MA Services Group - Continued Growth

Upon the initial success of launching the new content strategy in early 2025, I stepped back to review performance across a full 8 months with MA Services Group. This broader window revealed not just a strong launch period, but a sustained trajectory of growth. With consistent systems, audience-focused storytelling, and cross-team collaboration, the strategy has proven scalable and repeatable — driving ongoing momentum rather than one-off results.

Continued Strategy

Beyond the initial launch period, the focus shifted to embedding a strategy that could sustain momentum. This meant more than creating content — it required getting close to the operations, studying case studies, and understanding both client pain points and the nuances of the industries MA Services Group operates in. By grounding content in the real challenges and solutions of the business, we created stories that resonated with decision-makers, partners, and employees alike.

We also began leveraging partnerships more actively, showcasing collaborative wins that built credibility and extended our reach. Alongside this, we experimented with employee-generated content (EGC), bringing authentic voices from across the organisation into the mix to highlight culture and expertise from the ground up.

Finally, we framed MA Services Group’s offering not as siloed services, but as part of an integrated approach to security, cleaning, and facilities management. This shift positioned the company as a holistic partner, reinforcing market differentiation while strengthening trust with existing clients.

Results

All comparisons are annualised on a per-month basis to ensure a fair, like-for-like view, weighted against previous equivalent period.

  • Follower Growth
    +141 per month vs. +116 → +21.8% faster growth

  • Impressions
    40,875 per month vs. 33,278 → +22.8% increase

  • Reactions
    686 per month vs. 602 → +14.0% increase

  • Comments
    43 per month vs. 31 → +39.4% increase

  • Reposts
    5.8 per month vs. 5.5 → +4.5% increase

  • Page Views
    1,458 per month vs. 1,169 → +24.7% increase

  • Unique Visitors
    615 per month vs. 481 → +27.7% increase

  • Posts Published
    11.1 per month vs. 9.8 → +14.1% increase

  • Engagement Rate
    15.1% vs. 16.1% → slight dip (-6.2%), expected at higher scale, with overall interactions still significantly higher.

Summary Statement

When weighted against the previous equivalent period, all major metrics — from impressions to visitors to engagement actions — showed double-digit growth. This reflects not just a bigger audience, but a more engaged one, proving the effectiveness of the new content strategy.

Record Follower Growth

From its launch in 2015 through to the end of 2024, MA Services Group’s LinkedIn page grew to around 4,000 followers — averaging ~400 per year.

In just the first 8 months of 2025, we added 1,100 new followers (+27.5%), reaching 5,100 total. That’s an average of 137 followers per month, or the equivalent of 1,650 per year — more than 4× faster than the previous 10-year average.

This period represents the strongest follower growth in the company’s LinkedIn history, achieved entirely through organic content without paid promotion.

Why Our Strategy Worked

I didn’t just post more often — I redefined how MA Services Group showed up online.

  • Clear Positioning: Introduced content pillars that balanced thought leadership, case studies, client outcomes, and culture — giving the brand a consistent and professional voice.

  • Audience-First Approach: Focused on decision-makers (B2B buyers), employees, and prospective hires with tailored messaging for each segment.

  • Quality at Scale: Delivered a steady flow of multimedia content (video, photography, copy) built for LinkedIn’s algorithm and audience expectations.

  • Real Storytelling: Shifted away from generic updates to telling authentic stories — from staff on the ground to client impact — creating content people could connect with.

  • Leveraging Partnerships: Highlighted collaborations with clients and industry partners to build credibility and extend reach.

  • Data-Led Decisions: Monitored engagement, follower growth, and content performance to refine the strategy continuously.

  • Internal Alignment: Collaborated across marketing, HR, and leadership to ensure content reflected both business objectives and company values.

The result wasn’t just more content — it was a cohesive brand presence built on real stories and trusted partnerships that drove engagement, credibility, and record follower growth.

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