Campaign
Blueprints
from LinkedIn SEOs to social strategy
Client Analysis
This media strategy proposal was for Farfetch Platform Solutions - a white-label service, offering end-to-end commerce solutions for luxury brands and retailers to increase customer loyalty, engagement and achieve brand expansion - to generate luxury leads within the B2B sector utilising LinkedIn.
One of the main aspects of the strategy was to achieve the perfect balance between a personalised, yet easily tailorable B2B campaign for future use. Identifying that multiple luxury fashion labels don’t offer a mobile application for their customers meant a significant untapped market for the client to target, but Acne Studios and Puig fashion and perfume house were picked to showcase how to personalise the strategy.
When building this B2B marketing campaign, it was essential to follow the key decision-makers’ thought processes to identify key stages in their LinkedIn activity where the client’s content can fit in seamlessly and get their attention.
Strategy Overview
Within the proposal, the client received a 30-day LinkedIn content calendar with conversation topics and optimal posting times. The calendar was based on four outcomes - brand awareness, lead generation, authority building and increased engagement - that worked towards securing new prospects for Farfetch Platform Solutions. Staying consistent on LinkedIn is essential for unpaid search engines to organically push content onto the target audience’s feed.
Paid and unpaid search engine optimisation played a key role in the B2B marketing strategy. When it comes to SEO, establishing the keywords to connect to the client’s target audience on any platform is the first and most important step. Analysing the key decision-makers’ LinkedIn activity, about section, posts and reshares provides a clear understanding of what phrases they would look out for and where to implement it in the client’s activity on the platform. When drafting up the keyword list proposal, it is vital to research the potential of each keyword, as some of them are more difficult to optimise than others due to global competition.
To ensure that the client utilises the full potential of SEO, it is important for them to understand the power of reusing well-performing content in the form of LinkedIn articles, as they prolong visibility, stay relevant for longer and can be connected to Google’s search engines, significantly increasing the reach of the content.
Personalisation
The most important aspect of this project was to keep the blueprint personalised, yet easily tailorable for future use. Sending direct messages from a business profile was a new update from LinkedIn at the time of this proposal, which was a strong indication that no project is fully done until the moment it is being pitched. Utilising the keyword list the client was provided with, a LinkedIn DM was drafted, including the most used key phrases of the target audience, ensuring relevance and interest once the message is read.
Creative Proposal
The last stage of effectively targeting the potential leads of Farfetch Platform Solution was to identify the untapped market of multiple luxury fashion brands not offering a mobile application for their customers. By sending out a personalised PR box to each key decision-maker with a partially developed app installed on a phone is a strong indication of how each brand could leverage FPS’ immense experience in white label services while also keeping the luxury consumer base in mind.