Start with your audience. Map out who influences the purchase at each stage, then build content and campaigns around what each of those people needs to see before they’ll engage. A strategy that’s tied to pipeline, reviewed monthly and adjusted based on real performance will always outperform one built around posting frequency alone. We build strategies this way for clients across technical industries. 

Technical audiences respond to content that demonstrates real understanding of their world: product detail, application knowledge and credible thought leadership on the challenges they face, rather than generic thought leadership that could apply to any sector. Case studies, data-backed insights and content that speaks directly to a persona tend to outperform broad brand messaging. 

ROI on social media marketing should be measured against pipeline impact, not just engagement. That means tracking a campaign from impression through to click, enquiry and, ideally, closed revenue, so you can see what’s driving business results rather than what’s simply generating activity. Reach and engagement still matter as leading indicators, but they shouldn’t be the metric you present to the board. 

Impressions and reach tell you whether you’re being seen. Click-through rate tells you whether your messaging is landing. Cost per click and cost per lead tell you whether you spend is working efficiently. Beyond that, conversion rate and, where possible, revenue attribution is what turns a social media report into a business case. Tracking all of these together, rather than any single metric in isolation, gives you the full picture. 

Build your strategy around your buying committee, report on pipeline impact, and be willing to change course when a campaign isn’t converting. Above all, remember that a technical audience will spot generic messaging immediately, so credibility has to come first. Get in touch if you’d like a second opinion on where your current approach stands.