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Port of Tallinn: two leaders reached 213 decision-makers in their target sectors
Before
Two senior leaders of Port of Tallinn had deep expertise but almost no LinkedIn activity. During the project LinkedIn cut average reach by about 47%, so content had to earn its reach.
What we did
- One topic per leader. Each leader owns one clear theme, because the algorithm rewards consistency, not volume.
- Their voice, from interviews. Posts written from monthly interviews in each leader’s own voice: 3–4 posts a month.
- Measure who engages, not how many. We analysed all 685 people who engaged by industry and role, and replied with substance to open discussions.
Result
In five months the leaders reached about 98,000 impressions with engagement rates of 3.9% and 3.2%, while most profiles stay at 1–2%. In a six-and-a-half-week sample, 685 professionals engaged and 213 of them were senior decision-makers in the leaders’ target sectors.
The right 213 people are worth more than 10,000 random views. They now know the leaders and their views before any sales conversation.
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