: short clips that get straight to the point, animations that make a complex idea clear, or just a casual peek behind the scenes of your product. It’s Not All About You Sure, self-promotion is part of the game, but twist the narrative. Hosting a webinar? Don't just talk shop. Highlight your speakers, and share their lesser-known achievements or quirky hobbies. Make your audience feel like they're getting to know someone, not just attending another online event. Link Out, But Wisely LinkedIn might give you the cold shoulder for posting external links, but sometimes, it’s worth the risk. Share that insightful blog post or groundbreaking stat you saw the other day once in a while. It shows you're not just about your own content but about adding real value to your audience’s feed. Hashtag With a Human Touch Forget the jargon; hashtags are your virtual signposts. They guide your content to the right eyes. Sure, use the tried-and-tested ones, but don't be afraid to sprinkle in a few wildcards. Who knows, your next big client might be following a hashtag you haven’t tried yet. Real Photos, Real Impact Choose candid shots over picture-perfect stock images. A slightly blurry team photo or a candid shot at a product demo speaks volumes more than a polished, impersonal image. It’s about authenticity, about showing the real people behind the pixels. Collaborate With Voices, Not Just Profiles On LinkedIn, you’ll find more than just profiles. You’ll find voices eager to share, debate, and collaborate. Reach out to those who resonate with your brand and those who can add value to your audience. Whether it’s a joint blog post or a casual chat video, these collaborations can turn your page into a hub of fresh perspectives. Remember, it's not all about your product. Sometimes, the best content is about something your industry gets. Real stories, practical takeaways, the ups and downs of people’s careers – that stuff resonates. Got a connection with decades of experience? Sit down with them. Ask about their favorite aspect of the work, and get them to open up about why they love it. Then, share that story. Be it a blog or a video, if it has promise, it’ll get you traction. Over to You Embrace the experiment. There's no one-size-fits-all strategy here. As I navigate the waters with my new SaaS LinkedIn page, I invite you to share your journey too. What's been a game-changer for you? Any strategies that flopped? Hit me up with your stories, your wins, and even your 'not-so-great' moments.