A Financial Advisory Firm's Organic LinkedIn growth
The Challenge
A financial advisory firm, faced a series of challenges as it sought to establish a robust presence on LinkedIn. The company recently underwent a name change and had a small team with no dedicated communications personnel. While the firm had begun leveraging LinkedIn, there was an opportunity to bring more consistency and strategic focus to their efforts.
The Objective
The firm aimed to build a strong social media presence and grow its following on LinkedIn. The primary focus was on reaching its target audience, which included family offices and high-net-worth individuals (HNWI). With a limited budget, the firm allocated funds for a part-time communications person and a Canva Pro subscription to enhance their visual content.
The Solution
Year 1
Our Comms Ninja expert developed a comprehensive communications strategy, which included creating specific and generic content buckets and establishing a consistent tone of voice based on the firm's existing brand persona. A content calendar was implemented, scheduling posts four times a week.
On LinkedIn, we emphasised the importance of quality content and visual appeal, noting that posts with images received twice the comment rates. We tagged relevant individuals and companies, used minimal hashtags, and actively engaged with posts by liking, resharing, and inviting people to follow the page.
Despite initial slow growth, the firm's follower count increased from 680 to 3,000 by the end of the first year.
Year 2
In the second year, we updated the communications strategy to include more directly linked content and reduced posting frequency to twice a week. Detailed audience analysis and optimal posting times catered to a global audience, while metric analysis helped refine the strategy.
This approach resulted in consistent follower growth, reaching 6,000 followers, and garnered more attention from partners. Although the niche audience of LinkedIn posed challenges for the Capital division, it proved beneficial for the Consulting and Talent practices.
Year 3
By the third year, the firm’s follower count continued to grow steadily, hitting the 10,000 mark. The focus shifted from merely increasing followers to establishing the firm as thought leaders in their field.
We revisited the communications strategy and adjusted the content calendar to post two to three times a week. We incorporated paid post boosts, event promotions, and more collaborative resharing of content from partners.
LinkedIn Follower Growth Over 3 Years
The Impact
The strategic and consistent efforts over three years led to significant achievements. The firm not only expanded its LinkedIn following from 680 to 10,000 followers but also succeeded in raising awareness about its Capital division's work among relevant clients. Additionally, the Consulting and Talent practices benefited from increased engagement and visibility.
