LinkedIn content for your leaders

Service

Brand & Executive Social

About the client

Title: Head of Product Marketing Tenure: 8 years

Industry: Marketing and sales softwareNo. of Employees: 600Founded: 2011Funding: $1.1 billionBrand page starting follower count: 50k

The Brand

Title: Head of Product Marketing Tenure: 8 years

Industry: Marketing and sales softwareNo. of Employees: 600Founded: 2011Funding: $1.1 billionBrand page starting follower count: 50k

The Goal

This Head of Product Marketing needed to grow the company’s LinkedIn brand page by delivering:
‍
- Consistent, quality social content
- Creating a diverse feed experience for their followers.

Success was measured in followers, impressions, and engagement on LinkedIn.

In 2023, we decided we needed to find an agency for consistent content, and we were really looking for quality. Moving to an agency was the only way we were going to quickly and successfully create high quality on a consistent cadence.

The Challenge:

The Head of Product Marketing was overseeing content and lacked the bandwidth to create content for LinkedIn.

The brand page would get a post every blue moon and it was typically a reshare or internal update related to the product or the team.

There wasn’t entertaining or educational content bringing in new engagement and followers.

The Solution:

‍

A) A social content partner who would create a specific strategy for LinkedIn that would grow it through natively consumable content.

B) An integrator who would connect the dots between larger content campaigns, the team, and social—so that social never operates in a silo.

The Results: The right metrics on the rise

In just 6 months of working with Beam, posting 2 times per week to his personal profile, Nick saw big returns on all fronts:

Impressions grew by

94%

Engagement grew by

352%

DMs

increased (anecdotally noticed an increase in the right conversations)

New Followers grew by

16%

Our Takeaways

It’s essential to dive deep into your metrics to make sure your content is landing with people who will actually become your customers—otherwise, your marketing efforts will be wasted. When you take a step back to focus on your current and future customers, you’ll naturally move from reactive to strategic.

Once you have your strategy in place, you’ll be able to bake in consistency and quality assurance. With these two aspects in place, your customers will spend more time engaging with your brand, give you their trust, and move along their journey from prospect to customer with ease.

Industry: Marketing and sales softwareNo. of Employees: 600Founded: 2011Funding: $1.1 billionBrand page starting follower count: 50k

Our Takeaways

Your brand’s LinkedIn page can be a reliable channel for building trust and creating meaningful conversations that will contribute to purchasing decisions.

When used in coordination with your other content campaigns and your team’s individual pages, you can create content that drives not just engagement, but authority and authenticity.