Arudia LinkedIn Prospector

About the Client

Arudia is a training and development firm based in Washington, DC, providing services including:

• The Arudia Leadership & Management Academy
• Leadership, executive, and business development coaching
• Board retreats and facilitation
• Workshops, webinars, and public speaking

Overview

Linkedin Optimisation and Business Development

Brolly Marketing was brought in to manage the CEO’s LinkedIn presence, with the aim of raising brand awareness, expanding her network and generating new business, with a focus on attracting participants for the Arudia Leadership & Management Academy.

How We Helped

Sharing expertise through content creation

Our job is to edit and post original content on the CEO’s personal LinkedIn profile twice per week, as well as repurposing the content to post once a week on the Arudia LinkedIn corporate page.

This content includes:

• Promotions of upcoming events, speaking engagements, and courses, including the Leadership Academy
• Publicisation of Anne’s latest articles and podcasts for third-party publications, including her regular column for the American Bar Association
• Segments of blogs and articles from the Arudia website

Expanding networks and the Arudia customer base

We also aim to expand the CEO’s LinkedIn network, which we do by sending out connection requests to highly targeted audiences on an automated basis with a specially crafted message, followed up by subsequent relevant and engaging messaging, depending on the response. The project also involves inviting the CEO’s connections to follow the Arudia corporate LinkedIn page, as well as a messaging campaign directing the CEO’s connections to the website to download resources or encouraging them to sign up for webinars.

We regularly follow up with prospects on behalf of the CEO, managing the messaging process until the lead is qualified to bring to her attention. This is what differentiates us from other lead generation and business development companies – we don’t just provide you with cold contacts, but warm leads who are ready for a conversation.

Successfully generating new leads

As a result of these campaigns:

• After the first 8 months of the project, the company LinkedIn page had over 500 followers – an increase of over 150% since the project began
• We generated over 300 relevant new connections for Anne
• The connection campaign had an acceptance rate of over 27%; anything above 25% is very good
• The messaging campaign produced at least 39 downloads of resources from the website
• We saw a significant and consistent uptick in content performance, as measured by both impressions and engagement (see the graph below)

I have worked with people who claim they can use social media to improve a business’s profile and revenue. Unlike these so-called marketers, Brolly delivers. In addition to expanding my network, which is a goal but not the ultimate goal, I have acquired a number of new clients, and reconnected with former clients to generate new business. They have also taken away the hassle of content creation and have produced great visual content which I use for a range of purposes. I appreciate Sharon and Jessica’s thoughtful approach to marketing both with regard to the target market and the approach. It definitely continues to be worth the investment!

Anne Collier, Managing Director, Arudia