Social Media Management for Businesses That Want to Be Seen, Trusted and Chosen
Effective social media management helps ambitious founder-led businesses become visible, trusted and memorable to the people most likely to buy from them.
The team at Think Unconventionall creates powerful, thought-provoking content that helps build the industry authority of SMEs while ensuring they become memorable for the right reasons. The world of social media marketing has changed in recent years, with up to 70% of your customers’ buying journey now taking place long before your first interaction with them. Limitless access to all the information they need means they are better educated and more influenced now than ever before.
The Problem with Social Media Marketing
Social Media Shouldn’t Feel Like a Last-Minute Panic.
For a lot of B2B businesses, social media management ends up living at the bottom of the to-do list, somewhere between “reply to Susan’s email about the state of the fridge” and “finally update the team page on the website as half the people left in 2017.”
So posting becomes… random.
A post goes out when there’s a spare five minutes. Then nothing for two weeks.
Then, suddenly three posts in one day because someone remembered the company’s LinkedIn password, and there’s a national day for something no one cares about that needs to be acknowledged.
Sound familiar?
The problem is, without a clear plan, effective social media management quickly turns into noise.
You’re posting for the sake of posting, not because the content has a job to do.
Meanwhile, your competitors are popping up everywhere, looking polished, active, and impossible to avoid — even if you know full well your business is better than theirs.
The Problem Continued...
You consider blocking them, but then realise that you aren’t 9 years old anymore, and that their CEO is simply showing up more consistently.
And in the online world, consistency often wins attention before quality even gets a look in.
The really frustrating part? Most B2B businesses know social media matters, but finding the time to plan content, write posts, stay consistent, and somehow connect it all to the sales team can feel like trying to juggle flaming torches while replying to Susan on Slack.
She’s relentless.
What then happens is that social media becomes reactive. Post something quickly. Hope for the best. Wonder why it isn’t generating leads.
Without direction, it’s hard to know what’s working, what’s wasting time, or whether any of it is helping the business grow.
Good social media management isn’t about posting every day or chasing every trend with a dancing emoji and a “Monday motivation” quote. It’s about showing up at a pace that suits you, telling a story that others relate to, and turning attention into real business results.
What Social Media Management Actually Means
A lot of people think social media management means throwing a few posts together, adding a hashtag or two, and expecting all 94 people who follow your page to care about your services.
It’s not. Far from it.
Good management isn’t about the CEO posting for the sake of looking busy. It’s about building visibility deliberately.
Every post should have a reason to exist. A message to communicate. A purpose beyond “we probably should post something today.”
Being active online and being effective online are two very different things, which is why we don’t just fill feeds with content.
We help service-based businesses stay visible to the right people, in the right way, consistently, without sounding robotic,salesy, or like every other AI-generated post currently filling people’s feeds.
The focus is always on messaging first.
What it Means Continued...
What will your audience actually connect with? What makes you and your B2B business different? What is it about you and your team that people trust? What keeps you front of mind when someone is finally ready to buy?
That matters far more than posting every single day just for appearances.
Most importantly, your content should support real business goals.
More visibility.
Better quality leads.
Stronger credibility.
More conversations.
More opportunities.
Social media should do more than just collect likes from the 5 people in your team who actually go on socials more than once a month.
It should act as a vital cog in your business growth machine.
What We Do
Content Planning
Through the power of human conversation (it’s still a thing in our world), we gather the information needed to showcase you and your business in the best possible way.
Everything is planned with purpose, from the topics you talk about to the type of audience you want to attract.
No panic posting. No “Happy Friday, everyone!” filler content. Nothing that doesn’t truly align with your values as the CEO. Just clear, consistent messaging that keeps you and your business visible.
Content Creation
This is the part most B2B businesses either don’t have time for… or assume Adrian from HR will do in the spare time he doesn’t have.
We create content with a human touch, creating an emotional connection with your buyers and giving them a genuine reason to stop scrolling and take notice.
That includes:
- Written content for CEOs
- Repurposed long-form content
- Video shorts
- Thought leadership posts
- Educational content
- Brand visibility content
And the most important part… The content still sounds like you and your business, rather than an AI-generated version that would immediately become lost among the ChatGPT tsunami that currently consumes our feeds.
This is where the opportunity for CEOs truly lies.
Distribution
Creating good content for social media is only half the job.
If nobody sees it, you may as well let Adrian keep pretending he’s doing it and say you’ve ticked the box.
We make sure content is distributed consistently across the right platforms, helping your service-based business stay visible without you having to worry about key posting times or whipping your phone out during a meeting.
We work in advance so that all content is approved and scheduled for distribution on an agreed day and time across the platforms we collectively believe are right for your brand.
The worries you’ve always faced about having to be creative on the spot because nothing has gone out for a week are over.
It couldn’t be easier.
Profile Positioning
A lot of CEO and Managing Director social media profiles look busy… but don’t actually say anything that genuinely connects with the audience. They are more of a tickbox.
We help position your profile properly so when people land on it, they immediately understand:
- What you do
- Who you help
- Why it matters
- Why they should care
Your social media profile should be treated like a high-converting landing page on a website, capturing people immediately and encouraging them to read on. We remove the corporate jargon that serves nothing but your ego and replace it with actionable content that helps your target buyer take the next step.
Audience Building
Followers are nice. Relevant followers are better.
We focus on building an audience that actually makes sense for your business, while ensuring you create a connected network of active contributors who continually push your content into the right places.
It’s not about likes for the sake of vanity. We focus on intentional audience growth that supports long-term business visibility and positions CEOs and business leaders as genuine industry authorities.
What Makes Us Different?
