Drew S., fire protection software
What 13 months of posting like an actual industry insider looked like.
Drew is a co-founder and Chief Strategy Officer in fire protection software. Nearly 20 years in the industry. Sits on national code committees. Hosts a podcast. He had the credentials. His LinkedIn just wasn't reflecting any of it.
Rare posts, a generic agency, and 3,500 followers
Before August 2024, posts were rare. Drew had tried outsourcing to a generic social media agency and the content didn't sound like him. It also didn't speak to anyone in fire protection, which is the only audience that matters for his business.
3 decisions, held for 13 months
3 posts a week. Monday, Wednesday, Thursday. Consistent enough to stay on the feed without crowding it.
AI in fire code compliance. Recurring revenue vs install-only margins. NFPA 25 changes. Posts written for the people who actually do this work, not a general business audience.
Every post sounded like Drew. A founder with 20 years in fire protection talking the way he'd talk to a peer at a conference.
What it looked like on the feed
13 months, measured
1 post peaked at 301K impressions. Nice to have, and not the point. The point is what the consistent weeks around it added up to.
How the $80K happened
A company in Drew's industry had been reading his posts for months. No likes, no comments, nothing you could track. They reached out, started a conversation, and became a customer.
That came from showing up consistently with content worth reading. Not from a funnel, not from outreach, and not from a viral moment.
Drew still posts 3 times a week. People at industry events bring up his posts to him unprompted. That's the piece that's hardest to track and probably the piece that compounds the most over time.
Your industry has an empty feed too.
Technical niches are where authority compounds fastest, because almost nobody is posting there. The call is free and I'll tell you honestly if yours qualifies.