The Brief
Swedish manufacturer of high-performance polymer compounds for aircraft components. Their materials are in planes flying today. The LinkedIn page didn't reflect any of that. 340 followers. No posting schedule. Branding hadn't been updated in years. Meanwhile a competitor with a narrower product range had three times the followers and was running LinkedIn ads every quarter.
"We lose deals we should win because buyers check LinkedIn and we look small."
Our Strategy
Opened with a consulting engagement. Full LinkedIn audit, competitive review, 90-day roadmap. The audit confirmed what the sales director already knew. Page content was about the company. Awards. Office renovations. Anniversary posts. Nothing a buyer would care about. No content targeting procurement engineers. Nothing for R&D directors evaluating materials.
We rebuilt messaging for three audiences and stopped trying to speak to everyone with the same post. Procurement engineers got content about certification timelines and lead times. R&D directors got material performance data, thermal resistance, stress test results. Supply chain managers got posts on manufacturing consistency and delivery.
The content rule was simple: technical credibility, plain words. No acronyms without explanation. One post broke down the difference between two polymer families used in wing components. It read like a short explainer, not a data sheet. That post became the highest-performing organic content in the first 60 days, which surprised us because we thought a certification-focused post would do better.
Sponsored Content campaigns ran in four markets. Lead Gen Forms offered a material performance comparison. An actual reference tool an engineer could save and use, not a brochure.
The Result
A Fortune 500 aerospace company reached out through LinkedIn. That had never happened before. That's the result the client talks about.
Numbers behind it: page went from 340 to 1,900 followers. Organic posts averaged 3.2% engagement. Ads reached 14,000 aerospace professionals, produced 61 leads at $58 each. The cost per lead was higher than we initially projected (we'd estimated mid-$40s) but the lead quality was strong enough that the client didn't push back on it.
"Buyers are bringing up our LinkedIn posts in meetings. That has never happened."