Social Campaign Copy For Two Audiences

Context

The flagship product of Proximify is Uniweb, a web development framework and companion web app. Being a framework and web app, developer and agency buy in is critical to the success. We decided to launch a campaign to test the efficacy of our messaging ideas on both X and Linkedin directed at different audiences.

What I did

As the owner of the campaign, I developed the main ideas. Follow the build in public trend on X where the developer community still tends to exist, and lean on thought leadership and organizational-oriented messaging on LinkedIn. I was responsible for running the LinkedIn side, and delegated the X posting to the founder as he was more knowledgable about the day to day wins and losses.

Here is an example of the typical build in public post. It’s a simple status update that was typically posted roughly every day of what the team achieved. It conveys openness about our technology and makes it inviting for developers or community members to chime in or leave feedback.

Contrarily, on LinkedIn, we talked about the implementations of the technology that we were building in public on X. These posts use solution-oriented language to speak directly to purchasing managers at larger institutions, who were our main target with this campaign.

Outcome and what I learned

Writing for the developer community and writing on X resulted in higher view and impression counts, though resulted in fewer actual conversions. Our goal was simply to have conversations with these consumer groups, so for this campaign, that was the main KPIs. On LinkedIn, the posts led to a few conversations with people in the industry.

Credits

Twitter posts: Diego Macrini, CEO and Founder, Proximify