Yet, still, we as a company have struggled to maintain consistency on social media.<\/p>\n\n\n\n
Mostly because neither I nor my two co-founders particularly enjoy spending time on social media. If we\u2019re being authentic<\/a>, we\u2019d each rather be reading books or writing long form essays (like this one). <\/p>\n\n\n\n Despite the fact that technically, as a business owner, I can do whatever I want, it\u2019s also my responsibility to do things that work and grow our business. <\/p>\n\n\n\n So we hired Finn McKenty<\/a> to teach us how to do LinkedIn better, and here\u2019s what we came up with.<\/p>\n\n\n\n Previously, we had lofty and vague goals. We wanted, broadly, to directly generate leads<\/a> and we wanted to get a ton of impressions.<\/p>\n\n\n\n As a former experimentation leader, I am ashamed to admit that we didn\u2019t get any clearer about our success metrics than this. <\/p>\n\n\n\n We also tried to track only our inputs, posting 5X per week each. This was better, because at least there were concrete numbers to focus on, but solely focusing on inputs made it feel like a checkbox activity. <\/p>\n\n\n\n Now, we\u2019ve got really clean goals: Get 5 leads per month from LinkedIn and close one of them.<\/strong><\/p>\n\n\n\n Secondary goal is to get on more podcasts and speak at more conferences. In other words, to manufacture serendipity.<\/p>\n\n\n\n But I\u2019d say the overall objective is to build a magnet to attract audiences who are interested in our ideas. Because then we can influence deals in the pipeline as well as attracting new clients, and we can just generally meet and be known by people we want to meet and be known by. <\/p>\n\n\n\n As I told Finn in our first call, “The more conversations I have with qualified and interesting people, whether it’s in person, just a Zoom catch up, whether it’s on the podcast, that’s kind of the proximate goal is to just get in front of these people.”<\/p>\n\n\n\n So basically, we want to use LinkedIn to get to know more people and have more people know us. <\/p>\n\n\n\n \u201cHow is Omniscient different from [other agencies]?\u201d<\/em> <\/p>\n\n\n\n Whether or not it\u2019s asked explicitly, almost every prospect thinks about it when they talk to us. <\/p>\n\n\n\n We have answers, but never really spent the time to distill them into clean bullet points. But it turns out that these differentiators are also VERY GOOD themes for us to write about on LinkedIn. <\/p>\n\n\n\n We were previously pretty scattered in what we wrote about, which was fine because it helped us stay interested. <\/p>\n\n\n\n However, we\u2019re running a business and don\u2019t just want to post stuff for funsies. We want to drive actual growth. So we need to narrow what we post about so people remember us and self-qualify as followers and leads.<\/p>\n\n\n\n The framework Finn uses is a sort of funnel based on three stages:<\/p>\n\n\n\n Our work with Finn coincided perfectly with our re-working of our guiding concepts<\/a> (or how we differentiate our work product as an organic growth agency):<\/p>\n\n\n\n These, essentially, will be the layers of the funnel that we\u2019ll write about on LinkedIn as well.<\/p>\n\n\n\n The TOFU filter is we believe SEO and organic marketing should drive attributable business outcomes. We know there\u2019s a contingent of marketers that disagree with it, but our clients like it, and we back it up in many ways from our strategy frameworks to our analytical expertise. <\/p>\n\n\n\n MOFU is going to basically be about making better organic growth decisions, which relates to our prioritization ideas, how we talk about building content portfolios, moving the needle with technical projects, data and analytics, etc.