LinkedIn Executive Branding

Although PR agencies excel at traditional communication channels, they still don’t understand the complexity of LinkedIn’s algorithm, nor do they provide  the full-scale strategy beyond content. You need experts who not only understand  the algorithm,  but also know how to write for a LinkedIn audience, and understand the intricacies of what happens  after great content is posted.

Beyond that, PR agencies will charge exorbitant fees  for a mere chance to be picked up based on the connections they have, whereas LinkedIn gives you a guarantee that you’ll reach a portion of your audience with every single post, in addition to being able to connect back with audiences you’re targeting.

You may also pay a higher fee to get sponsored content or contributor content featured, but your content will be published one day…and where does it go from there ? It ends up being an expensive one-and-done that has limited reach, poor SEO impact, and subpar performance on LinkedIn because agencies don’t know how to share in a way that optimizes click-through rates.

Even if your marketing team has honed their skills in social media or PR, LinkedIn itself is unique. Expecting them to nail the writing style and content types for this audience is not only ineffective, but it also misses the key aspect of staying  on top of the algorithm changes and spending dozens of hours on administrative strategy on each executive’s profile.

This is an area where it’s key to outsource to experts who can scale with you and who stay closely aligned to the LinkedIn algorithm’s changes.

The simplest way to fund this service is to repurpose the dollars you are already spending on things like SEO, LinkedIn ads, conference sponsorships, and pay-per-click (PPC) ads.

A quick review of what is not driving significant ROI will allow you to fund this service and create a flywheel of long-term success for your brand and for your leaders.

The largest time commitment is upfront during the Executive Discovery phase, which happens during the first month of client onboarding.

We commence with a kickoff call to establish our playbook and processes, followed by executive interviews, which serve as data-gathering sessions, allowing our writing team to collect any existing personal or company content, hone in on content pillars you want to focus on, and learn more about your target audience and voice.

From there, the commitment should take no more than two hours per month. The executive or their team will review drafts of posts and have periodic meetings with the writing team to collaborate on content ideas, while also sending voice memos to our writers with net-new content ideas.

Producing content without any additional action is like hosting a webinar or having a booth at a conference and doing nothing further with the attendee lists, booth visitors, or registrants.

Back-end support is how you will build your audience, engage with your prospects, target buyers in your ICP, and beyond. It’s also what keeps your DMs and connection requests clean, lead routes any requests to meet with your teams or apply for open roles or be met with for board seats.

Further, our strategy goes beyond the administrative work, encompassing strategic sales plays and language that gets you in front of your desired audience while also allowing you to be picked up by journalists, conference planners, and other media outlets.

Edelman research finds that 73% of decision-makers trust thought leadership content over a company’s marketing materials. It also shows that C-Suite and VP+ titles who post on LinkedIn get nearly 600% more reach than any other employee and that their content makes their company’s brand nearly 90% more trustworthy.

Half of LinkedIn’s one billion+ members visit the platform at least once a week and for a minimum of five minutes, and just over 1% of the platform’s members consistently post once a week.

This means that there’s very little competition for you to get your content in front of your audience, with few people posting, and many reading.

Attention is a currency – rather than allocating a large portion of your budget to PR for the CHANCE to get your ad or your article in front of your target audience, you have an incredible opportunity to meet your buyers where they are, in an unassuming way, and capture their attention with very little competition.

The short answer is – people want to buy from people, not brands. If you look at any company LinkedIn page, you won’t see a lot of engagement. In fact, you’ll see an average of 6 likes for every 100,000 followers. Check any of the LinkedIn pages of your favorite brands and you’ll see exactly that.

Furthermore, the likes found on company page content are usually from employees, not prospective clients. Users don’t engage with corporate content because doing so doesn’t benefit them – they’re engaging with the brand’s page, not the person behind it. Posting from your personal page gives a face to an organization, and your continued thought leadership builds authority and trust in your field.

Here’s a secret – having a writing team that’s outside of your industry is actually a benefit.

Why?

If you only write technical content for the inner circle of your industry, your audience will not grow.

You need a writer who can filter your knowledge through the LinkedIn audience lens and write broadly appealing content.

Our writers have covered computer science, medical technology, venture capital, climate change, and beyond.

They’re storytellers, and they use your expertise to tell a story about both you and your company.