Ledergor and his team conducted research — consulting LinkedIn’s Our Journey to 100K post among others — to find out what was working for others, and then formulated their own approach. They noticed that video seemed to be performing well on the platform, so they placed this format at the center of their Page growth strategy.
1) Keep the video content very short and casual (while maintaining high production quality)
2) Ensure that every post adds value for the audience
3) Integrate contests and giveaways
“We try to always provide value with whatever we’re presenting to the world, whether it’s an article, or a cheat sheet, or a webinar, or a video on LinkedIn,” says Ledergor. With that mindset, Gong started posting focused content under this framework, encouraging people to comment on updates with a simple prompt (e.g., “If you agree with this, comment ‘Me’!”).
Their holiday campaign involved giving away books with acute relevance to their audience of sales pros. These quick videos (such as this one featuring Persuasion by Robert Cialdini, this one featuring Trish Bertuzzi’s Sales Development Playbook, and this one featuring The Score Takes Care of Itself by Bill Walsh) include conversations with members of the Gong team, who explain why they enjoyed the works being offered up as prizes. This approach has the added benefit of highlighting real faces within the company.