LinkedIn for Local Impact: The Invest Whitby Strategy
Invest Whitby LinkedIn: linkedin.com/company/investwhitby
Launched on May 20, 2025, the Invest Whitby LinkedIn page is a strategic social media channel designed to position Whitby as a leading destination for business investment and innovation. The platform provides a dedicated space to tell Whitby’s economic story in a professional and consistent manner, reaching the right audiences where they’re already engaged. The purpose was to fill a gap in Whitby’s online presence. Anticipated outcomes included increased brand awareness, business engagement, and long-term community investment.
The page has demonstrated early success through steady follower growth and consistent engagement from key audiences. In just over 50 days, the page gained 263 followers, and from May 20 to June 20, it earned 640 engagements, 444 click-throughs, and 8,080 impressions.
The strategy was shaped by a detailed competitive analysis of LinkedIn channels from neighbouring municipalities, including Invest Durham, Invest Pickering, and Markham Economic Development. This research identified best practices in content mix, branding, tone, and engagement tactics, which were used to inform everything from page design to posting cadence. By benchmarking against top-performing peers, the team ensured Invest Whitby launched with a professional, differentiated presence from day one.
One of the most effective elements has been the implementation of a structured weekly content plan built around four targeted content pillars:
- Business Success
- Investment Readiness
- Resources & Support
- Workforce & Talent Pipeline
Unlike many municipal economic development pages that rely heavily on general updates, Invest Whitby prioritizes content that informs, celebrates, and supports the business community. From spotlighting local business milestones to promoting job opportunities and funding resources, the content consistently provides tangible value. The page also integrates seamlessly with Whitby’s broader marketing ecosystem by cross promoting the monthly Invest Whitby newsletter and reposting updates from key partners such as Invest Durham.
A key challenge was launching and managing a professional, high-impact page with limited internal capacity. To overcome this, the team implemented Meltwater to streamline content scheduling, audience monitoring, and analytics tracking. This allowed for a data-informed content strategy and ensured consistent execution without overextending staff resources. Additionally, early engagement data revealed strong performance in posts related to funding opportunities and stories of business success, leading the team to refine content themes and increase emphasis in those areas.
The primary audience includes business owners and entrepreneurs, site selectors, investors, and corporate decision-makers. Secondary audiences include government partners, business support organizations, economic development professionals, and media. The tone and branding of the page reflect the professional nature of this audience while remaining accessible and engaging.
This project has been built with long-term sustainability in mind. By leveraging internal expertise and digital tools, the Town has created an efficient and adaptable platform that supports ongoing economic development goals. The strategy emphasizes community empowerment, transparency, and business confidence—contributing to a more resilient and connected local economy. As the page grows, it will continue to showcase Whitby’s strengths while fostering meaningful connections between the Town and the broader business community.
The Invest Whitby LinkedIn page has not only amplified the Town’s economic development efforts but also created a platform that fosters inclusive, informed, and action-oriented business engagement. It is a model of scalable, strategic communication that supports both local and global connections.
