Networking In Advertising

If I had to run a B2B influencer program from scratch, here’s how I’d approach it... 1. Start with “why” I’m a firm believer that every campaign needs to ladder up to your team and org OKRs. And no, “our competitors are doing it” isn’t a good enough reason. Think about: → Are you trying to drive pipeline, awareness, or retention? → Who are you targeting and which B2B creators already hold influence in that space? → How will you measure success in a way that actually matters? 2. Build your influencer ecosystem I’ve always said and I’ll say it again, especially for enterprise organizations, pairing an external influencer program with employee advocacy is the best approach. Work with external creators to drive awareness and reach while empowering your internal brand ambassadors to build credibility and trust from within. The best programs do both. 3. Co-create, don’t just sponsor The strongest partnerships are built on collaboration, not transactions. When developing briefs, either co-create with select creators or give them room to put their own spin on the story. You’ll get more authentic, engaging content and a partner who’s genuinely invested in the outcome. 4. Launch a pilot campaign Start small and experiment. Our first campaign was just that, a test. With a modest budget, we wanted to validate if partnering with creators could actually move the needle on performance (spoiler: it did). 5. Measure relationships, not just reach Don’t just stop at conversions. Instead, look at: → Earned mentions: How many people are organically talking about your campaign? → Sentiment lift: Are brand perceptions shifting in your favor? → Engagement: who’s in your comment section? → Search visibility: are you ranking better for relevant topics or LLMs? Building a B2B influencer program isn’t about borrowing someone else’s audience, it’s about building a trusted network around your brand. Start small, learn fast, and focus on relationships that compound over time.

I usually get 3 to 4 inbound messages every week for open roles, collaborations, consulting, speaking, and advisory. [refer the screenshots below] Not once. Not randomly. But consistently. Month after month. Here’s the exact strategy behind it: --------------- 1: Your Profile Is Not a Resume. It’s a Landing Page. You need to optimise this at every stage of the funnel. Here is what mine in a typical week looks like: ~200k Post impressions [top of the funnel] ~12–13K organic profile views [Middle of the funnel] ~4-5 inbound enquiries [Bottom of the funnel] [Refer the screenshots] Here’s what you need to to fix: A. Headline (Most Underrated Asset) Don’t write: “Product Manager at XYZ” Write: “Role at ABC Co | Keyword 1, 2, 3 | <Your exact USP>” Your headline must have the exact keywords signal positioning, and show outcomes. B. About Section (Make It Skimmable) Structure it like this: > Who you are (1–2 lines) > What problems you solve > Proof (numbers, scale, impact) > Social proof (brands, platforms, community size) > CTA (DM/email me for…) Finally, leave 1 or 2 line spacing after 2-3 line para to make it readable. C. Featured Section: Add: > Your best posts > Case studies > Interviews / talks > Portfolio links Make it easy for people to VALIDATE your work. --------------- 2: Write Content That Builds Positioning (Not Motivation): Visibility creates surface area for opportunity. The bigger surface area, math says probability increases. But here’s the nuance: Don’t post “5 tips to crack interviews.” Post: > Specific breakdowns of real scenarios > Mistakes / Lessons > Frameworks you personally use > Contrarian takes backed with reasoning To signal expertise, show thinking depth, and attract the right audience. When recruiters see repeated depth, they assume authority. And authority leads to inbound opportunities. --------------- 3: Optimize for Search (This Is Tactical): You appear in searches when: > Your keywords match recruiter queries > You engage in your niche > You publish consistently Exact action steps: > Put primary role keywords in headline + about + experience > Write experience bullets in keyword-rich format > Add skills that appear repeatedly in JDs > Comment meaningfully on posts in your domain LinkedIn rewards topical consistency. --------------- 4: Build Proof Publicly: Inbound doesn’t come from saying you’re good. It comes from showing you’re good. Share case studies, metrics, breakdowns of your work, before/after transformations, lessons from real execution. People now a days hire demonstrated capability, not claims. --------------- 5: Consistency > Virality: I don’t rely on 1 viral post. Everything I get is an out come of weekly consistency, visibility and a strong positioning. Inbound is a lagging indicator of long-term clarity. If you want opportunities to chase you, start optimizing for discoverability. That's what LinkedIn rewards. #careergrowth #LinkedIn

