Social Media
A key element of any good marketing strategy is to meet buyers where they are. And we know everyone is on social media, browsing newsfeeds that the algorithms carefully curate to fit their interests and preferences. According to LinkedIn research, 75% of B2B buyers use social media to make buying decisions.
I have guided social media strategy as several technology organizations, defining the type, cadence, and look and feel of organic posts. I recognize the nuances of these channels and the need for attention-grabbing posts that compel readers to stop and engage with your content. I also have the writing and design skills to create and/or guide creative resources to develop high-performing social content.
When I took over Asure’s Content Strategy in late 2023, I defined a cohesive plan to publish high-value content that synched with other content initiatives, including blogs, podcast, and lead generation campaigns. (Pictured above are posts from the campaign I drove that emphasized the value of switching payroll before January 1 along with key differentiators like Asure’s highly rated customer service and affordable HR Compliance subscriptions.)
Driving Results
I transformed Asure’s Content Marketing, elevating thought leadership content, increasing the volume of blog posts, and creating a weekly podcast with short clips to use across social channels. I also created a “Social Star Shoutout” segment for our biweekly sales education meeting to celebrate team members who engaged in social sharing best practices and encourage the same from others.
In one year, our social audience grew 33% (with LinkedIn followers up 36%). Published posts nearly doubled with a 45% increase, providing more great content for sharing. Shares on LinkedIn increased by more than 600% and LinkedIn impressions grew by 445%.
More Social Media Results
I also owned Social Media channels at cybersecurity provider Critical Start and enterprise automation software leader Worksoft. At Worksoft, I established social media standards and published high-value social posts that included industry research, blog posts, webinar and event announcements, and product and feature highlights.
I increased LinkedIn followers by 400% in 3 years and drove social-driven web traffic up 54% YOY. The Worksoft website was the company’s highest performing lead source.
View Worksoft Social Media Samples
One of the social campaigns I drove at Asure centered around the HR Benchmark Report, a high-value content asset I produced outlining the value of HR best practices for small businesses.
More Social Media Results
I also owned Social Media channels at cybersecurity provider Critical Start and enterprise automation software leader Worksoft. At Worksoft, I published high-value social posts that included industry research, blog posts, webinar and event announcements, and product and feature highlights. I increased LinkedIn followers by 400% in 3 years and drove social-driven web traffic up 54% YOY. The Worksoft website was the company’s highest performing lead source.
View Worksoft Social Media Samples
Samples of the campaign to support Asure’s enterprise payroll tax management, which is a Workday certified solution. These posts help encourage visitors of the Workday Rising user conference to visit our booth. And tagging approved partners with extensive reach lifts exposure.
Employee communications, including recruiting support is part of my role at Asure. This image shows some of the art for a campaign to promote open sales positions.
Payroll services is a crowded market and one of Asure’s key differentiators is the personalized service our CSRs offer to customers. To reinforce this value and simultaneously celebrate these employees who received praise in our NPS survey, I created a social series to thank them in the week leading to Thanksgiving.
Worksoft delivers complex enterprise test automation for ERP developers. These social posts I created coordinated with blog posts and a lead generation campaign targeting Oracle users.
