Case Study with Karen Moore

How Executive Director Karen Moore established authority and created new Interim exec opportunities on LinkedIn using client case studies and thought leadership content.

Industry: Third Sector
Date: Feb2023
Strategy: LinkedIn Content and Network Growth

The Client

Karen Moore is an Executive Coach and Interim CEO working in the third sector in Scotland. Karen often supports organisations during times of crisis or difficulty, helping individuals and their teams across the organisation to move into a position of stability.

The Problem

By the very nature of Karen’s work, the length of the contracts Karen takes on are typically between 3-8 months, are extremely demanding of her time and expertise and by their nature, are not the type of contracts that are regularly available. This means that Karen needs to stay front of mind to decision makers in the sector and consistently create new business opportunities whilst fulfilling existing contracts, in order to create a steady flow of revenue.

Karen brought in our expertise to help create a thought leadership content and engagement strategy for LinkedIn.

The Process

Early on in the working relationship we agreed with Karen that LinkedIn would be a fantastic platform to grow her personal brand and market her expertise – this is the platform her target audience uses everyday!

We built a simple strategy for Karen to help structure and position her content to engage her target audience, which included sharing regular feedback and testimonials from clients and coworkers to offer the social proof decision makers would need when seeking out Karen’s expertise for future interim executive roles.

In addition, we developed a LinkedIn network growth and engagement strategy for Karen to follow in order to grow her network and stay front of mind with both new and existing connections in her network.

Janine and the team at Capaldi Marketing have helped me to stand out in a highly competitive industry by consistently showing up with insightful content that my ideal clients want to read. They’ve also shown me how sharing client recommendations and their success stories of working with me hasn’t felt braggy or uncomfortable like I thought it might, but has helped to build up a level of trust with new clients before we start our work.

The Result

Karen has secured opportunities and conversations with new, existing and former contacts, which Karen directly attributes to the success of her LinkedIn marketing strategy.

If you believe having a deep understanding of your target clients and customers needs is important for your marketing, AND in building trust with potential new clients before you’ve even spoken to them, AND you know you need to stand out in a hugely crowded market, let’s discuss how we can help you, just like we helped Karen.

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