The Riverton Economic Development Partnership announced this week that its latest LinkedIn campaign has exceeded expectations, generating more than 86,000 impressions and widespread engagement from economic development professionals across the country.
“We’re thrilled with the reach,” said Riverton EDP President Melissa Harper. “People are liking, sharing and commenting from all over the United States. We’re clearly building awareness.”
A closer review of the campaign analytics showed that most of that awareness was being built among other economic development organizations.
The six-week campaign was designed to introduce Riverton’s 600-acre industrial park to manufacturers, corporate executives and companies considering expansion.
Instead, its most engaged audience included economic development directors, chamber executives, utility economic development representatives, state economic development staff, regional partners and people Harper had personally met at conferences.
“We had one post get 73 likes,” Harper said. “For us, that’s outstanding.”
Of those 73 likes, 51 came from other economic development professionals, eight came from Riverton board members, five came from partner organizations and four came from consultants who currently work with economic development organizations.
Three appeared to be actual business prospects.
One was Harper’s mother.
The campaign’s highest-performing post featured Riverton staff attending an economic development conference beneath the caption, “Great conversations and great connections this week!”
It generated nearly four times the engagement of a post highlighting available industrial property, utility capacity and interstate access.
Officials said the results demonstrate the importance of relationship building.
“You never know when another economic developer might know somebody who knows somebody who is looking for 300 acres,” Harper said.
The campaign also added 312 new followers to Riverton’s LinkedIn page, including 19 economic development organizations, six chambers of commerce, four regional partnerships and three communities currently competing with Riverton for the same projects.
Marketing staff said they were especially encouraged that several posts were shared by colleagues.
“When another EDO shares your post, that really expands your reach,” Harper said. “Primarily to their economic development colleagues, but still.”
Officials acknowledged that the campaign generated only five direct visits to the industrial property page from private-sector companies, but emphasized that digital marketing takes time.
“We’re building a brand,” Harper said. “And apparently economic developers really like it.”
Riverton plans to continue the campaign next quarter with additional posts featuring conference attendance, staff anniversaries, ribbon cuttings, partner meetings and photos of people standing behind oversized checks.
The organization is also exploring paid LinkedIn advertising to reach a more targeted audience.
“We want to get even more intentional,” Harper said.
At press time, Riverton’s newest post — a group photo from the State Economic Development Association luncheon — had received 46 likes.
Forty-four were from people who attended the luncheon.
