Challenge:
To increase conversion opportunities to demonstrate spokesperson knowledge and position the brand in LinkedIn.
¿How did we do it?
We developed an expert spokesperson strategy according to the next steps:
Diagnosis: Optimization of the company profiles to improve their personal brand.
Buyer Persona definition: knowing the Buyer Persona, who are the decision makers and what are their main needs.
Content Marketing: Creation and publication of the content plan that answers to the needs of the Buyer Persona.
Wishlist: Construction and nurturing of the potential clients wishlists according to country and industry.
InMail messages: Connect, interact and send messages to the wishlist profiles through Sales Navigator to make them aware of the brand and generate the lead acquisition opportunities. The messages were optimized according to the people’s opening and response rate.
Wishlist Flow: Design of the message flow to know the stage and status of leads to optimize messages.
Monthly reports: Each month we perform the respective report to know the improvement opportunities.
Results:
Comparison between december 2021 vs. september 2022:
Month | Spokesperson | Profile views | Search appearances | Reach | Interactions | EG Rate |
December | Christian Torres | 400 | 217 | 826 | 42 | 0,92% |
Emmanuel Lepoutre | 87 | 41 | 327 | 4 | 0,7% | |
Paris Valladares | 77 | 40 | 501 | 12 | 1,10% | |
September | Christian Torres | 865 | 250 | 9.270 | 179 | 5% |
Emmanuel Lepoutre | 174 | 93 | 5328 | 54 | 2,2% | |
Paris Valladares | 154 | 105 | 5.471 | 79 | 2.4% |
Conclusions and good practices
Through the expert spokesperson tactic there was a 50% growth in the profile vistis, search appearances, reach and interactions due to the consistency in creation and publication of value content for the buyer persona.
We evidenced that the formats that work the most in LinkedIn are videos and photo carousels, because the more you show the spokesperson, the more he demonstrates his knowledge and greater empathy he generates in the public. The next formats that generate the best performance are surveys, infographies and PDF. (Documents that can be downloaded)
Before beginning the phase of sending InMail messages it is key to optimize the profile and generate value content for one month to begin to demonstrate the spokesperson’s expertise and avoid being opportunistic.
Since Sales Navigator only allows us to send 50 InMail messages, it is recommended to interact first with our Buyer Persona, either through a comment or a note before connecting, to increase the chances of acceptance.
