LinkedIn Social Selling: 7 Tactics B2B Leaders Need In 2025

Social media has become a common way for professionals to connect, communicate, and build new opportunities. For B2B business leaders, LinkedIn is a platform often used for networking and professional visibility. As traditional sales tactics continue to change, many organizations are exploring new ways to reach decision-makers. One of those methods is LinkedIn social selling.

What Is LinkedIn Social Selling?

LinkedIn social selling means using LinkedIn to build relationships with potential customers before trying to sell to them. Instead of cold calling or sending mass emails, you connect with people, share helpful content, and join conversations that matter to your industry.

Think of it like making friends at a business conference rather than trying to sell something the moment you meet someone. You're building trust first.

For B2B leaders, this approach works well because LinkedIn is full of professionals looking for solutions to business problems. When you share smart ideas and helpful information, people start to see you as an expert they can trust.

Traditional B2B SalesLinkedIn Social Selling
Cold calling strangersConnecting through mutual interests
Generic sales pitchesSharing helpful industry insights
One-way communicationHaving real conversations
Limited reachAccess to wider professional networks

Why B2B Leaders Should Prioritize LinkedIn Social Selling

LinkedIn has become the go-to platform for B2B connections. With over 900 million professionals using the site, it's where business decisions get made. In fact, studies show that about 80% of B2B leads from social media come from LinkedIn.

When you use social selling on LinkedIn, you're putting yourself where your customers already spend time. This creates several advantages:

B2B buyers typically research solutions long before talking to a salesperson. By being active on LinkedIn, you become part of their research process instead of just another cold call they want to avoid.

Optimize Profiles And Company Pages For Authority

Your LinkedIn profile is often the first impression potential clients have of you. A professional, complete profile makes people more likely to connect and engage with your content.

1. Profile Image And Headline

Your profile picture should be a clear, professional headshot where your face takes up about 60% of the frame. Avoid vacation photos, group shots, or overly casual images.

Your headline (the text under your name) is valuable real estate. Instead of just listing your job title, try this format:

[Role] helping [target audience] achieve [specific outcome]

For example: "Sales Director helping manufacturing leaders reduce procurement costs through digital solutions"

This immediately tells viewers who you help and how you help them.

2. Company Page Essentials

Your company page needs these key elements:

Remember to add your products or services to the dedicated section. This helps LinkedIn's algorithm connect you with relevant searches.

3. Branding Consistency

Your personal profile and company page should feel connected. Use similar language, colors, and messaging across both. This consistency builds trust and makes your brand more memorable.

Ensure your personal "About" section mentions your company and explains your role in helping customers. This creates a bridge between your personal brand and your business.

Develop A Consistent Content Strategy To Engage Prospects

Posting regularly on LinkedIn keeps you visible to your network. But random posts won't build your reputation as effectively as a planned content strategy.

1. Posting Cadence And Formats

Most successful B2B leaders post 2-3 times per week. This frequency keeps you visible without overwhelming your audience.

Mix up your content formats to keep things interesting:

Monday through Thursday mornings typically see the highest engagement rates, but test different times to see what works for your audience.

2. Thought Leadership And Storytelling

The best LinkedIn content teaches something valuable or shares an interesting perspective. Try these approaches:

Stories work particularly well. Share a challenge you faced, how you solved it, and what you learned. This format connects with readers emotionally while demonstrating your expertise.

3. Leveraging Social Selling With LinkedIn Groups

LinkedIn Groups bring together professionals with similar interests. Joining relevant groups puts you in direct contact with potential customers.

In groups, focus on being helpful rather than promotional. Answer questions, share resources, and engage with other members' posts. This approach positions you as a valuable community member rather than someone just trying to sell something.

Look for groups where your target customers ask questions. Their concerns can inspire your content and help you understand what matters to them.

Use Advanced Tools To Pinpoint And Connect With Decision Makers

Finding the right people is crucial for B2B social selling. LinkedIn offers several tools that make this process easier and more effective.

1. Sales Navigator Insights

LinkedIn Sales Navigator is a paid tool that supercharges your ability to find and track potential clients. It lets you:

For B2B leaders, the ability to filter by seniority level helps you focus on decision-makers rather than spending time on people who can't approve purchases.

2. Advanced Search Filters

Even without Sales Navigator, LinkedIn's search function offers powerful filtering options:

You can combine these filters to create highly targeted searches. For example, you could find all marketing directors at manufacturing companies in Chicago with more than 500 employees.

Save your searches to revisit them later and connect with new people who match your criteria.

3. Targeting High-Value Accounts

For B2B selling, sometimes it's best to focus on specific companies rather than job titles. This approach, called account-based marketing, works well on LinkedIn:

  1. Identify target companies that match your ideal customer profile
  2. Find multiple stakeholders at each company (typically 5-7 decision-makers influence B2B purchases)
  3. Connect with and engage these stakeholders over time
  4. Look for buying signals like new leadership, expansion announcements, or funding news

Building relationships with multiple people at target companies increases your chances of getting introduced to the right decision-maker.

Personalize Outreach And Nurture Genuine Relationships

Once you've identified potential clients, the next step is to connect with them in a way that feels personal and valuable rather than sales-oriented.

1. Authentic Connection Requests

When sending connection requests, always include a personalized note. Generic requests often get ignored. Try these approaches:

Keep your note short (300 characters maximum) and focus on finding common ground rather than pitching your product.

2. Messaging That Resonates

After connecting, don't immediately send a sales pitch. Instead, start a conversation based on something relevant to them:

The goal is to add value first and establish a relationship. Once you've built rapport, sales conversations can happen naturally.

3. Following Up Without Being Pushy

Staying in touch without being annoying is an art. These approaches work well:

Space out your direct messages (at least 2-3 weeks apart) and always have a specific reason for reaching out. This feels respectful of their time rather than pushy.

Measure Your Success And Refine Your LinkedIn Strategy

Like any business activity, social selling works best when you track results and make improvements based on data.

1. Tracking Engagement And SSI

LinkedIn measures your social selling effectiveness with a metric called the Social Selling Index (SSI). You can find your score by searching "LinkedIn SSI" or visiting linkedin.com/sales/ssi.

Your SSI score (0-100) is based on four equally weighted components:

Aim for a score of 70+ in your industry. LinkedIn users with high SSI scores generate 45% more opportunities than those with lower scores.

