How Successful B2B Companies Use Social Media

“Focus on how to be social, not how to do social.”

– Jay Baer

B2B customers often require multiple interactions to move them from awareness to interest and finally to desire and action. With over three-quarters of B2B buyers active on social media, platforms like Twitter, Facebook, Instagram, and LinkedIn are no longer only for B2C companies.

B2B companies that actively employ a social strategy see better returns in the long run. It’s important to remember that creating an online presence is about more than short-term gains.

Here’s how successful B2B companies use social media:

They leverage social media to create brand awareness and get in front of their target audience.

If you want to connect with your customers you need to be where they are. Creating brand awareness is key in separating you from your competitors and getting customers to remember and use your name.

They create content that offers value to their audience.

Providing interesting and valuable content helps your audience identify you as a reliable source of information and authority in your business niche. Content that offers value is essential to driving engagement and generating interest in your offering.

They use social media as a listening tool.

By having a presence on social media, B2B companies can gather comments and feedback to understand what their ideal customers are looking for. It also provides insight into how they view your business and those of your competitors.

They use social platforms as a communication tool.

Using social media as a customer service channel provides B2B companies with a quick and effective way to answer queries and respond to questions raised about your brand.

They use social platforms as a way to generate leads.

Social media is an effective way to generate new leads, by providing valuable content that addresses customer pain points. Warming and nurturing leads by engaging with them regularly helps salespeople build trust and move prospects further down the marketing funnel quicker.

They use their social presence to help drive traffic.

Whether through paid or organic posts, B2B companies can connect with people interested in their service and drive traffic to landing pages, capture forms, or any other apps or websites.

They use social media to positively affect their SEO score.

While social media may not directly affect your SEO score, the links you share on social channels, which in turn may get reshared, and direct traffic to your website indirectly has a positive effect on your search rankings.

They use social media to show their human side.

People connect with people and social media makes it easier for B2B companies to showcase their human side. Being authentic on social platforms is the quickest way to start building trust with your target audience.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Create some connections of your own with Rob Riccardo and ‘Deep Connections’. More to listen to on our Spotify Playlist.

Why Quality B2B Copywriting Matters

“Your job is not to write copy. Your job is to know your visitors, customers, and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.”

– Joanna Wiebe

Not all copywriting is created for the same purpose. Sure, it’s being written for advertising or other forms of marketing but understanding who you’re writing for is what matters.

B2B copywriting is similar to writing for B2C (business to consumer) in that the end goal is to engage and convince the reader to take a specific action. But how you create that desire for someone to take the next step depends on what drives them.

For B2C readers, appealing to their emotions focuses on highlighting their wants which in turn drives their actions and behaviour. For B2B readers emotion plays a role but appealing to logic will ensure more success, here’s why;

B2B readers are less likely to make impulse purchases and spend more time investigating and understand the products or services they are investing in.

This creates a longer sales cycle, where B2B writers need to help readers understand the costs involved, as well as the impact the product or service will have on productivity and profit.

Understanding your audience and what motivates them before you start writing will make a noticeable difference to the success of your business’s lead generation and sales.

Now that you understand the difference between B2B vs B2C copywriting here are a few tips you can use to improve the quality of your B2B writing.

Know your audience

Identify who it is you are targeting with your writing. Having a clearly defined target persona will aid you in writing copy that appeals to their needs, curiosities, and possible objections.

Write with your brand’s personality in mind

Writing copy with the right tone of voice will help convey your brand’s personality and values. Doing so will make your copy seem more authentic. Even though the person reading your copy works for a B2B company they will respond better and be more receptive to writing they feel is genuine and reflects the identity of the company.

Use storytelling techniques

Using storytelling techniques in your writing will help to capture the reader’s attention. Stories, case studies, and other anecdotes help writers illustrate their point. It can also help to liven up what is sometimes a fairly boring topic.

Don’t forget the headline

Headlines shouldn’t be an afterthought. They are what hooks and draws the reader in. The headline should highlight benefits, create curiosity while being specific. Wishy-washy headlines don’t get clicked.

Get to the point

B2B readers are busy professionals. Writing long, jargon-heavy copy will put anyone off. Instead, keep things simple by getting to the point quickly and deliver your message in a readable way.

Quality B2B copywriting is concise, persuasive, and relevant to your audience. Making good copywriting part of your business strategy will help you generate more brand awareness, attract new leads and ultimately close more deals.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss Something to get your feet moving. We Might As Well Dance by Madeleine Peyroux. More to listen to on our Spotify Playlist.

Social Media for Sales Teams in the Industrial B2B world

“Great salespeople are relationship builders who provide value and help their customers win.”

– Jeffery Gitomer

Sales teams in the Industrial B2B world have had to keep up with the explosive growth in digital marketing to stay competitive, generate and nurture new leads.

They’ve had to adapt and understand how technological advancements, shifting buyer preferences, and improved connectivity have changed the way people interact, connect and educate themselves on products and services.

Social media platforms are increasingly becoming the new model for sales teams in the industrial world to find and engage with prospects.

By providing value through high quality and informative content and engaging with prospects through social media (also known as Social selling), sales teams are better able to create brand awareness, build relationships and guide prospects through the buying process.

Having a strong and professional brand presence on social media helps sales teams reduce the amount of time they spend looking for leads, improves the quality of the relationship with prospects, which helps to shorten the overall sales cycle.

Here are a few tips to remember as an industrial B2B sales team using social:

Understand your audience, knowing the personas of your ideal prospects will help you solve their problems and provide quality content that appeals to their needs.

It takes time to start creating leads, build trust and authority, and develop relationships with people. Investing the time to be social and authentic on any social platform is vital to the success of social selling.

