Best known as a destination for those in the corporate world, LinkedIn wanted to grow its small-business audience.
Small-business owners saw LinkedIn as a place for corporate ladder-climbers and didn’t believe the network understood the challenges they faced.
Because I’m the Boss. Small-business owners think they should have all the answers. Admitting they don’t makes them anxious.
We launched the LinkedIn for Small Business showcase page to help small-business owners know it all. The linchpin of the experience was “FAQ: Frequently Avoided Questions,” a 20-part content series that addressed the questions small-business owners were too afraid to ask.
150K+ followers in eight months, a 50% increase over target
- Branding & Communication Strategy
- Research & Marketing Intelligence
- Social & Content
Our series of product spots focused on LinkedIn's Profinder, a tool connecting small businesses with freelance talent.
Live-stream events have featured LinkedIn internal experts as well as thought leaders across industries.
Our FAQ content series pulled back the curtain on some of the burning questions facing small biz owners.
We kept the conversation going with personality-driven infographics meant to entertain and engage.