The brief
A Swedish manufacturer of high-performance polymer compounds for aircraft components. Their materials are in planes flying today. The LinkedIn page showed none of that. 340 followers. No posting schedule. Branding untouched 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
We opened with a consulting engagement. Full LinkedIn audit, competitive review, 90-day roadmap. The audit confirmed what the sales director already knew. The page content was about the company. Awards. Office renovations. Anniversary posts. Nothing a buyer would care about. No content aimed at procurement engineers. Nothing for R&D directors evaluating materials.
We rebuilt the messaging around three audiences and stopped trying to speak to everyone with the same post. Procurement engineers got content on 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 in 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 of the first 60 days. It surprised us. We'd expected a certification-focused post to lead.
Sponsored Content campaigns ran in four markets. Lead Gen Forms offered a material-performance comparison. An actual reference tool an engineer could save and reuse. Not a brochure.
The result
A Fortune 500 aerospace company reached out through LinkedIn. That had never happened before. It's the result the client still talks about.
Numbers behind it. The page went from 340 to 1,900 followers. Organic posts averaged 3.2% engagement. Ads reached 14,000 aerospace professionals and produced 61 leads at $58 each. Cost per lead was higher than we'd initially projected (we'd estimated mid-$40s), but the lead quality was strong enough that the client didn't push back.
"Buyers are bringing up our LinkedIn posts in meetings. That has never happened before."