LinkedIn SEO is alive and well. Are you optimising your profile and content to be found by the right people? Stop thinking of LinkedIn as a social network and start treating it like a search engine. Prospects aren’t just scrolling anymore. They’re actively hunting for expertise and solutions right on LinkedIn. That single shift changes everything about how your presence should work. Your headline needs to speak to real problems, not just your job title. Every piece of content should answer the questions your ideal clients are typing into the search bar. Profiles rich with keywords that match expertise to pain points get discovered. The companies winning here know that optimising for discovery captures qualified, ready-to-convert leads. If you want customers, not followers, you need to optimise every part of your profile and content to be found by people searching for exactly what you offer. How are you optimising your LinkedIn presence to be found by prospects?

"Be so good you can ignore the algorithm..." - oh really? Staying updated with algorithm changes on platforms like X is critical for brands. Social media algorithms decide what content is shown to users, influencing reach, engagement, and overall impact. Since Elon Musk made Twitter’s (now X’s) algorithm open-source, we’ve gained insights into what the platform prioritizes, revealing key strategies to maximize visibility. One striking insight is how Twitter weighs engagement types differently. A single reply, for example, is valued at the level of 13.5 retweets or 27 likes. This gives brands like Calvin Klein, who structure tweets as questions to encourage replies, a distinct edge. When a tweet sparks conversation, it gains more exposure as the algorithm boosts content with high engagement. This tactic contrasts Ralph Lauren’s approach of primarily posting declarative statements, which may receive fewer replies and potentially less algorithmic support. Calvin Klein’s approach aligns with a core social principle: involve the reader, don’t just address them. Interactive content that invites responses, such as questions, creates a conversational loop that encourages more users to engage, helping posts stay relevant and gain traction on users’ feeds. This insight underscores the importance of adapting content strategies based on algorithmic shifts for brands. By understanding and adjusting to these changes, brands can optimize their visibility and keep their audience engaged in a dynamic social media environment. #marketing #socialmedia #algorithm

Your influencer campaign might be performing well, but what if you’re only using 20% of its real potential?   The most expensive mistake in influencer marketing isn’t bad content; it’s good content that brands never use again. Too often, campaigns stop once a creator hits “publish.” Engagement spikes, then fades, and the content never serves the brand again.   Top-performing brands do things differently. Every piece of influencer content can become a long-term growth engine when repurposed strategically across multiple channels, paid ads, email campaigns, landing pages, social shorts, and even retail screens.   As I shared at the Odoo Experience: “Multi-channel is key. Reuse the best influencer content in ads, emails, and across other channels to get even more value out of it.”   Brands that master multichannel amplification see benefits like: ▶️ Extended content lifespan - posts continue to engage long after the initial wave. ▶️ Stronger brand recall - repeated exposure reinforces messaging and identity. ▶️ Higher ROI - paid and owned channels perform better without new content. ▶️ Improved social proof - content strengthens credibility across touchpoints.   At Saulderson Media, we help brands turn influencer content into measurable growth assets. Don’t let your best content go to waste; make it work harder.   Read the full newsletter here ▶️

