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LinkedIn Strategic Content Framework Case Study: In2 Project Management

by LinkedIn Marketing

In this article we share a case study about our LinkedIn Strategic Content Framework, a unique service we offer to clients who wish to improve their LinkedIn presence.

​In late 2021 Think Bespoke was engaged by In2 Project Management to help them with their LinkedIn strategy. In2 Project Management are established Business Consultants and Lean Practitioners, who help organisations and business owners improve their business performance, they offer services primarily geared to business. As a part of their growth strategy, they identified that they were missing a crucial opportunity to educate and transact with Business clients. They were missing the biggest opportunity for B2B, the biggest B2B platform for content, conversations and connections- LinkedIn

As part of our consulting engagement, Think Bespoke delivered a Strategic Content Framework. This process is delivered over 3 hours of intensive workshops with key members of a business team and concludes with a comprehensive 40+ page report. It delves into your key ideal clients, discovers your key messages, assesses the content pillars your business should be focused on and helps you build a comprehensive content plan for LinkedIn.

Having a consistent approach and a targeted content strategy for LinkedIn, over time, helps you to build brand awareness, capture potential leads for further conversations and enables you to educate your community about your expertise, client experiences and your unique service proposition.

The In2 Project Management team were in the process of rebranding and developing a new website, so the timing of the workshops worked well in terms of feeding key messages for ideal clients into these new brand assets.

In2 Project Management are Business Process Improvement Consultants who use lean methodologies to help streamline businesses for greater productivity and growth. They work with businesses of all sizes and multiple industries across Australia, providing a range of services to support organisational performance including business process improvement solutions and continuous improvement solutions.

As a result of the Strategic Content Framework engagement, and some ongoing mentoring via Think Bespoke’s lunch and learn program, In2 Project Management, (soon to be branded Go True North) took the tools Think Bespoke delivered and have become our poster child for success!

They embedded daily, weekly, and monthly habits as follows:

Daily (for about 10 minutes):

  • Inviting targeted individuals from relevant industries to connect focusing on their ideal clients
  • Responding to invitations to connect with templated responses encouraging further action such as to book a discovery call, to read a cornerstone piece of content, follow their company page or to subscribe to a newsletter
  • Checking profile views and determining whether further action is needed
  • Reviewing news feeds and liking, commenting, and sharing relevant updates

Neil Betts from In2 Project Management confirms that he can see that the quality of connections he is developing on LinkedIn has improved. He has found that other business improvement experts have begun to follow him, and he has also found himself in conversations with other respected experts in the lean consulting and business improvement space on LinkedIn. This has raised his profile and increased his credibility online. The connections he is developing are not just potential clients but also potential collaborators and referrers.

Weekly Rituals

  • Posting original and curated content to their company page and profiles that adds value to their ideal clients
  • Monitoring LinkedIn analytics for post performance so they can repeat what works well
  • Tracking inbound calls where they are attributed to LinkedIn. At this early stage these have been low volume but high quality

Monthly Rituals

  • Curating content relevant to their ideal clients via Feedly
  • Scheduling original and curated content with value adding commentary to our LinkedIn company page and profiles using the scheduling tool Buffer.
  • Monitoring referral traffic to their website as delivered by LinkedIn

When we asked In2 Project Management how they felt about LinkedIn prior to engaging with us, Neil goes on to say that he “felt it was a social sharing platform rather than a marketing tool. There was a lot of content and a lot of people sharing but I felt it was a bit like Facebook. I have changed my perspective and can see via our own results how it can deliver brand awareness and warm leads. The key was developing a content plan based on our ideal customers there are millions of them out there and now we can use the platform for our advantage. LinkedIn has become a really strong tool for our business.”

In2Project Management have taken the Think Bespoke Content planner and have adapted it to meet their own processes. They are using it to plan themselves a full year of content. They found the planner gave them a simplified structure and a process to follow when planning their content. It took out the overwhelm. The content plan also clearly involved the team leveraging their own profiles which has helped bring everyone on board.

They will also feed the key information from the Strategic content framework into their regular strategic planning process.

In2 Project Management took the tools we shared with them such as Buffer for content scheduling and Feedly for content curation and have saved themselves time using these for content creation and development. They have cleansed their news feeds so that they are as targeted as they can be towards their ideal clients and areas of expertise. This has helped make LinkedIn a more enjoyable experience.

They have overcome their fear relating to how much effort would be involved in leveraging LinkedIn for business properly and are well on their way in building an audience of ideal clients, collaborators and referrers. They are perfectly placed for their re-branding and re-launch early in 2022.

But enough about us telling you how it went, we will hand over to Neil to sum up in his own words. We promise no bribes were offered in return for such kind feedback….

“Where do I start in the articulation of how much value Karen and the Think Bespoke team had added to our journey? We could not be happier with the expertise and advice offered by Karen. The advice has been invaluable and in just a few months, by following their advice, we can see results.

We started our search for authentic, values aligned experts to help us. Along the journey we had many conversations with the typical “sales” type trying to lock us into various costly ongoing options for increasing our leads. Non felt like they understood our business or were authentic. Then we heard of Karen via our network and reached out to Think Bespoke.

Like many starting out on LinkedIn we were not sure of what we needed or even how to articulate our unique service offering into language for everyone to understand. That all changes with Karen and her team. The took us on a journey to develop a LinkedIn strategic content framework that started with our ideal clients in mind. Their journey has helped us to strengthen not only our LinkedIn presence, marketing framework but also our service offering. They have helped us to focus on aligning our business goals to build our brand, educate our potential clients and to build a solid narrative for our rebrand.

Anyone looking for a 1st class LinkedIn Strategy delivered with authenticity, then there is only one place to go.”

And with that warm and fuzzy client feedback, we will get back to helping other leaders and organisations navigate LinkedIn. The Think Bespoke Strategic Content Framework process is not for everyone, but if you are a subject matter expert in a B2B organisation and have your online assets already working for you and you want them to work harder, then reach out to Karen for a complimentary discovery conversation to see if it is right for you.

For more information about the team at In2 Project Management and how they can use lean principles to improve your business, you can follow their company page here.

Karen Hollenbach

Karen Hollenbach

As the Founding Director of Think Bespoke I help individuals and organisations unlock their potential with LinkedIn. Sign up to my E-insights for LinkedIn tips.

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