On LinkedIn and other social media platforms, the attention is not evenly distributed - people get far more attention than companies, yet the majority of marketing comms is still pushed out by the company page.
This is a problem if you want to drive awareness, familiarity, trust, interest and, ultimately, inbound enquiries. Here are five things you need to consider in B2B marketing when it comes to amplifying the voices of your CEO and senior leadership team.
It's better to be the content than the advertising
If you check out the attention benchmarks that Lumen Research have published, you will see that advertising only gets fleeting attention, with a standard IAB ad format averaging 1.2 seconds of attention.
Then look at your Google Analytics, and you will see that your average blog post might get 120 seconds of attention - that's a big difference in attention.
On LinkedIn, we think about the company page posts as being the advertising, and the authentic, personable content published by senior leaders as the content.
Move from random acts of marketing to consistency
Most senior leaders post almost nothing on LinkedIn, and if they do it is so sporadic that it can't build awareness, familiarity, trust, or interest - they are too one-off, and appear as random acts of marketing rather than anything approaching a campaign with reach, frequency and rigour.
Thousands of people who have influence over the decision to buy or not buy from you are reading their LinkedIn newsfeed every day, but if you don't post, you are invisible. That's the digital equivalent of going to Cannes and hiding in your Airbnb all week!
The power of people-shaped communications
B2B (business to business) is actually P2P (people to people) - it is the people in your business speaking to the people in your ideal clients' businesses.
We all know that people are more likely to buy from people that they know, like, and trust, right? Well, LinkedIn helps you create senior leadership executives who are well known, liked, and trusted through their content.
We regularly see that content published by people gets 50x the reach versus the company page post, and up to 1,000x the engagement. People pay more attention to people than products.
What happens when your people show up in the digital world
When your senior leadership team start talking about the problems your company solves, you will see more attention, more awareness, more familiarity, more trust, more interest, and more inbound enquiries.
In fact, we see 50x the reach and up to 1,000x the engagement on a CEO's content vs a company page post.
B2B is P2P, and LinkedIn was built for P2P interaction. At Six Sells, when we work with a company to get their executives to show up with authentic, personable content, they see this shift first-hand.
How Six Sells can help?
Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology.
Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers.
Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web.
We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise.
Email hello@sixsells.co.uk for more information.
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