By Dan Eardley, Social Media Executive at Dialled In
When it comes to social media for business, I see the same pattern time and time again.
Businesses get carried away posting only about their product or service.
Now don’t get me wrong. You absolutely should talk about what you do. Your social media channels often appear in search engine results when someone Googles your business. They need to clearly understand who you are, what you offer, and how you can help.
But if every post is promotional, you are removing the social from social media.
And that is where the real opportunity lies.
If you are looking to make the most of your social media potential, reach out to our team at Dialled In today.
Social Media Marketing Is About Connection
The most effective social media marketing strategy is not just about selling. It is about connecting.
Think…
- Behind-the-scenes content.
- Company history/journey.
- Trends.
- Team building and charity work.
- Conversations.
These are the posts that make people stop scrolling. These are the posts that build brand trust. These are the posts that humanise your business.
Social media engagement is driven by emotion. People engage when they feel something, whether that is nostalgia, pride, humour, or connection.
If your feed only talks about products, pricing, and services, you are missing a major opportunity to build relationships with your audience.
And relationships are what convert.
Does Every Post Need to Be Video?
I am a big advocate for video content. Reels and short-form video content are powerful tools for increasing reach and visibility. Movement naturally catches the eye more than a static image.
But here is the key point.
Do not force content into video just because video performs well.
If you take a graphic or an image and make it move for the sake of it, audiences can see through it. It feels forced. It does not add value.
A strong social media content strategy is not about chasing formats. It is about sharing meaningful content in the right format.
Sometimes, that means keeping it simple.
To learn how to make video content that matters, read our Tips for Creating Engaging Video Content to make a powerful tool work for you.
A Real Example of Social Media Success
Recently, I created a post for one of our clients, Robson Handling Technology, a business with over 120 years of history!
That is something worth shouting about.
Robson had a collection of brilliant black and white photographs from their early days. Historic projects. Long-serving staff. Moments that reflect how the company has evolved within the Sheffield community.
Instead of turning it into a promotional piece about products or services, we created a simple LinkedIn post using four historic images and a caption telling their story.
- No video.
- No advertising.
- No direct sales pitch.
Just history. Identity. Personality.
You can view the post here
The result?
- 3,771 impressions
- 130 reactions
- 11 comments
- 30% click-through rate
It became Robson Handling Technology’s best-performing LinkedIn post to date.
The comment section was full of people from the Sheffield community sharing memories and reflecting on how far the business had come.
One comment stood out in particular:
“It amazes me that after 30 years in the industry and travelling the world, I have never engaged with the company on my doorstep. Just 10 miles door to door.”
This was not a paid advert. It was not a sales post. It was organic brand storytelling. And it caught the attention of a potential new client who had never engaged with the business before.
That is the power of social media when used correctly.
For more helpful guidance on how you could drive real-world engagement through social media, check out our Social Media Marketing Tips for Effective Engagement.
Why Brand Storytelling Drives Engagement
Search engines are important. SEO is important. PPC is important.
But social media gives you something unique – direct access to your audience.
When you share your history, your team, your journey, and your personality, you are building brand awareness and brand authority in a way that traditional advertising cannot.
For B2B businesses especially, trust is everything.
Before someone inquires, they will often check your LinkedIn page. They will scroll through your posts. They will look at your team. They will judge whether you feel credible, established, and relatable.
Your social media presence is often your first impression.
Make it human.
Key Takeaways for Business Owners
If you want to improve your social media performance and increase engagement, focus on:
- Showcasing your company history and milestones.
- Highlighting your team and behind-the-scenes moments.
- Sharing your journey, not just your product.
- Choosing formats that suit the content, not forcing trends.
Use social media as a way to connect directly with your target audience.
- Build trust.
- Show personality.
- Create a conversation.
Sales follow trust. And trust is built socially.
If you’re looking for support in captivating your company story on social media, get in touch with me at Dialled In. Email me at daniele@dialledin.com or give me a call on 0114 312 2330.
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