Beyond SSI, track these key metrics:

2. Analyzing Lead Quality

Not all connections are equally valuable for B2B sales. Look for these signs of high-quality leads:

Focus on nurturing relationships with prospects who show these indicators rather than trying to connect with everyone.

3. Adjusting Content And Tactics

Review your LinkedIn analytics monthly to see what's working:

Use these insights to refine your approach. Do more of what works and less of what doesn't. Social selling strategies often take 3-6 months to show significant results, so be patient and consistent.

FAQs About LinkedIn Social Selling

How long does it take to see results from LinkedIn social selling?

Most B2B leaders start seeing increased engagement within 30-60 days of consistent activity, but meaningful business results typically take 3-6 months as relationships develop and trust builds.

Is LinkedIn Premium or Sales Navigator necessary for effective social selling?

While the free version of LinkedIn offers basic functionality, Premium or Sales Navigator provides advanced search filters, more detailed insights, and better tracking capabilities that significantly improve targeting and relationship building.

How can B2B leaders balance personal branding with company representation on LinkedIn?

Successful leaders share their personal expertise and perspectives while aligning with their company's core messaging, creating content that reflects both their individual knowledge and their organization's solutions.

What content performs best for B2B leaders on LinkedIn?

Industry insights, data-driven analysis, personal stories about business challenges, and practical how-to content typically generate the highest engagement, especially when addressing specific pain points your audience faces.

That RANDOM Agency helps B2B leaders develop effective social selling strategies that align with their overall marketing goals. Our team specializes in creating compelling social media narratives that resonate with professional audiences.Ready to transform your LinkedIn presence into a lead generation engine? Request A Proposal from That RANDOM Agency today.

5 Signs Your Social Analytics Are Misleading You

Social analytics can be helpful for understanding how your brand performs online. These tools measure things like likes, views, shares, and clicks. On the surface, strong numbers may seem like a win.

However, not all data tells the full story. Some metrics can look successful but have little connection to real outcomes.

This article looks at five signs that your social analytics may be painting the wrong picture. The first sign begins with engagement.

Sign One: Your Engagement Metrics Look Good But Do Not Convert

Engagement metrics are all those likes, comments, and shares your posts get. They're fun to watch grow, but sometimes they don't translate to actual business results.

This happens when your content gets people to tap the heart button but doesn't inspire them to take the next step – like signing up for your newsletter or buying your product.

To spot this pattern, compare your engagement numbers to your conversion numbers:

When there's a big gap between high engagement and low conversions, your analytics might be painting a prettier picture than reality.

Another thing to check is the quality of engagement. Not all comments are created equal:

Sign Two: You Focus On Follower Counts Over Real Influence

Real influence happens when your audience does something because of your content. They share your posts, mention your brand, or click your links.

Many brands get caught up watching their follower numbers grow while ignoring whether those followers are actually engaged. It's like counting how many people are on your email list without checking if they open your emails.

To see if your followers actually matter, look at:

Think about those Instagram accounts with millions of followers but low engagement. The numbers look impressive, but the actual influence might be minimal.

Sign Three: You Trust A Single Data Source Without Cross Checking

Different analytics platforms measure things differently. Instagram might count a view after 3 seconds, while YouTube counts after 30 seconds. Facebook might define "reach" differently than Twitter does.

When you rely on just one source, you might miss important inconsistencies that could change how you understand your performance.

Here's what to watch for:

Using multiple tools helps you verify what's really happening. You might use:

When these tools show similar trends, you can be more confident in your data. When they don't, it's time to investigate further.

Sign Four: You Ignore ROI And Financial Outcomes

Social media metrics are fun to track, but at the end of the day, most brands need to make money. If you're not connecting your social efforts to actual financial results, you're missing the big picture.

ROI (return on investment) measures what you get back compared to what you put in. For social media, that means looking at:

Many brands get caught up in "vanity metrics" – numbers that look good in reports but don't affect the bottom line. They celebrate reaching 10,000 followers without checking if those followers ever become customers.

To avoid this trap, track metrics that connect directly to business results:

Sign Five: You Confuse Brand Awareness With Actual Engagement

There's a big difference between someone seeing your content and someone caring about it. Brand awareness metrics (like reach and impressions) tell you how many eyeballs saw your posts, but not whether those eyeballs were actually paying attention.

Many social analytics dashboards put awareness metrics front and center because the numbers are usually big and impressive. But these metrics can be misleading if you don't pair them with engagement data.

To get a clearer picture:

Think about those summer recap posts everyone shares in August. They get tons of views as people scroll through their feeds, but the ones that get meaningful engagement are those that spark emotion or conversation.

Some ways to tell if your content is truly engaging:

When your analytics show high awareness but low engagement, it might be time to rethink your content strategy.

Where Social Data Meets Storytelling

Numbers alone don't tell the whole story of your social media performance. The context matters too – what you posted, why you posted it, and how it fits into your overall strategy.

At That RANDOM Agency, we believe in combining data with narrative. We look at not just what the numbers say, but what they mean for your brand's story.

For example, a post might have lower engagement than usual, but if it attracted exactly the right audience for your goals, that's actually a win. Or a video might have high views but low conversions because the story it told didn't connect to the action you wanted people to take.

Good social media analysis is about finding the balance between what the data shows and what your content says. When these two elements align, you get insights that actually help improve your strategy.

Ready to get a clearer picture of your social analytics? Request A Proposal to learn how we can help you interpret your data accurately.

FAQs About Social Analytics

How can I tell if my social media metrics are actually helping my business?

Look for connections between your social metrics and business outcomes like website traffic, leads, or sales. If your metrics are improving but your business results aren't, your analytics might be misleading you.

What social media metrics should small businesses focus on first?

Focus on conversion-related metrics like click-through rates and conversion rates rather than vanity metrics like follower counts. These show whether your social efforts are driving actual business results.

How often should I review my social analytics to spot misleading patterns?

Monthly reviews are typically sufficient to spot trends while avoiding day-to-day fluctuations that might be misleading. Compare at least three months of data to identify reliable patterns.

What Is a Good Engagement Rate in 2025?

In social media marketing, engagement rate is a common metric used to measure how often people interact with a brand's content. It's a number that helps compare performance across posts, platforms, or time periods. So what is a good engagement rate in 2025?

