Dimension 01 of 07

Profile Completeness & Consistency

Are your profiles fully built out and saying the same thing across every platform?

1. How complete are your company profiles across LinkedIn, Instagram, and other active platforms?

Consider: bio, headline, website link, contact details, cover image, profile image

Partially filled. Missing key fields on most platforms.

Mostly complete. Present but inconsistent across platforms.

Complete on primary platform. Partial or inconsistent elsewhere.

Fully complete. Consistent across all active platforms.

2. How consistent is your brand positioning (tagline, tone, value proposition) across all platforms?

A buyer who finds you on LinkedIn and then Instagram should get the same message

Inconsistent. Each platform reads like a different company.

Loosely aligned. Core messages vary across platforms.

Mostly consistent. Minor variations in tone or message.

Fully consistent. Same positioning, tone, and CTA across all platforms.

3. How well does your visual identity (logo, colours, imagery) translate across platforms?

Profile images, cover photos, post aesthetics — does it look like one brand?

No consistency. Each platform looks like a different brand.

Logo only. Imagery and colours vary across platforms.

Mostly consistent. Occasional off-brand content appears.

Strong and consistent. Visual identity is unified across all platforms.

Dimension 02 of 07

Content Quality & Relevance

Is your content valuable enough that your target buyers would stop and read it?

4. How well does your content address the specific problems and interests of your target buyers?

Not what you want to say — what your buyers need to hear

Company-first. Content is mostly announcements, awards, or culture.

Mostly company-focused. Some buyer-relevant content but not the primary lens.

Buyer-led. Most content addresses buyer challenges and interests.

Consistently valuable. Content is specific, relevant, and buyer-first throughout.

5. How consistent is your content quality — writing, design, depth of insight?

Inconsistency signals to buyers that there's no deliberate strategy behind the content

Variable. Quality varies — some posts are strong, many are not.

Adequate. Reasonable average quality but no consistent standard.

Good on primary platform. Quality is variable on other channels.

High and consistent. Quality is strong and uniform across all content.

6. Does your content include a clear next step — a CTA, a link, a reason to engage further?

Content without a CTA is awareness spend with no conversion mechanism

Rarely. Most posts have no clear next step.

Occasional. CTAs appear but without a consistent approach.

Most posts. CTAs are present but vary in clarity and relevance.

Every post. CTAs are deliberate, specific, and consistently applied.

Dimension 03 of 07

Posting Frequency & Cadence

Are you showing up consistently enough to stay visible to your audience?

7. How consistently does your company post on its primary platform (LinkedIn or Instagram)?

Algorithms reward consistency. Buyers notice absence.

Rarely. Months can pass between posts.

Occasional. 1–2 posts per month.

Regular. Weekly posting with occasional gaps.

Consistent. Multiple posts per week, rarely missed.

8. Do you have a documented content plan or calendar — or is posting reactive and ad hoc?

Planned content outperforms reactive content in quality and consistency

Fully reactive. We post when someone has time.

Loose themes. No documented plan.

Monthly plan. Exists but not consistently followed.

Documented calendar. Topics, formats, and ownership are defined.

Dimension 04 of 07

Audience Quality & Engagement

Are you building an audience of actual buyers — or just collecting followers?

9. How well does your current follower base match your ideal customer profile?

10,000 followers who are never buyers is worth less than 500 who are

No visibility. We have not analysed who follows us.

Mostly internal. Followers are largely peers and employees, not buyers.

Mixed. Some ideal buyers, but significant noise in the audience.

Well matched. The majority of our audience fits our ICP.

10. How would you describe your average engagement rate (likes, comments, shares relative to reach)?

LinkedIn average engagement rate is 2–5%. Below 1% signals the content isn't landing.

Very low. Posts rarely generate any meaningful reaction.

Below average. Mostly passive impressions with limited interaction.

Average. Consistent engagement but not generating notable response.

Above average. Content regularly generates comments and shares.

11. Do you actively respond to comments and engage with your audience's content?

Engagement is two-way. Broadcasting without responding kills community.

Never. We post but do not respond to comments or engage.

Occasionally. Responses happen when someone on the team notices.

Responsive. We reply to most comments but do not proactively engage.

