CloudCraft

𝗛𝗲𝗹𝗽𝗶𝗻𝗴 DTC Brands Scale with content that actually converts. Ready to Scale? Let’s find out.

Growth & Scale Specialist

Dapper - the Growth Agency

As the first employee I contributed significantly to the establishment and professionalisation of the agency.

Senior Growth Marketing Consultant

Growth Marketing Consultant 

At Dapper I help companies and entrepreneurs to position and grow their business online. We do not stop until we have reached the full online potential of a company!

First Employee - Growth Marketeer

Reboxd Nederland

Reboxd offers a response to this current crisis, and provides a solution for regional and local governments to deliver emergency homes quickly.

Growth Lead

Xebia Academy

Successful experiments allowed us to form a high-performing lead generation funnel. 5000+ Leads generated to date

Ecolands

The CO2 challenge is a challenge that we have to fight together. We have to support each other to change. Ecolands offers a map where virtual land and real world CO2 compensations are shown on.

dbf 

Growth Marketing Consultant

Museum of Illusions

SOPHIA MAE

Played a key role in the launch and scaling of SOPHIA MAE, leading to its current success as a profitable E-commerce store.

VMN media

NCC Group

𝗛𝗲𝗹𝗽𝗶𝗻𝗴 DTC brands 𝟭𝟬𝘅 their paid social 𝗥𝗢𝗜 with content that actually converts | E-commerce Growth Specialist | Book a Free Consult

Ready to Scale your DTC Brand? Let’s chat!

Aron van den Ende

Tycho Luijten

How B2B buyers buy has changed. 

B2B buyers research themselves and will contact you when they’re ready to buy. The job of marketing is to educate and nurture prospects with great content and capture demand as effectively as possible.  

At Dapper, we help B2B companies build marketing machines that align with modern-day B2B buyers. We help you improve your whole marketing machine, from your LinkedIn content to your creatives, advertising, and SEO.

Founder

In Dapper, I've been involved in the growth of 300+ businesses.

The Wolf of Wall Street… but then it's B2B marketing.

Steven steps into the role of Matthew McConaughey: the old-school B2B marketer. Been in the game for years. Swears by gated content and having content created by interns.

I’m playing Leonardo DiCaprio: the fresh, forward-thinking marketer. Full of optimism and a little naïve. 

What happens when old-school meets modern B2B?

(PS: I hope Hollywood doesn't find out about Steven, he's too damn good 😂)

CEO @Dapper | We help B2B brands create Marketing Engines that generate pipeline

Two old college friends meet again.

One became a barber. 
The other became a Junior B2B Demand Generation Specialist.

Do they still speak the same language?

Damnit.. I had no idea this meeting was being recorded.

But I guess this perfectly illustrates what happens when marketers don't listen to their founder…

PS: What do you guys think of changing our name from Dapper to Dipper?

Somebody liking your post doesn’t make them TOFU.
Somebody reading your blog doesn’t make them MOFU.
Somebody downloading your ebook definitely doesn’t make them BOFU.

People do not move down the funnel with every piece of content they consume. 

In other words: You can’t push people through your funnel. It simply doesn’t reflect real buying behavior.

In reality, every buyer journey starts with a trigger, followed by a need.

For instance:
• A company is hacked → they need a cybersecurity solution
• A company’s marketing is underperforming → they need a marketing agency

Before that trigger, your prospect is not in-market.

After that trigger, a need appears and your prospect becomes in-market.

At that moment, your prospect can do two things:

1. Think of the companies they already know and trust that can offer that solution
2. Search for new companies that can offer that solution: Google, ChatGPT, asking peers, etc.

So if you want marketing to work for you, forget funnels. You need to:

• Be top of mind and trusted before your prospect needs you
• Be there, where and when your prospect searches for your solution, with a compelling pitch

LinkedIn is not ready for this one. 

Lara Acosta 
Henry Hayes 
Steven van Marle 
Michael Grocholsky

When marketing leaders talk about content, they usually talk about: AI, efficiency, repurposing... 

