Personal branding in B2B: you don't need to post every day to get noticed
Personal branding in B2B doesn't have to mean posting every day, recording reels and being present on every platform. In Adrianna Wardzała's conversation with Michał Fiodorow on the Scena Jutra podcast, a more interesting question comes up: why build a personal brand at all, and how do you do it in a way you can actually sustain?
If it's meant to help you win clients, projects or valuable contacts, it's not about the number of posts. It's about the right people knowing what you do, associating you with a specific area and having a reason to get in touch.
Watch the conversation (in Polish).
Full episode of the Scena Jutra podcast (in Polish).
The silent observer and the question worth asking
One of the most interesting threads in the conversation is the "silent observer". This is someone who regularly sees your content but doesn't like, comment or send messages. From the outside, it can look as if they aren't interested at all.
Then one day they get in touch and say they've seen your content and that's exactly why they want to talk.
In B2B this matters a lot, because the decision to work together rarely happens after a single touchpoint. A potential client may watch what you do for weeks or months before deciding it's worth reaching out.
That's why Adrianna pays attention to questions like:
"How do you know about me?"
"How did you find me?"
"Why did you decide to talk to me today?"
The answers can show which activities actually build recognition and lead to business conversations. Views alone won't tell you that nearly as well.
Goal first, channel second
It's easy to fall into the trap of thinking that because others are on TikTok, Instagram or LinkedIn, we should be everywhere too. The conversation suggests a simpler approach: start with where the people you want to reach are, what they expect from you and what you're good at.
Adrianna describes TikTok as her "laboratory" for testing content. LinkedIn plays a different role for her - it's where she builds her expert presence and business relationships.
Choosing a channel also means choosing how often to publish. That doesn't have to mean producing content every day. In the conversation, Adrianna gives the example of three posts a week as a way to balance an expert presence with running a company.
What matters most, though, isn't the numbers but your own resources. Adrianna points to time and energy. If your way of communicating requires constant recording, writing or being online, and at the same time drains the energy you need to run your business, it will be hard to keep it up for long.
There are many ways to reach the same goal. It's worth choosing the one that fits your strengths, your audience and the time you have.
A profile and content that can't be created without you
Before you start publishing, check what your profile says about you. Does someone who lands on it for the first time understand:
- what you do,
- who you help,
- what you specialise in,
- why it's worth getting in touch with you?
Adrianna strongly emphasises authenticity. It's not about creating a polished "avatar" that sounds like the ideal expert from a corporate presentation. Instead of a corporate formula, she prefers to say plainly that she's Ada, she's passionate about content marketing and she helps companies in specific areas.
The same principle applies to content. As she puts it in the conversation:
"It's not about creating content that ChatGPT could make."
This isn't an argument against using AI. It's about the value of the content itself. You can find a definition of B2B marketing in many places. It's much harder to find your point of view: the mistakes you see your clients make, the beliefs you disagree with, or the solutions that didn't work out as planned.
These are the elements that make content more original and harder to replace with yet another generated text.
A well-framed thesis can also start a conversation. Readers can agree with it, challenge it or add their own example. That's when content becomes an invitation to get in touch.
Relationships and your own style
In B2B industries, relationships still matter enormously. Adrianna points out that LinkedIn can help maintain contacts that began offline. After a conference, it's easy to lose a business card or lose touch. If you invite someone to your network after meeting them, it's easier to pick up the conversation later.
At the same time, personal branding doesn't require one particular personality type. The conversation mentions Lex Fridman, an American computer scientist, AI researcher and host of a popular podcast where he talks with guests about science, technology and other fields. Michał highlights his preparation, his ability to listen and to ask the right questions. It shows that building recognition doesn't have to mean constantly being in front of the camera or being the most expressive person in the room.
You can communicate in a way that matches your strengths. You don't need to copy other creators' style to get noticed.
Start with four steps
Personal branding in B2B doesn't have to be about constantly increasing visibility. It's about making sure the right people know what you do, associate you with a specific skill and remember you when the need to work together arises. Watch the full conversation with Adrianna Wardzała on the Scena Jutra podcast (in Polish).
Want marketing that works for your business?
We design and deliver B2B marketing - from strategy, content and social media to personal branding and marketing outsourcing.