Active. We comment, respond, and contribute — two-way engagement is deliberate.

Dimension 05 of 07

Discoverability & SEO

Can buyers who don't know you yet actually find you?

12. Are your profiles and content optimised with the keywords your buyers actually search for?

LinkedIn profiles and company pages rank in Google. Most are completely unoptimised.

Not optimised. Keywords have not been considered on profiles or content.

Minimal. Some keywords in bio but no structured approach.

Profiles optimised. Content is not consistently keyword-informed.

Deliberate strategy. Keywords are applied consistently across profiles and content.

13. If a buyer searched your company name + sector on Google, would they find strong, consistent results?

Try it now: "[Company name] [sector] [city]"

Weak. Results are thin, outdated, or contradictory.

Partial. Website appears but social profiles are absent from results.

Good. Solid results with some gaps in coverage.

Strong. Website, LinkedIn, and credibility signals all appear on the first page.

Dimension 06 of 07

Lead Generation Pathways

Does your social presence have a mechanism to convert attention into conversations?

14. Is there a clear, compelling next step for someone who visits your profile — a content offer, a tool, a booking link?

Most profiles are a dead end. A lead magnet, scorecard, or booking CTA changes this.

None. Profile links to a website with no specific offer or next step.

Weak. Website link exists but the landing experience offers no clear conversion.

Present but weak. A CTA exists but is not prominent or specific.

Strong. A prominent, specific CTA — a tool, resource, or booking link.

15. Can you directly attribute any inbound enquiries or pipeline in the last 6 months to social presence?

If the answer is no, the engine isn't converting — regardless of follower count

None — and untracked. No attribution and no tracking in place.

Assumed but unverified. No formal attribution despite a belief it contributes.

Occasional. A few leads, but infrequent and not systematically generated.

Regular and attributable. Inbound pipeline is consistently traceable to social activity.

16. Do you have a lead capture mechanism — a form, a gated tool, or an email subscriber list — connected to your social presence?

Followers are rented. An email list is owned. Lead capture converts attention into owned audience.

None. No lead capture mechanism of any kind.

Disconnected. A contact form exists but is not promoted via social.

Exists but passive. A capture mechanism is in place but not actively promoted.

Active. Gated tool, resource, or newsletter — integrated with social CTAs.

Dimension 07 of 07

Competitive Benchmarking

How does your social presence compare to the alternatives your buyers are evaluating?

17. Have you audited the social presence of your 3 closest competitors in the last 6 months?

You can't benchmark what you haven't measured

Never. Competitor social presence is not monitored.

Ad hoc. Occasional glances with no structured review.

Informal. Light monitoring of 1–2 competitors without a defined process.

Structured. Regular benchmarking of 3 or more competitors.

18. How would you honestly rate your social presence vs. your top 2–3 competitors?

Be honest — a buyer evaluating options will see all of you

Significantly behind. Competitors are more active and more polished.

Behind. Weaker than competitors across most dimensions.

Comparable. Some dimensions stronger, others weaker.

Ahead. Visibly stronger presence across most dimensions.

19. Is your content differentiated — or does it look and sound like every other company in your space?

Sameness is invisible. Distinctiveness earns attention.

Indistinguishable. Same topics, format, and tone as most competitors.

Marginal differentiation. Tone varies slightly but content remains generic.

Inconsistent. Some distinctive content but no sustained point of difference.

Clearly differentiated. Distinct POV, format, and tone — stands apart from the market.

20. Are you on the right platforms for your buyers — or spreading effort across platforms where your buyers aren't?

Platform fit matters more than platform count

Unclear. Platform choices are based on convention, not buyer presence.

Some mismatch. Effort is spread across platforms where buyers may not be active.

Mostly right. Primary platforms are appropriate with some marginal activity elsewhere.

Deliberate. On the right 2–3 platforms based on where buyers are active.

21. Do you have someone accountable for social presence — with a clear brief, budget, and success metrics?

Without ownership, social defaults to the lowest priority on everyone's list

No owner. Social defaults to whoever has time that week.

Loosely assigned. Someone is nominally responsible but without a clear brief.

Owner in place. Accountability exists but without defined metrics or budget.

Fully owned. Dedicated owner with a clear brief, budget, and tracked metrics.

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