Sometimes companies don’t need someone permanently. They need someone to come in, get oriented, solve the problem and move on. There is a solution for just such situations—interim management. And the brand that has been working in this area for the longest and most systematically in Slovakia is TOP HEADS.
Since 2014, TOP HEADS has been connecting companies with proven interim managers—specialists and leaders who are ready to jump into a project or stabilize a situation in times of crisis. Today, the brand has a database of more than 700 proven experts in areas such as manufacturing, finance, FMCG, technology, HR, IT and more. Their uniqueness lies not only in the quality of their contacts, but especially in the speed and accuracy of their intervention. They process each assignment within 24 hours and present relevant candidates within 3 working days.
The challenge was to introduce this service—often still under-appreciated, but highly effective—to the very people who need to know about it: CEOs, company founders and HR managers who are dealing with an acute problem but don’t have time for lengthy selection processes.
To hit accurately, not widely
The goal of the campaign was to find decision-makers—especially CEOs, business funders and senior managers—in medium and large-sized companies. That is, where they solve complex challenges, need flexible solutions and where interim management has a huge added value. And what’s better suited for this than the world’s largest B2B network with precise ad targeting capabilities?
We build on what works
The content of our campaign was based on the original content already published by TOP HEADS on its LinkedIn profile. We reworked this material into three clearly defined lines of creative: general benefits of interim management to build awareness, specific benefits to gain trust, and statistics and data on the issue to increase credibility.
This approach replicates LinkedIn’s best practices for B2B communication: educate, build trust and demonstrate expertise. We kept the content under 600 characters, used a simple structure, appropriate emoticons to highlight points and a clear call to action.
Results that say more than numbers
In the first month, we reached nearly 10,000 people and received more than 15,000 impressions. The cost per thousand impressions was €13.12, the average click cost us €2.91 and the click-through rate was 0.45%. Meanwhile, LinkedIn brought up to 32% of all visits to the landing page.
The highest performing audience segments were also the segments with the highest positions in the companies. CEOs achieved a CTR of 1.71% and founders 1.59%, well above the campaign average. This confirmed that our communications reached the people that interim management ultimately serves the most.
LinkedIn campaigns? Yes, but what if…
The most common concerns of companies tend to be the same: Isn’t it expensive? What if it doesn’t work? LinkedIn is not really suitable for impulsive campaigns for 50 Euro per month and you need to be able to defend it.
First, define what you really expect from the campaign—not general “awareness building”, but specific results you can measure. Set a budget that makes sense for your market size and target audience, and aim for at least €10 per day. Explain internally how the algorithm works—it takes time and data, don’t expect miracles in three days.
Also prepare a way of evaluation so that you know exactly what should be considered a success, such as the number of qualified visits to the site or the number of CEOs contacted. Most importantly, count on the fact that LinkedIn is not a passive channel. It requires ongoing monitoring, adjustments and patience.
This campaign is already out there. When will we launch yours?
Once again, it has been proven that if you hit the right group on the right platform, the results will come. We collected valuable data that showed how the TOP HEADS offer can reach decision makers in particular. Do you want your clients to see you on LinkedIn? Get in touch with us at hello@mantra22.com.
