Effective Use of Social Media in Tech

I’ve hired so many people off of social media. Examples of real pipelines that led to me hiring someone, some of these multiple times: 1) posted a Google form link on IG, TT, and LI, got 150 apps, hired someone that came from IG 2) tweeted something extremely niche on X, looked at who liked it, pinged one of the people based on their bio, hired him a few months later for my Amazon team 3) got a LI DM, the person was incredible but a better fit for a parallel team at Amazon, referred her, she was hired by that team 4) posted a job on IG story, someone shared it, I hired one of their friends 5) had a very niche job opening at Amazon, scrolled through LinkedIn bios, DMd/interviewed dozens, hired one Great hires can come from ANYWHERE—referrals, formal job postings, cold inbound resumes, headhunters/recruiters, niche boards, and yes, even your own inbox. Only using formal hiring channels is a dead strategy. It’s a great start, but it’s time to widen the scope.

Your LinkedIn post doesn’t start when you hit publish. It starts 30 minutes before. Most people post and pray. (And hey—prayer is great. Just maybe not about LinkedIn 😅) Here’s the engagement strategy I teach clients who want visibility, leads, and real traction: 1️⃣ The 30-Minute Pre-Engagement Rule (a.k.a. Content Seeding) Don’t just drop your post cold. Warm up the feed. Before you publish, comment on 5–10 posts from people you want your content to reach. When you engage with them, you trigger LinkedIn to surface your upcoming post in their feed once it goes live. 📌 Pro Tip: Prioritize → Your ideal audience → Past engagers → Active accounts with good reach (they help amplify you if they engage) This is how you train the algorithm to pay attention. 2️⃣ The 15-Minute Post-Boost Once you publish, your post enters a test phase. It’s tracking: → How fast you get engagement → Whether people stick around (dwell time) → If the comments spark back-and-forth conversation So when the comments start coming in, don’t ghost. Reply quickly. Ask questions. Keep the thread alive. Every interaction signals to LinkedIn: “This post has value.” 3️⃣ The First 3-Hour Window Is Critical Your post gets a short trial run. If it performs, it gets pushed to a wider audience. If not, it gets buried. Remember: LinkedIn is in the business of keeping people on the platform. It rewards content that does the same. Your job in this window:  → Keep the engagement active  → Drop a thoughtful comment on your own post to extend the conversation.  → Send it to a few trusted peers and say, “Would love your POV on this.” (Don't spam though. Make it relevant.) Bonus: Save outbound DMs for people who actually care about the topic.  You’ll get better feedback and avoid annoying your network. Most people treat LinkedIn like a billboard. Top performers treat it like a system. Which of these tactics do you already use? Which one will you try next? 👇

The most exciting project I worked on in 2023 was boosting registrations for an event. Here is what we did: Context: 5 weeks before the event. Message We benchmarked the event against the competition. We diversified the message, in this case, to move from education to networking and entertainment. Early bird canning This event overdid early birds. Our recommendation was to start marketing price increases instead of price reductions. Inverse psychology that, while stimulating FOMO, contributes to the overall perception of the event. Destination Leverage The destination was under-leveraged. We crafted email and social messages to showcase what the destination offered to stimulate last-minute sign-ups. Reg Software In most cases, reg is not optimized. Making sure every single option to sell better is turned on is paramount. We set up remarketing pixels and group codes. Social We coordinated a campaign to get the whole team to share the event on LinkedIn to boost last-minute peer pressure. LinkedIn is often ignored and it has a major impact on last minute conversions. Ambassador tech We recommended using referral platforms such as InGo, Snoball, or GleanIn. These platforms can be very different in their impact, and some integrate better with specific software. We projected a 30% increase in reg based on a proper implementation. Cart abandonment We found hundreds of abandoned carts and created a sales and email strategy to reach this audience. Understanding why they are not committing or proposing a discount code does wonders. Sources We optimized higher sources of conversions. In this case, email. We devised an email campaign with different levers to pull (community, team discount opportunity, destination showcase). This was key to diversifying the message. We turned this around in two weeks. Objective: achieved. Steal these tactics for your event.

