LinkedIn profile maintenance with the Digital Marketing department
Implementation period - February 2024 - October 2024
Client
The client is professionally involved in digital social media marketing as a consultant. His primary target audience is professionals, freelancers and small businesses looking to build personal branding on social media sites like TikTok and Instagram.
The Challenge
At the very beginning of working with Client X, he was not actively using his LinkedIn profile. It had been set up a long time ago, and attempts at content creation and positioning had been made before, but rather unsuccessfully. The profile had around 3,000 connections, and this should not be deceiving as it was far from opinion leader status on LinkedIn. The lack of regular posts and activity limited the profile's reach and made it difficult to build an engaged audience.
The profile required a change, as customer X had already realised the need for positioning in this channel. The goals we set were:
- Increase profile activity and regular posting of content
- Expand the network of connections to at least 6,000 within the first 12 months.
- Build opinion leader status and attract an engaged audience.
- Finding at least 1 customer within the first 12 months.
The approach
After the initial detailed analysis of the main gaps that were present and the study of what our main competitors were doing, we summarised the main steps we had to take:
Profile optimization
The profile was optimized to attract attention and be as informative as possible. We've updated the experience and competency information, and added keywords related to the professional field to increase the chances of being found in search results.
Building a strategy
We have developed a well thought out content strategy aimed at clearly defined audiences. We planned topics and post structures aimed at building authority and creating a lasting relationship with followers through an interesting and varied approach.
Content creation
We have started the process of producing attractive publications, including expert texts and visual materials in Bulgarian, which highlight the client's professional skills and knowledge. We carefully tailored the content to readers' interests and highlighted the unique benefits of the services offered to increase the level of interaction.
Lack of marketability
We integrated calls to action that guide readers to specific actions and offer solutions that can address the needs of potential customers in order to enhance the sales impact.
Permanence
Regularity of posting is key to building trust and creating a solid relationship with your audience. Consistently sharing content that is relevant and useful helps to retain follower interest and maintain a consistent online presence.
Content in focus
We aimed to diversify the content by combining different formats:
Surveys
Through this format, we gained insights into followers' preferences and needs, which helped us target content in a direction that resonated with their interests.
Images
We've included images that grab attention and make the content more accessible. A lot of emphasis was placed on Client X's vision
Videos
We created short, dynamic videos that engage attention and convey key ideas in an accessible and interesting way. We leveraged LinkedIn's video feed penetration to reach more people organically.
This mix was designed to keep the content engaging and varied, ensuring sustained interest and interaction from our audience.
Results
It took less than six months to exceed the previously set targets.
Objectives
Lead time
Result
Expand the network of connections to at least 6,000 within the first 12 months.
10 months
As of 1.11.2024 Customer X's profile has 6200 followers on LinkedIn
Finding at least 1 customer within the first 12 months.
9 months
As of 1.11.2024 Client X has received inquiries from 6 different people for work, and has begun working with 1 of them professionally
In addition to all the results achieved, Client X's profile enjoys the following results:
Metrics
Result
Impressions
336 586
People Reached
55 256
Engagement
5 117
Profile views for the last 90 days
640
Search results for the last 90 days
105
*Data are current as of 1.11.2024
Feedback from the customer
"I've had the pleasure of working with Emo as a client and I have to say his dedication and expertise in LinkedIn marketing is truly exceptional. Not only did Emo understand the ins and outs of LinkedIn, but he also demonstrated an exceptional ability to tailor strategies that perfectly aligned with my business goals."
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