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Reaching 73,8%
conversion rate:

Case of one of the largest
investment funds in the Baltics

One of the key focuses of LKI Consulting is investment and asset management firms. Through digital communications, PR, and thought leadership services, we help funds build a credible public image, attract investors, and stand out from the competition.

The Client

In 2021, we started working with one of the largest Real-Estate (RE) Funds in the Baltics.

The team already had a successful portfolio of landmark properties and a trusted community of investors but wasn’t sure how to communicate their achievements and scale across Eastern Europe.

The Challenge: Raising brand awareness in the pan-European market

Attracting more institutional and retail investors.

The Client targeted to attract more investors to their new fund increasing returns over time.

Raising company awareness
in the pan-European market.

The company wanted to be known as the top choice investment management company in Eastern Europe, specializing in real estate.

Being recognized for sustainability.

The RE fund had a goal to be perceived as one of the most sustainable companies in the region as more and more investors care about ESG standards.

Establishing a spokesperson.

The asset management firm set to associate the company with a well-known industry key opinion leader who could be a spokesperson of the company.

How we solved it: in detail

Stage 1: PR and communications strategy

In 10 weeks, we created a holistic PR and communications strategy that included:

  • Research of 3 competitor marketing activities;
  • Defining target audience (TA) and segmenting it;
  • Positioning and messaging for each TA segment;
  • Detailed PR plan with topics, frequency, and market coverage;
  • Framework for the thought leadership for the company’s spokesperson;
  • A comprehensive communications plan for a year with 4 main channels.

Stage 2: Monthly digital communications retainer

To put the strategy in action, we implemented an open partnership-based digital communications retainer that included three parts:

1. Public Relations &  Thought Leadership:

  • at least 1 PR announcement about the fund’s milestones per month;
  • at least 1 Thought Leadership article in business media per month.

2.  Social Media Management:

  • at least 4 full-length Linkedin posts per month in the company account;
  • at least 4 full-length Linkedin posts per month in the personal company top managers’ accounts (CEO and Investor Relations Manager).

3. LinkedIn lead Generation:

  • reviewing current LinkedIn profile and preparing suggestions for the key sections;
  • gathering criteria for the perfect Clients and finalizing search lists via Sales Navigator;
  • setting up an initial account software program for each Linkedin user;
  • preparing word-by-word outreach scripts with personalized angles;
  • continuous monitoring and data collection for reporting.

Results of the marketing campaigns

Social media

The company became the industry leader in social media engagement (number of likes, comments and shares) and gained 50+% followers in half a year.

2.75x

Page views increase

300%

Growth in total post engagement

3x

Targeted post impressions growth

The dynamics of incremental followers uplift more than doubled after a new media plan was launched for both, the company and its CEO’s Linkedin accounts:

For the CEO’s Linkedin account, the conversion rate for connecting new followers and getting their additional responses were more than 4x in both cases:

Understanding the viewers’ profiles and what type of content attracts them best helped the company CEO to create more targeted posts – which helped to increase his follower’s engagement in all segments.

Public relations

A proactive media approach also proved effective in increasing the fund’s exposure in the press.

133

Total publications
secured

14

Media
platforms

5

Live interviews
and podcasts

6

Number of
languages

The Client has been featured in

Public relations

A proactive media approach also proved effective in increasing the fund’s exposure in the press.

133

Total publications
secured

14

Media
platforms

5

Live interviews
and podcasts

6

Number of
languages

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LinkedIn Lead Generation

A proactive media approach also proved effective in increasing the fund’s exposure in the press.

120%

Increase in
CEO’s profile views

73,8%

Highest
conversion rate during 1 month

150%

More local investors respond to the message compared to internationals

After implementing our Linkedin Lead
generation strategy we

Found that LinkedIn Lead Generation brings better when paired with regular social media posting and thought leadership building.

Majority of new CEO connections became followers of the company’s Linkedin account. The total number of followers grew by 50% in 8 months.

The average connection and reply conversion rates were above the B2B good performance standards – 42% and 9% accordingly.

Key insights from the marketing campaigns

Social media

  • On average, investors are less active, on average, during the summer season despite the same scope and similar content of social media activity.
  • Based on the post statistics, the most effective drivers to attract new followers were personal CEO insights and sharing team moments. Focusing on COMPANY NEWS will increase both – impressions and page views. Company news and Education topics attract the most views, however, the “minority” which follows Company social culture demonstrates the highest engagement.
  • For better social engagement, post the EDUCATIONAL articles from personal, not company social media accounts.
  • SOCIAL engagement is best achieved via the “Meet the Team” series and sharing team events (seminars, sports, team building).
  • Adding people’s photos to their personalized content will more than double the post’s exposure.
  • Tagging people related to the post will increase views by 1.5k-2k more due to bringing viewers from outside of the company audience.
  • Special online campaigns, run at the beginning of each month to invite new followers, paid off. New followers uplift reached 3x-6x during the campaign days. The financial and Real Estate institutions provide the most curious readers, with Tenants also outstanding from the viewers of remaining industries.