Know which platforms your target audience is on and what type of content they respond best to. The reality is that your target market is using multiple social platforms, and so should your sales teams. Facebook, LinkedIn, and Twitter appeal to different people and groups in your target market. Creating and testing different types of content for each of those groups, helps your team identify the best way to attract and convert new prospects.

Remember it’s about building networks and relationships not pitching products and services. Being authentic and showing an interest and responding to the questions and comments users have will have a profound impact on how they perceive and trust salespeople. 

B2B brands and sales teams that are not using social media as a way to connect with prospects are missing out on one of the most effective ways to build strong relationships and credibility, and importantly stay competitive in a world which revolves around being able to communicate and do business digitally.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Mango by Handbook Safe Travel will distract you, in a good way. More to listen to on our Spotify Playlist.

The view from the B2B content creator’s perspective

“The best marketing doesn’t feel like marketing.”

– Tom Fishburne

Being responsible for coming up with ideas that help connect a brand to its prospective audience is at the heart of what any content creator does. Creating content for industrial companies and B2B brands, in general, requires an open mind and a willingness to be creative and try new things.

While creating content for industrial communications may seem intimidating on the surface, a deeper look reveals an exciting niche with a lot to offer. Not just in terms of the solution’s heavy equipment and the industrial engineering market has to offer, but the magic of the engineering that goes into creating different innovative solutions and the people behind the scenes making it all happen.    

When done correctly engineering content appeals not only to target audiences and future engineers but also to general audiences. As a content creator, creating this appeal is one of the main goals while also making sure the content produced directly taps into the needs of clients.

By breaking down and demystifying how complex machinery or processes work and highlighting the benefits, it links engineering and technology to the key influences they have on our daily lives.

As more industrial firms see the value in having a digital presence and sharing their expertise with others, they soon realise it’s something they should have jumped on board with a long time ago. Creating a digital presence allows industrial B2B companies to engage with people in a new way, amplifies their reach, and allows them to dig into the data in a way traditional marketing doesn’t.

One of my favorite aspects of creating content for these companies is helping them show their human side. Like any company, industrial brands are made up of passionate people working towards a common goal, and they often have rich histories which few know about. Helping them develop their online personality inline with their brand is always exciting.

Helping heavy industrial companies expand beyond just LinkedIn onto other social media networks also helps them develop a more complete social media strategy. Letting them benefit from the advantages platforms like Instagram and Twitter have to offer when it comes to sharing news, educating, and inspiring others.

Lastly, I believe it’s important for any content creator to look outside their comfort zones. Pushing yourself to try new things boosts creativity and helps you see problems in a new light, letting you create the best content you can in a digitally-driven world.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Get into a state of flow with ‘A dark cloud is coming’ by Moby. More to listen to on our Spotify Playlist.

The magic of B2B storytelling in marketing

In the modern world, impactful brand storytelling is about how to look your audience in the eye, digitally.

– Amelia Veale

When marketers seek to develop a deeper connection with their audience, whether to inspire, educate or influence them, they can tap into a fundamental aspect of being human, our love of stories.

Storytelling when done correctly has a profound effect on human emotions. Having a deeper understanding of these emotions and motivations allows companies to lay down their brand’s narrative helping them find common ground with their audience.

B2B brands have long had the problem of how to connect with their target buyers (decision-makers) at other companies. Knowing that these buyers are affected by and base some of their decisions on emotions like all humans, means connecting with them emotionally has a big impact on the success of building trust, forming relationships, and ultimately doing business with them.

The power of stories to create connections between people and ideas, to convey history and values is something world leaders have been doing for a long time to motivate people to take a certain action. When used by industrial companies and B2B’s it can help shift marketing efforts from salesy pitches and boring prospects with endless features and figures to captivating their attention and helping them create a connection to your business. Here’s how.

Stories can be used to highlight and address challenges that clients experience. By using storytelling to show customers that you understand their needs and concerns around a specific problem, or even one they were unaware of, helps them assess whether you are the right partner to solve their pain points.

Humanize your business through stories. Getting an audience to relate to your brand story can be difficult, by humanizing your business it breaks down the abstract side of the business. Humanizing your brand makes it real for your audience. B2B’s can do this by sharing stories about their own failures and successes, show off the people behind the scenes by giving employee’s a voice, showing gratitude, and being transparent.

Utilise case studies and customer success stories. This is a great storytelling technique because it is instantly relatable as a real-world example of success. Why are case studies so effective? It allows you to tell a story without being self-serving, highlights your expertise and the value your brand offers.

Let customers tell the story for you. By using customer testimonials in their marketing brands can leverage the powerful psychological effect a satisfied customer creates by helping build trust and credibility. Testimonial stories provide assurance about the quality and value of the service they received, one of the most important aspects of the buying decision making process.

Storytelling helps breath life into any type of business, and what business doesn’t want to drive connections and engagement in a truly human way.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Coastline by Hollow Coves to get you into the storytelling mood. More to listen to on our Spotify Playlist.

Are B2B Brands and TikTok a good fit?

Once you begin looking at it from a branding lens, the marketing possibilities are almost endless.

– Lucy Rendler Kaplan

2020 saw TikTok reaching an astronomical 2 billion downloads, catapulting the app to a global audience status. 2020 however, also saw the pandemic reducing the planet to an almost global lockdown. With it came an increased focus on the use of social media as an effective marketing tool.

So how did an app launched in 2016 for the Chinese market find itself being mentioned in the same breath as the other major social media players like Facebook and Instagram?

The platform designed for mobile devices supports short format video content (think Instagram stories) has become extremely popular with Gen- Z users, with around 65% of the user base falling between 13-24 years old.

What separates TikTok from other platforms is the emphasis the algorithm places on new content. When new content starts to gain engagement, it can quickly spread and in some cases goes viral, even if the account has little to no followers. But it’s not all just lip-syncing and dance challenges, education content has become popular on the platform with users sharing life-hacks and quick tutorials.

