Case study
Can LinkedIn help build authority as a cybersecurity thought leader?
increase in followers
in two years
increase in typical post engagement rate
in two years
likes, comments and re-posts
in twelve months
clicks
in twelve months
About the client
Infinigate is a leading pan-EMEA distributor specialising in cybersecurity, secure networks and secure cloud solutions. With its key audiences highly active on LinkedIn, Infinigate wanted to use the channel to strengthen its reputation as a cybersecurity thought leader.
Challenge
Standing out on LinkedIn in the crowded cybersecurity space is no easy task, given the sheer volume of voices competing for attention. After benchmarking Infinigate’s social media activity in terms of posting frequency, content mix, and engagement levels, Spark worked to implement new ideas and best practices to strengthen Infinigate’s LinkedIn presence.
Spark has really helped us raise our game on LinkedIn. Their analytical approach and recommendations have had an impact on how we plan and create content. The team is proactive with ideas and always thinks in an integrated way, ensuring social is never an afterthought. Thanks to this approach, we’ve strengthened engagement, highlighted our expertise, and positioned Infinigate as a leading voice in the IT and cybersecurity channel.”
Orietta Sutherberry, Head of Communications & PR, Infinigate Group
Action
Spark developed a set of recommendations focused on increasing posting frequency and broadening the types of content shared to include everything from media coverage and thought leadership, to vendor updates and event highlights.
To build authority and raise Infinigate’s profile, Spark introduced a weekly content calendar featuring four to five LinkedIn posts each week, drawing on news, articles, media coverage and employee stories. We also incorporated emerging cyber threats and research, paired with expert Infinigate commentary.
To grow reach and followers, we implemented targeted engagement tactics such as following and tagging vendor partners and key individuals – many of whom reciprocated. Working closely with Infinigate, we also focused on visualising content to boost engagement and help posts stand out in the feed.
Impact
The increased cadence of social posts has helped position Infinigate as a cybersecurity thought leader and strengthened its profile. Since November 2023, followers have grown by 59%, reaching more than 19,000. Engagement rates have climbed to a peak of 8.9%, with engagement typically between 5% and 7%.
Over the past 12 months, LinkedIn content has generated more than 15,000 clicks to the Infinigate website and over 9,000 likes, comments and re-posts – reflecting strong and sustained interaction from the cybersecurity community.