Last month, Storylane drove over 700,000+ impressions through influencer marketing. And at the start of the year, I had no idea how to make this channel perform consistently. I had no playbook, no proven process, and no ideas. So, I experimented. A lot. And while we’re still figuring it out, here’s what I’ve learned so far: 1. Smaller creators are outperforming larger ones for us Smaller creators often produce better, more authentic content. They’re typically more affordable, work harder, and deliver results with a hyper-focused audience. Larger influencers charge a premium, and the content often feels average. Exceptions exist, but they’re rare. 2. Build a curated influencer portfolio. There are more great influencers out there than your budget can handle. Start small, experiment, and refine a curated portfolio of creators who align with your goals, budget, and audience. This takes trial and error, so don’t rush it. Your “go-to” influencers will emerge over time. 3. Three months is enough to evaluate an influencer. In three months, you’ll know if the partnership is worth continuing. It’s enough time to assess content quality, audience engagement, and impact. 4. Set up clear contracts with influencers Include everything in writing: - Who owns the content? - Can you run ads with it? - Will they engage with your posts? - How many posts will they deliver? Clarity now saves confusion later. 5. Influencer costs vary... a lot. Pricing is all over the place, but here's a starting point. For this platform, expect $500–$2,000 per post for influencers with fewer than 100K followers. Bigger names might quote $5K or more. The highest I’ve seen is $650k per post (no joke). Decide what’s worth it based on your goals and their audience quality. 6. Influencer onboarding matters. Hop on a 1:1 call to align. Share your knowledge, past successes, and internal data. Learn their creative process and set expectations. The better you collaborate upfront, the smoother the partnership. 7. Influencer program management is a full-time job. I tried juggling this alongside my other responsibilities, and it’s a lot. Between sourcing, contracts, payments, content review, and feedback, the workload multiplies with every creator. Bring in outside help if you can afford it or upskill someone internally. 8. Give creators creative freedom. Over-controlling a creator’s content kills authenticity. Work closely on the brief to give them all the context they need, but let their voice shine through. The results are far better when they feel trusted. 9. Ethics build trust (with influencers and your buyers) Always disclose influencer partnerships (FTC compliance isn’t optional). I see a lot of brands and creators not disclose these partnerships (on LinkedIn, in private communities, Slack groups etc.) and it's WRONG. Don't trick your buyers. Be honest. We’re still learning, but this channel is showing promise, and I plan to scale it further in 2025.

Most people optimize their LinkedIn posts for Likes. This is what you should optimize for instead: 𝗟𝗲𝗮𝗱𝘀. Leads could be: → A client in your inbox → A recruiter offering you a new role → You becoming a respected voice in your industry → A conference reaching out to book you as a speaker Leads are opportunities. Opportunities to pursue whats fulfilling to you. The secret isn’t hacks, templates, or going viral. It’s building the boring but powerful assets that make LinkedIn work. Here’s what you really need 👇 𝟭/ 𝗔 𝗽𝗿𝗼𝗳𝗶𝗹𝗲 𝘁𝗵𝗮𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝘀 🔸 Don't treat your profile like a CV. 🔸 Think of it as your website. ➡️ Clear headline, on-brand banner, professional photo, and an 'About section' that makes people want to know more. 𝟮/ 𝗔 𝗽𝗼𝘀𝘁𝗶𝗻𝗴 𝗿𝗵𝘆𝘁𝗵𝗺 🔸 Random inspiration won’t build a brand. 🔸 You need consistency. ➡️ 2–3 posts per week is enough to stay top of mind, as long as you stick with it. 𝟯/ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝘀𝗼𝘂𝗻𝗱𝘀 𝗹𝗶𝗸𝗲 𝗬𝗢𝗨 🔸 Not AI fluff. 🔸 Not recycled “thought leadership” jargon. ➡️ Your voice, your perspective, your story. People can smell AI content from a mile. 𝟰/ 𝗔𝗻 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗵𝗮𝗯𝗶𝘁 🔸 Thoughtful, authentic comments and conversations. 🔸 It's another way for you to share your opinions. ➡️ This is where visibility turns into real relationships. It's a great way to build your network online. These are the assets that matter. Not Likes. Not vanity impressions. 👉 Your social presence should drives real results, however you define 'results' for yourself- clients, jobs, opportunities, authority. This is how you build a LinkedIn brand that actually converts 👉 What are you optimizing for right now- Likes, or Leads? If this gave you clarity, ♻️  Hit 𝗥𝗘𝗣𝗢𝗦𝗧, so more people stop chasing vanity metrics. ➕ Follow Priyamvada S for no-BS LinkedIn strategies. 📌 And if you’re ready to build your LinkedIn brand, book a 1:1 call through my 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝗦𝗲𝗰𝘁𝗶𝗼𝗻.