This article explains what an engagement rate is, how it's calculated, and what factors influence it. It also explores whether this metric still carries the same weight it once did.

What Is An Engagement Rate?

Engagement rate is a percentage that shows how much of an audience interacts with a piece of content. It's often used to evaluate how well content is performing on social media.

When someone likes your Instagram post, comments on your TikTok, or shares your tweet, that's engagement. The engagement rate takes all these interactions and compares them to your total audience size.

The basic formula looks like this:
Engagement Rate = (Total Engagements Ă· Reach or Followers) Ă— 100

For example, if your post gets 50 likes and comments combined, and you have 1,000 followers, your engagement rate would be 5%.

Different platforms count different types of engagement:

What's A Good Engagement Rate Across Platforms?

Not all social platforms are created equal when it comes to engagement. Each has its own audience behaviors and content formats that affect how people interact.

Here's what's considered good in 2025:

PlatformAverage RateGood RateRecent Trends
Instagram0.5–1.2%>1.5%↓ Declining slightly
TikTok2.5%>3%Highest overall
Facebook1.0%>1.5%Stable
LinkedIn2.8%>3%Growing

TikTok continues to lead the pack with the highest average engagement rates. The platform's focus on short, entertaining videos naturally encourages more interaction.

Instagram has seen engagement rates drop a bit as the platform gets more crowded. Getting above 1.5% puts you ahead of most accounts.

Account size matters too. Smaller accounts (under 10,000 followers) often see higher engagement rates because their audience is usually more dedicated. As follower counts grow, engagement rates typically drop—even for the biggest influencers.

How To Calculate Your Engagement Rate

Calculating your engagement rate isn't rocket science, but there are a few different ways to do it.

1. Use The Basic Formula

The simplest method is to add up all your engagements (likes, comments, shares, etc.) and divide by your follower count. Then multiply by 100 to get a percentage.

Let's say you post a photo on Instagram that gets:

If you have 5,000 followers, your engagement rate would be:
(220 Ă· 5,000) Ă— 100 = 4.4%

That's pretty good! Based on our chart above, you're doing better than average.

2. Adjust For Reach Vs Followers

There's a debate about whether to use followers or reach in the calculation:

The reach-based method is more accurate because it only counts people who had a chance to engage. Not all your followers see every post you make!

If that same post with 220 engagements reached 2,000 people (not your full 5,000 followers), the reach-based engagement rate would be:
(220 Ă· 2,000) Ă— 100 = 11%

That's a big difference! This method gives you a clearer picture of how engaging your content is to the people who actually see it.

What Factors Are Influencing Engagement Rate This Year?

Several trends are affecting engagement rates in 2025:

  1. Algorithm changes: Social platforms keep tweaking how content appears in feeds. Instagram now prioritizes original content over reshared posts, while TikTok favors videos that keep people watching longer.
  2. Content overload: There's more content than ever competing for attention. The average person scrolls through hundreds of posts daily but only engages with a small fraction.
  3. Silent viewing: Many users now consume content without interacting. They watch your video or read your post but don't leave a like or comment. This "lurking" behavior has become more common.
  4. Short attention spans: People make split-second decisions about whether to engage. If your content doesn't grab attention in the first few seconds, you'll likely lose the engagement opportunity.

"Engagement is no longer just about likes and comments. It's about creating moments that resonate enough to break through the passive scrolling habit." - Social Media Today

Different industries also see different engagement rates. Travel, food, and entertainment content typically gets more engagement than finance or B2B content. This makes sense—people are more likely to double-tap a beautiful beach photo than a post about tax preparation!

Does Engagement Rate Even Matter Anymore?

The short answer: yes, but it's complicated.

Engagement rate is still important because it shows if people care about your content. When someone takes the time to like, comment, or share, they're showing real interest—not just passively consuming.

High engagement also helps with visibility. Most social algorithms favor content that gets lots of interaction, showing it to more people. This creates a positive cycle where engagement leads to more reach, which can lead to more engagement.

But there are some good reasons not to obsess over engagement rate:

The truth is that engagement rate is just one piece of the puzzle. It's a helpful indicator, but not the only one that matters.

How Can I Boost Engagement?

Want to bump up those engagement numbers? Here are some strategies that work in 2025:

1. Optimize Post Timing

Posting when your audience is most active makes a huge difference. According to Sprout Social, these are generally the best times to post:

Every audience is different, though. Check your analytics to find your specific peak times.

2. Leverage Short-Form Video

Short videos continue to get the highest engagement across platforms. They're easy to consume and share.

TikTok-style vertical videos work well everywhere now—even LinkedIn has embraced the format. Keep videos under 60 seconds for best results.

3. Encourage Meaningful Comments

The algorithm loves comments more than likes. Ask questions that are easy to answer but still interesting:

Reply to comments to double the engagement and build community. Even a simple "Thanks for sharing!" shows you're listening.

4. Collaborate With Relevant Creators

Partnering with other creators in your niche can introduce your content to new audiences who are likely to engage.

You don't need mega-influencers—micro-influencers (under 50K followers) often have higher engagement rates and more dedicated followers.

Where To Focus Next

While engagement rate is useful, a balanced approach to social media metrics works best.

At That RANDOM Agency, we look at engagement as part of a bigger picture. We track how engagement translates to website visits, email signups, and eventually sales or other business goals.

The most successful brands in 2025 focus on creating genuine connections rather than chasing engagement for its own sake. They create content that resonates with their specific audience, even if it doesn't appeal to everyone.

Looking ahead, storytelling will continue to drive meaningful engagement. People connect with authentic stories more than polished, corporate content.

To explore a custom approach to your social media strategy, request a proposal with our team.

FAQs About Engagement Rates

What if my engagement rate is different on each social platform?

This is completely normal. Each platform has different user behaviors and algorithms. Focus on comparing your performance to benchmarks specific to each platform rather than expecting similar rates across all your channels.

How can I benchmark against competitors in low-engagement industries?

Compare yourself to direct competitors rather than global averages. In industries like finance or healthcare where engagement is typically lower, being slightly above your competition is more meaningful than hitting general benchmarks.

Is a declining engagement rate always a problem?

Not necessarily. As your account grows, engagement rates often decrease while total engagement increases. Focus on the actual number of interactions rather than just the percentage.

Should I prioritize engagement rate over follower growth?

