Matt Gallea
Cass Whitaker
LINKEDIN ACCOUNT MANAGEMENT
Strategic LinkedIn content to build trust, grow recognition, and turn attention into opportunity.
Overview
At Wordcraft, we believe marketing isn’t about manipulation – it’s about memory.
This proposal outlines a strategic approach to social media marketing, designed to:
- Build trust and recognition over time
- Strengthen your referral and networking strategy
- Turn visibility into genuine conversations and opportunities
Whether you’re educating, informing, or inspiring, LinkedIn gives you a platform to connect with your audience in a way that’s meaningful.
Why LinkedIn?
Think of the best networking event you’ve ever attended.
Not a supplier party. A real event, where people lean in to understand your business, share referrals and open doors.
That’s the offline gold standard. Online? LinkedIn is the closest thing we’ve got.
Sure, there are paid communities on Circle and other platforms, but they don’t come with LinkedIn’s advantages: visibility, authority, and built-in reach.
The LinkedIn Advantage
- Unmatched targeting precision: LinkedIn has over 1.1 billion member accounts, segmented by industry, job title, seniority and company size. That level of precision makes it the only platform where you can connect with exactly who matters to your business.
- Decision-maker density: 4 in 5 members influence business decisions, with over 65 million decision-makers and 61 million senior-level influencers on the platform.
- Higher-intent audience: Unlike entertainment-first platforms, LinkedIn users are here to solve problems, build partnerships and advance their businesses.
- Algorithm advantage: LinkedIn rewards quality content + active engagement with exponential visibility (when compared to other social media platforms), all without ad spend.
What this means for your business
- More effective outreach: Content builds familiarity and trust, so when outreach lands, it’s not a cold approach, it’s a warm continuation of a conversation.
- Shorter sales cycles: Prospects who already know your name and ideas need less convincing, moving from connection to conversion faster.
- Premium positioning: Consistent visibility shifts you from “just another provider” to recognised authority, helping you win on expertise, not price.
- Sustainable visibility: Content and engagement compound over time, continuing to work alongside (and often boosting) other marketing campaigns.
The window is closing
LinkedIn’s organic reach is still extraordinarily high compared to other platforms, but it won’t last forever. Reports of declining impressions are already surfacing. For now, the algorithm has simply levelled the playing field: follower count carries less weight, and consistent quality content + active engagement are what drive results.
But what happens in 2026 is anyone’s guess. The businesses building authority today are creating a competitive moat that will only widen with time. The moment to claim your LinkedIn territory is before your competitors do.
Working with Wordcraft
Wordcraft is the practice of shaping your story into a strategic, repeatable message - and delivering it where it creates opportunities.
We’re guided by one simple belief: algorithms change, but clear messaging compounds.
Plenty of people can write LinkedIn posts. But posts alone don’t build authority or create opportunities.
End-to-end management | Proven, current methodology | Continuous investment | Integrated strategy | Data-led optimisation |
From content creation → engagement → outreach. We don’t just hand over words, we craft a system that works. | Actively tested across multiple live accounts (including my own), so it’s always what’s working now, not last year. | Training with LinkedIn experts like Matt Barker and Richard van der Blom keeps me sharp on platform best practice. | Content, engagement and outreach connected into one engine that compounds over time. | Monthly reviews to refine, improve and double down on what drives results. |
Pricing
Visibility Builder |
3 posts per week
(12 per month) |
$1800/mo |
Authority Engine |
5 posts per week
(Weekday posting) |
$2500/mo |
Category Leader |
7 posts per week
(Daily posting) |
$3500/mo |
Standard inclusions
✅ Initial onboarding and setup
- Core messaging defined
- Key content pillars established (if required)
- Profile updated and optimised
✅ Monthly content planning session
- List of lived experience for storytelling elements
- Any offers, promotions or specific events to cover
- Key themes to focus on for the month
✅ All posts written to highest standards & LinkedIn best practice
✅ Account engagement
- Strategic commenting on target accounts
- Consistent activity at post times to boost visibility
✅ Account outreach
- x1 direct message (DM) flow
- Daily connection requests
- Unlimited leads via LinkedIn Search
- Account health monitoring
- Monthly outreach optimisation
✅ Monthly reporting
- Summary of results
- What’s working, what could be improved
- Actions for next month
Notes
- Prices are in AUD and exclude GST.
- Initial 3-month commitment, then month-to-month.
- LinkedIn Premium charged separately at client’s expense.
- Creative not included
- Best results come from personal photos or text-only posts.
- Carousels can do well, but they are a quoted separately.
- My recommendation is always to test as text-only first, measure engagement and then repost in the next 30-90 days with the carousel creative if it performed well.
- Reposting to company page is included, however writing original posts is not recommended due to the way the LinkedIn algorithm works.
Process
STAGE 1: ONBOARDING
Timeline: 4 weeks
STAGE 2: LAUNCH
Timeline: 4 weeks
STAGE 3: REFINE
Timeline: Ongoing
Results
My profile → Cass Whitaker
Quick overview:
- Started posting in January 2025, with consistent growth ever since.
- Generated 6 leads, closed 4 of them
- Invited to speak on podcasts and established new partnerships
- Since posting 5 days a week, growth has been huge
- Now moving to posting daily
Here’s some performance data from Favikon:
Clients
This is the performance for the accounts I manage or coach over the past 3 months.
My mortgage broker client = Proof it works for industries outside of marketing
When we first started working together, she literally had four different accounts that she’d set up by mistake. We treated LinkedIn the same way she approached in-person networking:
- Understand her audience
- Share valuable insights
- Speak like a real human
- Tell stories.
At first, her coworkers joked about her looking for a new job. But then her content started connecting. One conversation turned into a sales call, and then another when she was referred to their mum.
That’s two huge deals (I’m sure you know the average LTV of a mortgage broker’s customer) within 2 months of posting regularly, engaging and connecting with others.
Her account has grown from 23 followers to over 700 and we’re about to start month 4.
A quick note on Audience Mix & LinkedIn Premium
There are two core audience types on LinkedIn:
- Peers/partners
- Ideal customers
My LinkedIn strategy ensures we appeal to both.
Peers/partners are who engage with your content. They help boost the network effect. The more they like and comment, the more your visibility grows.
Your ideal customer are usually lurkers.
They’ll view, but they will rarely like or comment.
This is why having LinkedIn Premium and well-optimised profile is critical, because you’ll find they’ll often go do a little stalk.
This is a big signal, and one we use to send targeted connection requests, improve outreach and double down on content performance.
Not ready for the full package? Let’s get clear on your message first.
$1500 (ex. GST)
Bonus: If you decide to sign up after, this will be credited to your first month.
What you get:
✅ A personal branding workshop
✅ Competitor analysis support
✅ Killer positioning statement
✅ Clear core messaging that lands
✅ A voice you can feel confident using
✅ A strong LinkedIn profile to match
✅ 2-5 copy frameworks
Next steps
Here’s how we get started:
- Pick your starting point
- Lock it in
- Kick things off
Choose the package that best suits your pace – whether you’re ready to go all-in or want to start with the essentials.
I’ll send over the agreement and onboarding form so we can make it official.
We’ll book your first session and get to work turning strategy into momentum.