💭Your digital footprint is your modern-day reputation; post wisely. 🤔 Imagine walking into a room full of strangers—before you even speak, they form opinions based on your appearance and behavior. Social media works the same way. Every post, comment, and like shapes your digital footprint and influences how others perceive you. How do you make social media work in your favor ❓ 1) Be Intentional about what you share:    Before posting, ask yourself:   ✔️ Does this align with my personal brand?   ✔️ Is this something I’d be proud of five years from now?   ✔️ Could this be misinterpreted?  ➡️ Being mindful of what you put out there can save you from potential regrets down the line.  2) Keep it professional (Even when it’s personal):    It’s okay to showcase your personality, but remember that everything is public (even with privacy settings). If you’re building a professional brand, avoid sharing content that might seem inappropriate, overly negative, or controversial.  3) Engage, don’t just broadcast: Social media isn’t just about posting; it’s about interaction. Engage with your audience, participate in meaningful conversations, and build relationships. The more value you add, the more people will see you as a credible and trustworthy presence online.  4) Google yourself regularly:  It’s a good habit to check what’s out there about you. If something unflattering appears, take steps to clean up your online presence—delete old posts, update your privacy settings, or push positive content that represents you better.  5) Be authentic:    Your digital brand should be an extension of who you truly are. People connect with authenticity. Don’t just curate a "perfect" online persona—be real, be relatable, and share content that aligns with your genuine interests and values.  Bottom line: Social media is not just a place to scroll mindlessly or post random updates. It’s a powerful branding tool that shapes how people see you, whether personally or professionally. #socialmedia #linkedin #onlinereputation #networking

One client story. 5x more trust. Double the leads. And it wasn’t a case study. It was raw. Unpolished. A little too honest. And that’s exactly why it worked. Most people think client acquisition = showcasing the perfect portfolio. Shiny testimonials. Flawless campaigns. Neatly wrapped results. But here’s the truth: clients don’t hire you for perfect. They hire you for proof that you get it. That you’ve been in the trenches. That you can solve the messy problems they’re actually facing. The “everything’s amazing” pitch works… until it doesn’t. Because the moment a client sees the first roadblock, they’ll wonder if you can handle it. They didn’t sign up for just results. They signed up for resilience. That’s the shift I made in my pitches this year— sharing the not-so-pretty side of marketing. The campaigns that tanked before they took off. The clients who almost left before we turned it around. And guess what? That’s when the best clients started saying yes. This isn’t about “airing dirty laundry for attention.” It’s about being the one person who sounds real in a feed full of polished copy. Because if your prospects wouldn’t miss your voice tomorrow… you’re not building trust. You’re blending in. Your credentials build credibility. Your honesty builds loyalty. And in the long run, loyalty wins.

The biggest mistake in outreach? Contacting businesses when they are NOT ready to listen. At Client Acquisition System, we believe timing beats persuasion. Most businesses do not switch suppliers, agencies, or systems because someone sends a clever message. They switch when friction appears. That is why our automated systems are built to detect buying signals and distress signals at scale. Here are real examples: Laundromats A laundromat suddenly has 4 or 5 machines marked “Out of Order.” Reviews start mentioning broken dryers. They begin using cheaper cleaning chemicals. That often signals cash flow pressure or operational strain. Restaurants The menu suddenly becomes smaller. Opening hours become inconsistent. Reviews mention missing ingredients or slower service. Staff turnover increases. That usually means internal pressure is building. Hair & Beauty Salons Heavy discounting appears everywhere. Premium product lines disappear. Appointments suddenly become available same-day. These are often signs the business urgently needs new customers or support. Gyms & Fitness Studios Classes start getting cancelled. Equipment repairs are delayed. Membership offers become unusually aggressive. That can signal declining retention or financial pressure. Trades & Home Services Their vans disappear from branding. Social media activity suddenly stops. Lead response times slow down dramatically. This often points to operational overload or falling demand. Most outreach fails because it ignores context. Client Acquisition System focuses on reaching businesses when the probability of change is highest. Not by spamming harder. By understanding timing better.