SOCIAL MEDIA STRATEGY, Linkedin Strategy: Sport Sponsoring

When writing for Linkedin, you are not only targeting a highly specific audience, you are also actively optimising your article to obtain the best possible return on investment (time and effort).

When targeting sponsors, your focus must be on generating the right result from your content, and every aspect of your content should be tailored to meet this goal. You need to kickstart the process by determining a clear goal, in terms of the target KPI and ROI, of your sponsored content campaign

Having fully established goals is vital to producing an effective strategy, and allows you to shape the message you wish to convey.

Social Media Campaign Geneva.jpg

Social Media Campaign

Linkedin Strategy from our Geneva Based Social Media Agency

Idea Benchmark:

Branding development: 

Focus on your sporting events, the sporting assets, and the achievements they generate. Records, event milestones, sponsorships… showcasing palpable, engaging data is key to increasing brand awareness, as it gives your brand validity and a real-world impact factor. 

Developing a brand identity reflective of your brand values and a sense of brand pride is another aspect of brand development of which the importance cannot be overstated. Grow your brand attractiveness through detailed articles focussed on your niche of expertise, echo your efforts through a blog design reflective of your brand identity and produce a long-term strategy centred around sponsor activation and retention. Place your value squarely in the spotlight, focus on media exposure and Social Media KPO, and communicate with your audience via engaging video content and other media.

When communicating your achievements, take the opportunity to showcase your current partners and sponsors. Be visual, loud, and proud of your sponsors! Advertise your sponsors via an engagement strategy benefitting both them and your own brand, and be sure to make effective use of visual data representation.

Prove that you are the best at what you do

Investing time and effort in developing your image will pay off, as it will help you stand out from the masses and work your way up to becoming an industry leader in terms of strategy, vision, and the consistent delivery of quality content. This isn’t a brand-only exercise, and you must also deliver relevant information obtained from the wider market, as well as capitalise on industry trends and ride the waves of popularity enjoyed by various topics over time.

Your brand voice must be clear and consistent, naturally positioning yourself as a leader and a source of relevant content.

The format and tone of the materials you produce must have a creative edge, which is why you must employ the expertise of a professional copywriter and a skilled designer who can support and carry your vision. Invest in content that will resonate with your audience as a whole, without becoming overgeneralised and losing your unique edge. Finally, a strong call to action, inviting the audience to comment, like, share and otherwise engage with your brand is a vital ingredient of any successful strategy. A call to action is a conversation starter, so use it well.

Lead by example

Being an industry leader also means being open to external collaborations, and sharing market information in a timely and reliable manner. Use blended media types, from reports to interviews, videos to podcasts, infographics to PDFs, to avoid viewer fatigue. When inundated with the same type of information in the same exact format, viewers stop truly seeing and begin mindlessly scrolling. Being that brand who is different means capturing the attention of the masses whilst feeling like a community to each individual. 

Make yourself available and easy to reach, but also invest in an online campaign to promote your content and reach new opportunities for leadership and communication. Remember, before obtaining organic growth, you must use sponsored content. Never stop working to augment your reach, and keep pushing new content every two weeks at the bare minimum. Bringing your content online via a blog is a key tool, and the importance of this reliable diffusion of information cannot be overstated!


  • over 80% of all B2B leads generated by social media come from LinkedIn

  • 90% of top-performing salespeople now use social media as part of their sales strategies

  • 79% of B2B marketers say LinkedIn is an effective source for generating leads


Editorial Strategy

Publication Planning:

• List relevant subjects

• Test subject density in the web

• Create/write compelling articles

Calendar Planning

Article Branding and design:

• Images,

• Videos marketing,

• Icons,

• Inbound Marketing infographics

Linkedin Management

Explore Opportunities

• Use Advanced search to find sponsors and contacts

• Review the connections of your contacts

Expand Network

• Send Personalized connection requests

• Join Groups popular with your target market

Engage  with Connections

• Engage (like, comment and share content)

• Show genuine interest

Sub Rich content:

• Related articles

• Guides

• Interviews

• News

• Any other relevant media

• Share content consistently

• etc

Sales Funnel:

•Converting visitors to leads

•Analyse the sponsor journey and interest

•List the benefits on each article

•Create Clear Call to Actions

•Implement a mailing strategy to support the linked in strategy

•Bring the article online and make it easy to share

Publication: every 2 weeks

Analyse results and refine the Process

Pascal Willoughby-Petit