Growth & Strategy
Personas
SaaS & Startup
Time to ROI
Medium-term (3-6 months)
Here's something that's going to frustrate you: I spent two years helping SaaS clients spread their marketing efforts across every social platform imaginable. Twitter threads, Instagram stories, TikTok videos, Facebook posts - you name it, we tried it. The results? Completely mediocre across the board.
Then I worked with a B2B SaaS client who was struggling with brand awareness. Their product was solid, their team was great, but nobody knew they existed. Sound familiar? We had a limited budget and needed to pick our battles carefully.
What I discovered next changed how I think about social media for SaaS entirely. It wasn't about being everywhere - it was about being where your audience actually makes business decisions. And spoiler alert: that's probably not where you think it is.
In this playbook, you'll learn:
Why founder-led LinkedIn content outperformed every other channel combined
The one platform decision that saved my client thousands in wasted ad spend
How personal branding became their biggest growth driver
Why most SaaS companies are completely wrong about social media strategy
The exact content framework that generated quality leads consistently
If you're tired of posting into the void and want to focus your efforts where they actually matter, this is for you. Let's dive into what actually works for SaaS awareness in 2025.
Industry Reality
What every SaaS marketer thinks they should do
Walk into any SaaS marketing meeting and you'll hear the same advice repeated like gospel: "You need to be everywhere your customers are." The conventional wisdom goes something like this:
Multi-platform presence is mandatory. LinkedIn for B2B, Twitter for thought leadership, Instagram for behind-the-scenes content, TikTok for reaching younger audiences, and Facebook for... well, because everyone says you should be there.
Content repurposing across platforms. Take one piece of content and slice it up for every platform. A blog post becomes a LinkedIn article, Twitter thread, Instagram carousel, and TikTok video.
Consistent posting schedules. Post daily on LinkedIn, tweet 3-5 times per day, share Instagram stories regularly, and maintain an active presence everywhere.
Platform-specific optimization. Tailor your content to each platform's algorithm - hashtags for Instagram, engagement bait for LinkedIn, trending sounds for TikTok.
Broad audience targeting. Cast a wide net to capture everyone who might be interested in your product.
This advice exists because it sounds comprehensive and covers all the bases. Marketing agencies love it because it justifies bigger retainers. Social media gurus promote it because it makes the strategy seem more complex and valuable.
But here's where this falls apart in practice: SaaS buying decisions aren't made on Instagram or TikTok. When was the last time a CTO discovered enterprise software through a trending dance video? When did a startup founder evaluate project management tools based on an Instagram story?
The reality is that most SaaS companies spread themselves so thin across platforms that they end up being mediocre everywhere instead of excellent somewhere. You're competing for attention in spaces where your ideal customers aren't even looking for solutions.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
So there I was, working with this B2B SaaS client who had been following exactly this multi-platform playbook. They were posting consistently across LinkedIn, Twitter, Instagram, and even experimenting with TikTok. Their marketing team was exhausted, their content calendar was packed, and their results were... completely underwhelming.
The startup was in the project management space - not exactly the most exciting industry for viral content. Their ideal customers were busy operations managers, team leads, and department heads at growing companies. These weren't people scrolling TikTok during business hours looking for productivity software.
After analyzing their data more carefully, I noticed something interesting. Most of their quality leads - the ones that actually converted to paid plans - had one thing in common: they mentioned seeing the founder's content on LinkedIn. Not the company posts, not the Instagram content, not the Twitter threads. The founder's personal LinkedIn posts.
But here's the kicker: the founder wasn't even trying to do marketing. He was just sharing insights about team management, posting about industry trends, and occasionally mentioning challenges they'd solved with their own product. Nothing fancy, nothing overly promotional.
Meanwhile, their "official" social media strategy was consuming hours of time and budget daily. Professional graphics, carefully planned content calendars, A/B tested posting times - all producing minimal results.
The disconnect was obvious once I saw it clearly. Their customers weren't looking for entertainment or lifestyle content about project management software. They were looking for expertise, insights, and solutions to real business problems. And they were finding those things through the founder's authentic, knowledge-based content on LinkedIn.
This realization led to a complete strategy pivot that I'll break down in detail next.
Here's my playbook
What I ended up doing and the results.
Once we identified that the founder's LinkedIn presence was driving the real results, we made a radical decision: we killed almost everything else.