Quality engagement from a smaller, dedicated audience typically delivers better results than low engagement from a large follower base. Focus on building meaningful connections rather than just growing numbers.

Metrics and KPIs: Understanding the Critical Differences in 2025

Not all numbers in business carry the same weight. Some numbers track what's happening in the moment, while others show whether long-term goals are being met. This distinction matters when analyzing performance. Knowing how to tell the difference between types of data helps teams focus on the right details. This article explains how metrics and KPIs are different, how each one is used, and how they work together in a business setting.

What Are Metrics And KPIs?

Metrics are measurements that track specific business activities. Think of website visits, email open rates, or social media followers. These numbers tell you what's happening in different parts of your business.

KPIs (Key Performance Indicators) are special metrics that connect directly to your business goals. They show if you're making progress toward what really matters. For example, if your goal is to increase sales, your KPI might be "conversion rate" or "revenue growth."

The main difference? A metric can exist on its own without being tied to a specific goal. A KPI always connects to a bigger objective.

In social media marketing, "total followers" is just a metric—it's a number that counts users. But "conversion rate from social media traffic" becomes a KPI when it's used to track progress toward your sales goals.

Key Differences Between Metrics And KPIs

What We're ComparingMetricsKPIs
Connection to goalsMay or may not connect to goalsAlways tied to strategic objectives
How many you trackLots of them (sometimes hundreds)Just a few key ones (usually 5-7)
What they measureActivities and processesResults and outcomes
Who uses themTeams and departmentsLeadership and stakeholders
PurposeTrack what's happeningShow if goals are being achieved

Think of it this way: metrics are like all the stats in a basketball game (passes, dribbles, shots taken). KPIs are the stats that determine if you're winning (points scored, final score).

A website might track dozens of metrics like page views, bounce rate, and time on site. But only a few become KPIs—the ones that show if the site is meeting its business goals.

When To Use Metrics and KPIs

Knowing when to use regular metrics versus KPIs depends on what questions you're trying to answer.

Use KPIs when:

Use regular metrics when:

For example, a social media manager might track engagement rate (a metric) to understand how content performs. But they'd use cost per acquisition from social campaigns (a KPI) to show how social media contributes to the company's sales goals.

The key is matching your measurement to your purpose. Metrics give you details. KPIs tell you if you're winning.

How To Define Effective KPIs And Metrics

Creating useful measurements starts with clarity about what matters to your business. Here's how to do it right:

1. Start With Clear Goals

Every good KPI starts with a clear business goal. If your goal is "increase customer satisfaction," your KPI might be "customer satisfaction score" or "customer retention rate."

Don't just pick random numbers to track. Ask: "What would show we're succeeding at our most important goals?"

2. Choose Meaningful Measures

Not all metrics deserve to be KPIs. Focus on measurements that connect directly to business results.

Good metrics vs. bad metrics:

The best metrics and KPIs help you make decisions. If a number looks good but doesn't help you decide what to do next, it might be what experts call a "vanity metric"—something that looks impressive but doesn't actually matter.

3. Set Clear Targets

A KPI without a target is just a metric. For each KPI, define:

For example, instead of just tracking "conversion rate," track "increase conversion rate from 2% to 3% by the end of Q2."

4. Keep It Simple

Too many KPIs create confusion. Most businesses can focus effectively on 5-7 KPIs for each major goal. Any more than that, and you'll spread attention too thin.

Remember: the "K" in KPI stands for "key"—these should be your most important indicators, not every possible measurement.

Common Mistakes With Metrics And KPIs

Even experienced teams sometimes get tripped up when working with metrics and KPIs. Here are the most common mistakes to avoid:

Focusing On Vanity Over Value

Vanity metrics look impressive but don't connect to actual business results. They're like having a million followers on social media who never buy anything.

Example: A marketing team celebrates reaching 10,000 Instagram followers, but sales haven't increased at all. The follower count is a vanity metric if it doesn't lead to business results.

Instead, focus on metrics and KPIs that show real impact—like how many followers became customers or how engagement translates to sales.

Setting Unrealistic Targets

When targets are too ambitious, they can actually hurt performance. Teams get discouraged, or worse, they might try shortcuts that damage the business long-term.

Base your targets on:

A goal to "double sales in one month" might sound exciting, but if it's not realistic, it can lead to poor decisions and team burnout.

Missing The Leading Indicators

There are two types of indicators worth tracking:

Many businesses focus only on lagging indicators, which is like driving while only looking in the rearview mirror. Leading indicators give you time to adjust before problems show up in your results.

For example, a drop in website traffic (leading indicator) might signal future sales problems. If you wait until sales drop (lagging indicator), you've already lost revenue.

Making KPIs Work In Today's Digital World

The digital landscape keeps changing, and your approach to metrics and KPIs needs to keep up. Here's what works in 2025:

Data integration tools now connect information from different sources, giving a more complete picture of performance. Instead of looking at website, social, and sales data separately, businesses can see how they all work together.

AI-powered analytics help spot patterns humans might miss. These tools can predict which metrics might become problems before they show up in your KPIs.

The most effective approaches combine:

The businesses seeing the most success are those that regularly review their metrics and KPIs, adjusting as goals change or new opportunities emerge.

FAQs About Metrics And KPIs

What is the difference between a KPI and a metric?

A KPI is a metric that's directly tied to a business goal, while a metric is any measurable value. All KPIs are metrics, but not all metrics are KPIs—only the ones that show progress toward strategic objectives.

How many KPIs should my business track?

Most businesses do best with 5-7 KPIs per strategic objective. Tracking too many dilutes focus and can lead to confusion about priorities.

Can a regular metric become a KPI?

Yes, a metric becomes a KPI when it becomes directly relevant to measuring progress toward a strategic business goal. This often happens as business priorities shift.

How often should I review my KPIs?

Most businesses review KPIs quarterly and update them annually. Industries that change quickly may need more frequent reviews to stay relevant.

What makes a good KPI for social media marketing?

A good social media KPI connects platform activities to business outcomes—like conversion rate, cost per acquisition, or revenue attributed to social campaigns—rather than just tracking followers or engagement.

At That RANDOM Agency, we help clients build measurement frameworks that connect day-to-day metrics with strategic KPIs. This approach ensures that all the data you track serves a purpose in driving your business forward.

Request A Proposal to learn how we can help your business develop a measurement strategy that focuses on what really matters.