The question for B2B brands is whether the time is right to embrace TikTok.  

Looking at the current demographics of the platform it would seem that it’s more suited to B2C brands looking to reach new audiences. Understandably many B2B brands are hesitant to invest in a platform that doesn’t directly target the decision-makers of their specific target groups. But for forward-thinking companies, the lack of competition may become a competitive advantage when the platform’s demographics start to shift to an older audience.

To answer the above question there are a few things B2B’s need to consider. Such as is your brand open to and does it have the capabilities to create unique and experimental video content, and does such a strategy match your brand’s image. Current TikTok strategies are primarily for brand awareness and reach rather than short term leads and sales.

The platform itself is also experimenting with its advertising model and will have to evolve beyond short videos if it wants to keep the attention of its users in the future. For B2B marketers keeping an eye on the platform is a good idea even if now is not the right time to jump on board.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Something to get creative to, Breathe by Telepopmusik. More to listen to on our Spotify Playlist.

Why B2B companies need to be on Instagram

81% of people use Instagram to help research products and services

– Instagram business statistics

Facebook is still undoubtedly at the top of the social media pyramid with more than 2.7 billion monthly active users. Together with LinkedIn, Facebook has become an integral part of most social media marketing strategies for industrial companies and B2Bs.

It’s easy to forget that Facebook owns four of the six social media platforms that boast over 1 billion users. One of these being Instagram which has around 1.2 billion monthly active users.

While Instagram initially started as a social network to share photos with friends and family, it has quickly evolved into a platform that allows brands to blur the lines between the personal (human) and professional sides of their business.

Unlike LinkedIn which is focused on professional networking and career development, Instagram is a mashup of pretty much everything; from travel to fashion and food. So why should industrial companies and B2Bs, in general, consider including Instagram in their organic marketing efforts?

While paid advertising has its place for targeting specific ‘short-term’ business objectives, organic posts have a more long-term effect on customer and prospective employee perceptions.

Though not impossible it’s becoming more difficult to reach users with organic content on Facebook and LinkedIn, this is where Instagram offers the biggest opportunity for B2B businesses.

Instagram is a great platform for building brand awareness, community, establishing credibility, and driving engagement all organically. Using a mix of user-generated content, behind the scenes insights, and appropriate hashtags B2Bs can achieve organic reach in ways they can’t on other platforms.

Because Instagram is essentially a visual search engine, brands can get creative with how they design and share visual content through curated posts, videos, carousels, and stories. It’s through these different types of content that B2B brands can connect with audiences on a more human level and showcase their values and personality.

Why is this type of organic reach such a big deal when paid advertising can generate a return on investment ‘fairly quickly’?

When done well a good organic social media strategy on Instagram can act as a place where potential customers, media members, and prospective employees can research, learn and directly engage with brands. More than that it directly impacts search engine results and lets you promote your products and services without being too direct.

Organic social media should be viewed as a long-term strategy that helps you connect with followers, and Instagram is just the platform to do it on.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Live Well by Palace, sit back and relax. More to listen to on our Spotify Playlist.

6 B2B Social media trends we can expect in 2021

“Social media is not just a spoke on the wheel of marketing. It’s becoming the way entire bicycles are built.”

– Ryan Lilly

With global lockdowns, work from home orders, and social distancing, it’s no surprise most people have been spending a lot more time online, particularly on social media platforms. While we see new internet trends every year, the impact of the pandemic in 2020 has accelerated certain trends and given marketers new insight into user behavior.

With many new trends expected this year, below are 6 trends every B2B marketer should be aware of in 2021.

New offerings from LinkedIn:

While not exactly new, we can expect to see an increase in businesses and professionals using LinkedIn Polls to easily and quickly generate feedback and opinions from their network. Allowing them to make decisions and create new conversations based on the results.

We can also expect to see more marketers using LinkedIn Conversation Ads to foster and nurture relationships with potential clients that aren’t quite ready to move further down the sales funnel.  

More live content:

Live streaming whether it’s for webinars, expos, presentations, interviews, or even customer service will become more prominent in 2021. All major social networks already offer and promote live content to their users. The popularity of live content can be attributed to its real and unedited feel.

Live streaming also has the unique advantage in that it can be saved and repurposed later as content or for marketing purposes.

The continued rise of ephemeral content:

Ephemeral content is content that is only available for a brief time. Think Instagram stories or GIFs. Why would something that only lasts a short time be so popular? Well, people are looking for short and entertaining ‘snack’ content, something they can quickly and easily digest while bored or in-between tasks. Businesses that can create engaging or educational ephemeral content can expect to see more users viewing their content.

Video content will continue to be popular:

With Facebook, Instagram, LinkedIn, and other networks increasing their video sharing capabilities. Marketers can expect video content to continue dominating feeds and performing well. Video content is expected to become the most popular content type on social media.

Video content ticks all the right boxes for users, it’s easy to digest, entertaining and engaging. For marketers’ video content is great as it usually means a positive ROI.

Increasing in technology adoption:

As technology continues to increase at incredible speeds, more and more people will adopt new technologies integrated with social media.

Technologies like virtual and augmented reality offer users new and more engaging social experiences. Brands should lookout for opportunities to interact with users as they game and explore.

Authenticity will be important:

The hardships caused by the pandemic in 2020 have left consumers wanting more from Brands. Marketers need to identify how they can make their social media and content strategies more authentic to aid in building trust.

By showing their human side on social media, brands can increase their awareness while showing users they care.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

In Your Eyes by Nora En Pure. More to listen to on our Spotify Playlist.

Time for a Career revamp?

“If opportunity doesn’t knock, build a door.”

