The Marketing Millennials 279 - How to Create a Community-Driven Social Media Strategy, with Will Allred
Sep 17, 2024
Will Allred, co-founder of Lavender, dives deep into community-driven strategies that are reshaping content marketing, especially on LinkedIn. He emphasizes building genuine connections for user engagement and shares tips on leveraging cultural references to innovate content. Will argues against gated content, advocating for a user-friendly approach to enhance interaction. Discover how consistency and founder involvement can create loyal followers and why playing to your strengths is crucial in a crowded market.
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Pivot Sparked By Social Traction
- Lavender pivoted from a MarTech segmentation product to an email-writing tool after COVID halted their original plan.
- Early LinkedIn posts from Nick Bennett triggered install spikes and proved social-first traction for the product.
Individual Users Drive Enterprise Wins
- Bottom-up love from individual users creates topside wins when selling to organizations.
- Individual daily users build grassroots momentum that eases enterprise adoption and closes deals.
Lead By Posting To Normalize Team Activity
- Encourage founders and leaders to post publicly to set the expectation for the rest of the team.
- Support teammates who post by engaging, praising, and making clear it helps meet users where they are.