Most social media accounts look busy. Plenty of posts. Plenty of impressions. Very little commercial impact.
That’s not what we do.
High volume, low-quality content strategies that service the algorithm and deliver vanity metrics are not our thing. It’s not about looking good on the monthly report and then questioning the impact of a 20-post-a-week program because someone online claimed it was essential.
Everything we create is built around real business dialogue that takes into account the questions your buyers are asking right now, and how you answer them.
That often means leading with the CEO’s voice, expertise, and perspective. Not polished corporate messaging written to sound “professional,” but genuine insight that builds credibility over time.
Your buyer will always buy you long before they buy your product or service, which is why leading with your stories is essential.
Our approach is designed to attract the right people and quietly repel the wrong ones. If someone isn’t a good fit, that’s a win too.
The goal isn’t to appeal to everyone. It’s to become truly unforgettable to the people who matter most.
What it Looks Like in practice
We will typically begin your social media management journey with one platform, which, for the clients we work with, is usually LinkedIn.
Our clients are CEOs and Managing Directors with no time to spare and very little interest in spending the time they don’t have on social media.
But they know how essential it is for the growth of their business.
Our process helps them articulate the countless stories they have to tell in a way suitable for LinkedIn and the target buyers who spend time scrolling the platform.
To help us do that, we arrange a one-hour call, once a month, to really get to know them as humans (because people buy people) and the business, discussing what’s already happened, and what’s coming up in the future.
What it Looks Like Continued...
Within a couple of months, our clients start to see a very clear increase in the volume of people visiting their profile, with many of them turning into productive conversations due to their increased presence online.
For those who attend and exhibit at events, they start to become recognised for their contributions by their industry peers, resulting in a greater interest in their services and an increase in meeting requests.
For many of our clients, the relationship evolves beyond writing for LinkedIn and becomes a more comprehensive social media management solution. This allows us to play a more creative role, distributing content across multiple channels, all without any further demand on our clients’ time.
For the B2B businesses that request our services, social media management is about positioning them as the authority in their sector. It’s about elevating their business beyond the competition and being able to shout about the incredible things they do in the most creative and digestible way.
How this connects to the bigger marketing picture
We’ve already established that you want your business to become more visible online. Your team does some wonderful things, but right now, many of the key decision makers you’d love to work with don’t know you exist. Social media management is the first box to tick, helping you build the all-important awareness that feeds into a much broader and more targeted approach.
Our job is to help connect the dots between social media content and your ideal client, having enough information to make a final buying decision. This includes agreeing on a strategic approach towards email newsletters and lead magnets, multi-platform content distribution, industry events and webinars, and, of course, an organised and up-to-date website that aligns with sales and marketing material being used.
Elevating your business and becoming an authority in the industry is a marathon, not a sprint, so we can take things as fast or as slow as required.
Today, we support businesses across multiple sectors, helping CEOs turn inconsistent marketing into structured, revenue-aligned activity across several channels and touchpoints.
Social Media… That’s just the start.
Who is our social media management package for?
Our management package is built for ambitious B2B businesses that know they should be showing up online, but don’t have the time, structure or consistency to make it happen properly.
It’s ideal for SMEs and founder-led businesses that want a stronger digital presence without the ongoing expense of hiring an in-house content team. The kind of businesses with real expertise, strong client results and valuable insights, but without the time or resources to showcase what they’ve achieved.
It also works well for CEOs and business owners who want to build authority online. Social media is often the first step in the trust-building process between two businesses and, more importantly, two people. We help CEOs connect with their ideal buyers by articulating their stories in the most relatable and digestible way.
If your business has substance but your social media currently feels inconsistent, reactive or overlooked, this is designed for you.
Probably not the right fit if…
Our social media management package isn’t designed for large corporate organisations needing full-scale production teams, layered approval processes or high-volume campaign management.
It’s also not for businesses chasing quantity over quality. The focus here is thoughtful, strategic content that builds trust and visibility, as opposed to pumping out posts for the sake of it.
And if your entire marketing strategy revolves around paid ads and aggressive funnels, this probably won’t be the best fit either. This approach is built around organic authority, reputation and long-term brand presence.
What our clients say
Tim Hobbs – CEO at Bartec Municipal Technologies
“Everything I saw from Andy before working with him made me think he had the right approach to social media that would fit our team. Fun but totally competent. Quirky but completely focused.”
Richard Allen – Owner at The Skip Exchange
“Andy Barden and his team have skills that not many people have. They can sit and listen to your ramblings, turning them into meaningful, funny and entertaining stories.”
FAQs
How often will we post?
Our packages vary based on the platforms we are working with and the type of content being produced. LinkedIn content creation for CEOs would typically be 2 posts per week.
Do you write all the content?
Writing is shared between Andy (our owner) and a handful of trusted writers. All content is reviewed before being sent to our clients, and all posts are produced in line with the Unconventionall brand standards.
Do you manage LinkedIn only or other platforms?
We manage various types of content distribution across multiple channels. The nature of B2B means that we traditionally start with building a LinkedIn presence, which often evolves into a much broader and more complete approach.
How long does it take to see results?
This really does depend on the client’s definition of results. The ROI from social media marketing is typically very hard to measure because it is often used as the initial touchpoint on a target customer’s journey. This means that if someone eventually comes through the website, sends an email or makes a phone call, it’s highly likely they saw the business or the CEO on social media initially.
Will this generate leads?
Effective social media management plays a pivotal role in reaching your target buyers and building trust over time. It has been proven time and time again to generate direct inbound enquiries through the individual platforms and support the sales teams in their quest to achieve higher outbound success.