– Milton Berle

As we continue to feel the effects of the pandemic into 2021, the ripple effect from the first series of lockdowns has forced change on some people while shifting priorities for others. With the ‘second wave’ playing out around the world more people are having to look at the impact the pandemic is having on their careers, and industries.

For those that have decided to seek out new opportunities, now is the chance to update your resume and cover letter, rethink your LinkedIn profile and start networking in a way that opens new doors.

Updating your resume and optimizing your LinkedIn profile to meet the platform’s best practices doesn’t need to be difficult or time-consuming, here’s where to start.

Resumes & Cover Letters

It’s not always the candidate with the best qualifications or work experience that lands the role. It’s the person who marketed themselves the best. When revamping your resume keep the following in mind.

Your resume is a chance for you to showcase your personal brand. Including a summary or branding statement helps create a focused message that aligns with your ‘brand’, showcases your unique value, and helps differentiate you from other candidates.

Keep your resume relevant. Industries and processes change over time, consider removing old or irrelevant work experience that doesn’t align with your future goals or desired career.

Include your custom LinkedIn URL. Why? LinkedIn is part of your overall professional presence and for many industry professionals, the most important social media platform for networking and job searches. 

The visual design of your resume and cover letter should reflect your personal brand as well as your target industry. Colour and layout play an important role in how employers perceive you. Creating a unique visual resume will help your resume stand out while still being you.

You want your resume to tell your story. This is your opportunity to explain why you are so valuable in a way that grabs the reader’s attention, making you more memorable. Use storytelling techniques throughout your resume to highlight your biggest accomplishments. The goal is to create a connection with the reader so they want to learn more about you.

LinkedIn Profile

LinkedIn is the social media platform of choice for industry professionals, recruiters, and businesses looking for talent. Optimizing your profile can help you leverage the networking potential of LinkedIn and improve your job search. Make sure you’re ticking the following LinkedIn best practices boxes.

Make sure you have an up to date and professional profile photo. It creates a positive first impression of your profile. Include a cover image that’s both eye-catching and reflects your personal brand.

Customize your LinkedIn URL, www.linkedin.com/in/yournamehere. This allows you to use it across different platforms to market yourself.

Make sure all your relevant contact information has been filled out. People won’t contact you if they can’t easily do so.

Put some thought into your headline. Avoid just putting your job title down. Use your headline to help make a positive impression and explain what exactly it is you do and offer. It’s also a chance for you to include keywords that help your profile appear in LinkedIn searches.

Use the about section of your profile to share your story. Remember to write in the first person. Adding skills to your profile also shows recruiters what your core competencies are, make sure to highlight your strongest skillsets.

When adding your experience, don’t just copy in what it says on your resume. While your resume is more concise and targeted to the position you want. Your LinkedIn profile can and should include a more complete picture of your overall work experience.

Take time to add in your accomplishments. This is where you can add noteworthy information about yourself outside of your employment history.

Need a helping hand putting it all together? Check out our design and copywriting programs for resume and LinkedIn upgrading at www.brieffin.com/personal-brand/.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Lost in The Light by the Bahamas, perfect for a coffee break. More to listen to on our Spotify Playlist.

The ‘Virtual’ Future of Industrial Events

In a world that is constantly changing, it is to our advantage to learn how to adapt and enjoy something better.

– Kenneth H. Blanchard

Covid-19 has had a profound impact on numerous industries around the world, with the tradeshow and events industry being one of the hardest hit. For those in the industrial sector, these important annual events provide the chance to interact with other industry professionals, analyse national and international trends and developments in various fields, discover new and exciting innovations on show, as well as build and strengthen relationships.

While many of the restrictions and concerns for live in-person events seem set to stay for the foreseeable future, the shift to virtual events has seen a dramatic increase. With advancements in technology and the mass adoption of connecting through video socially and for work, the internet and event platforms have opened new doors to what’s possible with virtual reality and artificial intelligence.

Until now, holding any large event online has always taken a backseat to the real thing. But 2020 has proved just how responsive and adaptable the virtual landscape can be and that it’s here to stay. The virtual events space offers companies, organisers, and attendees several appealing advantages over face-to-face events.

Virtual events have a global reach, allowing planners to engage with more people no matter where they live. They have lower operating and marketing costs, allowing companies with smaller budgets to successfully host online events. The digital nature of the events also allows companies to integrate their brand strategy in new and exciting ways.

Planning and managing virtual events is simpler and more time-efficient, with no staff to manage, logistics and accommodation to arrange, or food and beverage to monitor. Planners can focus on delivering a positive and smooth experience for everyone.

As with any event, it’s what happens after that is most important. Virtual events allow exhibitors to get more feedback using various digital tools, allowing them to make the most of follow-up contact. It also allows planners access to new metrics, so they can collect more accurate information about engagement and activity, helping them plan better events for the future.

For attendees, it cuts out costly travel expenses and delivers more value with on-demand video content, VR, and other new experiences.

With many countries now rolling out vaccine plans, it might not be long before we can safely attend live events again. But with so many advantages being offered by virtual events a mixture of the two known as a hybrid event will most likely become the norm. Allowing for the benefits of face-to-face networking sessions while still offering inclusivity to a wider audience. Advances in technology and AI will further strengthen the possibilities of bringing future virtual events and experiences into our homes.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Something to sit back and unwind to Sister by TSHA. More to listen to on our Spotify Playlist.

How to run a successful festive season digital marketing campaign

Don’t be afraid to get creative and experiment with your marketing.

– Mike Volpe

Running a successful festive season campaign doesn’t happen by chance, there are several things that can be done to maximise sales, boost brand engagement, raise awareness, and achieve specific business goals.

The festive season, by far the busiest period for most businesses is unique in its impact on our behaviour as consumers. During this time of the year, most of us are influenced by many psychological and societal pressures, like the urge to spend, fear of missing out on discounts and deals, and the necessity to gift.

