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Planable is the best client-facing social media tool we've ever used and we've used a lot.
If you’re running a small business, you don’t need another reminder that social media matters, but a system that actually drives growth without eating up your time. After years of working on digital growth strategies for SaaS companies and small businesses, with a...
Feb 5, 2026
When I started posting on LinkedIn, I was chaotic. I’d post whenever I had time, cross my fingers, and hope for the best. Some posts got thousands of likes. Did they bring pipeline? Zero. Then I’d publish something, get 15 likes and land a demo with a CMO at a major company. That’s when I realized: engagement has nothing to do with going viral and everything to do with reaching the right people with the right message.
Over 7+ years building content strategies for B2B SaaS companies like Leadfeeder and Dealfront, and now as co-founder of SaaStorm, I’ve learned that social media can’t be treated as something you do when you have time, it requires a full-time commitment.
The engagement strategies I’m sharing below come from real experience: what drove actual demos, what built genuine relationships with decision-makers, and what consistently brings in business.
Social media engagement is every meaningful interaction your audience has with your content, such as: likes, comments, shares, saves, clicks, and DMs. But here’s what most people get wrong: not all engagement is equal.
You can get 2,000 likes on a meme. Great for vanity metrics. But if your goal is pipeline, that engagement is worthless. Real engagement happens when the right person (your ICP) reads your content and thinks, “Yes, we need this.” That might only generate 10 likes, but one of them books a call.
It’s not about follower count. A brand with 10,000 engaged followers who actually care will always outperform one with 100,000 passive scrollers.
Platforms prioritize content that sparks interaction. More engagement equals more reach, which creates more engagement. But only if you’re engaging the right audience.
The right engagement drives pipeline. When your CMO or head of growth sees your content and connects with it, that’s a qualified lead you didn’t have to cold email.
Consistent engagement builds familiarity. People buy from people they know. When you show up regularly with valuable content, you become the obvious choice when they’re ready to buy.
Your face and voice on social media is your biggest sales asset. People come to calls already knowing you, having seen your videos, heard your takes. The sales conversation starts warmer.
Comments reveal what your audience actually cares about. They tell you if you’re on the right track or need to pivot your messaging.
Track these metrics, but remember, numbers without context are meaningless.
Total engagements divided by total followers, multiplied by 100. But don’t obsess over this if the engagers aren’t your ICP.
Who’s commenting? Random people or your target customers? A post with 20 likes from marketing managers is better than 200 likes from anyone.
Track how many conversations, demos, or deals started from social media. This is the metric that actually matters for business.
How many people reply when you comment on their posts? This shows if your engagement efforts are building real relationships.
Which topics drive engagement from your ICP? Double down on those, even if they don’t go viral.
⭐ My advice: Set benchmarks based on your goals. If you’re building a personal brand for business development, focus on quality conversations over total likes. If you’re a social media manager tasked with brand awareness, the math looks different.
Social media isn’t something you do when you have time. It’s a commitment. I have a schedule. I publish every day. I have rules I follow.
The moment you start being consistent, you start seeing results. Set aside dedicated time (whether that’s 30 minutes daily or batching content weekly) and protect it like you would any other business priority.
I’m a marketing agency founder. My audience is marketing managers, CMOs, heads of growth, company owners. I can’t just post memes or random funny videos. It doesn’t make sense.
Everything I publish speaks directly to them. Some people might find my content boring. That’s fine, they’re not my audience. The right content should make your ICP read it and think, “Wow, yes, we need that.”
I went viral talking about Reddit SEO. Thousands of comments. Zero pipeline. Why? Because SEO managers and content marketers were commenting—people like me, not people who would hire me.
Funny posts get tons of engagement. But if you’re a founder trying to grow your business, that’s not your strategy. Know the difference between content for growth metrics and content for business results.
I don’t have time for generic engagement. I hate seeing “Great post!” or “I agree!” under content. If you’re going to comment, add value. Disagree and explain why. Share how you’d approach it differently. Give extra insights.
Comments get their own impressions now, make them worth reading (below is an example). And please, for the love of everything, don’t use AI automation for comments. I block and report those immediately. 😊
The biggest problem with LinkedIn? You open it and waste 20 minutes scrolling before finding something worth commenting on. Between calls, I have 10 minutes. I need curated, relevant content fast.
Focus your social engagement on topics you care about: B2B SaaS, SEO, whatever your niche is. Find those posts, leave valuable comments, build real relationships. Don’t spray generic engagement everywhere.
Videos will dominate (not AI-generated videos), but real ones. A conversation between two people. Someone walking their dog in pajamas talking about marketing.
Grammar mistakes, missing commas, messy backgrounds. That’s what will perform because algorithms are learning to detect what’s human versus what’s AI. Perfection now reads as fake. Authenticity wins.
There are people publishing genuinely dumb content on LinkedIn every day. If you actually have something smart to say, just do it. Don’t be afraid. Don’t wait for perfect.
Show your face, share your voice, be active. That consistency compounds over time into trust, relationships, and business.
When you’re managing social media across multiple platforms, you need a system that keeps you organized without overwhelming you. That’s where Planable comes in.
Planable’s social inbox dashboard
⭐ Pro tip: I don’t use AI automation tools, engagement bots, or anything that tries to fake human interaction. Keep it simple and real. Tools should help you be more efficient at genuine engagement, not replace it with spam.
To keep my content real and focus on the message, I make sure I am not doing the following five things in my videos or posts. This is my guardrail against feeling overly produced:
Reach is how many people saw your content. Engagement is how many interacted. But the real question is: who engaged? 10 likes from your ICP matters more than 100 from random people.
Daily if possible. Consistency matters more than you think. Find a cadence you can sustain (whether that’s once a day or three times a week) and stick to it.
Algorithm changes, your content shifted away from what your audience cares about, or you’re posting at the wrong times. Audit your recent content and compare it to what performed well before.
Depends on your goal. If you’re focused on brand awareness, aim for 1-5% (especially on LinkedIn). If you’re focused on pipeline, stop caring about overall engagement rate and start tracking engagement from your ICP specifically.
Are you getting demos booked? Are the right people commenting? Are you having conversations with potential customers? Those are the signals that matter, not total likes or comments.
Romana is the founder of SaaStorm, a revenue-focused B2B SaaS marketing agency. She is an LLMO and content advisor and a certified (by AirOps) content engineer. Outside of client strategy work, she mentors founders, travels widely, and shares practical insights on LinkedIn.
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