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LinkedIn Optimization Strategy

GoProvidence

We took a DMO’s status-quo LinkedIn profile and provided a 90-day content strategy and paid media plan for leveraging LinkedIn for their target audience and nurture funnel strategy.

Client
GoProvidence
Industry
Meetings, Incentives, Conferences, and Exhibitions (MICE)
Services
Organic Social Media Strategy · Paid Social Media Strategy
Deliverable
Paid Media Strategy Playbook + 90-content calendar by content pillar w/ executional guidelines
The Challenge

GoProvidence wanted to drive more bookings and inquiries about their local facilities among meeting and event planners, but their LinkedIn profile wasn’t helping to drive that very much. Most of their network wasn’t their target audience for MICE bookings, and most of their content wasn’t original. There wasn’t much of a reason to follow or engage with their profile.

Their brand profile was active, but it was serving more as a hub for re-sharing information others were posting about—we advised them to make it a platform for creating and influencing.

Four GoProvidence LinkedIn posts published under the strategy.
What We Did
01Strategic Audit of LinkedIn Profile (Organic + Paid)
02Content Analysis
03Content Category Ranking (Low to High Potential for resonating with target audience)
04Recommended KPIs
05Recommended Budget Allocation, including minimum spends per Campaign Type
0690-Day Organic Content Roadmap
The Result

GoProvidence took the strategy in-house. Their social media team now runs the LinkedIn programme themselves, to the content pillars and paid framework we built, and they are happy with where it has landed. The posts above are theirs, not ours. The website project with them is still active.

01

Better resonates with the right audience

02

Better optimizes the LinkedIn algorithm

03

Allows for better tracking of important KPIs and knowing when and how to pivot, as needed

The Work
Four GoProvidence LinkedIn posts published under the strategy.
The strategy in the wild — four posts across the content pillars we defined.
GoProvidence post about Providence as a meeting destination.
Destination positioning, aimed at meeting planners rather than at everyone.
GoProvidence post about national press coverage.
Earned media, amplified — a pillar that had been going unused.
GoProvidence post recognising a hospitality team member.
The people pillar. Consistently their highest-engagement content.
GoProvidence post rounding up press coverage of the city.
Proof the city is on the national stage, told as a story rather than a link.

Want a program you own — not another campaign?