Challenge:

Initially, the Stelno Group team did not consider social media an important part of business development.

As its value became clearer, another problem emerged: producing useful content internally required significant time. The team could spend a couple of hours a day trying to develop content for its audience. That was time being taken away from the company’s core logistics operations.

At the same time, Stelno wanted potential customers to better understand its capabilities, the challenges affecting the freight industry and the experience behind the business.

The challenge therefore had two sides. Stelno needed stronger market visibility and a more consistent way to educate prospective customers, but it needed to achieve this without creating another major workload for its internal team.

Results:

The effect extended well beyond social media metrics.

According to Stelno’s CRM data, approximately 30% of business generated was coming through LinkedIn, compared with a historical level of approximately 2–5%.

The team also reported that the quality of leads improved over time. Consistent content helped prospective customers become more familiar with Stelno, its expertise and its approach before direct conversations began.

LinkedIn also became a stronger support tool for the business-development team. When prospective customers were approached, they could already see an established brand presence and a consistent history of educational logistics content.

Over five years, the LinkedIn network grew from 3,095 to 11,665 connections, equivalent to approximately 1,714 new connections per year. The strategy generated around 9 leads per month, while posts achieved an average of approximately 835 views.

Just as importantly, Peak Profile significantly reduced the time Stelno needed to spend creating and managing its LinkedIn presence. This allowed the team to remain consistently visible while concentrating more of its time on core operations and business development.