Consistency in community-led Go-to-Market (GTM) doesn't mean bombarding. After observing countless product communities, here's a revelation: To 10x your community-led GTM efforts, it's sometimes more effective to... focus less on frequency and more on quality. 1. Pre-launch co-creation ↳ Involve your potential community early. Co-create the product, from features to marketing. This builds ownership and excitement. ↳ Example: Figma engaged designers early through access programs, allowing feedback that shaped development, ensuring it met user needs. 2. Gamified onboarding ↳ Replace boring tutorials with engaging, game-like experiences. Points, badges, and rewards make learning about your product fun and rewarding. ↳ Example: Grammarly boosts engagement with "daily goals" and streaks, fostering a habit of good writing practices through a fun, rewarding system. 3. Micro-influencer partnerships ↳ Leverage micro-influencers within your community. Their genuine connection with followers can authentically showcase your product's value. ↳ Example: Ahrefs partners with industry bloggers and micro-influencers for tutorials and reviews, effectively expanding brand awareness and trust within the SEO community. 4. Community-driven knowledge base ↳ Encourage users to build the knowledge base. User-generated content and peer-to-peer support enhance engagement and collective wisdom. ↳ Example: Zapier leverages its community forum for users to exchange automation workflows and solutions, enhancing the platform's value through collective wisdom. This approach doesn't require daily actions but involves strategic, meaningful engagement that fosters a strong, vibrant community around your product. Remember, quality over quantity always wins. ❤️♻️ P.S. How often do you engage with your community? I think we should aim for meaningful interactions 4-5 times a week. __ 📌 If you found this helpful, reshare this to your network and follow me Joseph Abraham for daily Go-to-market insights, frameworks, tools, and tips

If I was launching a brand on social media from scratch, here's my exact 90-day plan: Days 0-30: Foundation Building 1. I'd choose max TWO platforms to start - Instagram as my visual home base + community feature build and either TikTok (for faster growth potential) or LinkedIn (for B2B connections if relevant to my brand). Honestly, you could go hard on 1 and thrive! 2. Before posting anything, I'd create a content bible with: • visual themes that define aesthetic • 3-5 content pillars (behind-the-scenes, founder journey, educational content, customer spotlights, cultural commentary, etc. roll up to final offering) • Voice guidelines (how we talk about products, response style, storytelling approach) 3. I'd batch create 2 weeks of content upfront so I'm not bogged down, can maintain consistency, and stay ahead. 4. I'd identify 50 micro-influencers in my niche and engage with their content daily. Not just "cute!" comments but thoughtful responses that show I actually consumed their content. 5. I'd set up platform-specific lead captures: • Instagram + TikTok: Create a custom link tree with email signup (use in stories as well)  • LinkedIn: Create a PDF resource that solves a specific problem and reference it in posts (connect to dm) 6. I'd create a broadcast channel with updates, promos + bts content, even with just 10-20 people initially! Days 31-60: Community Building 1. I'd introduce a weekly Instagram Live series featuring founder talks, product highlights, and Q&A sessions. Daily Drills is a blueprint for this! 2. I'd launch a UGC campaign (if relevant) and repost everyone who participates. If UGC is challenging at this stage, I'd consider gifting products to nano-influencers to generate initial content. 3. I'd start a simple Substack newsletter that goes deeper than social posts, featuring: founder content, industry content, product content, community benefits I'd analyze which content performed best from the first 30 days and double down on those formats. When something works, keep it going. As Ernest Lupinacci says: "Simplify, then exaggerate." Days 61-90: Conversion Focus 1. I'd start incorporating more direct calls to action in content 2. I'd create a series highlighting real customers using the product to build social proof. 3. I'd host a virtual event (webinar, live tutorial, or industry discussion) specifically for email subscribers, driving social followers to join the list. Utilize lives on platforms (Substack, LinkedIn, wherever your audience is!) 4. I'd reach out to 5 publications + newsletters in my niche for potential features 5. I'd analyze the entire 90 days of data to create a refined strategy for the next quarter The goal by day 90 isn't massive follower counts - it's building the right foundation with the right people who will actually convert and champion your brand. Building on social takes consistency over flash. I'd rather have 1,000 highly engaged potential customers than 10,000 passive scrollers.