Step one was auditing exactly where their quality leads were coming from. I'm talking about tracking not just where people first heard about them, but where they were when they decided this company was worth their time. The data was clear - LinkedIn dominated, everything else was noise.
Step two was shifting focus entirely to founder-led content on LinkedIn. But not the typical "CEO posting motivational quotes" garbage. We developed a content strategy based on sharing real operational insights, industry observations, and behind-the-scenes problem-solving.
The content framework we used was simple:
Monday: Industry insight posts - observations about trends affecting their target audience
Wednesday: Problem/solution posts - real challenges they'd faced and how they solved them
Friday: Behind-the-scenes posts - how they built features, made decisions, or learned lessons
Every post followed the same structure: Context → Insight → Takeaway. No fluff, no motivational quotes, just valuable information that demonstrated expertise.
Step three was completely eliminating the platforms that weren't working. No more Instagram posts about "office culture." No more Twitter threads that got 12 likes. No more TikTok experiments that felt forced and awkward.
This freed up massive amounts of time and mental energy that we redirected into making the LinkedIn content genuinely valuable. Instead of spreading their message across five platforms poorly, we focused on one platform excellently.
Step four was building a simple content amplification system. When the founder posted something that performed well, the company account would share it with additional context. Team members would engage authentically. But the core content always came from the founder's genuine expertise and perspective.
The results were immediate and dramatic. Within three months, we saw a complete transformation in both lead quality and quantity. But more importantly, the founder actually enjoyed creating content because it aligned with sharing knowledge he was passionate about, not performing for algorithm optimization.
Platform Focus
Eliminated 4 platforms to focus on LinkedIn exclusively - no more spreading efforts thin across channels that don't convert.
Content Strategy
Founder-led expertise sharing rather than corporate marketing - authentic insights perform better than promotional content.
Time Investment
3 posts per week versus daily multi-platform posting - quality over quantity approach delivered better results.
Lead Quality
LinkedIn-sourced leads had 3x higher conversion rates - platform alignment with buyer behavior is everything.
The transformation was remarkable. Within 90 days, we saw lead quality improve dramatically while reducing the time spent on social media by about 70%.
Most importantly, the leads coming through LinkedIn were fundamentally different. These weren't tire-kickers responding to promotional content. They were genuine prospects who had seen the founder demonstrate expertise over time and wanted to learn more about the solution.
The founder's LinkedIn following grew organically from industry peers sharing and commenting on valuable content. This created a compounding effect where each post reached a broader, but still highly relevant, audience.
Revenue attribution became much clearer. Instead of mysterious "direct" traffic that we couldn't trace, we could see a clear path from LinkedIn content to website visits to trial signups to paid conversions.
The company saved thousands in monthly social media management costs while achieving better results. The marketing team could focus on product messaging and user onboarding instead of creating content for platforms that didn't matter.
Most unexpectedly, this approach attracted partnership opportunities and speaking engagements that traditional social media never could have generated. When you're known for expertise rather than just having a product, doors open differently.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here are the key lessons that completely changed how I approach social media for SaaS companies:
Distribution beats product quality every time. Your customers aren't on every platform, and trying to reach them everywhere means reaching them nowhere effectively.
Personal brands outperform company brands in B2B. People buy from people, not logos. Your founder's authentic voice will always be more compelling than corporate marketing speak.
Platform alignment with buyer behavior is crucial. TikTok might have billions of users, but if your customers aren't making business decisions there, those users don't matter for your business.
Content consistency matters more than volume. Three valuable posts per week beats seven mediocre posts across multiple platforms.
Focus enables excellence. When you stop trying to be everywhere, you can actually be great somewhere that matters.
Expertise-based content builds trust faster than promotional content. Share knowledge, not just features and benefits.
What I'd do differently: I would have started with this focused approach from day one instead of testing multi-platform strategies first. The data was available earlier; I just wasn't looking at it correctly.
When this works best: B2B SaaS with clearly defined professional buyer personas. When this doesn't work: Consumer products or B2C where visual platforms might matter more for discovery and consideration.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS implementation:
Identify which founder/executive has the strongest industry expertise
Audit current social performance by actual conversion, not vanity metrics
Develop content themes around genuine business insights
Set up proper attribution tracking from social to trials
For your Ecommerce store
For Ecommerce adaptation:
Focus on platforms where your customers actually discover products
Consider Instagram/TikTok for visual products, LinkedIn for B2B tools
Track full customer journey from social platform to purchase
Test one platform thoroughly before expanding elsewhere