Is GEO the New SEO? What It Is and How You Should Optimize for It

Search engines are changing. Instead of giving a list of websites, many now give direct answers using artificial intelligence. These new tools are called generative engines. This change is affecting how websites are found. Traditional search engine optimization (SEO) is no longer the only method. A new approach, called Generative Engine Optimization (GEO), is becoming part of the search experience. Understanding the difference between GEO and SEO is important for anyone who creates content. Both are still used, but they work in different ways.

Is GEO the new SEO?

GEO isn't replacing SEO—they're more like teammates than rivals. SEO helps your content show up in regular search results, while GEO helps it appear in AI-generated answers.

When you ask a question on ChatGPT or see a Google AI Overview, you're interacting with a generative engine. These tools don't just link to websites—they create answers by pulling information from multiple sources.

This changes the game for content creators. It's no longer just about ranking #1 on Google; it's also about having your content selected by AI to create answers.

The term "GEO SEO" describes using both methods together. While they serve different purposes, they complement each other in the modern search landscape.

What is GEO?

Generative Engine Optimization (GEO) is the process of making your content AI-friendly so it gets used in answers from tools like ChatGPT, Google's AI Overviews, and Perplexity.

Unlike SEO, which focuses on ranking websites, GEO focuses on getting your content cited or included in AI-generated responses. Success in GEO means your information appears directly in the answer, often without users needing to click through to your site.

Think of it like this: SEO is about getting your restaurant on the map, while GEO is about getting your recipes featured in a cookbook. Both increase visibility, but in different ways.

What makes GEO different:

GEO vs. SEO: key differences and similarities

GEO and SEO might sound similar, but they work differently. Here's a simple breakdown of how they compare:

FeatureTraditional SEOGenerative Engine Optimization
Main goalRank higher in search resultsGet cited in AI-generated answers
Success metricsRankings, clicks, trafficAI citations, inclusion in answers
Content focusKeywords, backlinksClear facts, structured data
User journeyUser clicks your linkUser sees your info in AI answer
Technical needsSite speed, mobile-friendlySchema markup, entity tagging

Both approaches value quality content and user relevance. You can optimize for both at the same time, which is why "GEO vs. SEO" isn't really the right way to think about it. They're complementary strategies.

SEO helps users find your website through traditional search. GEO helps your information reach users through AI interfaces. Together, they cover more of the search landscape than either could alone.

Industries like healthcare, finance, and education might benefit most from GEO since they provide factual information that AI systems often reference.

AI systems like ChatGPT don't read the web the same way humans do. They process information using large language models that recognize patterns and relationships between words and concepts.

When someone asks a question, the AI looks for content that contains clear, factual information related to that topic. It prefers content that's well-structured, up-to-date, and comes from sources that demonstrate expertise.

"Entities" play a huge role here. An entity is a specific person, place, thing, or concept that AI can recognize—like "iPhone," "New York City," or "climate change." When your content clearly identifies entities and explains their relationships, AI can better understand and use it.

Here's how the process typically works:

Geographic SEO principles also apply here. When content includes clear location information, AI can better match it to location-specific queries.

Steps to optimize content for GEO

1. Focus on entities and structured data

Entities are the building blocks of how AI understands content. These are specific people, places, organizations, or concepts that have distinct identities. For example, "Nike," "climate change," and "Taylor Swift" are all entities.

To optimize for entities:

Structured data gives AI extra context about your content. Using schema markup (code added to your website) helps AI understand what type of information you're providing.

For example, adding Article schema tells AI systems that your content is an article with an author, publish date, and headline—not a product page or recipe.

2. Create clear, factual content

AI systems love content that provides straightforward facts and clear explanations. They're designed to find and share accurate information.

When creating content for GEO:

Avoid vague statements, exaggerations, or unsubstantiated claims. AI systems are getting better at recognizing and excluding low-quality or misleading content.

For example, instead of saying "our amazing product is the best on the market," say "our product features 24-hour battery life and weighs 3.2 pounds."

3. Structure content for easy understanding

How you organize your content matters as much as what you say. AI systems can better process information that follows a logical structure.

Effective content structure includes:

This approach helps both AI and human readers. When information is well-organized, AI can more easily extract the relevant parts to include in answers.

4. Apply geographic SEO principles

Geographic SEO still matters in the AI world. When content includes clear location information, AI can better match it to location-specific queries.

For local businesses or region-specific content:

This helps AI understand the geographic context of your content, making it more likely to be included in answers to location-based questions.

5. Monitor and adjust based on results

Unlike traditional SEO, there aren't many established tools for tracking GEO performance. But you can still monitor how AI systems use your content:

When you notice patterns in what gets included or left out, you can adjust your content strategy accordingly. This might mean restructuring information, adding more specific details, or clarifying certain points.

Why GEO matters now

AI is changing how people find information online. Instead of clicking through search results, many users now get answers directly from AI systems like ChatGPT or Google's AI Overviews.

This shift is happening fast. More people are using AI tools every day, and search engines are integrating AI features into their results pages.

For content creators and businesses, this means adapting to a new reality. If your content isn't optimized for AI systems, you might miss out on visibility even if you rank well in traditional search.

The benefits of GEO include:

The future of search with GEO

The search landscape is evolving quickly. AI-generated answers are becoming more common, and traditional search results are changing to include more AI features.

In the coming years, we'll likely see:

Search engines are trying to balance the convenience of AI answers with the depth and diversity of traditional results. This creates a hybrid environment where both SEO and GEO strategies are valuable.

The relationship between SEO and geo strategies will continue to develop. They'll likely become more interconnected as search platforms evolve, with techniques from each approach influencing the other.

Combining GEO with your content strategy

Adding GEO to your existing content strategy doesn't mean starting from scratch. Many good content practices already support both SEO and GEO.

At That RANDOM Agency, we approach GEO as an extension of storytelling. Clear narratives with well-structured information help both humans and AI systems understand your content. When information is presented in a logical, factual way, it's more likely to be used in AI-generated answers.

The key is creating content that serves multiple purposes—ranking in search results, engaging human readers, and providing clear information for AI systems.

By focusing on quality, accuracy, and structure, you can create content that performs well across the entire search ecosystem, from traditional results to the newest AI interfaces.

Want to learn how your content can thrive in this changing landscape? Request a proposal to see how we can help.

