378% increase in clicks and brand visibility growth on LinkedIn
Goal
Grow Planet Protector’s presence on LinkedIn.
Process
Create a content calendar and post consistently.
Result
Continuous growth in impressions and clicks!
Planet Protector is an industry-leading sustainable packaging company based in Australia. I began working with them in September 2023, two months after they stopped collaborating with the previous marketing agency. They were looking for a values-aligned marketing professional to grow their LinkedIn presence - both the company’s and Joanne’s (the founder and CEO).
Project Goals
Grow visibility
Our objective was to grow brand awareness and reach more people.
They stopped working with the agency in July, and since then, no marketing professionals had been looking after their social profiles.
Aware of the harmful impacts this could have on the business, I wanted to turn this around and get them back on track.
Create a diverse calendar
I avoided the classic B2B trap of posting ONLY events and company updates by creating a colourful content framework.
By operating the calendar in this way, I aimed to provide users with a holistic view of Planet Protector - a challenger brand taking on the polystyrene industry while looking after people and the planet.
Finding someone purpose-driven was a top priority for Joanne. After a long call discussing circularity, climate, and (of course) my experience in sustainability, we decided we were a great fit.
Process
First, research
To fully grasp WHO Planet Protector speaks to and how we should communicate with them, I dug into audience research. I created a persona document that included the aspirations, pains, objections, influences, and key communication points of their two main audiences.
I also combed through their LinkedIn analytics to pinpoint what messaging worked and what needed to be changed.
Then, a content calendar
To ensure we presented Planet Protector authentically, I determined 6 types of posts that were crucial to our success:
- •Key messages - shares why they do what they do and inspires followers to join them on their mission.
- •Information - provides industry knowledge and builds credibility.
- •Product - focuses on the product line and gets inquiries.
- •Case studies and testimonials - shares results and builds authority.
- •Team - humanises the brand and boosts engagement.
- •Article share - promotes the CEO’s LinkedIn articles and builds her online presence.
With the goal being to increase Planet Protector’s visibility, I prioritised posts that would reach a wider audience and get engagement.
But, with that in mind, I was careful not to fall prey to vanity metrics. I had my eyes set on what was important for the brand’s success.
Finally, all organised on Asana
To synchronise the team’s efforts, I manage our content calendar on Asana. Each week, I write the content, assign it to my point of contact for approval, and then to the graphic designer for the visuals.
In this way, everything is drafted, crafted, and scheduled in time.
Results
Increased impressions
Impressions: How many people have seen your content
When the agency stopped managing the profile in July, impressions decreased. I tackled this head-on with consistent posting and engagement.
As you can see in the screenshot below, impressions have been growing consistently since I took over in September.
- •7% increase in September.
- •27% increase in October.
- •35% increase in November
378% increase in clicks
Clicks: Shows the number of clicks on the content, company name, or logo. If a profile clicks multiple times it will count as one click.
A big part of growing Planet Protector’s visibility is driving traffic to its website. On social platforms, you’re constantly competing for users’ attention. But once they land on your website - you’ve got them to themselves.
With this in mind, I crafted posts with the specific intention of leading users to the website.
Similarly to the impressions, clicks began decreasing once the marketing agency left the brand. But from September onwards, you can see the gradual - and then sharp - increase.
Monthly data reporting
Every week, I look at the data. Every month, I send the team a report. I’m always on the lookout for what's working and what’s not. By keeping a close eye on the analytics, I make sure their content is driven by data.
Get a taste:
"She has elevated our corporate communications to a consistently high level"