Yesterday I wrote a hiring post that got 50,000 impressions and generated dozens of applications Depending on how you want to look at it, this saved CoLab $1,700-$30,000+ Here's how you can do it too: First of all, the bar for hiring posts is LOW Most people just share a link to the role with the auto generated "I'm hiring! Know anyone who might be interested?" Do better than that and you're already ahead of 90% of people. Some tips: 1) A hiring post is a marketing exercise. Differentiate the job. I didn't post about just any AE role yesterday. I described the exact stage of growth that CoLab is in and why that might be ideal for our ideal candidate. I got lots of messages like "thanks for your candor" or "that really resonated with me" 2) Know your ICP. Yesterday, I was recruiting for sales. And I spoke directly to their pains: In small startups, there's often not enough pipeline. In big companies, you're a cog in the machine. The people that applied felt one of these pains in their current role (some of them even reached out and told me which one!) 3) Flex your copywriting skills! Cut the buzzwords. Make your post easy to read. Make the message clear. When a prospective candidate reads it, they should know immediately if they are the type of person you're looking for or not. 4) Check the boxes on social media best practice. Original content gets way more reach than re-sharing, so take the time to write something original. Engagement from other people will boost the post, so encourage it (not just from prospective applicants, but from anyone in your network that wants to see you succeed) Shout out to everyone who engaged with my post yesterday. I appreciate you! 5) Give when you can and take when you need to I've spent 4 years building in public and sharing insights with this community. That goodwill goes a long way when you need to make an ask -- Whether it's recruiting or searching for a job yourself. If you want to engage the top 1% of talent, you need to be in a recruiting mindset 24/7/365! #hiring #recruiting

I spent a year at Gong creating content for the 95% of buyers who weren't ready to buy. We grew from 12K to 220K LinkedIn followers and generated millions in pipeline — and never talked about our product. Here's the exact playbook I used (and why most B2B marketers get it backwards): Most marketing teams burn budget chasing the 5% who are actively buying.  They're fighting over scraps. Meanwhile, 95% of your market isn't even looking for you yet. That's where the real opportunity is. 𝗔𝘁 𝗚𝗼𝗻𝗴, 𝗜 𝗵𝗮𝗱 𝗼𝗻𝗲 𝗿𝘂𝗹𝗲: 𝗡𝗼 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝘁𝗮𝗹𝗸. For an entire year. No features. No demos. No "why Gong is better" posts. Just pure value for sellers trying to hit quota. Sound crazy. But here's what happened: LinkedIn: 12K → 220K followers  Podcast: 100K downloads in 18 months Webinars: 500 → 2,500 registrations  Email open rates: 28% (industry average: 15%) But the real win? Sales reps using our content in their calls.  Buyers showing up to demos already trusting us.  Inbound pipeline grows quarter over quarter without fail. 𝗧𝗵𝗲 𝟵𝟱-𝟱 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 𝘁𝗵𝗮𝘁 𝗰𝗵𝗮𝗻𝗴𝗲𝗱 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴: 𝟭. 𝗞𝗻𝗼𝘄 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗯𝗲𝘁𝘁𝗲𝗿 𝘁𝗵𝗮𝗻 𝘁𝗵𝗲𝘆 𝗸𝗻𝗼𝘄 𝘁𝗵𝗲𝗺𝘀𝗲𝗹𝘃𝗲𝘀 We mapped every micro-frustration in a rep's day: -Writing cold emails that get ignored -Running discovery calls that feel like interrogations -Handling pricing objections without panicking Each pain point became content gold. 𝟮. 𝗕𝗲 𝗮 𝗽𝗿𝗮𝗰𝘁𝗶𝘁𝗶𝗼𝗻𝗲𝗿, 𝗻𝗼𝘁 𝗮 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗽𝘂𝘀𝗵𝗲𝗿 We asked ourselves: -What are they doing that's not working? -What have they accepted as "just the way it is"? -What would actually help them tomorrow? Then we created it. No strings attached. 𝟯. 𝗨𝘀𝗲 𝗛𝗼𝗹𝗹𝘆𝘄𝗼𝗼𝗱 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝘁𝗮𝗰𝘁𝗶𝗰𝘀 Instead of "Here's what the data says..." We'd start with: "You're 5 minutes into a discovery call. Your buyer just said your price is too high…." Emotion first.  Data second. People remember stories, not statistics. 𝟰. 𝗦𝗵𝗼𝘄 𝘂𝗽 (𝗻𝗲𝗮𝗿𝗹𝘆) 𝗲𝘃𝗲𝗿𝘆𝘄𝗵𝗲𝗿𝗲, 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁𝗹𝘆 Blog posts for readers.  Podcasts for listeners.  Videos for visual learners. Same value, different formats. Because your audience consumes content differently. Meet your audience where they already are. 𝟱. 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗹𝗶𝗸𝗲 𝗮 𝗯𝗿𝗮𝗻𝗱, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗮 𝗳𝘂𝗻𝗻𝗲𝗹 Forget last-touch attribution. (It’s mostly pointless). Track: -Follower growth -Direct traffic (brand recall) -Inbound opportunities -Pipeline influenced by content 𝗧𝗵𝗲 𝗵𝗮𝗿𝗱 𝗽𝗮𝗿𝘁? You HAVE to play the long game. Create value without asking for anything back. Trust that helping the 95% today will create customers tomorrow. Most marketers fight for existing demand. The smart ones CREATE demand. Which game are you playing? PS: Want the full 95-5 playbook? I broke it all down for HubSpot. Link to the article in the comments. #marketing #partnerpost 