Basically: how to produce more content, faster, with less resources. 

What they don't talk about is the bigger challenge today: how to grab the attention of your prospect.
 
Because creating content is easier than ever. Speed and volume are basically solved problems with AI.
 
On the other hand, grabbing attention is harder than ever. Everybody is a creator, and AI makes it easy for everybody to create content. So the internet is literally flooded with content. Making competing for attention increasingly hard. 

With all of that content out there, why would someone read your post or listen to your podcast?
 
The hard part isn’t producing content!
The hard part is creating something people actually want to read, watch, or listen to.
 
That’s why I’d argue that marketing leaders should stop over-focusing on efficiency.
 
I recommend the opposite: be more thoughtful and intentional with your content. 

Look at every single piece of content individually and ask yourself: is this really worth stopping the scroll for the person I’m trying to reach?
 
Because piece of content that holds attention will outperform 100 pieces that don't.

I posted the exact same video on LinkedIn and Instagram. The results:
 
Instagram: 
115,000 impressions
4,919 likes

LinkedIn: 
80,000 impressions 
1,478 likes

So a video made for LinkedIn did significantly better on Instagram. 
 
Mind you, I barely post on Instagram.  No “warmed up” algorithm or consistent strategy. I just sometimes repost videos that already did well on LinkedIn.
 
And this happened with almost every video that did super well on LinkedIn: it also did well on Instagram (or even better!).
 
My first learning: 
If your content does really well on LinkedIn, it will probably also do well on other channels. Free extra reach!
 
My second learning:  
Instagram got me millions of reach, but nobody ever said on a sales call,  “We found you on Instagram.”

On the other hand, around 80% of our inbound leads find us on LinkedIn.
 
I believe this can have 3 reasons:

1. Instagram spreads wide. Global audience, great for visibility. Not necessarily great for B2B deals in a specific region.
2. On Instagram, I mostly post the humorous clips. On LinkedIn, I balance humor with education.
3. I post a lot more consistently on LinkedIn. 
 
I’ll keep reposting LinkedIn content on Instagram and share what I learn.

In 2024 I got 30 likes on average on video posts
In 2026 I get 100s, sometimes 1000s of likes on video posts

The growth in engagement over the past 2 years has been pretty insane. 
I attribute most of that growth to consistency. 

I just re-read Atomic Habits for the 3rd time.
(If you haven’t read it yet, do it. It changed my life)

One of the main learnings in the book is: 
the only way to get better is to get the reps in. 

Such a cliché, but so true!

Your 10th post will never be as good as your 100th post. The only way to get better is to keep doing it.

So, as a motivation for you if your engagement isn't great today: my video post 2 years ago got 31 likes. 

And btw: back then, my LinkedIn posts already generated business.

Today we’re able to pay 60 salaries from the business that comes through LinkedIn.

When in doubt, keep going!

Here's how we make 2 viral LinkedIn videos every single month at Dapper:

The answer might not satisfy you, but it's all in the processes haha.

We have two types of videos:

𝗟𝗲𝗮𝗻 & 𝗠𝗲𝗮𝗻 𝗩𝗶𝗱𝗲𝗼
These are simple productions that we can make quite easily. We don't need a big crew or a hard-to-arrange location. We post one of these every single month.

𝗛𝗲𝗿𝗼 𝗩𝗶𝗱𝗲𝗼
These are the bigger productions. For these videos, we usually need a specific location and a crew. We also post one of these every single month.

For both of these concepts, we have a set day and time in our agenda that recurs every single month. This is a slot of 3 hours in which we:

• pick a concept (we always have a backlog of ideas)
• write the first draft of the script
• plan a shoot date
• and plan everything we need for the video

3 hours might feel long, but in those 3 hours we force ourselves to go from idea to a concrete plan. To reach a creative flow state, we’ve found it’s better to do everything in one long session.

