The key objectives for this project were to increase customer awareness of the client’s products and services and ultimately generate sales leads by ensuring visibility and engagement from key stakeholders on the LinkedIn platform.
The Challenge:
Working with an internationally well-known brand, present in both the consumer and business worlds, we were tasked with creating more visibility for the brand via their Social Media channels by providing a social media strategy and plan which provided timely, engaging, and consistent content to be used on their LinkedIn page.
Before engaging with Wake Media for social media support, the client’s LinkedIn page was only partially established. Limiting their ability to gather a diverse community of maritime industry professionals and for their sales team, strengthen their professional network.
Therefore, the challenge for Wake Media was to strengthen the LinkedIn page and manage the creation and posting of timely, compelling content for the page for an initial period of four months.
The key objectives for this project were to increase customer awareness of the client’s products and services and ultimately generate sales leads by ensuring visibility and engagement from key stakeholders on the LinkedIn platform.
Our Approach:
Wake Media worked with the client to define the aims for their LinkedIn page and the type of content required for the purpose of attracting followers and inciting greater engagement.
Content creation for the initial four-month period focussed on building a positive image around the brand and establishing the page as an information hub for recent press releases, case studies, whitepapers meet the experts, and brand values. Fresh content was created and posted by Wake Media consistently each week and engagement metrics were examined closely.
Key aspects for this project when creating social media content specific to LinkedIn was that the content had to speak to a global audience and in a short, snackable way. Making personable content, putting a face to the company and encouraging two-way communication was essential. This was particularly well received in ‘meet the expert’ Q&A style content. To enhance engagement, video, imagery and infographics were developed and used on all posts to make them more compelling, as requested by the client. All content created took a laddered approach to the client’s key messaging pillar for external audiences.
In addition to the social media management support provided by Wake Media, the client also received extensive quarterly analytics in an easy-to-digest report form. Measurables used for reporting purposes included engagement and engagement rate, impressions, top performing content statistics, responses, mentions and, followers.
Impact:
The management of the client’s LinkedIn page by Wake Media began in mid-February 2022. At this point, the page had 144 followers. By the end of Q1 2022, the number of followers had risen to 804 (an increase of 458%). By the end of Q2 2022, the number of followers had hit 2250. Therefore, from the start of the project in mid-February until the end of the project in end of June 2022, the following of the page increased by 1463%.
The highest achieved engagement rate on a post at the end of Q1 2022 was 11.7%. This engagement rate rose to 25.9% by end of Q2 2022.