Understanding these shifts in consumer behaviour combined with a sound digital marketing strategy will help you make the most of your digital marketing efforts over the festive season.

So, what steps should you take to ensure the best possible outcome of your festive marketing campaign?

Take advantage of big holiday sales days

Black Friday and Cyber Week are two of the biggest shopping periods around the world. Plan well ahead of time if you want to capitalise on the enormous amounts of people looking for bargains. It’s also a great way to introduce new audiences to your brand.

Learn from past campaign

If this is your first festive campaign, be sure to record what you did, why you did it, and what the results were. Looking back at past campaigns can help you avoid repeating costly mistakes, and improve on what worked well.

Reviewing your social, website, and Google analytics is another way to see which pieces of content, products, or services are getting the most attention. Knowing what’s popular and what isn’t will help you design an effective holiday campaign.

Be social and mobile ready

Have a festive social media strategy ready to implement. Taking advantage of the increase in activity across most social media platforms is one of the best ways to appeal to new audiences and convert them into long term followers and supporters.

Make sure all your marketing communications, services, and website are optimised for mobile. More than half of all online purchases are attributed to mobile devices. Poor mobile design leads to a bad impression of your brand and ultimately frustrated users who will look to competitors instead.

With social media and online shopping becoming more integrated, users are constantly mixing entertainment, education, and shopping. This impacts consumer buying decisions and aids them in discovering new businesses.

In short, if social media marketing isn’t part of your overall digital marketing efforts, you may want to stop and ask why?

Understand your audience

Knowing how to effectively communicate with the various personas that make up your potential client base is key to a successful campaign. Tailoring your marketing for the right audience will make you stand out in a sea of competitors.

The most important tip to remember is to appeal to the festive spirit of the holidays, have fun, and get creative.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Get daydreaming with ‘Cumbia del Olvido’ by Nicola Cruz. More to listen to on our Spotify Playlist.

Understanding the Power of Hashtags

“I like hashtags because they look like waffles.”

– Paula Wethington

The simple hashtag or pound symbol has been a part of the social media lexicon for long enough that we all know what it is. But not everyone understands why exactly it gets used and that using them correctly can skyrocket your brand’s social media awareness and engagement.  

Put simply a hashtag ‘#’ is a way to connect user-generated content on different social media platforms to a specific topic, idea, or conversation. It allows social media platforms to group and categorize content with the same hashtag, making it easier to discover posts around those specific topics.

So how exactly are hashtags powerful?

For businesses wanting to be discovered by new audiences, hashtags are a way to move beyond the followers you have and be discovered by new audiences following or interacting with that #hashtag. They take your post from invisible to being publicly seen, helping increase engagement with new followers, likes, saves, shares, and comments.   

You would no doubt at some point have seen a hashtag surrounding an important social issue such as #BlackLivesMatter or #MeToo being used on social media. These and other types of activism hashtags are a way for people and brands alike to show their stance or support for different issues or causes, using hashtags as a way to highlight issues or as a call to action.

These hashtags are important because they clearly show where a brand stands on social issues, with audiences taking note of which brands show support and which ones don’t.

Brands can also use branded hashtags in marketing campaigns, to help promote and build brand awareness.  Using a unique and memorable branded hashtag or term around your brand’s identity is a valuable way to increase awareness and engagement. Branded hashtags are a way for followers to search or show support for your brand.  

Hashtags are a simple way to give context to a post without writing long explanations in your captions. Using hashtags in this way allows you to give extra meaning, letting followers know your opinion or impression of a particular post.

Making the most of your Hashtag strategy

Simply adding any hashtag that comes to mind to your posts won’t lead to much success. Instead, focus on understanding which hashtags will help connect your brand with new followers.

To start generating impressions, begin by thinking of the main topics and keywords, relevant to the niche you are targeting i.e. Marketing.

Next, think of potential hashtags to use under that keyword i.e. #digitalmarketing. Finally, combine those hashtags with post-specific tags to help social platforms know you want to be associated with those niche hashtags.

Hashtags are an incredibly useful way for brands of any size to increase their following and get involved in new conversations, they can be used as an effective communication tool to show support, and drive action. If you haven’t already started it’s time to get #tagging

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

An upbeat song to get the week started by Jeremy Loops. More to listen to on our Spotify Playlist.

Key Qualities Of Great Brands

Products are made in the factory, but brands are created in the mind.

– Walter Landor

Everyone’s definition of what a brand is, is slightly different. Ask someone what a brand means to them, and you’ll get a different answer every time. We can all agree, however, that a brand is a lot more than just its colour palette, a logo, and some creative fonts.

The truly good brands understand that the key to branding success lies in getting key factors right. It’s these qualities that distinguish successful brands from poor ones.

Below are five principles to keep in mind when thinking about branding.

Keep Things Simple

When it comes to branding, keeping it simple is important. A complicated brand message only leads to potential misunderstandings about what it is the brand does or what makes it different.

There should be no confusion around how the brand is perceived in the marketplace. Simple doesn’t mean boring as long as it’s memorable, think Netflix.

Focus On Consistency

You want your brand to be memorable, yes, but you also want people to trust it. Having a consistent image and style that you can share with people over time, helps them recognize and place your brand. Trust is built through experiences. Consistently delivering a unified brand experience, assures people of a positive outcome.

 Be Unique

The sum of all the things that separate you from your competitors. It’s not just a brand’s image that makes it unique, but its story as well. How a brand visually expresses, positions, and shares its personality makes up its unique identity. It’s this unique identity that people remember and relate to.

Continuously Build Relationships

Brands that can build relationships with their target audience can keep them coming back. Engaging with customers and analysing any feedback helps you align consumer wants with business goals. 

Focusing on relationship building is a good way to ensure long -term brand success. Good relationships mean loyal customers.

