A 12-month campaign that grew impressions by 49%, tripled engagement rates, and increased new followers by 414% for a professional services company.
The Brief
A professional services company needed consistent, high-quality social media management across LinkedIn and Twitter. The goal was to increase brand visibility, grow their audience, and drive meaningful engagement with their target market — all while maintaining a professional tone suited to a B2B audience.
The role covered full end-to-end management: strategy, content creation, scheduling, video production, and monthly analytics reporting.
The average B2B LinkedIn engagement rate is typically 1–2%. This account achieved 5.57% — nearly 3× the industry benchmark — while simultaneously scaling post output by 57%.
Scope of Work
Results in Detail
Over 12 months (September 2023 – August 2024), every key performance indicator improved significantly compared to the previous year.
The 2024 Professional Services LinkedIn benchmark (Socialinsider / Closely, organic content only) puts the average engagement rate at 3.2% and typical follower growth at 5–10% year-on-year. Here's how this account measured up.
The Professional Services LinkedIn benchmark in 2024 was 3.2% engagement. This account hit 5.57% — 74% above the sector average — while simultaneously scaling post output by 57%. Maintaining engagement quality at that volume is the harder part.
Source: Socialinsider / Closely LinkedIn Industry Benchmarks 2024 · Professional Services sector · organic content only
Content Mix
Video content consistently outperformed other formats, achieving a 6.44% engagement rate. Photo posts followed at 5.55%, with status updates and link posts rounding out the content mix. This informed an ongoing shift toward video-first content throughout the year.
Tools & Platforms
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