👉 Don’t stop sharing the social value you’re creating. 👉 Don’t stop posting about those culture-building team days. 👉 Don’t stop posting about promotions and milestones within your team. 👉 And NEVER stop shouting about your testimonials and case studies.
Yes personal branding is powerful.
It’s here to stay.
People buy from people, yes bla bla bla.
We get it.
But here’s the reality:
People work at companies. People buy from people... at companies. And people BUY companies.
So whilst the company page might feel like a slog.
Engagement might be harder to achieve, and compared to a personal page, it might even feel a bit pointless.
Trust me, it's not.
If you invest everything into your personal brand, and all of the leads come from you and your personal social media... and you want to sell the business.... 🙃
If you’re ignoring your company brand while building your personal brand, you’re leaving money and long-term trust on the table from both future customers AND employees.
At Social Advantage, we help our clients build both.
And the results speak for themselves.
Get in touch to learn more: info@socialadvantage.co.uk 020 3835 1470
Social content is now search content. If your team still treats them separately, you’re already behind.
For years, social and search have sat in their own silos, separate from each other and as far as everyone kenw at that point, for good reason.
But Google’s AI Overviews, SGE, and other search experiences have changed the game:
👉 Your public Instagram posts 👉 Your YouTube Shorts 👉 Your TikTok videos 👉 Even your LinkedIn carousels
…are now being selected, not just crawled.
That means:
The captions you write
The transcripts you upload
The structure of your posts
The clarity of your messaging
…all help determine whether your brand is found or forgotten.
If your social content isn’t designed to be machine-readable, interlinked, cited, and relevant, you’re invisible 🫥
So, what to do? ✅ Treat your social posts as if they’re landing pages. ✅ Optimise for clarity and topic clusters. ✅ Write for people first, but make sense to AI systems too. ✅ Think of social as a permanent part of your website ecosystem.
Remember: Social is search.
If your agency or in-house team hasn’t adjusted to this new reality yet, it’s time.
If I was a marketing director of a B2B company, and our social media was falling flat... here’s what I would do:
1️⃣ Get closer to the customer I’d sit in on a sales call. Listen to real objections, questions, and decision triggers. I'd use THEIR language in our content, not ours.
2️⃣ Tell real stories I'd focus only on our results, people and stories involving both. I know it seems basic, but case studies and testimonials still work.
3️⃣ Set up proper tracking I'd add UTM links to everything, go old school and use 'codes' (comment MORE for more info etc.), and I'd make sure to ask ALL new leads where they came from.
4️⃣ Focus on consistency over perfection Showing up regularly beats polishing a “perfect” post once a month. Frequency builds familiarity.
5️⃣ THEN do the audit Take everything you’ve learnt from listening, testing, and measuring, and strip out the fluff, ONCE PER MONTH.
Keep the strategy simple from there:
Do more of what works in different ways and audit again and again until you find a winning strategy for your brand.
The above method isn't rocket science, but it works and it's FREE.
“Don’t tell the customer what it does, tell them what it does for them.” — David Ogilvy
Here’s why that line is still gospel, 50 years later 👇
Too many B2B brands still think features sell.
They list out specs, processes, awards, and bullet points of “stuff” no one cares about.
The reality? → Buyers don’t buy features. → They buy outcomes.
For example:
A software platform isn’t bought because it has 127 features. It’s bought because it saves someone/their team two hours a day.
A podcast isn’t listened to because the hosts have the best microphones. It’s listened to because it educates, entertains or inspires people to act.
B2B especially needs to hear this:
Stop selling what it is/does.
Start selling how it helps the customer.
Ogilvy was right then, and he’s right now.
If you want to win attention, relevance, and sales, → Make the customer the hero. → Show them how their life changes. → Keep the focus on their transformation, not your process.
Jack Longman
Jack Longman
No matter how many people tell you to do this...
DON’T.
Do not neglect your company brand.
👉 Don’t stop sharing the social value you’re creating.
👉 Don’t stop posting about those culture-building team days.
👉 Don’t stop posting about promotions and milestones within your team.
👉 And NEVER stop shouting about your testimonials and case studies.
Yes personal branding is powerful.
It’s here to stay.
