We started by working with our client to develop a social media strategy that would achieve these goals. We then developed a process that worked with our client’s schedule to ensure core social media content was always created one month in advance, while simultaneously allowing for relevant, responsive posting. 

It was very important to our client that while they wanted to grow their audience on LinkedIn, it had to be with relevant people rather than by relying on less relevant connections. We focused on creating content within specific content pillars that would appeal to those people and our client removed irrelevant connections. Despite this, we still saw good audience growth every month. 

Another focus was on improving engagement. Our client had previously experienced a LinkedIn post go viral. Rather than trying to get another viral post, we turned our attention to improving engagement consistently across all posts, which in turn helped improve the reach of posts on all channels. 

Finally, we supported our client to share more personal posts to help the audience get to know them better. We know that personal posts resonate well in the B2B space as they are typically less common than in B2C sectors but can be challenging to share. We supported our client to make sure the copy was not an overshare and remained relevant to their content pillars.