Strategies for Building a Tech Brand on Social Media

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.

Please don't listen to the advice "Just post!" or "Record your first video." There is nothing more deadly for your personal brand. I get it. The gurus are encouraging you to start. Because trying and failing IS better than not trying at all. But you know what it also is? - A terrible waste of your time. - Guaranteed frustration when you don't get the reactions you were hoping for. -Embarrassment since once something is online, you can delete it but you already gave people a first impression of you on which they formed their opinion -Sometimes wasted money too since often people buy a lot of software or equipment they don't need since they are in a complete free-for-all, anything-goes phase So what should you do instead? Easy! 1. Figure out your core brand strategy: your niche services, your ICP, your positioning, your SWOT analysis, etc. Don't DIY this. Hire a brand strategist. 2. Pick one to two platforms max. to get started on where your ICP hangs out most. You can always expand later but doing too much at once is deadly for growth. 3. Set up a newsletter from day one (do not skip this!). I recommend Kit (formerly ConvertKit) 4. Hire a coach or find the right program to teach you how to succeed on your chosen platforms. Be careful to interview a couple before you jump in. Look carefully at their credentials, not testimonials, for RESULTS. Avoid hacks or promises to automate everything for you. Do not hop from coach to coach or buy multiple programs. P.S. If you can afford it, working 1:1 with an expert is ALWAYS better than becoming a groupie, which often is a total distraction instead of doing the work. Worse of all, inside communities, often people give one another bad advice. 5. Follow your expert's teachings and produce content for at least 6 months aligned with your audience while driving them towards your newsletter. Just put in the work and stay focused eye on the prize. You don't have to DIY it either. I work with excellent graphic designers, video editors, and copywriters who help me produce high-quality, professional content. Try it and report back if it works. That's why there is so much bad content out there. People don't plan well, don't hire the right help, and then keep trying various things wondering why they aren't growing. Sticking with one thing, investing money into it, and then seeing it through is the hardest thing you can do. But this is how you will win. Let me know in the comments: Have you ever followed the 'Just Do It' philosophy then realized it was a big mistake and got a real strategy? Have you tried any of the steps I mentioned above, and if so, which worked best? What do you know now that you wish you would have known earlier about growing your brand and business?

You're wasting your money if you hire a social media manager to just "keep up" with your social media pages. If maintenance is your perspective, it's time to step into the new world. 🙃 Social media is an EXTREMELY powerful tool, and to think that social media is just something to "maintain" is naive in this digital landscape. Cutting the BS - if you need social help for your SaaS tool, here's my exact playbook. 1. Your best ambassadors are right under your nose. Turn your employees into influencers, experts, and thought leaders. Give them ample, consistent training and resources, create an incentive system to reward them. Especially your sales team. 2. Go HARD on your executive personal branding. Twitter, Linkedin, press, video, everything for your exec team. 3. Forget one-time influencer partnerships. Forget volume. Find 1-2 influencers to partner with on long-term partnerships. Go beyond just posting. Collab on a feature, a podcast, a product, newsletter, something. Go hard on the engagement. 4. Implement social listening. Monitor all keywords related to your product and plug into every single relevant conversation. 5. Your company's organic social media pages are your last priority. They are for middle of funnel, not top of funnel (except paid, of course). Keep it simple. Have ONE reason people go to the page. Example, a content series of tips on how to use your product on twitter. - A "Day in the life" of your team on TikTok - A funny Ig page - etc. 6. Plug into alternative channels. Reddit. Facebook groups. Discord, BeReal. Doesn't matter what the channel is. As long as your audience is there. 7. Forget conventional advice. Forget doing whatever the latest HubSpot best practices is. Go crazy. Lean into what works. Be unique. #socialmedia #digitalmedia #socialmediastrategy

Startup Social Strategy 101 Here’s the ‘minimum viable social strategy’ I would use to take your startup from 0 → 1000 followers (and start generating leads) on LinkedIn/Twitter: 1) Decide between personal or brand account For most startups, building the founder’s personal brand is an easier lift. Your company has 0 brand recognition, so it’s going to be hard to stand out on the timeline. Plus, even companies that do have brand recognition have a harder time than personal accounts. Both assets (personal & company page) are necessary long-term, but to get your social presence off the ground, I’d build your personal brand first. 2) Pick your platforms This one’s simple. Just use LinkedIn + Twitter. This is where most B2B startups’ ICPs hang out and consume business-related content. These two platforms also allow for easy diversification because you can create a post for LinkedIn and then copy it over to Twitter as a long-form post, and vice versa. There are some nuances, but super easy to repurpose. 3) Pick your content pillars In short: WHY is someone going to follow you? - Are you going to lean into entertainment/humor or education? Or a combination of both? - What topics are you going to educate or entertain around? I usually break topics up into 3 buckets. Broad ‘business-related’ content (top of funnel) Industry-related content (middle of funnel) Product-related content (bottom of funnel) The exact ratio of each type of content depends on the goal of the social strategy and the maturity of the company’s presence on social. Assuming this is a 0→1000 strategy, I would recommend making most of your content either ‘broad’ or ‘industry-related.’ You have no audience to start, so nobody really cares about your product yet. Fill the room first, then try to sell. 4) Decide your cadence - 5x per week on LinkedIn - 5-10x per week on Twitter - 30min per day of engagement and outreach Example schedule: Post 1: Personal story about solving a hard problem related to your industry Post 2: Breakdown post of a strategy used by a popular brand or person in your industry (this allows you to ‘borrow credibility’ and stop the scroll) Post 3: Listicle breaking down 5 common myths about your industry (bonus points if they’re a bit controversial) Post 4: Personal story about why you started your company Post 5: Customer case study that highlights a major pain point in your ICP (here’s where a direct CTA makes sense) Post 6 (Twitter only): One-liner, slightly polarizing statement Post 7 (Twitter only): Meme highlighting a pain point our ICP faces Post 8 (Twitter only): Engagement prompt related to your ICP This isn’t a perfect calendar. That’s going to depend on your company and what ends up working for you as you test. But if you stick to this for like 7-8 weeks, I’d be surprised if you didn’t get some traction. Running out of room, so will do a follow-up, but hope this helps. Share it with your marketing team or your founder if it is helpful.

If I had to launch a new brand on social in 6 weeks, here’s how I’d do it: WEEK 1: Build the foundation → Pick 1–2 platforms (usually TikTok and Instagram) → Define your brand voice, content pillars, and visual style → Create and schedule two weeks of content → Start building relationships — engage with 50 micro-creators in a genuine way WEEK 2: Quiet launch, loud listening → Begin posting → Reply to every DM and comment → Launch a broadcast channel (even if only 10 people join — it’s about the feeling of access and belonging) WEEK 3: Go live, show up → Start weekly lives — nothing beats real-time connection → Encourage UGC through giveaways or affiliate incentives → Double down on what’s performing WEEK 4: Turn followers into a community → Launch a UGC creator group or challenge → Personally message top fans and early supporters → Scale the formats that work → Simplify what’s working, then do more of it WEEK 5: Start selling, softly → Add clear calls to action in your posts → Start featuring real customers and creators using your product WEEK 6: Look back, then plan ahead → Review what worked (and what didn’t) → Refine your strategy for the next 6 weeks → From here on, you’re building a flywheel The goal isn’t to go viral. It’s to build trust that scales. Consistency beats hacks. Community beats reach. 1,000 engaged people will always outperform 10,000 passive ones.