Jab, Jab, Jab, Right Hook… A Proven Strategy for Social Media Marketing

I came across a B2B company on social who are in a ‘boring’ category, and they are crushing it. (DM me and I’ll tell you who they are so you can see exactly what they are doing).

They are pre-launch, have no brand equity, and burning 100k month.

In many of their videos, they keep you engaged as they state their goal, which is to get 10,000 waitlist signups, an then update you along their journey toward acheiving that goal.

There is tension, stakes, visual hooks, storytelling… but that’s not the best part.

They have surpassed this goal in a few short months, and based on what I can tell, this is how they achieved it…

They created two types of content:

👉 Founder-led, storytelling / product / problem-related behind-the-scenes

👉 Funny / clever / entertaining POV that is unrelated to their product or category

Some of their funny posts have millions of views.

But you may be wondering: how does having millions of views on a video that are unrelated to their product or category drive sign ups / sales?

Those videos work indirectly by building more affinity, trust, and bringing attention to their founder-led content, which are more sales motion led.

Gary Vee may refer to this as the jab, jab, jab, right hook combo.

Hit them with funny, hit them with clever, hit them with entertainment… then ask for the sign up.

Say what you will, but this strategy seems to be working for them, and it could work for you as well.