Case Study:
Business Networking Group
Midtown Business Network
The Plan
• Create and implement a LinkedIn
campaign in 3-months
• Do 2 posts per week using branded post
templates
• Communicate the valuable networking
offer to their audience
•“Show” what it’s like to be a member of the
group
The Results
• Created 25 posts with minimal time
involved
• Increased connections from 0 to 61
• Increased engagement 40% month over
month
Background
Midtown Business Network is one of Houston’ s well-established networking groups, having been “in business” 40 years. Their members are savvy business professionals in a category exclusive environment. Each week the group hosts speakers relevant to the focus of that week. The Business Network weekly meetings and monthly social activities foster members to have warm relationships.
By definition, they are a non-profit relying on volunteers to do marketing. The plan and tactics must consider the limited time available for implementation. Still, there is a desire to have more impact on the business community as a group and to use social media to find new members. An inviting LinkedIn presence is the best strategy. The group has a LinkedIn page, but it had not been used prior to the 3-month campaign.
Products Used
- KMS Marketing Strategies messaging system
- LinkedIn company page
- Canva designs
- Phone cameras
The Tactics
1. Create MBN a strategy with 3 main messages
Create MBN a strategy with 3 main messages to emphasize what they want the business community to understand about the group. These messages revolve around promoting the product, educating and building relationships with their audience.
- Marketing to early adopters as well as investors
- Introducing a technology innovation as well as building trust
- Communicating a marketing strategy to the internal team and securing buy-in
2. 2 posts per week
One member creates and a MBN Board member approves the posts.
3. Utilize Post Templates
Use 5 post templates to save time and stay on brand and on message.
4. Member interaction
Encourage members to interact with MBN and other’s posts (like, share and repost).
5. Real-time event photos
Wrap Up
Strategy helped the posts remain primarily focused on the main messages and helped members better understand what the group uniquely had to offer.
2 posts per week goal was met easily with the help of templates, photos, and an event calendar
Highlight result statistics are a 40% increase in engagement and 61 connections for a new page within 3 months. The plan worked so well that the group and was simple enough that the group was able to start implementing it themselves after 3 months.
What’s Next
Make marketing part of the normal workflow. Take 5-10 minutes per group meeting to discuss LinkedIn plans, leads and results. Target new member prospects by identifying them in meetings and then connecting with them on LinkedIn.
Encourage group members to engage more on LinkedIn. Consider recognition and even small rewards to make it more fun for members to interact with targets and referral source, even speakers.
Create a download for website and LinkedIn to show their expertise, add value and build credibility.
Follow up with group meeting visitors by email or texts. Connect with them on LinkedIn.