Voice of the Founder/CEO - Ghostwriting That Gets Results
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About this service
Summary
To generate awareness of their products and services, position them as thought leaders on social media, and drive connections, relationships and sales/deals, I help help founders, CEOs and business leaders build and sustaining a strong presence on LinkedIn and other platforms if applicable. The project includes the creation of a narrative and content strategy, ongoing execution and posting of the content, metrics reporting and contact list management.
Process
Step 1: Align on Goals, Set Targets and Nail Down Logistics
• Identify if the CEO/Business Owner/Leader will be posting and/or commenting or if I will be managing the accounts
• Agree on objectives, publication volume and plan, strategy for reposting and replying to comments, reporting cadence and other logistical items
• Leads are the primary objective, with impressions, new connections and profile visits as secondary objectives
Step 2: LinkedIn Profile Cleanup
• Review headshot, cover image, title, summary, experience, skills, and activity/pinned content sections and adjust with updated assets and content.
• Ensure contact information is up-to-date
• If leader is using LinkedIn Premium, consider adding a “Book a Meeting” or similar button on their profile
Step 3: Set Meeting Cadence with CEO/Business Owner/Leader
• Meetings can occur weekly, bi-weekly or monthly depending on desired post volume, budget and leader bandwidth
• Set first session for 50 minutes or one hour, and ongoing sessions for a minimum of 30 minutes
Step 4: Create Content Topics for Initial Meeting
• With existing knowledge and initial research, create a list of content topics for the initial meeting
• Separate topics into categories – awareness, consideration and decision – and prioritize highest-impact topics for the first session
Step 5: Schedule and Hold Initial Meeting
Step 6: Write First Batch of Posts (First 2 Weeks’ Worth)
• Use a range of awareness, consideration and decision content in the first batch
• Use a diverse range of post types – longer-form, short-form, images included, links vs. no links, etc.
Step 7: Schedule and Hold Review Meeting
• Focus on what the leader considers within and outside their “voice” and on topical items to avoid or lean in on
• Keep an ongoing log of feedback, categorized into sections on word use, tone, topics and miscellaneous (items that don’t fit into the other categories)
Step 8: Post on Agreed-Upon Cadence for 2 Weeks
• Maintain detailed notes on any and all items that should be incorporated into the strategy moving forward
Step 9: Launch Commenting Plan
• For comments, identify accounts with large followings that are likely to include individuals in the organization’s ideal customer profile
• Complete commenting activity on same cadence as posting, as well as leaving space to engage in as close to real-time as possible
Step 10: Report on Lessons and Adjustments from First 2 Weeks
• The report won’t be data-heavy and inferences from 2 weeks should be taken as only mildly directional
• The goal of the first report is to set the foundation for future reports
Step 11: Launch Connections Plan
• If the leader’s account is starting from a limited number of followers, recommend waiting for the first 2 weeks of posting to start a connections plan
• To add new followers and connections, use Sales Navigator to identify potential leads within the organization’s ideal customer profile
• Commit to sending 10-20 new connection requests each day for a set period of time
Step 12: Begin Meeting and Reporting on Set Cadences
• If CEO/Business Owner/Leader is comfortable, record all subsequent meetings (in-person if possible) to be able to use edited clips as part of the content strategy
• Use each meeting to generate new post content. House all content and reports in an easy-to-access destination for quick reference
Step 13: Quarterly Reviews
• Use a brief portion of one of the set meetings each quarter to do a review and assessment of the strategy
• Discuss potential adjustments and align on changes moving forward
What's included
Social Media Narrative and Content Strategy
The narrative and content strategy will include relevant information on the goals and objectives for the project, the ideal customer profile for the organization (and target audience for the social program), the founder/CEO/leader's voice and tone, key focus pillars (as well as topics to stay away from), cadence and timing, posting logistics and initial content calendar.
Master Contact Sheet
A spreadsheet, updated weekly, showing engagers, titles and contact information, prioritized for outreach by engagers within the organization's ideal customer profile.
Skills and tools
Content Writer
SEO Writer
Content Creator
Adobe Premiere Pro
Canva
Google Docs
