B2B SaaS Founders are often overwhelmed with their own workload as CEO, CFO, and CIO. Taking the time to publish on LinkedIn seems frivolous in comparison. But it’s crucial to brand building which is vital for sales.
Also, if you’re taking the time to post on LinkedIn about your company, you may as well also publish an article there as well.
Why should you make time out of your busy schedule to publish on LinkedIn?
The short answer is for visibility, thought leadership, brand authority, and off-page SEO.
Building Visibility On LinkedIn
If you’re a B2B founder, CEO, or Marketer, you need to be on LinkedIn. It’s not outdated, it’s not becoming Facebook. It’s where people network online. CEOs aren’t typically in Reddit looking for customers and investors.
Networking on LinkedIn as an intentional exercise (even before and after conferences) is a great way of making it easier to hold meaningful conversations in person. Over 60% of the audience on LinkedIn depends on it for “event information and company news,” reports Statista.
Visibility that makes the sales process easier? Yes, please! Even better, 90% of the decision makers and C-Suite who consistently read your content are obviously more interested in a sales pitch. Warming up leads by publishing articles on LinkedIn seems like a no brainer.
“9 in 10 decision makers and C-suite executives say they are moderately or very likely to be more receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership.” 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report
2024 Edelman-LinkedIn B2B Thought Leadership Impact Report
Building Thought Leadership on LinkedIn
If you knew that over 50% of decision makers and C-Suite members spend over an hour a week reading thought leadership articles, would you change your strategy? It’s important to post consistently in order to break through the noise.
“Aim for five LinkedIn posts per week, creating a steady rhythm of content.” EverythingDesign
And while you’re doing that be sure to form new connections and reply to other people’s posts. You can easily fit this into your schedule with my 3-2-1 Method.
“54% say the piece of thought leadership got them to realise there were other suppliers they could work with that had a better understanding of the challenges their organisation was facing.” Di Mace
Building Brand Authority on LinkedIn
Building brand authority on LinkedIn is important for any business; for startup SaaS companies – it’s crucial. You’ve built the Uber for [Industry] or the Google for [Industry]. People have to both want a new solution and know you exist.
Writing about problems that customers actually have? That’s the way to get it done. In fact, all of a SaaS founder’s posts on LinkedIn should inform website content, email marketing campaigns, and sales decks. Why? Because it’s the current thinking. Be sure to include as much data as possible, too.
“Effective thought leadership has three key attributes: it cites strong research and data, helps buyers understand their business challenges, and offers concrete guidance.” Edelman
Jonathan Kazarian, CEO of Accelevents (former client) is one to watch in the brand authority space.
He consistently posts insights for the event marketing space as well as insights into their platform adoption. The best part is that he extracts insights for other founders. This kind of vulnerability is compelling for decision makers as well.
In this post, for example, he writes:
“Over the past 12 months, our average deal size has grown by 113% while win rates have increased from 54% to 58%.”
He goes on to cite learnings and how it has helped their ten-year Event Platform to start custom implementations. He ends with:
“The future of enterprise tech is Software & Service. That’s what we are building for.”
We often talk about Software as a Service (SaaS) and forget about the service. This right here hits decision makers. It’s enough to make them change. And Jonathan (or a marketing exec on his behalf) could easily convert these long-form posts on LinkedIn into LinkedIn Articles.
Building Off-Page SEO on LinkedIn
One of my favorite SEO tools is Google Alerts for my name, “Bridget Willard.” I set them for “as-it-happens” and “all results.” For the last couple of years, even posts on LinkedIn have been ranking and this helps me keep tabs of any mentions as well.
A simple “Bridget Willard SaaS” search shows my website first, then my LinkedIn profile, then an article I wrote for BetterCloud – a SaaS Management Platform. Incognito results were similar. The BetterCloud article was number 5 in the SERPS with my X profile (3) and Instagram profile (4) both ahead of it.
Warren Laine-Naida has consistently A/B tested publishing on LinkedIn versus his website. Every single time, these articles are on Page 1 of Google SERPs and his website version is “nowhere to be found,” he told me. Indeed, for the following set of articles, the LinkedIn one shows up as the second entry under videos for the phrase “boost visiblity in search llms.”
Oh yeah, articles on LinkedIn are indexed within 24 hours, too.
LinkedIn: Boost Your Visibility in Search and AI Search LLMs
Blog: Boost Your Visibility in Search and AI Search LLMs
You don’t always need people on your website. Especially when 44% of all Google searches are for brand names. When you are a SaaS founder or Freelancer, your brand is your name. You both want and need customers and investors to follow you.
Get Marketing That Works
I’ve been helping SaaS companies build a name for themselves in the B2B space since 2015. My company offers the perfect SaaS Marketing Package to help your internal team. And, if you’re ready to have your LinkedIn posts repurposed as articles on LinkedIn, we can certainly make time for you.
I’m always open for a quick sales call.