FAQs about GEO and SEO

How do I know if my content is being used in AI answers?

You can test by entering questions related to your content into AI systems like ChatGPT or Google Search and seeing if your information appears in the answers. Some analytics platforms are also beginning to track traffic from AI sources.

Can small websites compete with big brands in GEO?

Yes! GEO often focuses more on the quality and structure of information than on domain authority. Small websites with clear, well-structured content can absolutely appear in AI-generated answers alongside bigger competitors.

Geographic SEO remains very important. Location information helps AI systems match content to location-specific queries, making geographic signals a valuable part of both traditional SEO and GEO strategies.

Why Private Online Communities Are the Future of Social Media Engagement (And 5 Creative Ways Brands Can Use Them)

The social media landscape is undergoing a significant transformation. Users are increasingly gravitating toward private online communities that offer more meaningful and authentic interactions. Platforms like Discord, Facebook Groups, and Instagram's Broadcast Channels are at the forefront of this shift, providing spaces where users can engage without the noise of public feeds.

This move toward private spaces is a strategic opportunity for brands to foster deeper connections and drive engagement.

The Data Behind the Movement Toward Private Online Communities

Both user behavior and platform innovation are driving the shift toward private digital spaces. Over half of users now prefer engaging in private or semi-private settings—like group chats, forums, or invite-only communities—over traditional public feeds, according to Sendible’s 2024 Social Media Trends Report. This reflects growing fatigue with algorithm-heavy content and a desire for more authentic, meaningful interactions.

Platforms are adapting quickly. Discord, once gamer-centric, now supports over 200 million monthly users across creators, educators, and brands, thanks to its customizable server model and high engagement (Helplama). Facebook, despite broader user declines, continues to see strong activity in Groups, with Meta’s Q4 2024 earnings citing steady or rising participation (Meta).

Instagram has also embraced this trend, launching Broadcast Channels, Close Friends for Feed, and enhanced DMs to promote more intimate, direct communication (Sendible).

These updates show a clear pivot away from mass visibility toward smaller, trust-based communities, giving brands new opportunities to connect in more personal, context-driven ways.

Why This Shift Matters for Brands

Private communities offer brands a unique opportunity to:

5 Nontraditional Ways Brands Can Use Online Communities

When most people think of online communities, they picture support forums or casual fan groups. However, the most innovative brands are tapping into these spaces creatively and unexpectedly beyond standard customer engagement. Here are five powerful (and nontraditional) strategies for using private communities to grow and energize your brand:

1. Run Private Product R&D Labs

Online communities provide a direct pipeline to your most loyal and invested customers, making them the perfect environment for collaborative product development. Brands increasingly create private “labs” on platforms like Discord or Facebook Groups where select customers can help brainstorm new products, vote on upcoming releases, and provide real-time feedback on early prototypes. Not only does this lead to better products that reflect actual user needs, but it also builds deep loyalty. When people feel like they’ve helped shape something, they’re far more likely to buy and advocate for it.

IN THE REAL WORLD: LEGO

LEGO has established the LEGO Ideas platform, inviting fans to submit and vote on new product concepts. LEGO reviews projects garnering over 10,000 votes for potential production. This approach fosters community engagement and streamlines product development by tapping directly into customer creativity.

2. Create Content Co-Creation Hubs

Content creation doesn’t have to be a one-way street. Innovative brands are inviting community members to be part of the storytelling process. Through private groups or Instagram’s Broadcast Channels, brands can invite users to contribute ideas, submit user-generated content, or even help script upcoming campaigns. For example, a beauty brand might post poll options for a new campaign tagline or ask members to test and review an upcoming product. This not only makes content more relatable and authentic, but it turns passive followers into active creators.

IN THE REAL WORLD: SEPHORA

Sephora's Beauty Insider Community is a space where members can share beauty tips and product reviews and participate in discussions. This user-generated content enriches the community experience and provides Sephora with authentic content for marketing and product development insights.

3. Host Micro-Events or Learning Sessions

Think of your private community as a pop-up event space or classroom. Rather than relying solely on public webinars or social media Lives, brands use their private groups to host exclusive, small-scale events. These might include live Q&As with founders, behind-the-scenes factory tours, product demos, or educational workshops tailored to the group’s interests. Because these sessions are invite-only, they create a sense of exclusivity and intimacy that drives attendance and interaction. A bonus? These events often foster a two-way dialogue, allowing you to learn as much from your community as they do from you.

IN THE REAL WORLD: GENERAL ELECTRIC

General Electric launched FirstBuild, a co-creation community that hosts micro-events and workshops to develop innovative home appliances. By engaging directly with users in these sessions, GE accelerates product development and fosters a sense of ownership among participants.

4. Offer VIP Access to Support and Loyalty Perks

Private communities are the perfect environment to recognize and reward your most engaged followers. Many brands use them to offer faster customer support, early access to product drops, or surprise loyalty perks. For example, an e-commerce brand might set up a private Facebook Group where top customers can access a concierge-like support experience, or a pizza truck might share its weekend menu early with a Discord-only community. Gamifying this experience—offering perks based on engagement or referrals—can turn community participation into a badge of honor.

IN THE REAL WORLD: CHARLIE HUSTLE

Charlie Hustle, a vintage-inspired apparel brand, offers its Bleacher Club members tiered rewards, including exclusive event invitations and early product access. This VIP program enhances customer loyalty and encourages repeat engagement. 

5. Test Paid Membership Models Without a Full App

Launching a membership model doesn’t have to start with a custom app or complicated subscription infrastructure. Instead, many brands pilot premium content, early access, or paid perks directly through private communities. Platforms like Circle, Geneva, or even gated Facebook Groups allow you to offer exclusive value, like digital downloads, private coaching, or insider sales, to members who subscribe. This approach lowers the barrier to entry, helps you validate demand, and creates a test environment before scaling the offering to a broader audience.

IN THE REAL WORLD: TRY YOUR BEST (TYB)

Try Your Best (TYB) is a Web3 platform enabling brands to build paid membership communities without developing standalone apps. Brands like Outdoor Voices and Glossier use TYB to offer members exclusive access to product feedback opportunities and rewards, fostering deeper brand-consumer relationships.

