Case Study

What this module covers

The LinkedIn strategy looks like this:

1. Contribute meaningfully to LinkedIn's content pool.
2. Acquire LinkedIn followers from posting that good content.
3. Build trust with those followers.
4. Get their email addresses.
5. Email them to get off-platform conversion.

Regardless of whether you're running a LinkedIn organic or paid strategy, your on-platform KPI is usually the same: capture email addresses.

Why? In B2B marketing, it's hard to get an immediate purchase for high-consideration products. Especially those requiring the approval of multiple stakeholders.

So, the strategy is to warm up leads, get their trust, incept them with the need for your product, then take things to a deeper conversation.

The backbone of this approach is getting your audience to engage your LinkedIn posts. This distributes your content outside of your existing audience. Then, when new LinkedIn users see your content, some will follow you—and your audience growth flywheel begins.

Accordingly, here's how this playbook is structured:

1. Create a steady flow of leads
2. Writing posts that drive views, engagement, and conversion
3. Conversion systems to take leads off-platform
4. How to design a profile that increases your follow conversion rate