Not getting engagement on LinkedIn? Give this a try. If your posts aren’t getting the traction you want, it’s not because people don’t care—it’s because they don’t feel compelled to engage. Try one of these 7 content ideas this week to change that: 1. Share a success spotlight. Feature a client, partner, or leader who is making an impact. → What’s a creative solution they implemented? → How is their work shifting the industry forward? → What can others learn from them? 💡 Example: “How [Org/Person] is tackling [Industry Challenge] in a way we should all be paying attention to.” 2. Speak to a pain point. Your ideal audience should read your post and think: “Wow, they really get me.” → What’s a challenge your clients or partners struggle with? → What’s a small but meaningful shift they could make? 💡 Example: “Struggling to secure new corporate partnerships? Here’s what actually works.” 3. Tell a story with a lesson. People remember stories more than facts. Bring us into a moment that shaped you. → What’s a mistake you made that others can learn from? → What was a turning point in your career? 💡 Example: “The mistake that almost cost me [Lesson]—so you don’t have to make it.” 4. Share a bold take on an industry norm. Engagement thrives on fresh perspectives. Challenge conventional wisdom. → What’s something you believe about social impact, fundraising, or LinkedIn that others might push back on? → Where do most people get it wrong? 💡 Example: “We need to stop saying [Common Phrase]—here’s why.” 5. Offer an industry insight. Break down a common misconception or complex topic in your space. → What’s a strategy or approach that’s often misunderstood? → What’s an easier, more effective way to tackle it? 💡 Example: “Most people think the biggest challenge in solving the global water crisis is access to clean water. But the real issue is _____." 6. Show behind the scenes. People connect with people. Share something personal or vulnerable. → What’s a struggle you’ve faced in running your business? → What’s a challenge you’ve helped a client overcome? 💡 Example: “I used to believe [Old Belief]—until this moment changed everything.” 7. Give a quick, actionable tip. People love practical takeaways they can apply today. → What’s a simple, effective tip that can make a difference? → What’s the #1 thing you wish more people in your industry understood? 💡 Example: “If you want to [Achieve Goal], try this one simple shift.” If your LinkedIn content isn’t landing, try one of these ideas this week. And if you do—tag me! I’d love to see what you create. 🔖 Save this post so you never have to stare at a blank page again.