Share Stories

It’s no secret that storytelling is a powerful technique in helping people connect and build relationships. Never has it been truer than today, where most of us live in a fast-paced, digital world.

Stories are something we are hardwired to pay attention to. The secret for brands is to share stories that highlight their value, consumers that share those values will be more motivated to interact with that brand.

When used correctly these branding and marketing principles create the right opportunities for brands to create awareness and grow.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Something soulful by Gregory Isakov. More to listen to on our Spotify Playlist.

Why good copywriting is vital to digital marketing success

“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”

– Leo Burnett

Copywriting is one of, if not the, most important element in marketing. It’s the tool you turn to when you want to get an audience to take action! Effective copywriting informs, creates awareness, and persuades a reader to do something. 

While effective marketing is a mixture of other essential elements like graphic design and strategy. Copywriting is what’s used to communicate with the reader while leaving a positive and lasting impression.  While good design can draw a reader in, it’s the copywriting that does the ‘motivating’ to take the next step.

Not all copywriting is the same

To be effective, copywriting has to match its medium. In situations where a reader only has a limited amount of time, like a passing billboard, to read and receive a message, the copywriting has to be clear and concise.

Other mediums, like flyers, allow for more reading time and an opportunity to write copy that entices and pursues a reader to take the desired action.

Aligning the copywriting with the type of marketing ensures its effectiveness and impact.

Copywriting vs Content Writing

While both material writing, there is a fundamental difference between content writing and copywriting. Content writing is writing that informs and shares valuable information with a reader on a specific topic.

Copywriting is text specifically tailored for marketing materials like headings, digital and print adverts, email marketing, brochures, and calls to action.

Good copy and content writing go hand in hand. Without quality copywriting good content would never get the proper attention it deserves.

Creating an image through copywriting

Differences between brands are not only limited to their logo and the colours they choose to use. Their identities are also shaped by the tone, style, and language of their copywriting.

Copywriting reflects a brand’s character as much as the visual elements of their branding. The tone of your copy should effectively communicate the values and emotions you want readers to feel.

The perception a reader has of a brand will ultimately impact their behaviour and buying habits.

Copywriting and Google

Good copywriting can also boost your SEO efforts. With search engines continually improving their algorithms, good copywriting has become a key element in allowing search engines to identify, understand, and rank quality content.

It’s important to remember that the best copywriting strikes a balance between sharing valuable content readers will want to read and being tailored towards making Google and other search engines happy.

As digital marketing’s importance in connecting with global audiences continues to rise, the importance of good copywriting will become more significant. The ability to make readers excited and curious will be crucial to inspiring action and ultimately the success of your digital marketing efforts.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

“All for you” by Stick Figure. More to listen to on our Spotify Playlist.

How to identify customer pain points

“Problems are only opportunities in work clothes.”

Henri Kaiser

Every customer has pain points (or problems) they are experiencing and would like to solve, in some cases, they aren’t even aware of any problems that need solving.

A marketer’s job is three-fold:

Firstly, to identify a customer’s true needs.

Secondly, to then help them realize these needs if they haven’t already become aware of them themselves.

And thirdly, convince them of the best solution to resolve the pain points they are experiencing (hopefully the one you or your business is offering).

Being able to effectively find and resolve customer pain points not only sets you apart from your competitors but also communicates the value you bring. Identifying the root causes of your customer’s pain points may require you to look at potential problem areas from multiple perspectives.

While each pain point is unique, they generally fall into four broad categories of pain points.

Financial pain points: Your client simply wants or needs to reduce their spending on a specific aspect of their business.

Process pain points: Internal business processes need to be improved to increase efficiency.

Productivity pain points: These are barriers to the effective use of time and being more efficient with it.

Support pain points: Identifying wherein a sales or customer journey additional support may be needed to achieve the desired goal.

But how exactly to go about uncovering your customers’ unique issues? The first thing to do is allow them to fully explain their problem and where they believe the roadblocks in their business may be.

Get feedback from sales or customer support teams. Their interactions with existing customers (and lost ones) will shed light on where pain points may lie.

Conduct surveys of existing customers to see how they feel. Viewing an experience from their perspective often shines a spotlight on a problem that was otherwise invisible from a different point of view.

Look to see what your competitors may be doing differently to you. Studying their strategies may expose flaws in yours.

Then there’s Social Media, one of the quickest and most powerful ways to check what’s being said about your products, services, and brand. Studying comments and reviews is an excellent way to identify common pain points customers are experiencing.

Once a pain point has been uncovered, it needs to be solved. And while there is no instant fix formula that can be applied. Each issue that needs to be addressed must first be fully understood, and the solution offered personalized for each customer. Not only does this show you fully understand their needs but you are the right person to trust in solving them.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

We’re closing down the week with an upbeat sound. “Sunday” by Møme, a recent addition to our Spotify playlist.

How to create a professional portfolio

You can’t use up creativity. The more you use, the more you have.

– Maya Angelou

A portfolio is more than just a collection of your work. For creatives and non-creatives alike, a portfolio is a calling card to the outside world. It’s a way for you to showcase your abilities while sharing your story.

Portfolios can be used to help boost your personal brand, share your skill set, increase your digital visibility, and most importantly attract potential clients.

Creating a portfolio that stands out while quickly and clearly sharing your expertise and value with visitors is important. First impressions count no matter what industry you’re in, it’s not only designers and creatives that get to create amazing portfolios.

Even if you work in a non-creative role, thinking outside the box can help you represent your work visually and take advantage of the way people process information.

So, what elements make up a well thought out and professional portfolio?

You & Your Work

You want to create a portfolio that shows off who you are and what you’re offering. Help clients understand what it’s like to work with you by introducing yourself, sharing your experience, personality, and background.

