We aim to provide our clients with cutting-edge strategies and methods for content marketing & lead generation. And that means that we have to remain a top thought-leader in our field providing our clients with the best strategy consulting for their industry. 

We regularly test out new strategy methods on our agency before we open up the offering to our clients.

And we’ve recently been testing organic growth and lead generation on LinkedIn.

The undercover story

Starting in March 2020, we structured a new organic LinkedIn strategy to drive relevant goals for our agency.

We chose to focus on our founder’s profile because we know from experience that humans connect better with humans (and not companies).

We focused on building up a thought-leadership presence on her personal LinkedIn profile.

Before the strategy was implemented, the profile had around 600 connections and very sparse content posts throughout the month.

We decided to focus on two main goals for our content strategy—and what we wanted to achieve by the end of the trial. We wanted to;

  • Increase engagement through the number of likes and comments, and
  • Increase lead generation by incentivizing people to opt-in to a content upgrade piece.

We put together the strategy, and we implemented it the week of April 20. 

Types of content used

LinkedIn likes certain types of content, and they boost these types of content higher and feed it to more people in their algorithm. 

We found that content that is long-form text, audio, and videos had the most engagement and interaction.

LinkedIn likes original content and thought-leader type of material. They want people to hover longer over the text or listen for an extended time to an audio (or video). 

This time relevance is key to getting the LinkedIn algorithm to boost your content and feed to more people. Below are a few examples of our top LinkedIn posts:

The results

We’re still currently running our organic LinkedIn campaign, and we will re-evaluate the data at the end of May 2020. However, at the moment, we can confirm that we have seen a significant increase in the following metrics;

  • Engagement on posts saw a 300 % jump.
  • Our lead generation and content asset opt-in soared up 2,400 %.
  • And we saw a 62.5% increase in the number of followers and connections on the profile.

If leveraged correctly, LinkedIn is a powerful lead generation strategy for your B2B business. Connect with our content experts to start a conversation on how we can help you achieve your lead generation goals with organic LinkedIn. Contact us today.