How to Choose the Right Platform

PlatformBest ForKey Features
DiscordTech-savvy audiences, gaming communitiesVoice/video chat, customizable servers, integrations
Facebook GroupsBroad audiences, community buildingEvent planning, group insights, moderation tools
Instagram ChannelsVisual content, influencer engagementBroadcast messages, polls, direct engagement
SlackProfessional communities, B2B engagementReal-time messaging, app integrations, file sharing

Final Thoughts: The Future Is Private

The evolution of social media toward private communities reflects a broader desire for meaningful, authentic connections. Brands that recognize and adapt to this shift can cultivate loyal communities, gain valuable insights, and drive sustained engagement.

Are you ready to start building a community around your brand? Reach out to the RANDOM team today. 

Instagram SEO Guide: How to Get Discovered and Rank in 2025

Instagram SEO isn't optional anymore. Here's how to do it right.

Ready to finally rank on Instagram? Spoiler alert: it’s not just about pretty pictures or dumping 30 hashtags on every post. It’s about Instagram SEO – the art and science of making your profile and posts discoverable in Instagram’s search results and Explore page. With over a third of young consumers using it to discover brands (Wordtracker), understanding Instagram SEO isn’t optional – it’s your secret weapon. This guide breaks down what Instagram SEO is, why it matters, and how to master it confidently.

What Is Instagram SEO?

Instagram SEO (Search Engine Optimization) means optimizing your content so the Instagram algorithm understands what you're about and shows your posts to users searching for content like yours. This includes optimizing your captions, hashtags, alt text, and visuals so your profile and content appear in search results.

When someone searches a keyword on Instagram, you want your content or profile to pop up. Think of Instagram as a visual search engine. Your goal? To speak its language using the right signals.

How Instagram Search Works

When you search "interior design" on Instagram, you’ll see:

Keywords matter in all these areas. Your bio, username, caption, and hashtags all help Instagram surface your content to the right users.

The Core Elements of Instagram SEO

Instagram ranks search results based on several factors. Understanding these helps you optimize more effectively.

1. Text-Based Signals

Words matter. The algorithm scans:

Instagram’s head, Adam Mosseri, says the top factor for search ranking is the keywords users type in. You’re more likely to show up if your content contains those keywords. (SEMrush) That means writing descriptive captions and using relevant keywords.

2. Engagement Signals

Instagram also considers how people engage with your content. Posts with more likes, comments, shares, and saves are ranked higher. High engagement tells Instagram that your content is valuable. A Shopify report confirms that Instagram leans on these metrics when ranking content, especially when competition is high.

3. Hashtag Relevance

Hashtags are still helpful, but strategy matters. Instagram recommends using 3–5 relevant hashtags rather than a block of 30. According to Hootsuite, keyword-rich captions often outperform posts overloaded with hashtags. Choose hashtags that are:

A 2022 test by Hootsuite showed that posts with keyword-rich captions and fewer hashtags achieved 30% more reach than those with hashtags alone.

4. Visual and Behavioral Signals

Instagram can detect what’s in your image or video. It also looks at dwell time – how long someone watches or looks at your post. Longer dwell time signals better content. On the Explore page, content that holds a viewer’s attention for more than 5 seconds is more likely to be shown (Hootsuite).

5. Alt Text

Alt text was built for accessibility, but it also helps SEO. Add alt text to describe your image clearly and include keywords naturally. Hootsuite notes that the algorithm reads this information to better categorize your post.

Mastering Keyword Placement on Instagram

Keywords are the backbone of Instagram SEO. But they have to feel natural.

Blend Broad and Niche Keywords

Use a mix in your captions:

This helps you show up in both general and specific searches.

Rotate Keywords

Don’t copy/paste the same captions and hashtags. Change up how you phrase things. Instead of always saying “social media tips for entrepreneurs,” try variations like “how new business owners can improve their social media.”

Hashtag Smarter

Use 3–5 high-quality, relevant hashtags per post:

Keep them in the caption. Hashtags in comments aren’t indexed as strongly (SEMrush).

Don’t Forget Alt Text

Always write accurate, keyword-friendly alt text for your photos. For example: "Overhead shot of a homemade vegan lasagna in a baking dish."

Optimizing Your Instagram Profile

Your profile is one of the most important pieces of real estate. Here’s how to make it SEO-friendly:

Use Keywords in Your Handle and Display Name

Your username should reflect your brand or niche. If your handle is @randomagency, your display name should say something like “Random Agency | Social Media Marketing."

According to Social Media Examiner, your display name is one of the most important fields for SEO.

Example of an Instagram profile optimized for SEO. The username is reallittlemeals.

Write a Keyword-Rich Bio

In 150 characters, explain what you do and who you help. Example: "DIY crafting guru sharing tutorials & handmade inspo."

Choose the Right Category

The profile category (e.g., Entrepreneur, Personal Blog) adds context and may help with discoverability.

Highlight Your Best Content

Use Story Highlights to showcase your value. Label them clearly: “Services,” “Tutorials,” “Tips,” etc. They don’t help SEO directly, but they keep people engaged longer.

Add a Call-to-Action

Prompt profile visitors to act. Example: "👇 Download our free social media guide" or "Watch our latest tips in Reels."

Instagram SEO Tactics That Work

If you’re wondering, “how does Instagram SEO work?” here’s what to do:

Match Search Intent

Create content that people are actually looking for. Use Instagram’s search bar to discover common queries. If "how to style a summer dress" appears, make content around that phrase.

Optimize Profile for Clarity

Audit your profile with fresh eyes. Can someone tell what you offer in 3 seconds? If not, tweak your handle, display name, and bio.

Be Consistent

Stick to a posting schedule and format. Visual and content consistency make you more recognizable and trustworthy. Hootsuite recommends regular posting to stay higher in the feed and search visibility.

Create Engaging Content Formats

Use Reels, carousels, and Stories. Carousel posts with tips get saved and shared more. Reels have high reach potential. Stories with polls and stickers increase micro-engagement. According to Hootsuite, high engagement through stickers or interactive tools boosts your visibility.

Use New Instagram Features

Instagram favors early adopters. Try new tools, effects, or sticker types to get a small algorithmic boost.

Action Steps to Improve Instagram SEO

Here’s how to get started:

1. Write Keyword-Rich Captions: Include one or two phrases people search for. Do it in your own voice. Don’t sound like a robot.

Action: Make a list of 5–10 keywords for your niche. Use them naturally in your next few posts.

