Creative dictates campaign success

Most corporate LinkedIn strategies underperform because social teams are brought in too late.

In this episode, Michelle J Raymond speaks with Melissa Dawson from WD about what high-performing corporate social on LinkedIn actually looks like inside large organisations. They explore why treating social media as a distribution channel rather than a strategic partner limits results.

Topics include corporate social strategy, LinkedIn marketing for B2B, employee advocacy, organic and paid LinkedIn strategies, and how marketing teams can better align campaigns with social from the start.

Key moments in this episode -

00:00 – Why corporate LinkedIn strategies underperform

01:05 – Defining high-performing corporate social in B2B

03:10 – Why brand impact matters more than leads

06:20 – Why creative and message drive campaign success

10:35 – The “just post this” problem for social teams

13:05 – Why trade show social posts usually fail

18:45 – Employee advocacy and LinkedIn visibility

20:30 – Combining organic and paid LinkedIn strategies

CONNECT WITH MICHELLE J RAYMOND

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