How can a company increase brand awareness and build trust in a new market? In this case study, we explain how, over the course of one year, the Social Selling agency ModumUp helped a cloud services platform close 6 deals, generate 72 leads, and attract interest from 78 representatives of target organizations in Central Asia.

Our client is a cloud services platform offering convenient and modern business tools. The platform has its own local data center, which gives it a significant competitive advantage and makes it appealing to the regional market. However, the brand was not well-known in Central Asia, so the company needed to build trust, raise awareness, and attract new clients. That’s when they reached out to ModumUp.

To address these challenges, we focused on the personal LinkedIn profile of the company’s Business Development Manager.

The platform's clients include representatives from banking, fintech, industry, HR, logistics, retail, and marketplaces. We connected with CEOs, innovation directors, strategic development directors, and product managers through the expert’s LinkedIn profile.

Before working with us, the expert rarely posted content, which resulted in low engagement and minimal interaction with their posts. Our task was to change that.
To keep the audience interested and prevent posts from feeling repetitive, we focused on 3 key topics: company development, IT and cloud technology trends, and the expert’s personal life.

Under the company development theme, we shared news, helpful case studies, and event announcements. These posts consistently had high reach. For example, a post inviting people to a webinar on digital trends garnered 27,000 views. Another post offering a discount for new users reached over 22,000 people.

Posts about IT and cloud technology trends helped establish the expert's market expertise and in-depth understanding of the industry. One post explaining how companies can determine if they need cloud technology, with a checklist of its benefits, received 12,000 views, while another post on the same topic reached 15,000 views.

Personal content also played an important role. Posts about the expert’s hobbies and how they spend their free time allowed the audience to see them as a regular person rather than a corporate figure. Additionally, the topic of hobbies helped create connections with the audience. The expert, who loves watching TV shows and reading self-development books, often shared their impressions, encouraging audience members to share their thoughts as well.

We didn’t just focus on content creation; we also actively engaged with users by replying to comments, visiting target users’ profiles, and reacting to their content. This also contributed to the growth of reach. By the end of the year, the average view rate was 132.11%, with some posts receiving over 20,000 views. Overall, the total views of the content increased from 167 to 181,500 over the year.

Selling cloud services is not an easy task, especially since many companies already have partners or their own servers. However, it is possible to find the right audience, especially when the company has competitive advantages like our client’s: a private data center, an easy transition from other cloud platforms, and 24/7 technical support from engineers and account managers.

From our experience, direct lead generation mechanics work effectively in the Central Asia market. Therefore, in the first message to representatives of large companies, the expert introduced themselves, shared details about the company, and highlighted the platform’s features. The results were moderate: 6 leads and 14 interested people.

We then prepared a different lead generation message, making it more informal, briefly introducing the client and platform, and offering to move the conversation to more convenient messaging apps. This message received a stronger response from the audience, generating 23 leads and 45 more people expressing interest.

In addition to large companies, the platform was also interested in attracting startups. To appeal to them, the client offered a grant for business development. We incorporated this into a new message, using a casual tone of voice and emphasizing the opportunity to receive a grant and discounts on the platform’s products.

This message achieved the highest response rate — 38%. It resulted in 41 leads, and another 10 representatives from the target audience showed interest in the company’s offer.

Throughout the project, using Social Selling mechanics, we successfully secured 72 potential clients for calls and meetings. The client closed deals with 6 of them, amounting to over 38 million tenge (or more than $74,000). Additionally, 78 representatives from target companies in Central Asia expressed interest in the platform's services, and communication continues with them.

Over the course of a year, we integrated Social Selling into the client's overall strategy, established ongoing communication with the audience, tested various lead generation tactics, and continue to actively work on the project.