Hi there,
I'm happy to give you some initial thoughts and guidance on using social media to build buzz for your pre-launch B2B coding marketplace. It's definitely a challenge, but with the right strategy, you can get some good traction even before you launch.
We'll need to look at focusing on LinkedIn...
First off, I'd say you should focus most of your efforts on LinkedIn. It's the natural home for B2B and it's where you're most likely to find businesses that need coders. It's also where you can target them pretty precisely. Other platforms like Facebook, X, and Instagram can work, but they require a different approach and might not give you the same bang for your buck, especially on a limited budget. I'd forget about them for now and concentrate on nailing LinkedIn.
LinkedIn offers some pretty powerful B2B targeting options. You can target by industry, company size, job title, skills, and more. For example, you could target heads of IT, CTOs, or project managers in companies with 50-200 employees. Or, you could target companies in specific industries, like software development, business services, or marketing and advertising. This sort of precision is essential for making sure your message gets in front of the right people.
I'd say you should create valuable content...
Content is king, as they say. You need to create content that will resonate with your target audience and get them excited about your marketplace. Now, I understand you don't have a live product yet, but that doesn't mean you can't create content. In fact, it gives you an opportunity to establish yourself as a thought leader in the coding space. Think about the problems your marketplace solves. What are the pain points businesses experience when trying to find good coders? Talk about those pains. Talk about the cost of bad code, the difficulties of managing remote teams, and how your platform makes it easier to find, vet, and manage coders. Even without a live product, you can share insights, tips, and thought leadership. Provide value to your audience, and they'll be more likely to pay attention when your marketplace does launch.
You could consider starting a blog and repurposing the content for LinkedIn. Blog posts can be longer and more in-depth, while LinkedIn posts should be shorter and more engaging. You can also use LinkedIn articles to share your insights and expertise. Remember to include visuals in your LinkedIn posts. Images and videos can help you stand out from the crowd and grab people's attention.
You probably should test different content formats...
Experiment with different content formats to see what resonates best with your audience. Try sharing articles, videos, infographics, and even polls. Ask questions, start conversations, and engage with your followers. The more you engage, the more visible you'll be.
I remember one client we had, a SaaS company, they launched with a series of articles outlining common mistakes when implementing their type of software. It really got them a fair bit of attention early on. Each article addressed a specific pain point that their target audience was experiencing, and they positioned themselves as experts who could help solve those problems.
You'll need to consider paid ads...
Once you have some content created and you're starting to build a following, you might consider running some paid ads on LinkedIn. Paid ads can help you reach a wider audience and generate leads. LinkedIn offers a variety of ad formats, including sponsored content, text ads, and lead gen forms. Sponsored content ads appear in the LinkedIn feed and can be used to promote your content, drive traffic to your website, or generate leads. Text ads appear in the right-hand column of the LinkedIn website and are a more cost-effective option for reaching a targeted audience. Lead gen forms are a great way to capture leads directly from your ads. They're pre-filled with the user's LinkedIn profile information, making it easy for them to sign up for your waitlist or request more information.
With B2B, a funnel and fixed offers might not work that well. This strategy usually works better for B2C marketing and/or lower ticket offers. For B2B, you might see better results generating leads, having an intro/sales call, and offering a custom service to address their unique needs. Consider offering a free audit or strategy review to potential customers.
If the goal is to start conversations, then you probably need to run a conversation ad. If your objective is lead generation, you'll probably want to test LinkedIn Lead Gen Forms. You can also point sponsored content ads to a landing page.
I've detailed my main recommendations for you below:
| Recommendation | Action |
|---|---|
| Focus on LinkedIn | Prioritise LinkedIn as your primary social media platform for reaching businesses. |
| Create Valuable Content | Develop content that addresses the pain points of businesses seeking coders. |
| Test Different Content Formats | Experiment with various content formats to see what resonates best with your audience. |
| Consider Paid Ads | Explore LinkedIn's ad options to reach a wider audience and generate leads. |
Building buzz for a pre-launch product is a challenge, but it's definitely possible with the right strategy and execution. Focus on providing value to your target audience, engaging with them on a personal level, and using LinkedIn's targeting options to reach the right people.
Of course, social media is just one piece of the puzzle. You'll also need to have a strong website, a compelling value proposition, and a clear plan for launching your marketplace. If you’d like some help, we do offer a free consultation - we're experts in B2B marketing, and we've helped countless companies launch and grow their businesses. We can help you develop a comprehensive marketing strategy that will get your marketplace in front of the right people and generate leads and sales.
Regards,
Team @ Lukas Holschuh
