CASE STUDY:
From invisible to a LinkedIn presence that works
McGregor Projects work in Scottish construction and property maintenance. When they came to us they had no consistent content and no presence worth speaking of. Over two years we built the foundations and a decision-maker audience from a cold start.
The Challenge
Where they started
McGregor Projects came to us with no real marketing in place. No consistent content. No LinkedIn presence worth speaking of. A business doing good work, but invisible online.
That is a common starting point. Good businesses that rely on reputation and word of mouth, then hit a ceiling. Our job was to change that.
The Strategy
We did not start with LinkedIn. We started with foundations.
Foundations first
A new website with expanded trade and service pages. Professional videography to show the work, not just describe it. A full SEO programme to make the site findable.
A consistent LinkedIn programme
A structured content programme run across the full two-year period. LinkedIn was one part of a bigger picture, but its data tells a clear story.
The Results
From April 2024 to March 2026, all earned, zero paid.
0
Organic followers
Built from scratch. 409 are in Greater Glasgow, the primary market.
0 m
Total page reach
Across 145 posts published over two years, in a market where most competitors are invisible.
0
Senior-level followers
Including 132 directors. 170 work in construction, the exact sector targeted.
0 x
Carousel performance
48 carousel posts drove 205 clicks, more than four times the click performance of image posts.
What worked
Carousels were the standout format. The content that connected best was project-specific. Hashtags tied to real work, real locations and real trades drove the strongest engagement. People in construction want to see the job, not the brand.
The numbers reflect an honest starting point. Post-level engagement was low, and that is worth saying directly. But McGregor had no marketing before us. The website, SEO and videography were being built at the same time, from a cold start, with a small team. 741 relevant followers and 1.75 million reach is a platform. It is not the finished article.
Grow Together
This is what two years of consistent marketing looks like for a business starting from nothing. You do not get overnight results in construction. You get credibility built post by post, page by page, project by project. The audience is there. The next phase is where it converts.
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