Public relations

  • The role of the spokesperson of the company was dedicated to the CEO of the fund. Key channels for developing his thought leadership were a personal LinkedIn page, media appearances, and high-quality long-form educational content.
  • Humanizing communication. For many people, asset management seems boring and impersonal. We suggested solving this problem by developing the Thought Leadership of one of the fund’s team members and consistently including team-related, informal content in the overarching communications in social media and press.

Lead Generation

  • After surveying the potential Client base in the Baltics, we found that the best way to appeal to traditional and new-gen investors is a combination of live and online events. The important part of such outreach is meeting the investor where they are and adding a human touch to the communication.
  • Old-fashioned email outreach doesn’t break through the noise. To address this challenge, we recommended implementing automated LinkedIn lead generation with personalized messaging and narrow targeting.

This project was managed by

The project has been personally managed by Sarunas Papinigis, the Partner of LKI Consulting. Sarunas’ main focus is on fintech and investment companies.

He is responsible for developing marketing and communication strategies, market surveys and data analytics. Before joining LKI Consulting, Sarunas created and implemented customer loyalty programs for top retail chains in Asia and Europe for 10+ years.

Šarūnas Papinigis
Partner

Šarūnas
Papinigis
Partner

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Sarunas Papinigis

Partner

15+ years of experience

Sarunas Papinigis is a partner of LKI Consulting who focuses on fintech and investment companies. He is responsible for developing marketing and communication strategies, market survey and data analytics. 

During the last 10 years, he created and developed customer loyalty programs ranging between 1-20M members for top retail chains in Asia and Europe and generating 2-10% sales and profit uplift.

In previous 15 years, he worked in various sales positions in Coca-Cola, Nestle, Unilever and GSK while building the sales distribution from scratch.

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Feja

Chief Happiness Officer & Supervisor

8+ years of experience

Feja is the Chief Happiness Officer & Supervisor of LKI Consulting whose main job is to bring happiness to our team and Clients.

Feja is a mix-breed rescue from “LESE” animal shelter, and she is one of the crucial team members of LKI Consulting. 

At LKI Consulting she is responsible for supervising the whole team, asking for pets, and offering her unique perspective which usually ends in a game of ‘no-take, only throw’.

Alexandra Murha

Operations Coordinator

1+ year of experience

Alexandra Murha is the Operations Coordinator of LKI Consulting who ensures operations processes in the Agency run smoothly. 

Currently, Alexandra assists the LKI Consulting team members with the management of daily operational activities, performing administrative tasks, and coordinating weekly communications with Clients. 

At LKI Consulting, she is responsible for managing Marketing Associates, conducting research, and providing operational support across multiple Client initiatives.

Milda

Vilkaitis

Digital Strategist

8+ years of experience

Milda Vilkaitis is the Digital Strategist of LKI Consulting specializing in the digital marketing industry with an organic focus. 

Currently, Milda disrupted the traditional SEO approach, and offered startups or established businesses custom-tailored experience that delivers long-term results. 

At LKI Consulting she is responsible for helping businesses gain authority, and visibility, obtain a stronger market position in their industry, and ultimately generate new quality leads through the power of SEO (ASO included).

Akvile Mikalauskaite

Graphic designer

10+ years of experience

Akvile Mikalauskaite is the Art Director of LKI Consulting.

During the last 10 years, she directed 150+ design projects focusing on Fintech, Tech, and Web3 Clients, helping them with visual representation. 

Akvile is the creative soul behind the greatest brand books that LKI Consulting has created.

Viktorija Domarkaite

Creative Project Manager, 

10+ years of experience

Viktorija Domarkaite is a Creative Projects Manager of LKI Consulting. For the last 10+ years, she has managed the visual representation of B2B and B2C clients from 15 countries. 

Currently, Viktorija has 300+ projects in her portfolio with specialization on Fintech, Crypto, and Advertising segments. 

At LKI Consulting, she is responsible for turning our Client’s creative ideas into both functional and aesthetic web, UX/UI, graphic, and motion design aligned with the brand.

Maryna Barysheva

COO

5+ years of experience

Maryna Barysheva is a COO of LKI Consulting specializing in deep tech, layer 1, Defi, and SaaS. 

After working with blockchain projects from 15+ countries and managing marketing for Interactio – a 100-M valued B2B tech startup – she knows what it takes to develop a winning external communications, brand awareness, and global GTM strategy.

Maryna also frequently makes appearances on international panel discussions and delivers keynotes on the latest marketing trends. Apart from her public speaking engagements, she mentors young startup entrepreneurs on business development, operations, and growth.

Laura K. Inamedinova

Founder & CEO

8+ years of experience

Laura K. Inamedinova is a Founder & CEO of LKI Consulting who takes no bullshit attitude to business. Thanks to her exquisite data-driven strategies and fresh outlook on the Web3 space, she helped her Clients grow x10 and raise over $1B.

A former contributor of Forbes and Huffington Post, she has been recognized internationally among Top 10 Women Entrepreneur by Entrepreneur Magazine, HuffPost acclaimed PR expert, Top 10 Women in International Business by SiliconValleyTimes. 

Inamedinova is the voice of over 129 conferences in 17+ countries around the globe.