LinkedIn that brings
the right people.
LinkedIn that brings
the right people.
Helping CEOs & founders build a personal brand and
get found on LinkedIn by the right audience.
Industry: Fintech
Year: 2024
Brand: Sorbet
Industry: Fintech & Web 3
Year: 2024
Brand: Sorbet
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Industry: Fintech & Web 3
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The story.
The story.
Maher Ayari, Co-Founder at Sorbet, operates in the Web3 and fintech space, a space, where credibility and trust are non-negotiable.
While he had a clear mission, his LinkedIn presence did not fully reflect his positioning or speak directly to his audience.
The goal was not to go viral, but to build clarity, authority, and visibility among freelancers, businesses hiring freelancers, and fintech professionals (which are his target audience for Sorbet).
A tone that feels calm and confident, without hype.
Maher Ayari, Co-Founder at Sorbet, operates in the Web3 and fintech space, a space, where credibility and trust are non-negotiable.
While he had a clear mission, his LinkedIn presence did not fully reflect his positioning or speak directly to his audience.
The goal was not to go viral, but to build clarity, authority, and visibility among freelancers, businesses hiring freelancers, and fintech professionals (which are his target audience for Sorbet).
A tone that feels calm and confident, without hype.
The challenge.
The challenge.
Sorbet's company page and Maher’s personal profile lacked structure.
His profile sections were not fully aligned with his positioning, and his messaging did not clearly differentiate him within a competitive industry.
There was no defined content direction, which made it difficult to build engagement or reinforce a clear point of view.
This lead me to build a content strategy for his personal profile, but also tweaking both his personal profile and company page.
Sorbet's company page and Maher’s personal profile lacked structure.
His profile sections were not fully aligned with his positioning, and his messaging did not clearly differentiate him within a competitive industry.
There was no defined content direction, which made it difficult to build engagement or reinforce a clear point of view.
This lead me to build a content strategy for his personal profile, but also tweaking both his personal profile and company page.
The strategy.
The strategy.
I rebuilt Maher’s LinkedIn presence with a positioning and content framework.
I rebuilt Maher’s LinkedIn presence with a positioning and content framework.
The work included:
The work included:
personal profile & company page optimisation
content strategy
Refined his headline, about section, and experience to reflect his role and direction. Updated visual elements and curated the featured section to strengthen credibility and guide profile visitors. Developed a 4-week plan with 8 posts, published twice weekly.
The content focused on storytelling, tapping into the founders insights, freelancing, and industry perspectives to build a voice and encourage engagement within his target audience.
Personal profile & company page optimisation & a content strategy
Refined his headline, about section, and experience to reflect his role and direction. Updated visual elements and curated the featured section to strengthen credibility and guide profile visitors. Developed a 4-week plan with 8 posts, published twice weekly.
The content focused on storytelling, tapping into the founders insights, freelancing, and industry perspectives to build a voice and encourage engagement within his target audience.
Top Performing Posts
Top Performing Posts
(Tap on any post to view the original content on LinkedIn)
(Tap on any post to view the original content on LinkedIn)
The outcome.
The outcome.
Within 4 weeks of consistent posting twice per week, both Maher’s personal profile and Sorbet’s company page saw growth.
PS: I'm happy to share the actual analytics of course ;)
Within 4 weeks of consistent posting twice per week, both Maher’s personal profile and Sorbet’s company page saw growth.
PS: I'm happy to share the actual analytics of course ;)
Personal Profile
Personal Profile
Personal Profile
As his narrative and posting cadence became consistent, engagement and profile activity increased.
In general, especially on platforms like LinkedIn, people connect with people before they connect with brands.
As his narrative and posting cadence became consistent, engagement and profile activity increased.
In general, especially on platforms like LinkedIn, people connect with people before they connect with brands.
Company Page
Company Page
Company Page
Although no direct strategy was applied to the company page, its visibility also
increased during the same period.
When the founder earns trust, interest in the company follows.
Although no direct strategy was applied to the company page, its visibility also increased during the same period.
When the founder earns trust, interest in the company follows.
Beyond engagement & metrics.
Beyond engagement & metrics.
Turning content into conversations.
Turning content into conversations.