2. Use 3–5 Relevant Hashtags: Ditch the generic ones. Choose hashtags that describe the actual content.

Action: Use one broad, one niche, and one branded hashtag in your next post.

3. Optimize Your Profile: Add a keyword to your display name. Add a clear value-driven phrase to your bio.

Action: Edit your profile so it clearly states who you are and what you offer and includes at least one keyword.

4. Boost Engagement: Use Story stickers, post shareable content, and ask questions in captions to increase interaction.

Action: Post a Story with a poll or question today. Watch how engagement changes.

5. Increase Dwell Time: Create content that makes people pause and interact, like carousel tips, checklists, or long captions.

Action: Design one save-worthy post this week. Check Insights for saves and shares.

6. Stay Consistent: Stick to a posting rhythm. Don’t disappear for weeks. Instagram likes active accounts.

Action: Choose a posting schedule (e.g., 3x per week) and set reminders to stay consistent.

Final Thoughts on Instagram SEO

Instagram SEO is all about showing up where your audience is searching, speaking their language, and consistently offering valuable content.

Need some help putting together your strategy? We can help. Reach out to the RANDOM team today. 

Navigating Privacy Changes: Marketing Without Third-Party Cookies in 2025

It's time to talk about the elephant in the room – the death of third-party cookies. But don't worry, we're not here to mourn. We're here to celebrate the dawn of a new era in digital marketing. Let's dive into how we can rock the privacy-first world of 2025!

2025 is the year Google Chrome finally says goodbye to third-party cookies. This means big changes in how we track, target, and measure our marketing efforts. But remember, change is just an opportunity in disguise!

Hard of Soft: What Are Cookies Anyway?

While our stomach still grumbles every time we see the word, "cookies" - in the digital marketing sense - are small pieces of data stored on a user's device by a website. They are used to track user behavior, preferences, and interactions with a site. Cookies help marketers understand how users navigate websites, which pages they visit, and how long they stay. This data can be used to personalize content, target ads, and improve user experience. There are two main types of cookies:

  1. First-party cookies: These are set by the website the user is currently visiting and are used to remember settings, preferences, and login details.
  2. Third-party cookies: These are set by external companies (like ad networks), track user behavior across different websites to deliver targeted ads, and are the type of cookies we’ll be focusing on in this blog article.

Real-World Example: Procter & Gamble

P&G has been at the forefront of adapting to a cookieless world. They've developed a proprietary data management platform called "Consumer Direct" that relies on first-party data. This system allows P&G to create detailed consumer profiles without relying on third-party cookies, enabling them to deliver personalized experiences across their brand portfolio.

First-Party Data: Your New Best Friend

First-party data is about to become your marketing MVP. This is the info you collect directly from your audience through your channels. It's like getting the inside scoop straight from your customers' mouths!

How to rock it:

Creative Idea: Gamified Data Collection

Imagine a beauty brand creating an interactive "Skin Type Quiz" on their website. Users answer questions about their skin concerns, lifestyle, and preferences. In exchange for completing the quiz, they receive a personalized skincare routine and product recommendations. This approach not only provides valuable first-party data but also offers immediate value to the customer.

Contextual Advertising: Back to the Future

Remember when ads were placed based on content, not user behavior? Well, what's old is new again! Contextual advertising is making a comeback, and it's cooler than ever.

Why it's awesome:

Real-World Example: The New York Times

The New York Times has successfully implemented contextual advertising through its "Project Feels" initiative. They use AI to analyze the emotional context of their articles and match them with relevant ads. For instance, an uplifting story might be paired with ads for vacation packages, while a tech review could feature ads for the latest gadgets.

The Privacy Sandbox: Google's New Playground

Google's not leaving us high and dry. They're introducing the Privacy Sandbox, a set of APIs to help us target ads without invading privacy. It's like having your cake and eating it too! 

What to expect:

Creative Idea: Interest-Based Cohorts

A travel agency could leverage Google's Privacy Sandbox to target ads to cohorts of users interested in adventure travel. Instead of tracking individual behaviors, they'd reach groups of like-minded travelers, respecting privacy while maintaining relevance.

Zero-Party Data: The VIP of Data Collection

Move over first-party data, there's a new sheriff in town. Zero-party data is information your customers intentionally share with you. It's like they're handing you the keys to the kingdom! 

How to get it:

Real-World Example: Sephora

Sephora's Beauty Insider program is a prime example of zero-party data collection. Members can take quizzes, create wish lists, and set beauty preferences. This information is then used to provide personalized product recommendations and tailored content, all while building a strong, consent-based relationship with customers.

AI and Machine Learning: Your New Marketing Sidekicks

With less individual data available, AI and ML are stepping up to fill in the gaps. They're like the Sherlock Holmes of the digital world, piecing together clues to understand your audience.

What they can do:

Creative Idea: AI-Powered Content Personalization

Imagine a news app that uses AI to analyze reading patterns and interests without storing personal data. It could dynamically adjust article recommendations in real-time, ensuring each user sees a personalized feed without compromising privacy.

Building Trust: The Ultimate Currency

In a privacy-first world, trust isn't just important – it's everything. Be transparent about your data practices and put your customers in control.

How to build trust:

Real-World Example: Apple

Apple has made privacy a core part of its brand identity. Their "Privacy. That's iPhone." campaign showcases features like App Tracking Transparency and Mail Privacy Protection. By putting privacy at the forefront, Apple has strengthened customer trust and differentiated itself in the market.

Creative Idea: Transparency Dashboard

Create an interactive dashboard on your website where customers can easily view what data you have about them, how it's being used, and options to modify or delete it. This level of transparency can significantly boost trust and engagement.

Wrapping It Up

As we navigate this new era of privacy-first marketing, brands that innovate and prioritize customer trust will thrive. Whether it's P&G's proprietary data platform, Sephora's clever zero-party data collection, or Apple's privacy-centric branding, there are numerous ways to adapt and excel in this changing landscape.

Remember, the key is to view these changes not as obstacles, but as opportunities to build stronger, more meaningful relationships with your audience. By focusing on transparency, value exchange, and responsible data practices, you'll not only comply with regulations but also win the loyalty and trust of your customers in 2025 and beyond.


Ready to revolutionize your marketing strategy for the privacy-first era? Let's chat and cook up some awesome, privacy-respecting campaigns together! Reach out to our team here.