Driving LinkedIn leads

The Challenge

Following internal changes with Shakespeare® Marine’s social media management, the world leader in marine antenna design, ADPR proposed professional profiling of Shakespeare® Marine’s International Sales Manager’s LinkedIn account in 2022, to successfully manage high engagement and growth of the personal LinkedIn profile. The client, Dave Manasseh, gave us full access to his profile, so that we could re-engage his international audience, including global partners and distributors, industry experts, and existing and potential customers, to drive interest in Shakespeare® Marine’s initiatives, products and updates. As International Sales Manager, the client wasn’t able to dedicate the time to social media himself, yet understood the importance of consistently managing his presence as an industry thought leader on LinkedIn, to not only raise awareness and connect with clients and partners, but to drive inbound leads.

The Solution

Commencing with a comprehensive LinkedIn personal page audit, ADPR delved into the client’s LinkedIn channel to provide benchmarks and help inform the strategy with a situational analysis of the industry, the platform mechanics, algorithms and analytics. We also worked with Dave to establish his personal tone of voice for a variety of different types of messages.

 

ADPR developed engaging and inspirational social media content calendars each month for Dave’s LinkedIn channel, kickstarting engagement with interesting and insightful posts, whilst sharing expert industry advice, company updates and personal endeavours. Every post included eye-catching, high-resolution images, key industry and relevant hashtags, and calls to action to influence behaviour and drive leads.

The client’s LinkedIn was given a facelift, ensuring all components of the channel were optimised with information and links directing traffic back to the website. As a part of the strategy, engagement and involvement in industry discussions, groups and trends were also key, which included connecting with experts, key stakeholders, industry players and companies.

The Results

Since managing the client’s LinkedIn profile, his following of industry experts, distributors and partners has risen by 75%, from 250 to 435 (+185 followers). Posts consistently receive high engagement including likes, comments and shares, averaging around 50 engagements per post – although the top performing posts generate thousands of impressions and reach hundreds of members.

 

Today, the client receives hundreds of unique profile views a month and appears in over 50 search appearances. In the past year alone, ADPR generated nearly 40,000 impressions and over 1,200 engagements on the posts drafted for the LinkedIn page. Since managing the client’s LinkedIn page, Shakespeare® Marine has received more than five figures of revenue from distributors and customers through direct inbound leads off the back of relationship building with key stakeholders and social media content creation.