08 Oct Using LinkedIn to target the C suite
The C suite—CEOs, CFOs, COOs, CIOs, CMOs, and their peers—are a notoriously difficult audience to target. But even though their time is precious, they do find the time to go on social media sites.
A 2019 survey rated the digital presence of the C suite on the major social media platforms. The result: LinkedIn is the most popular platform, with 44% of C-suite members maintaining a presence on the site.
You know where to reach them—how do you move them?
To really get the attention of the C suite, you need to provide content of relevance.
Bryant Brown Healthcare did just that recently for a client. Here’s how.
VEP Healthcare, a clinical staffing company, wanted to generate leads. Their target audience: the C suite of hospitals seeking to staff up their emergency department and their hospitalist, intensivist, and telehealth services.
Our recommendation: Create a series of content-rich, objective e-guides outlining how hospitals and health systems can methodically identify and align with the best partners to help staff these critical areas.
Each e-guide outlines 20 key questions to ask every potential staffing service in order to determine the most suitable partner—along with the ideal responses.
Promoting the content
Once each e-guide was completed, we promoted it via a sponsored post campaign on LinkedIn.
We also repurposed the content on the company’s website, social media platforms, in email, at meetings, and via press releases to the national media.
The e-guide campaign was one of the most successful in the company’s decades-long history. It generated more leads than projected, many resulting in new clients.
Takeaway tip for creating this type of “inbound marketing” content
Targeting your audience is critical. But be sure to provide content that is objective and, above all, useful. Don’t use content to overtly promote the benefits of your company or service; use it to earn trust and show your benefits in action. When prospects trust the content you provide, they will more likely become – and stay – your customer