<\/p>\n\n\n\n Finally, we\u2019re leaning on what most clients say they love about us: we\u2019re a strategic partner that is embedded in the team, but we also actually deliver and get shit done. Too many \u201cstrategy\u201d audits that just sit there in Google Drive. Clients like that we keep each other accountable and ship stuff at a high velocity and to quality standards. Lots we can write about here about how we do that through process, people, change management, etc. <\/p>\n\n\n\n So it may not map perfectly to Finn\u2019s funnel model, but it backs into differentiators of our agency that are evidence-based and objective, to the point where we have models, frameworks, case studies, and experience to actually have substance in all of these areas, instead of some silly \u201ccreate an enemy\u201d positioning like \u201cbacklinks are bad\u201d or \u201ctechnical SEO doesn\u2019t matter,\u201d which we don\u2019t believe and is just marketing drivel. <\/p>\n\n\n\n The blank page is tough. Having constraints helps. <\/p>\n\n\n\n Like, I know what \u201ctypes\u201d of content work in SEO. Is it a listicle, a \u201cwhat is\u201d page, a comparison page, etc.? <\/p>\n\n\n\n With LinkedIn, I didn\u2019t know if I should write a satirical meme post, a personal vulnerable story, a tactical how-to, or just a selfie with some inspirational quote. <\/p>\n\n\n\n We narrowed this down, and in our next call, will come up with an actual content calendar based on content formats.<\/p>\n\n\n\n So far, for top of the funnel content, we\u2019ve got:<\/p>\n\n\n\n For the middle of the funnel, we\u2019re looking at frameworks and video-based content. <\/p>\n\n\n\n Frameworks, because we\u2019re growth nerds and that\u2019s a strength of ours. Also, you can see that Usman, on our team, is already amazing at these.<\/a> <\/p>\n\n\n\n Finn says we have to do some video-based content because it helps people match our faces to our names and ideas long before ever getting on a discovery call. <\/p>\n\n\n\n He also recommended we do “story time” posts for the middle of funnel, where we talk about our career and life to communicate our backgrounds and where we come from. <\/p>\n\n\n\n Bottom of the funnel is really simple: case studies, testimonials, etc. <\/p>\n\n\n\n I\u2019m not sure where this fits in, but I\u2019ll also do some meta-content about the agency itself, mainly because it\u2019s fun and I think people enjoy following along and getting to know how we operate. Like this recent post<\/a> on our team offsite in Costa Rica. <\/p>\n\n\n\n I think that one reason we haven\u2019t been able to make LinkedIn \u201cwork\u201d like we wanted it to was because we looked at it in isolation. <\/p>\n\n\n\n Now, we\u2019re thinking about it as a part of our broader marketing system that includes SEO (yes, we drink our own champagne), outbound sales (we\u2019re doing some fun experiments with Clay and automation based on signals and triggers), our podcast (where else would we promote a B2B podcast?), and LinkedIn thought leadership ads. <\/p>\n\n\n\n Like I said before, we\u2019re looking at LinkedIn as a magnet, a place that we can get to know and be known by marketers, SEOs, growth leaders, and other smart people we can connect with. <\/p>\n\n\n\n Basically, we realized that we were previously trying to mimic what full time creators were doing. But we\u2019re not full time creators, and we don\u2019t have the same goals or audience requirements. We actually need a smaller audience that is more targeted, which takes a lot of the pressure off to \u201cgo viral\u201d or do things merely for attention. <\/p>\n\n\n\n As long as we build trust and share smart stuff over time, we think it will pay off and augment our existing channels and system. <\/p>\n\n\n\n So if you\u2019re not already, follow me.<\/a><\/p>\n\n\n\n <\/p>\n\n\n\n Want more insights like this? Subscribe to our <\/a>Field <\/a>Notes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" We know, theoretically, that organic social is important. We know…<\/p>\n","protected":false},"author":3,"featured_media":6639,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[24,184],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-4890","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content-strategy","8":"category-field-notes"},"yoast_head":"\nSpecific and simple goals<\/strong><\/h2>\n\n\n\n
Anchoring on differentiated belief statements<\/strong><\/h2>\n\n\n\n
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![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/image-67-1024x760.png\")
<\/figure>\n\n\n\nContent formats: what we\u2019ll actually write about<\/strong><\/h2>\n\n\n\n
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Nothing in isolation: LinkedIn and integrated marketing<\/strong><\/h2>\n\n\n\n