LinkedIn is one of the key communication channels for B2B companies today. I manage several company pages for which I create content and work with the community. I am happy when my clients’ projects are successful and I see clear results. In this case study, I share my experience with managing a company page that has gained more than 500 new followers organically within 12 months and recorded nearly 80,000 impressions.
B2B communication on LinkedIn
The Association for Foreign Investment (AFI) is a non-profit organization that focuses on cultivating the investment environment and supporting investors in the Czech Republic. It creates a platform for mutual communication between the private and public sectors. Its members are leading consulting firms that offer advice to foreign investors entering the Czech market.
As part of its communication, the association therefore focuses on several target groups: current investors who already have a business in the Czech Republic, potential investors who are still considering entering the Czech market, representatives of the public sector, the association’s members themselves, and the business community in general.
Advantages of LinkedIn
We chose LinkedIn as one of our main channels of communication with the public for several reasons:
- Many members of the association, current investors, and representatives of the public sector are active on this channel.
- Through posts in English, we can reach an international audience, i.e., potential investors.
- We have chosen an active approach and regular content creation without paid campaigns (given the limited budget of a non-profit organization).
I took over the profile management in March 2023 and for the next twelve months I was completely in charge of it, including content strategy, content creation, communication with the audience, building a network of followers, etc.
During 2023, we published an average of two posts per week. Their topics covered all of the association’s activities.
The most common topics included:
- News in the field of investment in the Czech Republic
- Summaries of events organized by AFI for its members and investors, including meetings with prominent businesspeople and politicians
- The AFI Annual Conference (which was preceded by a two-month campaign)
- Key conferences on digitization, energy, industrial construction, and other topics affecting businesses and their further development
- Currently debated amendments to laws that significantly affect the investment environment in the Czech Republic
- We published key media outputs from representatives of the association on Czech Television, Czech Radio, and other media outlets
- And, of course, we also shared photos from informal meetings
What we achieved on LinkedIn:
We collaborated with members, association partners, and other cooperating institutions to create content. Thanks to our active approach, we gained over 500 new followers in one year (their number grew from approximately 1,000 to 1,500) and generated nearly 80,000 organic impressions of posts, including 6,500 organic clicks.
You can view examples of posts here:
Linkedin- Working breakfast with Minister Ivan Bartoš (in Czech only)
Linkedin – Looking back at the 4th AFI Annual Conference (in Czech only)
Linkedin – AFI Executive Director in an interview for Czech Television (in Czech only)
Do you need to get yourself noticed? Whether it’s on LinkedIn, updating your company website, or preparing for a media interview — take a look at these case studies and get inspired by how I can support you.
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