SKILL.md
- name:
- linkedin-creator-campaign-launch
- description:
- Use this skill when taking a creator campaign from zero to live — "launch a creator campaign for [product]," "run our first sponsored posts," "test creator-led growth this month." A four-week framework: lock the ICP and one conversion event, source and vet 3–5 creators, brief and go live staggered, then measure per-creator pipeline and renew the winners.
Use for a first (or fresh) B2B creator campaign on LinkedIn. Produces a live campaign in about 30 days with per-creator tracking. This is a channel to build, not a one-off media buy.
Week 1 — define the ICP and the offer
- narrow to specifics: role, company size, vertical, the exact problem. "RevOps leads at 50–200-person SaaS companies drowning in manual reporting," not "B2B SaaS marketers"
- pick ONE conversion event: trial, demo, or lead magnet
- build an angle, not a script — give creators the problem, the proof, and the link, then let them say it in their own voice
Week 2 — find and vet creators
- audience-ICP fit over follower count, always: a creator with 4,000 on-target followers beats one with 80,000 mixed
- read the comments — are the right job titles responding?
- start with 3–5 creators: enough to compare performance, few enough to manage
Week 3 — brief, price, go live
- one-page brief: problem, proof point, guardrails, tracked link
- price per post; judge on cost per qualified lead. Creator campaigns benchmark far below LinkedIn Ads CPL (network median ~€18 vs €55–90)
- stagger publishing across the week — early signals from the first posts inform the rest
Week 4 — measure what matters
- per creator: clicks, trials, downstream conversion. Ignore impressions
- expect concentration: one or two creators usually drive most qualified traffic
- renew winners rather than sourcing fresh — a proven creator's second and third posts outperform their first
What good looks like
A great launch ends with a per-creator leaderboard, one proven angle, and renewals booked with the top performers. A mediocre one buys five one-off posts, reports impressions, and starts over next quarter. The overlooked traps: over-scripted posts that engage like ads, chasing reach over relevance, and treating creators as vendors instead of a channel being built.
MUST pick a single conversion event before sourcing any creator. MUST track per-creator pipeline, not campaign-level impressions. NEVER script the post — brief the angle.