Describe the challenge facing the client that they brought you in to solve
As with all credit card companies, the client’s major challenge was approval numbers: not just finding the correct audience for credit card sign-ups, but actually approving people once they have been credit checked.
Although other platforms had performed well on volume, there was still a need to find more of the right audience that would subsequently be approved for credit.
The client’s knowledge of LinkedIn was very limited so they needed someone with expertise on this platform to guide them on audience, content, paid strategy and measuring results – a full strategy.
Their ultimate ask was: How can LinkedIn help us generate more approved leads for a Premium Business card?
Describe why you were a good fit for this project
My job at LinkedIn was to be an expert consultant guiding people on how to use the platform to hit their business and marketing objectives. I worked with a range of industries, such as Tech and Services, and I specialized in the finance vertical.
I was able to leverage successes from colleagues, learn from peers and senior leaders globally attaining access to all elements of the platform to enable me to deliver on my clients objectives.
As well as my knowledge, I loved working with my clients and fostering those relationships. To work together you have to listen and truly understand the pain points so you can help in the best way possible.
Describe what you did for the client and how you solved their challenge
We started off with an exploratory conversation. This covered marketing objectives including approval numbers required, the card and rewards available with it. Who their target audience was, the challenges they faced internally and externally, their other marketing efforts and also how they work with sales to fully understand that cycle. We discussed their current LinkedIn company page, how they were using this, follower numbers and their competitors. Then finally budgets, timelines and current content.
Once I had this knowledge it was then possible to pull together a full strategy on how to use the platform.
1. Context: I started with an overview on LinkedIn:
To really understand the platform and buy into it I believe it’s important to know what LinkedIn themselves are trying to achieve.
2. Strategy: Then I focused back on the various elements of the client’s strategy:
3. Execution: Once approval was given, I executed the agreed upon strategy:
What were the results of the project?
This resulted in securing further spend with an “Always On” capacity and a delighted client!