To raise brand awareness, increase social engagement and help generate leads, we were challenged to create professional, yet compelling social content. To do this, we took control of all social channel activity.
We discovered that all of Spectrum’s social activity was taking place on a personal LinkedIn channel – with content evidently being lost amongst the crowd. We needed to redefine the brand’s social strategy, starting with the set up of a new LinkedIn business account that would act as their primary channel. We initiated a campaign designed to attract new followers (and send existing followers from the personal account) to the new page.
From here, we began creating social content, sharing bi-weekly social schedules with the Spectrum team before sending posts live. To keep content fresh and interesting, it was key to use a mixture of relevant topics, including promotional product-based, industry and brand specific posts – all designed to attract Spectrum’s target market of consultant surgeons. Using a mix of branded graphics and written copy, all posts were carefully crafted to increase visibility while reinforcing Spectrum as experts in their field.
To further help us refine content we produced monthly reports detailing top performing posts and topic areas that could be improved upon. All areas were considered, from CTAs and imagery to topics and post timings – helping us to build a social strategy that delivered results.
A fresh social strategy has since helped Spectrum redefine their social presence. In the first 12 months of activity, the new LinkedIn business channel grew organically by 650 industry relevant followers, gaining over 13.5k total engagements and almost 10,000 clicks.
Today, Spectrum’s growing community of followers continue to engage with regular content, with event attendance at an all time high and posts achieving an industry leading engagement rate.