LinkedIn Marketing Services Case Study: Airmen Technical Services

How Airmen Transformed Their LinkedIn Company Page into a Growth Channel

Airmen Technical Services is a specialist consultancy and brokerage providing high calibre expertise in the maintenance, repair, and modification of both fixed-wing and rotary aircraft. To strengthen visibility in its sector, Airmen partnered with Ysobelle Edwards for specialist LinkedIn marketing services. The objective was to translate decades of technical expertise into consistent digital impact, ensuring that Airmen’s LinkedIn company page worked as a genuine channel for authority and inbound opportunities.

The company draws on a global professional network of highly experienced engineers and professional organisations, many of whom have decades of expertise across military, commercial, and business jet platforms. Airmen’s model is built for agility, enabling teams to mobilise quickly, integrate with client programmes, and deliver from day one. The Airmen Network provides training, compliance, technical consultancy, engineering support, and project delivery worldwide, supporting operators of military platforms including the Lockheed C-130, Blackhawk, Chinook, and CASA 295.

The Challenge

At the beginning of 2025, Airmen’s LinkedIn presence was not fully reflecting the scale of expertise within the business. Engagement was steady but modest, and the channel was not yet being used as a reliable source of visibility or enquiries.

In April 2025, before our management began, the profile’s performance looked like this (month totals):

• Impressions: 4,142

• Members Reached: 2,372

• Clicks: 973

• New Followers: 49

• Total Followers: 516

• Visitors: 207

• Engagement Rate: 25.1% (reflecting activity on a smaller base)

Our Solution

On 1st May 2025, Ysobelle Edwards took responsibility for Airmen’s LinkedIn management. Our approach was built on thorough research, increased volume, engaging visual content, and continuous measurement. The methodology included:

1. Strategic Planning

We began by defining who Airmen needed to reach and how they wanted to be positioned. The target audience included fleet managers, programme directors, and compliance leaders within global aviation. From this, we shaped positioning goals: to showcase authority in technical expertise, agility in mobilising teams, and trustworthiness built on decades of experience. These decisions informed the themes, tone, and formats used across all content.

We launched a sector-wide survey that delivered valuable insights to the community.

2. Content Marketing Strategy

Each thought leadership blog was treated as the anchor of a content cycle. Blogs were repurposed into carousels, image posts, and short updates designed for LinkedIn. This ensured ideas reached audiences in multiple ways, building brand awareness by extending the shelf life of every piece. Posts highlighted both technical insights and human expertise, demonstrating the value of the Airmen Network.

3. Survey-Led Engagement

We launched a sector-wide aviation survey that delivered valuable insights and enhanced visibility. By publishing results on LinkedIn, Airmen not only encouraged interaction but also positioned themselves as a credible voice within ongoing industry conversations. The survey sparked positive comments, shares, and dialogue within their target market.

4. Refinement Through Analytics

Post performance was reviewed continuously. We tested timing, subject matter, and content type to learn what gained the most traction. This refinement process allowed us to build a repeatable formula for engagement, ensuring that each month’s activity outperformed the last in reach and quality of interaction.

5. Community-Building Through Private Groups

We introduced private LinkedIn Groups as an additional layer of community engagement. Each group was centred around specific aircraft platforms, such as the C-130, Blackhawk, and CASA 295; creating space for deeper conversation between engineers, project leads, and compliance professionals. These groups helped Airmen foster peer-to-peer interaction, answer technical questions, and quietly reinforce their reputation as a trusted facilitator within specialist networks.

We created LinkedIn Groups as an additional layer of community engagement.

6. Precision Outreach Using Page and Team Invites

To complement content and group engagement, we took control of Airmen’s LinkedIn company page invites. This included both administrative invites from the page itself and coordinated invites from our internal team members. To ensure we were reaching the right audience, we prioritised outreach based on job title, job function, and location, focusing on decision-makers across fleet management, programme delivery, and airworthiness compliance. This approach accelerated follower growth and ensured that engagement came from the right people in the right roles.

7. All Without LinkedIn Ads, But Fully Optimised for Performance

Every outcome was achieved organically. No paid advertising or sponsored content was used at any stage. Results were driven by strategic planning, consistent execution, and optimisation based on platform behaviour. From post timing and format to topic selection and messaging clarity, each element was refined to maximise visibility and engagement. This enabled Airmen to compete with larger firms without relying on LinkedIn ad campaigns, demonstrating that well-executed organic strategy can stand on its own.

The Results

By August 2025, after four months of consistent execution, Airmen’s LinkedIn had matured into a strong channel for visibility and inbound interest. Comparing April 2025 to August 2025 month-to-month:

• Impressions rose from 4,142 to 20,897 (+405%)

• Members Reached increased from 2,372 to 10,502 (+343%)

• Clicks grew from 973 to 3,509 (+261%)

• Reactions rose from 62 to 364 (+487%)

• Comments grew from 2 to 33 (+1,550%)

• Reposts increased from 2 to 16 (+700%)

• Visitors rose from 207 to 523 (+153%)

• New Followers grew from 49 to 335 (+584%)

• Total Followers grew from 516 to 1,405 (+172%)

The engagement rate remained strong, averaging around 18 to 19 percent at five times the original volume of impressions. Most importantly, Airmen began to see high quality leads from prospective customers who cited both the visibility of their LinkedIn content and the authority established through their leadership content. These key metrics, monitored through native reporting tools, confirmed sustained, healthy month-on-month growth.

Client Perspective

“Engaging the Ysobelle Edwards team has allowed Airmen to concentrate on developing our products and services. Through managing the marketing and social media content, they have been instrumental in helping us to engage with our audience and to grow awareness within the industry. Ysobelle Edwards understands the aerospace industry and how to maximise the marketing and social media platforms to ensure Airmen are well positioned . We are delighted to partner with Ysobelle Edwards." – Adam Dowling - Managing Director

What’s Next

With Airmen’s LinkedIn page now generating consistent reach and interaction, the focus will move towards:

• Creating more surveys to add insightful value to Airmen’s audience

• Developing carousel series dedicated to technical and regulatory topics

• Using the LinkedIn platform as the primary sales channel as the range of products and services expands, while also adapting successful content formats for other social media platforms to extend reach and reinforce brand consistency

Conclusion

In just four months, Airmen’s LinkedIn has developed from a lightly active profile into a visible, authoritative channel that generates leads and engagement. This progress was achieved organically, through consistent publishing, strategic repurposing, and careful refinement of content, helping strengthen brand visibility with the right reach. The result is a channel that now reflects the expertise of Airmen Technical Services and contributes directly to its sales funnel.

Your 'Go-To' LinkedIn Marketing Agency

Airmen’s experience shows how a well-defined LinkedIn marketing strategy can transform a company page into a reliable source of visibility and sales leads. At Ysobelle Edwards, we provide specialist LinkedIn services with a focus on helping businesses achieve their broader digital marketing goals.

We have a proven track record in helping organisations transform their LinkedIn marketing efforts into measurable business outcomes aligned to your business goals through content creation, analytics, and strategic execution. To discuss how we can create campaigns that support your LinkedIn marketing goals, get in touch with us today.