Industrial Awareness: Marketing with Purpose

It’s not what we do once in a while that shapes our lives. It’s what we do consistently.

Anthony Robbins

How do businesses with an inherently technical and complex offering such as those in the Engineering and Industrial fields, attract and keep the attention of audiences on social platforms, which by nature have been designed to always offer us something new, continuously fighting for our limited attention span?

This is the question most companies in these sectors ask themselves but fail to give a satisfying answer to. The answer in its simplest terms is to ask, for what purpose are we putting ourselves out there. Why would we stray from our tried and tested traditional marketing methods and enter the ever-changing and fast-paced world of social media? For most companies having a presence on the world’s biggest social media sites is the missing puzzle piece in raising more awareness about their brand.

In today’s world, no marketing strategy would be complete without this vital cog in raising awareness not only about a brand’s offering but more importantly, carefully and thoughtfully creating an environment where followers can be educated and engaged.

But how to raise a brand’s presence and create an environment in which followers want to know more?

The fast-paced nature of social media means that in order to capture the attention of viewers, companies need to create content that is not only a mixture of fun, informative and thought-provoking but also quickly and easily digestible by breaking information up into small bite-sized pieces.

Winning people over has a lot to do with the perception brands project to their audience. Taking the time to analyze each social media platform to understand how best to craft content to appeal to the experiences people are looking for. By understanding how best to provide that experience, brands can create content that allows them to share their knowledge as well as their personality.

Brands that can educate, excite and participate in conversations with their audience gain an advantage in not only understanding what their followers want to know but by being able to effectively communicate their overall corporate message.

For businesses, social media is not only about selling, but it’s also about increasing the brand’s visibility. Not only for people outside the industry but especially for people in it. A good social media strategy is a brand’s secret PR weapon, allowing them to attract the interest of potential employees that recognize what the company has to offer.

By thoughtfully and consistently crafting clear and informative messages, Engineering and Industrial companies can align their online communication strategies with their corporate image, enabling them to build a truly global network by showcasing their expertise and know-how, all while building trust and confidence in their brand. Through their projects and stories, these companies can show the human side to their businesses, a big advantage over most traditional forms of marketing.

By placing the focus on building brand awareness, companies can market themselves in a truly new and exciting way.

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It’s Time for a Change In Perspective

No problem can be solved from the same level of consciousness that created it.

Albert Einstein

Considering the speed at which our online world changes, it seems like we’re all just doing our best to keep up. By the time we figure out that algorithm, or get our social media strategy in order, it seems like we must pivot to the next big thing. Always chasing, never able to take a deep breath and just exist where we are.

However, there certainly do come times when we feel that our content’s gone a bit stale. Or we’re not seeing the same kind of results from what we’ve been doing in the past. It is finally time for a change. But where to start?

Sometimes, all it takes is a change in perspective. It doesn’t mean you need to overhaul everything you’ve ever done. Maybe make a few tweaks here and there. And rather than looking at it from a “I-have-to-do-this” perspective, look at it as an opportunity for growth. Reframing your mindset in a more positive way can make a big difference.

So when it’s time to change your perspective regarding your marketing or content efforts, here are a few areas to consider.

1. Let your research guide you

In last week’s post, we discussed the power of insight. The analytics about our websites, social media activity, and other content provide use with valuable information that can be used in our favor. This information can help us learn from our past and guide our future. Any additional research you’ve done about your target audience or market trends can help in a similar way. When you make strategy decisions, you can feel confident that they’re backed up by hard, solid facts.

2. Focus on the important things

No matter how much you consider changing, make sure not to let your brand evolve into something you’re not comfortable with. It’s usually a good idea to keep the heart of your brand identity the same – you can always refine it to help it resonate further, but don’t turn it into something totally new. No matter how much your strategy ends up changing, it’s generally best to keep a consistent message to reinforce brand identity and recall for your audience.

3. Have fun along the way

Although you’re using research to back you up, and you’re staying true to the heart of your brand, it’s important to remember to have fun. Not everything goes perfectly the first time, or even the second or third time. Flexibility, agility, and a “roll with the punches” attitude will get you far, whether it’s in revamping your marketing strategy or in different aspects of life. Learn to embrace the unexpected and laugh along the way, and you’re guaranteed to find little moments of bliss.

A change in perspective or an adjustment in mindset. Or even someone to bounce ideas off of. If you’re looking for a partner in your marketing strategy, we’re here. Let’s work together to breathe new life into your brand.

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Using Analytics to Improve Your Social Media Presence

The goal is to turn data into information and information into insight.

Carly Fiorina

When you think of number-crunching, you might picture accountants, data scientists, or auditors. Now, think about the smartphone that’s undoubtedly sitting not-too-far-out-of-reach. What about social media? Your social media apps are home to valuable information that can be tapped into. To provide insights to your past activity and guidance for your future campaigns.

And yes, there are people out there who are social media number crunchers. (Like us!) Your posts you’ve shared and the engagement you’ve received from your followers all work together to give a comprehensive overview of your digital activity. Working with someone who knows how to use this information can be extremely beneficial to your social media success.

So how do social media analytics help?

1. Understand your audience

Have you ever posted something on social media and hoped that no one would see it? Of course not. The purpose of social media is to share information with your network. But if you’re sharing updates during times when your audience isn’t active, what good is that doing you?

Social media analytics can give you information about your audience to better help you target them appropriately. Maybe they’re most active around 7:15pm, so that would be a better time to post than at 5pm when they’re heading home from work. Analytics can even tell you about your audience’s demographics – age, gender, location – to help you connect with them further.

2. Create better content

It’s likely that your brand utilizes multiple social media channels – maybe Facebook, Twitter, Instagram, and LinkedIn. Remember that each type of social platform is used in a slightly different way. Instagram, for example, is much more visually focused than the others. And Twitter is used for short, catchy thoughts with a limited number of characters.

When looking at each platform, analytics can help determine which types of posts are performing the best so you know what to focus on. Maybe you find that one particular social platform isn’t driving engagement quite as much as the others. It could be better to let it go and give more attention to the higher performers.

3. Adjust your strategy accordingly

Some posts are better received than others. Some are more popular, and some stimulate more engagement. But it’s unlikely that your very first posts were the very best. In social media content creation – as in life – we rarely get it right the first time. We continue learning, growing, changing, and evolving into something better.

Using numbers and metrics give us concrete data about the results of the content and campaign strategies. And when you notice posts that aren’t performing as well as you hope, you know that it’s time to make a change. Back to the drawing board, or maybe a pivot back to a more successful strategy. When you have numbers backing you up, you can feel confident in the decisions you make.

If you’re looking to bolster your social media analytics strategy – or start from scratch – we at Brieffin are here to partner with you through the process. We have 8+ years of experience and are enthusiastic about sharing our knowledge with our clients as we work together.

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Industrial social media specialists of the year 2020 - Spain