The work you decide to include in your portfolio has to be the right mixture of ingredients to shine. Include your best (or most successful projects, quality over quantity), and content that targets your ideal client (keep to your niche or where you want to be).

Don’t limit yourself to work projects alone, include personal projects or mock-ups. Having a mixture of content lets you showcase your skill and creativity, something all clients are looking for. 

Showcasing you and your work together is all part of building your personal brand.

Simplicity (Design and Navigation)

When it comes to portfolios ‘less is more’ really is the best. Keeping the design and layout of your portfolio clean and simple to use is important in creating a good first impression.

Categorizing (or filtering) your work makes your portfolio easier to navigate and informs clients of the different skills or areas of expertise you have. Make yourself accessible so clients know how to best contact you.  

Awards and Accomplishments

Including social proof or your track record in the portfolio helps build credibility and trustworthiness in your personal brand.

Share client testimonials, awards, and certificates. Let people know how good you really are.

Keep evolving

A portfolio is an evolving collection of your work and professional career. Search engines are always looking for fresh content and clients want to see up to date styles.

Update and change your portfolio as you grow, your goals change and your work evolves.

Creating a portfolio is an effective way to highlight your uniqueness in a sea of competition, it helps potential clients understand more about you, your style, abilities, and accomplishments.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Enjoying a super chilly song by Tim Legend, while we are creatively inspired to just write, and write, and write. Join our playlist on Spotify!

What makes content go viral?

“The internet affords a level of relationship with consumers hitherto unfathomable.”

Lucas Donat

Viral content: The gold standard for successful digital marketing – at least, according to marketing clients. And, probably the bane of every digital marketer’s existence, who’s had to manage expectations of viral content being a norm rather than the exception.

The advent of social media has leveled the playing field, and fame and fortune are no longer an elusive enigma, reserved for an elite few. Every fame-hungry TikToker, influencer, YouTuber, and brand out there know they could be one click away from producing that magic piece of content that could garner enough views and shares to catapult them into the realms of instant stardom. And, if you’re in the business of digital marketing, so do your clients.

In the world of social media and digital marketing, everybody’s looking to trend. To do so requires cleverly crafted content with enough wit and smarts to make it go viral. Simple? Not so, according to marketing experts.

So, what does it take for content to go viral? Is there a magic formula or strategy? Does it happen by chance, or through the carefully thought-out efforts of a high-cost marketing strategy?

There is no magic formula for content virality. Viral content is so rare that most marketers agree that even the most carefully crafted, big-budget promotion cannot guarantee it – although it can go a long way to increasing your chances.

Viral content takes a dexterous mixture of deliberate planning, good strategy, clever targeting, and, wait for it…a whole lot of luck! Content virality is, after all, a game of being at the right place, at the right time.

However, if your business is not yet in a position to spend on a high-cost digital campaign, there are certain elements you can incorporate into your content to increase your chances of hitting that ever-elusive viral content jackpot! The most common elements include:

Lists and GIFs: These, according to research, are the most shared types of content on social media. So, if you can craft yourself a catchy Top 10… list, or create a punchy GIF, you’re well on your way to going viral.

Tapping into the ego: Besides lists and GIFs, social media research also suggests most of us have a little “inner-narcissist” that draws us to content we think makes us look good or clever. If your content appeals to people’s egos, they’re likely to share and make it go viral.

Emotional triggers: Content that triggers positive emotions, entertainment or amusement tends to get more shares than negative content. Humanizing your content is a great way to connect with an audience.

Shock factor: Something unexpected to shock and amaze.

Tips and hints: When people find your information useful, they’re more inclined to share with others. It taps into the ego factor, where they feel it makes them look good.

Offers: Everybody loves a freebie! If you’re giving away freebies, you can almost be assured to get a sharp increase in likes and shares.

Influencers: If you can get a good one to notice your content, go for it!

It’s important to remember that you cannot force your content or campaign to go viral, for content to truly spread beyond just your target audience and get shared by others it needs to happen organically. Keep your focus on creating good content that fits your brand and targets your audience, if it has the right mix of ingredients it might just go viral.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

A vibrant song to get our moods lifted in this new week that is just starting. “Sail Away” by Møme. Listen to this and other inspiring hits on our Spotify playlist.

When should your business consider a rebrand?

“Your brand must communicate the value that you bring to a working relationship.”

Idowu Koyenikan

When should you/your business consider a rebrand?

Like fashion, most brand identities eventually reach their sell-by-dates. Trends, styles, and cultures are constantly evolving – what was hot in the ’90s is probably not relevant today. Similarly, what may have been considered a slick, well-crafted image then, may well be seen as outdated and out of touch with modern culture. When your audience can no longer identify with what your brand represents, you know you’re overdue for a much-needed revamp.

Below are a few compelling reasons to help you decide if it’s time to shake off the old image and update your look.

New direction, new you:  Changing public perception

Most of us are familiar with the adage ‘it takes 30 seconds to make a good first impression’. Well, according to Forbes, you can cut that number down to seven seconds. You heard right – people’s impression of your business is almost cast in stone within the first seven seconds of their interaction with your brand! Your branding acts as that first seven seconds that determines whether you’re seen as an authority or follower in your industry. So, if you feel you’ve reached the proverbial glass ceiling with regards to your pricing, or might not be attracting the kind of talent you deem worthy of your brand, it may be that the image you’re putting out there, is not aligned with the image you have of your brand and business. Time to change perceptions.

You want to attract a new “fan base”

Fortunately, the need to rebrand is not always the result of some crisis or urgent need to shake off a sudden dose of negative association. Sometimes rebranding is the result of what Millennials refer to, as nice life problems. A good example being, your business doing exceptionally well, to a point where it starts to outgrow its initial audience, raising the need to expand to new demographics. Dazzling your new target audience, will require a change in thinking, and adapting your engagement to a “language” that appeals to your new audience. A “language” that can shape their perception to help them identify with your new, evolved brand, and win them over.