B2B Funnel Strategy for LinkedIn Ads TOFU, MOFU, BOFU Best Practices I often get asked about setting up a funnel strategy for LinkedIn Ads that can work across industries and budget sizes. While every business has its nuances, there are universal best practices that can help anyone get started and optimize over time. Here’s the breakdown: 👉 TOFU - Top of Funnel (Awareness) This is all about grabbing the attention of your ideal audience. 💥 Goal: Drive traffic and introduce your brand. 💡 Best Practices: Focus on engagement metrics—CTR, CPC, CPM. Use a variety of ad types: Single images for clarity and videos for storytelling Remember, volume is the focus. Get your brand in front of as many eyes as possible, and build a connection with your audience before they even consider clicking. 💡 Pro Tip: A higher CPC isn’t always bad if it generates quality traffic. The key is getting a significant sample size to analyze how prospects engage. 👉 MOFU - Middle of Funnel (Consideration) This stage nurtures the interest you captured at the top and builds credibility. 🔥 Goal: Educate and deepen engagement with those who showed initial interest. 💡 Best Practices: Retarget your TOFU audience by layering in content-focused ads (think case studies, testimonials, and thought leadership). Frequency is key! Keep your ads varied—don’t show the same asset repeatedly. Include brand-building ads and content that speaks to pain points and positions your solution as the answer. 💡 Pro Tip: Test using Doc Ads for ungated content to drive engagement. If the content resonates, these can be powerful tools for building credibility and trust with your audience over time. 👉 BOFU - Bottom of Funnel (Conversion) Now we’re talking direct action. By this stage, your audience knows who you are and what you do. They’re more familiar with your brand, and they’re ready to be asked for the sale or conversion. 🚀 Goal: Drive leads, conversions, or other bottom-line results. 💡 Best Practices: Use conversion-focused ad types—A/B test Lead Gen Forms with a clear, direct CTA. Focus on ads that highlight ROI, efficiency, and social proof (e.g., testimonials, reviews, highlights from case studies). Bring in attribution data here. Knowing the path your audience took to get here can help refine messaging and approach. 💡 Pro Tip: Don’t skimp on retargeting! Keep a light-touch layer of ads for longer sales cycles, such as text ads or follower ads, so your brand stays top-of-mind when they’re ready to take that last step. Remember: Every funnel will need tweaking, and that’s the beauty of LinkedIn Ads—you can keep optimizing as your strategy evolves. Set up your funnel, build those touchpoints, and be patient. Conversions happen with consistent engagement and refinement. What strategies have worked best for your funnel? Drop your insights below! 👇 #linkedinads #linkedinmarketing #funnelbuilder

This LinkedIn Ads 6-Month Retargeting framework has brought in 570+ leads and $2,300,000+ revenue for us....and it's still a solid framework. It's been a few years now since I created this framework but it's still holding up to the test of time for the most part. Here are the top questions I get. 1. Why does this work so well? 2. How is this structured 3. How much budget do I need? 4. When can we expect results? Why does this work? A. LinkedIn Ads can qualify and convert ALL your website traffic which makes it one of the biggest ROI boosters in most b2b marketing funnels. When anyone tells you that "LinkedIn ads is expensive" I 100% guarantee they are talking about LinkedIn in a silo, talking about cold awareness campaigns or lead gen campaigns to a cold audience... and comparing it to Google or Facebook ads....this is quite terrible logic...let me explain. LinkedIn's insight tag can see ALL website traffic (google, organic, SEO, facebook ads, LinkedIn ads...all your website traffic). LinkedIn can then take all that traffic and layer on highly precise qualifying filters to sift out all the unqualified traffic usually attracted by SEO, organic, paid search...and choose to just retarget your ICP fit warm traffic to get max impact. This is why LinkedIn retargeting is a superpower. But to really leverage LinkedIn retargeting to get the most out of your other marketing efforts, you need a solid framework. 2. How is this structured 1. Cold audience - small steady stream of quality prospects getting first touches to your brand. 2. Capture all website audiences, qualify them with filters and put them into 90-day retargeting layers. 3. Content is thought leadership, demonstrating expertise, third-party validation, and content that builds trust and credibility to nurture your ICP fit warm traffic. 4. Those who engage with our 90-day retargeting layer get moved to a 30-day higher-intent layer focused on stronger calls to action to convert those that show interest (lead gen works well here) 5. Those that don't engage in 90 days get moved to lighter touches to nurture for another 90 days (follower, text, and spotlight ads work well ) Tips: -Watch frequency close. Proper saturation of the audience in retargeting is key. -Control frequency by controlling budget and audience size -Say no to audience expansion -YES, video and thought-leader ads are 🔥 -DO NOT exclude business development job function...that's actually how LinkedIn classifies most executive decision-making positions (founder/CEO/CMO/ etc) -Do leverage ad scheduling tool like DemandSense to schedule/rotate ads and optimize budget Website Linkedin Ads Agency: https://lnkd.in/guEafPKk LinkedIn Ads Demo Video: https://lnkd.in/gudY92cC B2B Strategies and Guides: https://lnkd.in/gB-WQ82f Impactable Youtube Channel: https://lnkd.in/emYVDn_T Let me know if you have questions!