A regional freight and logistics company

The company had a LinkedIn page with fewer than 1,000 followers, posts that went out when someone remembered, and no connection between what happened on LinkedIn and what happened in the sales pipeline. The leadership team had plenty to say about the industry, but they were busy running a logistics business, not writing about one.

They also had a strong internal culture built around four company values, and a sense that the outside world saw them as a logo and a truck rather than as the people who actually do the work. The brief was simple: make LinkedIn produce real conversations, and make the company feel like people you would want to work with.

A 30-minute call every Monday

Every Monday afternoon I met with the CEO and the head of sales for 30 minutes. We talked about the real zeitgeist of the business: industry trends, upcoming events, customer visits, wins and losses, what customers were saying, where the market was getting harder. Those calls are the heartbeat of a LinkedIn program. Everything worth posting came out of them.

A month of content at a time

From each round of calls I wrote or updated a month of content and managed it in Monday.com. Each post went to the team as finished LinkedIn copy plus a finished graphic. They approved or marked edits, and I scheduled everything out. No one on their side had to write anything.

Deliberate variety

The feed mixed regular posts with graphics, customer testimonials, case studies, video, motion graphics, and photos from real life at the company: trade shows, the golf outing, the day at the horse track, the minor league baseball game. Over time that variety built a tapestry that felt like real people doing great work.

Every post tied to a company value

The company has four core values. Every post reinforced at least one of them, so a year of content added up to a coherent brand rather than a pile of updates.

Year two: the CEO's profile

Once the company page was working, I started ghostwriting posts for the CEO and sending 200 targeted connection requests a week from his profile to their ideal customer profile. That is where the results accelerated.

The company page

• Following more than doubled in the first year, from under 1,000 to 2,000+.
• 234,824 impressions, 3,620 reactions, 216 comments, and 62 reposts in one year.
• Per post, the page out-performed accounts I manage with close to 20,000 followers, on both impressions and engagement.

The CEO's profile, first 90 days

• 33,596 impressions, up 215%.
• 862 engagements, up 245%.
• 9,413 members reached and 664 profile viewers.
• 16% follower growth.

Pipeline

• Inbound leads arrived from connection requests alone, before any DM was sent.
• Content produced a steady stream of new inquiries to the CEO.
• On a recent call the CEO mentioned a prospect who opened with how much they liked what he shares on LinkedIn about the company. That is the brand doing the selling before the first meeting.