In a recent episode of “Ready. Set. Action.,” I had the pleasure of speaking with Kalli Combs, the “Chief Un-Complicator of Social Strategies.” Our conversation reinforced a core belief at Witmer Group: in the ever-evolving world of social media and digital marketing, authenticity and a clear, intentional strategy are paramount for B2B companies looking to achieve sustainable growth.
Kalli highlighted a common mistake small business owners make: trying to be everywhere and do everything on social media. This often leads to burnout and overwhelm, a sentiment I deeply relate to from my own early entrepreneurial days. Instead, Kalli advocates for focusing on one or two platforms and going “all in” to build a consistent presence.The Power of Storytelling and Intentional Presence
One of the most impactful takeaways was the emphasis on storytelling. Kalli believes that storytelling is the foundation of strategy and community building. People connect with stories, and sharing your unique journey, even the challenges, fosters relatability. This human-centered approach is crucial, especially in an age dominated by AI. While AI has its uses, it cannot fully replicate the human-to-human connection that authentic storytelling provides.
Kalli also stressed the importance of showing up with intention rather than chasing trends. Your unique story and purpose should guide your social media presence. For B2B companies, this means clearly defining who you are, what you stand for, and who your product or service is for. As Kalli put it, “Stop posting like they’re scared to be misunderstood and post with for clear intention.” This resonates with our approach at Witmer Group, where we craft customized marketing strategies for each B2B company based on their unique challenges, goals, and sales process. We help you identify your ideal client and develop a message that truly speaks to them.Overlooked Data Points and Building a Digital Framework
A fascinating point Kalli brought up was the overlooked data point of content format. Many businesses stick to one type of content, and if it doesn’t gain traction, they give up. However, repurposing the same topic into different formats – video, blog, carousel – can significantly increase reach and engagement. It’s a smart way to stay on message longer and ensure your audience, who likely haven’t seen every post, has multiple opportunities to engage.
For minority-owned and female-led businesses, Kalli emphasized the importance of understanding their digital framework. This means having a “skeleton format” for your digital content and marketing plan, including your audience persona, where they are digitally, and content that caters to them. This knowledge empowers business owners to make informed decisions and avoid being “jipped” by agencies. This aligns with our mission at Witmer Group: connecting B2B companies with more clients who’d benefit from their services, so they can start an exciting new chapter in their business growth.Un-Complicating Your Strategy: Pick One, Go All In
Kalli’s ultimate “un-complicating” piece of advice is to audit your accounts, see what’s working, and then pick one, no more than two, platforms to build on and go all in. Before extending yourself to other platforms, establish a consistent presence on those chosen few. This foundational approach ensures that even as you pivot and grow, your core message, values, and mission remain steadfast.
At Witmer Group, we create custom strategies, content, and processes to attract high-quality leads consistently and turn them into clients more easily, growing sustainably and increasing your revenue. If your revenue and growth have been stagnant, and your company’s online presence doesn’t match its reputation, we can help. We’ll create custom strategies, content, and processes to attract high-quality leads consistently and turn them into clients more easily. Ready to grow sustainably and increase your company’s revenue while gaining back time to focus on your zone of genius?