Another thing I’ve noticed: location is very important for the creative process. We try to go to a dope coffee spot or restaurant for these 3-hour sessions. A different location gives you different vibes and helps us get more creative. 

The Lean & Mean video we record the same week (we already have a recurring block for that in our agendas). 

For the Hero video we often need some more planning, so we don’t have a fixed recording day. This very much depends on who we need at the shoot and when we can arrange a location.

Lastly, we use surprisingly little AI.

The AI we use is mainly to create the shoot plan (which props and angles we need based on the script) and to improve formatting of the script. But the concept and the script we always do in a live brainstorm, bouncing ideas off each other.

For anybody making content on LinkedIn: I can’t stress this enough - it’s all in the systems you have in place.

You don’t wake up one day thinking: “Today I’m going to make a creative production for LinkedIn.”

You need to plan these things and make them recurring.

If you have any questions, feel free to drop them in the comments.

The key to successful marketing is repetition:

If you post 100 times about 100 different things, it's not effective

If you post 100 times about the same concept, but from 100 different angles, it's effective!

I'm convinced that in marketing, you HAVE to say the same thing over and over again. 

Because you want to be remembered for specific things!

I've been posting on LinkedIn for 6 years now, and I post about the same things over and over again.

As an example: one of my core messages is: 'B2B Marketing doesn’t have to be boring'. 

If you look at all the content that I post, probably about 1/4 assets push that specific narrative.

Find something you want to be remembered for and say it a thousand times.

I read a brief from a potential client last week. It said:

Primary goal: generate leads
Secondary goal: build awareness/brand

Funny, I would turn it around. 
Because your prospect can’t consider you if they don’t know you exist.

Without awareness, no leads!

This brief isn’t unique. Almost every CEO I speak to says some version of:
“Sure, brand building is important. But generating leads is more important.”

I get it. Leads feel concrete. Awareness feels fluffy. 

But this obsession with short-term results often causes companies to lose in the long term.

All marketing activity should contribute to making people know you and trust you.
So that when they need you, they come to you.

After all, a known and trusted brand = the biggest lead generator.

Video content is so much more powerful than any other type of content. 

This morning, I had a sales call with someone who has seen dozens of my LinkedIn videos. He said it felt like he already knew me.

You can imagine how smooth that conversation went!
 
Video is the most effective content because it builds recognition and trust like nothing else.

Imagine for a sec you don't know Dapper or me.
 
→ Now imagine reading 10 written posts by me 
→ Now imagine watching 10 video posts by me
 
Which version builds more trust?

The level of recognition and trust is much higher if you watch 10 videos.

In a video, you actually hear and see me talk about my expertise and my product.

To be fair, video is probably also the hardest content to make. 
And organically, it's not as easy to get impressions on a video on LinkedIn.

But every single impression that you get contributes more to becoming a recognised and trusted brand than any other type of content.
  
One video view >  ten post impressions.

The key to great engagement on LinkedIn is to create content that is 10% better than that of your competition. 

Not 10x better. Just 10% better.

Find the top five LinkedIn accounts in your niche. Study what they do, and make a plan to do it just a little better than they do.

This applies to every group of people you’re trying to get the attention of and sell to, whether you're in marketing, fintech, HR or legal. In every single industry, you'll find five accounts on LinkedIn that perform the very best.

The principle is very simple, but simple doesn't mean easy. Creating great content is still hard. 

But once you’ve identified these 5 top performers you know what you're working towards, and you know where the bar is for great engagement. 

Also, obviously doing it once is not enough. Doing it consistently, week after week, is what separates the accounts that get great engagement from accounts that don't.

So start this week! Pick your five, study their content and ask yourself the question: what would 10% better look like?

taplio

The Battle

Aron van den Ende

Tycho Luijten

Followers

Posts

Engagements

Likes

Performance ScoreTycho Luijten's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Aron van den Ende

Tycho Luijten

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Tycho Luijten's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreTycho Luijten's LinkedIn Performance