The Challenge
As sales development and partner relationship leaders, two executives at a U.S.-based data infrastructure company understood the value of using their personal social media presence to supplement the company’s marketing and sales efforts.
During the pandemic, many of their in-person conferences were shut down. With limited options for networking and making connections, LinkedIn would be their way to fill the gap. While they wanted to build an online presence, they didn’t know where to start, how to get increased engagement, and capture leads that would reach out to them or their company.
With a lot of valuable branded content available to share but no real engagement strategy in place, the two executives turned to our team to develop an ongoing strategy to help gain better mindshare with their audience and position themselves as leaders in the colocation space.
The Action
LinkedIn social media content and long-form articles on topics like digital transformation and data center benefits were developed on an ongoing basis.
This provided a strategic balance between:
- Branded content that supports business objectives
- Thought leadership content to build out the two executive’s personal expertise
A core part of the strategy our Influential Executive team implemented was our follower growth network expansion activities on LinkedIn.
We focused on:
- Creating content that spoke to the right audience
- Positioning the two executives in front of the right audience
- Connecting them with potential prospects
On average, we increased their network by 30% over the course of the program, concentrating on:
- Increasing the quality of the executives’ network connections
- Targeting relevant job titles and industries, such as executive vice presidents, CTOs, and system integrators
The Results
9
Increase in total monthly engagements
6
Increase in total monthly impressions
40
Increase in connections / followers for one executive and 20% for the other