The problem:
A successful fintech company with a monopoly on maritime payments had little to no brand presence on social media. As part of a brand overhaul and website update, we began a strategic effort to build the professional brand and thought leadership presence. As an award-winning fintech, this client wanted their LinkedIn and Twitter presence to reflect their commitment to democratizing global payments with innovative technology. Also important to convey: healthy culture and a great place to work with people who care.
The solution:
We focused on three audiences: local business and fintech, job seekers and candidates, and current employees. Through content marketing, hands-on daily management, and community building, after six months we had great results:
Objectives:
Post consistently on LinkedIn and Twitter (@BrightwellApp)
Increase overall social engagement rate
Grow followers
Establish a presence as subject matter experts and a source of industry updates
Organic growth - fintech brand Twitter account
July-December 2018 Organic Follower Growth:
4x increase - Twitter
57% increase - LinkedIn
Tactics - content we shared and promoted:
Variety of topical articles from quality industry publications and users
Add commentary and insights for original viewpoint
Tag engaged users and authors
Behind the scenes photos (conferences, events, office culture)
Relief campaigns for disaster relief in users’ home countries such as Indonesia
Job posts
Twitter: Built original Lists to curate quality content faster
LinkedIn Followers (Organic)
Relief campaign for natural disaster: went viral organically on Twitter
LinkedIn and Twitter:
We established consistent brand presence beginning in July 2018
We created steady organic follower growth
What happened?
LinkedIn post engagement:
Before our work: 2%
After two months: 19%
