We have the best clients in the world! They love to share interesting finds with us the latest of which was an email showcasing this statement: 

This Company Grew 84% on LinkedIn Presence in 6 Months

Sounds impressive, doesn’t it? 

It is and it isn’t and here’s why:

Most people see a statement like this, get excited, and wonder if it will work for them. I want to teach you how to objectively assess these statements through the lens of strategy in YOUR business to determine what actions—if any—you should take.

When we peel back the layers of this statement we learn that the company being referred to is Hubspot and what they did to garner this growth was to use memes and short-text posts on LinkedIn (not really all that new). The first two questions you need to ask yourself are:

  1. 1
    Is my business similar to Hubspot?
  2. 2
    Is my audience the same or similar to Hubspot’s?

If you’re not familiar with Hubspot, they are a Customer Relationship Management (CRM) platform with software and several packages to choose from including email service, social media posting, sales tracking, etc.

They are a global company and well-known brand that provides tons of value in the online space and their content is brilliant. They are definitely worth following.

Hubspot’s blog post showcasing their growth is titled: How HubSpot's Social Team Grew Their LinkedIn Presence by 84% in Six Months, According to HubSpot's Director of Social

Knowing what we do from the little bit I shared above, let’s answer those two questions:

  1. 1
    Is my business similar to Hubspot? If your business is a multi-million dollar educational and software platform with a huge team that caters to marketing and sales reps, then yes. If not—no.
  2. 2
    Is my audience the same or similar to Hubspot’s? If your audience is Business-to-Business B2B companies interested in creating solid operational sales and customer management systems within their companies and are willing to pay top-dollar to do so, then yes. If not—no.

Do you see how reading too much into a statement can lead to problems? If someone sees another business getting success using a certain tactic or strategy, it’s all too easy to think it will work for them. That’s not necessarily the case.

So, what should you do?

Do what Hubspot did—perform market research! Here’s what Bryna Corcoran, Hubspot’s Global Director of Social Media shared in their article: "About seven months ago, we started to speak to the next generation of marketing or sales reps — we started to use the Gen Z and millennial tone-of-voice. We started to dabble in internet culture; we started to post memes, which, you know, definitely got us some questionable faces. We started to make it more of a conversational community. And it's working."

Hubspot didn’t throw spaghetti at the wall. They did their market research on the segment of their target market they wanted to reach and they shifted their messaging. That’s exactly what you should do, too. 

When she says “We started to speak to the next generation of marketing or sales reps,” she’s indicating that Hubspot started speaking the language of their target market which is what we teach all of our clients to do using our Messaging Mastery Blueprint program.

Learning to speak your ideal client’s language is the key to connecting with them on an emotional level and increasing not only engagement but also sales. Once you tap into your ideal client’s language, you’ll need to use it in your marketing. If you want to try a new strategy, test your new strategy, but give it enough time for you to collect data on what’s working and what’s not. We recommend no less than three months—the longer the time the better your data will be.

Further down in the Hubspot article, Corcoran says, "In the beginning, we were unsure how our new strategy would perform, so we treaded lightly by posting only a few times a week. But I'm happy to report that we're gaining followers faster than ever, and that's because we're taking a personal approach."

Her comment speaks to the fact that Hubspot tested their strategy to see how it would land - they didn’t know whether it would work or not. In that way, Hubspot is not so different from your business. Not even the big companies have a crystal ball that will tell them ahead of time what will work and what won't - it all comes down to market research and testing.

Market research and testing might not sound exciting, but it can be. When you’re able to find out what matters most to your audience and respond by sharing content that resonates with them, your metrics and data will show you exactly how well that works. If there is one skill set you can master to ensure success in your business now and well into the future, market research and testing, is it.

It is a skill set. It’s not magic. There’s no mystery once you learn how to do it. It’s simply a skill you need to commit to learning—just like anything else in life.

The bottom line is that this strategy might work fantastically well for your business, and it might not, but you won't know unless and until you do your market research and testing.

At Encore Empire, we like the saying: “You have to slow down to speed up.” That’s true in so many aspects of running a business and will always be the case as long as you are a business owner. Nothing comes effortlessly—even for the big guys like Hubspot.

Learn how to perform market research and connect with your audience on an emotional level through our Messaging Mastery Blueprint course.

Carmen Reed-Gilkison

About the author

Carmen Reed-Gilkison is a certified Online Business Manager and Whole Person Certified Coach with 25+ years of marketing experience.

Deirdre Harter is a Certified Public Accountant with 20+ years of experience auditing and advising businesses of all sizes about how to build sustainable profitability in their companies.

They are also the co-founders of Encore Empire. Click here to learn more about their mission to help female entrepreneurs who happen to be over forty step into their power

To send a message to Carmen and Deirdre, click here

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