Klüber Lubrication NA LP wanted to develop more effective channels to promote content generated by its successful content marketing program. The company created a Twitter presence to complement the content being published to its hub. Both the Twitter and LinkedIn accounts amplify content, broaden audience reach and hone in on specific vertical markets. This strategy is helping the company increase its social followers while continuing to establish market leadership across its primary and secondary markets.
We conducted a LinkedIn survey, social media audit and keyword research across several vertical markets. We used the results of that research to update our audience personas, message platforms and content strategies. We then formulated a social media strategy, integrating it into the existing content marketing program. The strategy included an increase in the posts on LinkedIn and the addition of Twitter and YouTube. We also updated the creative approach, and used our proprietary Artificial Intelligence tool to identify content most likely to perform well in social posts, contributing to a boost in engagement rates.
In the year since the program was launched, it has added more than 130 followers on Twitter and more than 700 on LinkedIn. Monthly post interactions have more than doubled.
In the year since the program was launched, it has more than 130 followers on Twitter and more than 700 on LinkedIn. Monthly post interactions have more than doubled. We closely monitored interactions, followed relevant accounts, shared and retweeted posts from other profiles, and included relevant hashtags for Twitter to broaden reach of tweets. We included daily posts from trade shows and did sponsored LinkedIn posts targeting specific markets and demographics to amplify reach and engagement.