Rebels with a cause: Thought leaders in need of LinkedIn visibility
One of the challenges of a long sales cycle is to stand out and stay top-of-mind for audiences. Despite being standouts in their field, sales leaders at a top financial SaaS company were struggling to gain the traction they needed to build a following on LinkedIn, a core piece of their sales strategy. Their social selling profiles needed to showcase their industry expertise and credibility in order to increase reach and maintain engagement through to the sale.
OUR PROCESS
Making the effort to understand the audience
Authenticity is the key to building trust with any audience. If we were going to help our client create content that was thoughtful, provocative, and authentic, we needed to get to know them well, so interviews with regional sales leaders were first on the list. We examined the core audience to understand what messages and tone would most resonate with them. Thorough research regarding their products and markets followed.
OUR WORK
Outstanding content, backed by strategy
We developed short articles, one for each of the SaaS company’s six regional sales leaders to share on their LinkedIn profiles. We supported each one with images and copy for three posts designed to drive traffic to it. These articles provided fresh insights on emerging industry challenges, such as “Surviving Labor Shortages” and “Upskilling or Reskilling Your Existing Workforce,” and how the sales directors would address them. To guide the strategy for publication and ensure these articles reached their widest possible audience, we built a nine-month editorial calendar. This was just the start, though. Building a true thought leadership presence takes a lot of time and ongoing dedication.
Outcomes
The articles and their accompanying posts earned more likes, views, and shares compared with other content the sales leaders were posting on their LinkedIn accounts. Our strategic approach set them up for future success as they continued writing, posting, and sharing.
Summary
Our team of content writers and social media experts can quickly learn and understand your business, audience, and challenges along the sales cycle to build effective content that positions your sales team as industry experts. The impact? Higher engagement on social channels, stronger trust with your prospects, and ultimately, more closed deals.
Ready to navigate even the most complex sales cycles with ease? Let’s explore how we can help you achieve your goals. Start the collaboration here.
