On March 12—right after a conversation about driving real impact—I attended Hootsuite’s LinkedIn Ads Playbook webinar. The session unpacked how to strategically align organic and paid content on LinkedIn to create more than engagement: measurable business results.
As the Marketing Communications Manager at Trackunit, I manage all our corporate social media accounts—LinkedIn, Facebook, Instagram, YouTube, and X. I lead our Social Media & External Comms, creating everything from long-form thought leadership to bite-sized posts that drive engagement, support sales, and build brand credibility.
Here’s how the session helped sharpen my approach—and how I’m rethinking the role of social in the full customer journey. (And a big thank you to Regina Dowdell Sr. Content Solutions Consultant at LinkedIn & Francesco Colicci, Senior Leader, Professional Services at Hootsuite for your insights).
1. Social is the Hook—But the Funnel Must Follow
We know this: social gets attention. But then what?
Social should never be a standalone tactic—it’s the gateway into the full customer journey. If we’re investing in creating great top-of-funnel content, we also need to make sure the rest of the experience (ads, landing pages, emails, sales conversations) aligns in tone, design, and message. Fonts, colors, and voice may seem small, but consistency creates trust—and trust drives conversion.
Organic posts spark awareness. Paid content amplifies the message and captures leads. The key is making sure it all connects, with purpose.
This was timely, relevant, and full of smart, tactical advice for any B2B marketer navigating today’s noisy landscape.
2. It’s Not About Broadcasting—It’s About Conversation
One of the most powerful takeaways: today’s algorithm rewards dialogue, not monologue.
If you post, and no one engages—or you don’t respond—your content’s reach suffers. But if you start conversations and sustain them, the algorithm pays attention.
Example: Post a thought-provoking piece, comment once, wait a bit, then come back and add another perspective or respond to someone else. It signals activity and interest, which helps boost visibility.
Also: don’t underestimate the power of well-chosen hashtags (3–5) and strategic mentions. Get your content in front of the right people, in the right context.
3. People Trust People, Not Logos
This came up a lot—and it tracks with what I see daily on LinkedIn. Company pages just don’t perform like personal profiles. But when employees speak up, share perspectives, and spotlight their work, it hits differently.
Especially when leadership participates. “Walk and talks,” raw video updates, celebrating a colleague’s win—these human moments create connection. And connection is everything.
Pro tip: Posts that include terms like “insightful” or “celebrate” tend to get more engagement and better reactions. Why? Because they encourage community—not just clicks.
Here’s what stuck with me, many of our company achievement posts highlighting awards and nominations have achieved strong engagement on our social media platforms.
4. Video is the Name of the Game
The data’s clear: video drives the most engagement on LinkedIn. But this doesn’t mean you need a full production crew.
Think:
- Leader talking to camera while walking
- Testimonials from customers or employees
- Slide decks with subtle movement or transitions
- Behind-the-scenes moments
Movement catches the eye, even in a scroll-heavy feed. Just remember: always pair video with strong captions, and don’t bury your link in the comments—keep it in the caption.
At Trackunit, we recently launched a new AI in Construction podcast series, and I’ve been creating weekly video cutdowns to promote each episode across our social channels. These short-form video clips are consistently outperforming our static posts in terms of impressions and views. Moving forward, I’ll be experimenting with different video lengths to better understand how duration impacts engagement and overall performance.
5. Brand Is Bigger Than the Product
People don’t just buy what you sell—they buy who you are. Advanced decision-makers are looking at the full picture: your values, how you treat your employees, what your leaders stand for, and how you support your community.
This is your opportunity to bring your full brand—your full self—to the platform. It’s not just about showcasing product features. It’s about building belief.
I’ve found that employee engagement—measured through likes, shares, and comments—is noticeably stronger when we highlight our company values and initiatives, compared to when we share more traditional corporate content like articles or podcast episodes. Posts that showcase our culture, purpose, and people tend to spark more authentic interaction and pride across the team.
6. Cadence, Timing, and Accessibility Matter
Some tactical nuggets worth noting:
- Post once per day, seven days a week (consistency matters).
- Best days: Tuesdays and Thursdays.
- Use 1–2 emojis max—but not at the beginning of your caption (it hurts accessibility).
- Always include a visual. Static text posts often get lost in the feed.
- Prioritize mobile-friendly formats—most users engage from their phones.
So, what’s the takeaway?
Organic and paid efforts shouldn’t exist in silos. When they work together—backed by strong employee voices, consistent messaging, and a commitment to genuine conversation—you build more than a campaign. You build community, trust, and long-term business impact.
I’m already thinking differently about how we show up on LinkedIn. Curious—what tactics are working for you right now?
Hear more from me about marketing industry insights by visiting https://dramarapope.ca/book-reviews/