People buy from people, yes bla bla bla.
We get it.
But here’s the reality:
People work at companies.
People buy from people... at companies.
And people BUY companies.
So whilst the company page might feel like a slog.
Engagement might be harder to achieve, and compared to a personal page, it might even feel a bit pointless.
Trust me, it's not.
If you invest everything into your personal brand, and all of the leads come from you and your personal social media... and you want to sell the business.... 🙃
If you’re ignoring your company brand while building your personal brand, you’re leaving money and long-term trust on the table from both future customers AND employees.
At Social Advantage, we help our clients build both.
And the results speak for themselves.
Get in touch to learn more:
info@socialadvantage.co.uk
020 3835 1470
5 months ago | [YT] | 0
View 0 replies
Jack Longman
Social content is now search content.
If your team still treats them separately, you’re already behind.
For years, social and search have sat in their own silos, separate from each other and as far as everyone kenw at that point, for good reason.
But Google’s AI Overviews, SGE, and other search experiences have changed the game:
👉 Your public Instagram posts
👉 Your YouTube Shorts
👉 Your TikTok videos
👉 Even your LinkedIn carousels
…are now being selected, not just crawled.
That means:
The captions you write
The transcripts you upload
The structure of your posts
The clarity of your messaging
…all help determine whether your brand is found or forgotten.
If your social content isn’t designed to be machine-readable, interlinked, cited, and relevant, you’re invisible 🫥
So, what to do?
✅ Treat your social posts as if they’re landing pages.
✅ Optimise for clarity and topic clusters.
✅ Write for people first, but make sense to AI systems too.
✅ Think of social as a permanent part of your website ecosystem.
Remember: Social is search.
If your agency or in-house team hasn’t adjusted to this new reality yet, it’s time.
5 months ago | [YT] | 1
View 0 replies
Jack Longman
If I was a marketing director of a B2B company, and our social media was falling flat... here’s what I would do:
1️⃣ Get closer to the customer
I’d sit in on a sales call. Listen to real objections, questions, and decision triggers. I'd use THEIR language in our content, not ours.
2️⃣ Tell real stories
I'd focus only on our results, people and stories involving both.
I know it seems basic, but case studies and testimonials still work.
3️⃣ Set up proper tracking
I'd add UTM links to everything, go old school and use 'codes' (comment MORE for more info etc.), and I'd make sure to ask ALL new leads where they came from.
4️⃣ Focus on consistency over perfection
Showing up regularly beats polishing a “perfect” post once a month. Frequency builds familiarity.
5️⃣ THEN do the audit
Take everything you’ve learnt from listening, testing, and measuring, and strip out the fluff, ONCE PER MONTH.
Keep the strategy simple from there:
Do more of what works in different ways and audit again and again until you find a winning strategy for your brand.
The above method isn't rocket science, but it works and it's FREE.
Try it.
6 months ago | [YT] | 0
View 0 replies
Jack Longman
“Don’t tell the customer what it does, tell them what it does for them.” — David Ogilvy
Here’s why that line is still gospel, 50 years later 👇
Too many B2B brands still think features sell.
They list out specs, processes, awards, and bullet points of “stuff” no one cares about.
The reality?
→ Buyers don’t buy features.
→ They buy outcomes.
For example:
A software platform isn’t bought because it has 127 features.
It’s bought because it saves someone/their team two hours a day.
A podcast isn’t listened to because the hosts have the best microphones.
It’s listened to because it educates, entertains or inspires people to act.
B2B especially needs to hear this:
Stop selling what it is/does.
Start selling how it helps the customer.
Ogilvy was right then, and he’s right now.
If you want to win attention, relevance, and sales,
→ Make the customer the hero.
→ Show them how their life changes.
→ Keep the focus on their transformation, not your process.
Simple.
Timeless.
Still true.
#marketing
6 months ago | [YT] | 0
View 0 replies
Jack Longman
I used to read EVERY business book recommended to me.
Now I'm ultra selective.
I'm a big believer in "reading the right book at the right time".
I used to try finish everything I was reading out of some completionist, "wear it like a medal" thing.
What a waste of time that was.
1 year ago | [YT] | 0
View 0 replies