LinkedIn Strategy
Turn a channel from a vanity-metric feed into a consideration engine aimed at the people who actually book.
How it runs
Audit
Organic + paid audit against planner intent.
Architect
Content pillars, funnel campaigns, targeting, tracking.
Roadmap
A 30/60/90 plan tied to the buying cycle.
Convention and meetings destinations are active on LinkedIn, but the activity optimizes for availability, not intent — organic reaches hospitality peers, paid buys cheap entry-level clicks. Busy, inexpensive, and reaching almost none of the planners who actually drive RFPs.
A unified organic + paid strategy anchored to the planner. Rebuilt content pillars around planner-grade proof, a funnel-aligned paid architecture (awareness → consideration → lead gen → retargeting), targeting tightened by seniority, function, and feeder market, hardened conversion tracking, and a cadence matched to the 6–18-month buying cycle. Organic builds the audience; paid converts it.
The channel stops being a vanity-metric machine and becomes a consideration engine measured against the only number that matters — RFP volume.
Grounded in paired organic and paid audits, anchored to planner intent — with paid as a component, never the strategy itself.
Questions we get
The cheap clicks are the problem — they’re unqualified. Tightening to planners costs more per click and is worth far more per dollar.
Opens into ongoing channel management and, often, a website rebuild to convert the traffic it earns.