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

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

  • One relief campaign went viral (over 43,000 retweets, no spend)

• Job posts

• Twitter: Built original Lists to curate quality content faster

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%