Thought leadershipLinkedIn strategy
Mainlink
Introducing a product to the market and growing a LinkedIn presence — paid campaigns and organic content combined, to build authority among technical decision-makers.
Client
Mainlink
A leading provider of smart metering solutions
Sector
Smart water metering
Technical B2B, global
What we did
LinkedIn strategy. Paid campaigns in key regions. Organic content programme. Ongoing campaign support.
Objective
Launch a new product and expand LinkedIn presence globally.
01The challenge
Smart water metering
is not an easy thing
to make people
stop scrolling for.
Mainlink had to grow a LinkedIn presence while communicating highly technical content — with fewer than 1,000 followers and a limited content strategy to build on.
The goal was a structured, adaptable approach that would raise product visibility and extend reach. Which meant balancing two clocks: paid advertising for visibility now, organic content for trust and authority later.
02Approach
Buy the reach first.
Earn it second.
The strategy ran in two phases, in that order for a reason: an organic programme launched into an empty audience has nobody to convince.
Targeted advertising campaigns in key regions, aimed at professionals relevant to the smart metering industry. Immediate visibility, and a read on which messages land with a technical buyer.
After a year of building visibility through advertising, a full content programme aligned to Mainlink's messaging and visual identity. Paid support continued throughout, so the content always reached the right audience.
03The content
Product proof,
company culture,
and the odd joke
about water bills.
The programme mixes hard product messaging — cost per unit, remote displays, billing accuracy — with hiring posts, trade show announcements, seasonal moments and year-in-review content.
That mix is what makes a technical page followable. Nobody follows a spec sheet.
04Results
From under a thousand
to an audience worth
publishing to.
Paid built the room. Content gave the people in it a reason to stay — and gave Mainlink a voice with the technical decision-makers who actually specify this equipment.