Automation supplier turns LinkedIn into a source of enquiries

Situation

An industrial automation supplier in Darmstadt, 35 staff, revenue of about €6 million a year, selling control cabinets and retrofit programming to mid-sized manufacturers in Hesse, Bavaria and Baden-Württemberg. Sales came from trade fairs and two long-serving field sales staff. The company LinkedIn page had about 600 followers and had posted eleven times in two years, mostly fair invitations. The managing director knew that plant managers and maintenance heads at his target customers were active on LinkedIn, because his competitors’ posts kept appearing in his own timeline. He had no one to run the channel and did not want a three-platform agency package.

Approach

We proposed the lower tier: one platform, LinkedIn, scheduling and the basics, at €1,500 a month for six months. In the first two weeks we agreed four content types and a fixed weekly rhythm: a short project note on Mondays (a real retrofit, anonymised, with one photo from the shop floor), a plain explanation of a technical question on Wednesdays, and on Fridays either a team post or a reshare of an industry item with a two-line comment. We wrote every post from a 20-minute weekly call with the technical lead, kept them in the firm’s voice and scheduled them a week ahead for approval. We also tidied the company page (banner, description, services list), wrote a profile summary for the managing director and the two sales staff, and asked them to spend ten minutes a day commenting on customers’ posts. We reported monthly on followers, reach, profile visits and every conversation that started on the platform.

Result

In this scenario the firm published 72 posts in six months without missing a week. Company page followers rose from about 600 to about 1,450. Weekly profile visits to the managing director’s account rose from about 15 to about 60. Six conversations with plant managers began on LinkedIn, either as a comment or a direct message, and one led to an order for a control cabinet retrofit worth about €85,000. The project notes performed about three times better than the industry reshares, so by month four the mix shifted towards them. The two sales staff now use the posts as openers before trade fairs.

What it cost

€1,500 a month for six months, €9,000 in total, quoted as a fixed monthly price before the work started. That bought the content plan, 72 posts written and scheduled, the page and profile clean-up and the monthly report. No paid promotion was used. The standard programme at €3,000 a month would have added a second platform and original video creative. The work is covered by our 100% money-back guarantee: full refund on request within 14 days of delivery, and for a monthly programme the first month is refundable in full.

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