Marketing Operations

Arki Campaign Execution Plan: LinkedIn + Twitter

Campaign system focused on thought leadership, trust building, and demo conversion for Finnish housing management decision makers.

Objective

Primary Campaign Goals

Awareness

Make Arki known as the “one hub” model for connected housing operations.

Trust

Show practical proof: real workflows, outcomes, and role-based clarity.

Conversion

Drive qualified demo requests from management companies and board stakeholders.

Audience

Who We Target on Social

Segment Pain Point Message Angle
Management leadership Too many channels and unclear ownership “One thread, one owner, one timeline.”
Board decision makers Poor visibility and delayed reporting “Board-ready visibility without operational noise.”
Operations teams Handoffs fail across parties “Capture to close in one connected flow.”
Channel Roles

LinkedIn vs Twitter (X)

LinkedIn (Primary)

  • Founder-led authority and trust content.
  • Longer practical posts and mini case studies.
  • Target: decision makers and partnership conversations.

Twitter / X (Amplifier)

  • Short operational insights and workflow snippets.
  • Real-time engagement and comment conversations.
  • Target: reach + narrative repetition + top-of-funnel traffic.
Content Pillars

Campaign Themes

Pillar 1: Channel Chaos → Connected Hub Pillar 2: Role-Based Value Stories Pillar 3: Workflow Proof (Capture→Close) Pillar 4: Governance and Board Visibility Pillar 5: Founder Build-in-Public Updates
Cadence

Weekly Publishing Rhythm

Channel Frequency Post Types CTA
LinkedIn 3 posts/week Insight post, proof post, founder narrative post Book demo / Discuss one workflow
Twitter / X 5-7 posts/week Short takes, threaded workflows, screenshot snippets, replies Visit site / reply with use case
12-Week Campaign

Execution Calendar (Quarter 1)

Weeks 1-3

Foundation

  • Publish core narrative and audience pain points.
  • Launch visual sequence explaining Arki model.
  • Start founder voice consistency.
Weeks 4-6

Proof Push

  • Share workflow screenshots with context.
  • Post one KPI card each week.
  • Add one short customer quote thread.
Weeks 7-9

Role Campaigns

  • Run one week per role: managers, boards, vendors.
  • Use role-specific CTA and landing anchors.
  • Compare CTA performance by role segment.
Weeks 10-12

Conversion Sprint

  • Promote “Book a discovery call” strongly.
  • Repurpose top-performing posts into threads.
  • Publish “what changed with Arki” summary post.
Content Production

Execution Workflow

Step Owner Output
1. Topic selection from active pains Founder + Product Weekly topic list
2. Draft messaging by channel Marketing LinkedIn post + Twitter version
3. Design asset preparation Design Screenshot card / workflow visual / quote image
4. Publish and engage Founders Live posts + comments + replies
5. Performance review Marketing + Product Weekly metrics and next-iteration actions
KPIs

Metrics and Targets

Top Funnel

  • Impressions growth rate (weekly).
  • Profile visits from target market.
  • Engagement quality (comments from relevant roles).

Bottom Funnel

  • Website clicks from social posts.
  • Demo form submissions attributed to social.
  • Qualified meeting rate from social-origin leads.
Execution rule: every Friday, keep top 20% performing content patterns and remove bottom 20%. Use evidence-based iteration only.
Sample Campaign Angles

Ready Post Prompts

Campaign LinkedIn Angle Twitter Angle
One Hub Narrative “What changes when everyone works in one operating layer?” Thread: 5 problems caused by split communication
Workflow Education Capture → Assign → Coordinate → Update → Close walkthrough 1-step-per-post educational sequence
Governance Proof Board visibility without operational noise Short case insight + key metric