If you had to guess what caused this traffic spike in December, what would you say it was?
🔸 Product Hunt launch?
🔸 $4,997 Forbes feature?
🔸 Influencer shoutout?
🔸 Google just indexed a bunch of our pages?
🔸 Santa’s present?
Wrong. It’s none of the above.
It’s a single LinkedIn post.
And LinkedIn is a goldmine in B2B.
Don’t worry, I won’t be talking about vanity metrics. Here are some real stats that this wave caused in just 3 days:
✔️ +1,300 website visits
✔️ 75 free trial signups
✔️ 7 new paying customers
✔️ Immediate $1,650 MRR boost
Comments, likes & views are there too, but the key here is ensuring that you’re enabling these vanity metrics to fuel some real growth in the backend.
In this article, I’ll break down how we make these viral hits happen, and then we’ll go over our entire organic social strategy.
The Anatomy of a Viral Post
Your marketing lives and dies with your offer.
We had a few posts explode on LinkedIn like this one.
They all had one thing in common. Resources.
Almost every time we offered a resource, the post went viral.
Here are some of the resources we used:
🔹 Writing guidelines
🔹 SEO ROI calculator
🔹 60 Facebook groups where we find writers
These all solve some of the biggest problems in the SEO industry. Difficulties in instructing the writers, troubles in finding the writers, and estimating the returns on an SEO project (basically making the client invest).
If you remember my email about lead generation, the same principle applies here. Simply focus on solving a burning problem of your audience.
This won’t be a copywriting masterclass, but you really don’t need one.
All you need are a few fundamentals, some structure, and an example.
This is one of our posts that went viral. Here’s its breakdown.
Email list growth hacking
The first time we went viral, it was mostly because we got lucky. But…
I wanted to build a system that allows us to do it again whenever we feel like it.
Here’s what that system looks like:
✔️ Post on LinkedIn
✔️ Ask people to comment
✔️ Send an email to your list linking to that post
✔️ Ask your email subscribers to support it on LinkedIn by commenting
Bonus tip #1: I hate asking people for favors like these. So, I came up with a system that makes it more ethical.
People that signed up to my email list should get the best stuff anyways, right?
So just asking them to comment (like any civilian) doesn’t make sense. Well, not unless you return the favor and give them some bonus resources immediately after that. So, figure out what you can offer them as a bonus.
(and don’t be lazy, that 2021 Industry Report never helped anyone)
Bonus tip #2: LinkedIn doesn’t like when you ask people to leave their platform. And yet, that’s exactly what you want to happen. Here’s a workaround:
✔️ Publish the post without a link
✔️ Write a comment and put your link there
✔️ Copy the comment link
✔️ Edit the post and paste the comment link there
LinkedIn will shorten that link, don’t worry (looks ugly until you click ‘save’).
When people click on that post link, it’s gonna take them to that comment with your link. If you don’t do this, people won’t be able to find your comment link when all other comments start appearing.
Bonus tip #3: Add external links directly to your posts once it gets enough traction.
As you saw in my example above, I have added a direct link (not a comment link, but my website link) into the post. I did it once it reached +100 comments and around 10,000 views.
At that point, I knew that it’s gonna do well no matter how much the algorithm hates my external links. People have spoken!
My Entire Organic Social Strategy
I can attribute 100% of our SaaS and agency growth to organic social.
Companies like Drift, Gong and Refine Labs also built their entire businesses on social media platforms, so you should take this stuff seriously.
Organic social checklist
🔹 Spend 30 minutes on social media
🔹 Send 50 connection requests
🔹 Delete 20 bad connections (if any)
🔹 Like 20 posts
🔹 Comment on 10 posts
🔹 5 post drafts
🔹 3 published posts
🔹 Pick 10 influencers in your niche and regularly engage with their content
✔️ Create content for all funnel stages (top, middle & bottom)
✔️ Don’t post/comment if it doesn’t sound like something you’d say
✔️ 50% of your comments should go in-depth and demonstrate your expertise
✔️ To understand your audience, you need to hang out where they hang out
✔️ Connect & engage with influencers in your niche
✔️ Connect with people that engage with those influencers
This probably looks simple. And it is a simple strategy.
Execution + consistency is what’s difficult. So get your reps in and start creating awareness.
This case study is just a piece of my marketing strategy which is covered fully in my newsletter, SaaS Marketing Grown Ups.
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