Learn how Kanagawa Growth Marketing Agency skyrocketed its online presence by activating its founder’s voice through his LinkedIn profile.
Results at Glance
- 7.76% increase in followers in 90 days
- 46.33% increase in audience reach in 90 days
- 339.39% increase in engagements in 90 days sts
- Posts published and engaged with in the biggest LinkedIn Groups with 133K members
- New business and partnership inquiries via DMs
- Invitations to be a guest speaker on various podcasts
About Peter Belling
Peter is the Co-founder of Kanagawa, a company that enables teams in corporate accelerators, individual start-ups, and scale-ups to achieve product-market fit, move into scaling by finding their ideal customers, and achieve double-digit growth.
Operating as a temporary tandem of experts, Kanagawa helps teams develop a growth mindset and execution power by inserting our knowledge and growth frameworks into the way of working.
With over 15 years of experience, Peter has a proven track record of success across diverse industries, including telecom, media, energy, financial services, and charity fundraising.
His expertise lies in growth marketing/hacking, devising strategies, setting goals, analyzing data, and optimizing for maximum impact.
Before Kanagawa, he worked for nearly 11 years at JediMind, a data-driven growth agency. He has also held various short-term roles at several reputable organizations, including Sales and Scouting Trainer and Growth Advisor.
He also brings strong commercial effectiveness through sales, customer service improvement, and business planning, focusing on digital strategy and sound financial foundations.
The Challenge
The growth marketing and consulting landscape is fiercely competitive. Even with an active LinkedIn presence, Kanagawa, a leading growth marketing company, recognized the need to stand out.
The company understood the power of thought leadership in building trust and attracting potential customers, partners, and investors. Thus, it decided to leverage the founder’s profile to enhance its online presence. However, time and resources were constraints.
The challenge wasn’t just about creating content; it was about transforming the founder’s expertise into engaging, insightful pieces that resonated within the saturated digital space.
LinkedIn, a platform where thought leadership thrives, presented a particular challenge in capturing attention.
This is where our expertise came into play. Through close collaboration with Peter, the founder, we refined the content strategy to ensure it resonated with his target audience and reflected what they do at Kanagawa.
His goal was to showcase his expertise and how his company, Kanagawa, can help businesses scale up through his posts, and our mission was to amplify that message through his LinkedIn profile.
Our Approach
We stepped in to improve the co-founder’s presence on Linkedin, and here’s what our content strategy looked like:
1. Kick Off Meeting
The journey began with a deep dive into Kanagawa’s ecosystem. Our starting points were understanding the target audience, identifying the Ideal Customer Profile (ICP), and discussing the company’s strengths, weaknesses, competitors, market, and USP.
We also targeted the company’s stakeholders, potential customers and investors to ensure our strategy aligned with Kanagawa’s objectives.
Peter was the best person to learn more about Kanagawa and how he wanted to position it. Hence, we asked him a series of questions that could help us frame our strategy better. Some of these questions included:
- What is the target market for Kanagawa?
- What kind of content would resonate with the target audience?
- What are Peter’s areas of expertise?
- What type of content would be the most effective?
- What are the key goals of creating LinkedIn content?
- What is the posting frequency and schedule?
- What will be the tone and voice used for content?
2. Content Strategy
We laid a clear roadmap for our project, identifying key social content pillars, topics, and the unique perspectives we wanted to share. Then, we developed a detailed strategy with specific milestones for 30, 60, and 90 days to guide our efforts and measure success.
Here’s what our content strategy looked like:
- Building brand awareness as an expert in B2B scale-up go-to-market strategies, generating leads for your services, establishing thought leadership in the field.
- Primarily text posts, potentially expanding to visuals (images/videos) and PDFs in the future.
- A mix of original content created for the platform and repurposed content from blogs to drive website traffic.
- Actively engaging with relevant profiles, companies, influencers, and groups within the B2B marketing, scale-up, and go-to-market space, particularly those focused on the Netherlands/Europe.
- Participating in relevant LinkedIn groups.
- Use relevant hashtags for each post to boost reach and connect with target audience and industry experts.
3. LinkedIn Profile Optimization
Peter’s Linkedin profile was transformed. We updated the banner, bio, About section, and experience details to highlight his role as Co-founder and boost his SEO.
We used the “Featured” section on his profile to show his best work up front so visitors can instantly see his expertise
4. Content Creation
With the strategy in place, we began creating content that resonated with Peter’s target audience, focusing on ESG, Go-to-market strategy, bridging marketing & sales (Smarketing), tips to shorten B2B sales cycles/ increase B2B conversion, and buyer enablement content.
Each piece of content was meticulously researched and presented in a way that resonated with Peter’s target audience. We also included case studies and his experiences with helping companies scale over the years, which enabled us to position Peter as an expert in his field.
This content included personal stories, challenges faced on Peter’s entrepreneurial journey, and his perspectives on industry trends. It was designed to be more personal and conversational, reflecting Peter’s unique voice and experiences.
The aim was to humanize the brand by showcasing his personality beyond professional achievements, enriching deeper connections and engagement.
5. Active Engagement
Our strategy went beyond just posting content. We actively engaged with Peter’s audience, participating in discussions and connecting with relevant individuals and topics. This included interacting with industry leaders, joining relevant discussions, and utilizing LinkedIn’s algorithm to boost visibility. The goal was not only to create an online presence on LinkedIn but also to make everyone interacting with his account feel valuable and heard.
This led to building a community and engaging in insightful conversations with stakeholders.
6. Performance Tracking
We closely monitored key performance indicators (KPIs) like post impressions, engagement rate, and follower count. Beyond vanity metrics, we focused on authentic conversations and networking with relevant people.
We created bi-weekly reports to assess our progress and refine our strategy. This data-driven approach allowed us to continuously optimize our efforts for better results.
Results
Peter Belling’s LinkedIn profile saw a substantial increase in followers, engagement rates, and interactions, indicating that our strategy was working and that his audience could connect deeply with the content.
- Follower Growth: The followers grew from 3594 to 3873, signaling increased interest in his insights and solutions.
- Enhanced Impressions: Post impressions rose from 968 to 21,786 initially, reaching 5,016 after 60 days, indicating a significant boost in visibility.
- Engagement Boost: Within the first 30 days, we achieved 151 engagements, signaling a strong connection with the audience.
- Business Inquiries and Partnerships: The enhanced visibility and credibility led to new business inquiries and partnerships, showing the direct impact of thought leadership on business growth.
- Industry Invite: The Founder began receiving invitations to speak at industry events and as a guest speaker on podcasts, further solidifying his position as a growth marketing expert.
Here’s a glimpse into the performance:
Conclusion
Leveraging Peter, the founder’s profile, we implemented a strategic content approach that not only positioned him as a thought leader in the Growth Marketing space but also significantly enhanced Kanagawa’s online visibility.
Consistent and valuable content proved its power to break through the digital clutter, connect with the target audience on a deeper level, and ultimately, drive tangible business results for Kanagawa. Increased followers, enhanced engagement, and greater visibility for Kanagawa demonstrate the effectiveness of our content strategy.
Kanagawa has also shown that with the right content strategy and approach, growth marketing companies can create a strong online presence and build a community around their brand in today’s competitive landscape.
Boost your Company’s Reach with Personal Branding with Contensify
Like Kanagawa, you can leverage your founder’s unique voice and break through the competition. Our LinkedIn expert team at Contensify can create the right content strategy and provide unique copywriting skills to elevate your online presence and position you as an industry expert.
Looking forward to getting started? Reach out to our team.
