Two founders at a B2B SaaS company
From 81,158 to 165,020 LinkedIn impressions
These two SaaS founders were already posting on LinkedIn with an agency. When I took over, we had a useful baseline: the previous 90 days of posts across their accounts. Over the next 90 days, total impressions more than doubled. They published more often, but the average post reached more people too.
Results at a glance
- total impressions (81,158 to 165,020)
- +103%total impressions (81,158 to 165,020)
- comments (71 to 146)
- +106%comments (71 to 146)
- impressions per post (2,536 to 3,587)
- +41%impressions per post (2,536 to 3,587)
- reposts (23 to 35)
- +52%reposts (23 to 35)
There was already work to compare against
This wasn’t a comparison with inactive accounts. Both founders had been publishing with another agency. In the previous 90 days, their posts had received 81,158 impressions, 71 comments, and 23 reposts.
They wanted more reach. I used those numbers to compare the first 90 days of our work with the 90 days before it.
What I changed
I set a regular publishing schedule for both founders and defined the subjects each would write about. The posts drew on their experience running the business, their opinions, what was happening in their market, and customer stories.
Each founder had their own set of subjects. I worked on posts people would want to respond to or share, rather than giving both accounts the same company voice.
More posts, and more reach per post
Across the two accounts, total impressions went from 81,158 to 165,020, up 103%. Comments went from 71 to 146, and reposts from 23 to 35.
The number of posts increased by 44%, so some of the extra reach came from publishing more. But average impressions per post also rose, from 2,536 to 3,587, an increase of 41%.
What these numbers tell us
In this 90-day comparison, the founders published more, the average post reached more people, and more people commented and reposted.
These are LinkedIn results, not a measure of leads or revenue. They show an improvement over the previous period, not which individual change caused it.
Orchard Strategy is your Head of Marketing for LinkedIn, running strategy, ideas, content, and distribution for founders, executives, and consultants.
Want to run the same audit on your own posts? Read the ten-minute LinkedIn audit.