Your values have shifted

People change, ideas change, and so do our values. What may have worked in the past, may not work today. As the saying goes, hindsight is 20/20, and if your current branding no longer reflects your new outlook, it justifies the need to rebrand. To echo Ashley Friedlein, “Your brand is the sum total of how someone perceives your organization.” If your audience no longer identifies with the outdated values communicated by your brand, it’s time for an upgrade.

You’ve become a dime a dozen – you’re blending in with your competition

Lastly, if your industry is saturated with competitors, revamping your image may be just what the doctor has ordered to help give your business the edge it needs to stand out from its competitors and reposition itself as an industry leader.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Warming, loungy song, by “Solar Sun” for a new Autumn day. More to listen to on our Spotify Playlist.

Do I need a logo for my personal brand?

Personal Branding is not about pretending to be a perfect person. It’s being real to the world with your flaws and fortes.

– Bernard Kelvin Clive

To answer the question of whether a personal brand needs a logo it’s best to start with a question.

Why do you think your personal brand needs a logo?

A common answer here is, “ because I need an Identity “, “ it’ll make me look credible, especially for social media ”. And while the primary function of a logo is to identity, there is a difference between a logo used by business brands, to differentiate and create separate identities for their products and services, and one representing a personal brand and reputation.

To get a logo for your personal brand just because, would not be a good reason. A personal brand can survive and succeed without a logo.

However, there is a case to be made for having a logo for the right reasons. A personal brand is a combination of your unique style, values, and beliefs, and the logo you choose to use should attract and remind audiences of your style and values. A logo forms part of your personal brand identity, it shouldn’t be what defines it.

A logo also helps you stamp your expertise in your specific niche, enhance your marketability, and through your logo design aids in helping people build an affinity towards your personal brand and you as a professional.

So, what makes a good logo? There are a few elements that determine if a logo is good or not.

Is it simple? Simple logos are quicker and easier for people to recognize. Limit the colors, fonts, and wording you use to keep the design clean and simple.

Is it relevant? Not just to your niche but to the market and time. This is why we see companies rebrand and reposition themselves over the years.

Is it unique and memorable? Your logo should grab attention while showing off your uniqueness. Having a well-designed memorable logo is a way for people to instantly connect and associate with you and your personal brand.

Is your Personal Brand using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk!

Our Moment of Bliss

Living blissfully through music. For it, in itself, is pure inspiration. Our mindfully picked music selection to awaken the creative space inside your mind. Here. On Spotify.

Social Media Strategy Self Enquiry

“Ones vision is not a road map but a compass.”

– Peter Block

On the surface, building a thriving image with the help of social media looks fairly easy. There are, after all, thousands of examples of personal brands with excellent social media profiles full of great content in every type of niche.

But if you’ve ever tried (for an extended period of time) to run and manage a social media campaign, you would have noticed that to gain the type of following or garner the levels of engagement some successful personal brands do, takes a well thought out strategy and plan.

Without a well-defined roadmap, social media management quickly run into several common problems. Namely; content that doesn’t target their audience, content that varies in its purpose, and publishing content on an inconsistent basis. All this leads to poor results with lots of time, and probably money, invested.

So before diving into content creation, it’s always wise to take a step back and plan your approach. Whichever process you use to create your social media strategy the following points will help you not only define your vision but outline the steps it takes to get there.

What are my online communications goals?

While creating generic goals might be easy, creating specific and measurable goals that you can work towards is something every marketing expert will tell you to do. And they’re right. Document specific goals (and in what time frame) your personal brand would like to achieve them. This will allow you to narrow your focus and push forward with a clear direction. 

Who am I creating content for?

Every product or service has an idea of their ideal customer. By defining exactly who it is you are targeting you can better understand how to align your content with their needs.

You’ll be better able to answer the question, ‘Where will I find my customers and how should I engage with them?’. Having a clear notion of your ideal customer will help you find the right social media platforms suited to your personal brand and audience. Creating the right type of content for the right people is a sure way to get the attention of your target audience.

How will I get my message across?

At this point you have a clear image of who you’re sending your message to, next is deciding on the tone and voice to use in your marketing. Outlining your voice and the tone you use for different audiences and scenarios is what best shares your personality, image, and values.

Create engagement and get valuable feedback by sharing content that speaks to your audience in a format or channel they prefer.

Am I meeting my goals?

When it comes to getting insights into your social media analytics, there is no shortage of different KPIs, metrics, and reporting dashboards to review.

But knowing which ones to focus on, measure, and track is linked to your goals. Review the specific objectives you set yourself at the onset of creating your strategy and use the data that supports those targets.

Knowing when to review your goals or pivot your approach saves you time and money.

It’s important to remember that any social media strategy or content plan usually requires investment at the start. Whether it’s your time or money, the return is worth the resources. In a competitive environment, it could mean the difference between a struggling personal brand and a thriving one.

Knowing how your strategy is performing will help you make informed business decisions.

Are you using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss


Personal branding is fun! This is why this 2006 “almost classic” song, “Young Folks” by Peter Bjorn and John created the perfect environment for a personal branding inspiration moment. This and more inspiring song moments are waiting on our Spotify playlist.


How to create personas for B2B companies

If you aim at nothing, you will hit it every time.

Zig Ziglar

A massive 72% of B2B buyers expect personalized engagement from vendors, tailored to their needs – this, according to research by US software giant, Salesforce, titled State of the Connected Customer. Even more interesting, or perhaps unsettling for business owners, is how 76% of the customers surveyed, feel it’s never been easier to take their business elsewhere, thanks to technology.

In today’s fast-paced digital era, the old saying; time is money has never rung truer. The average B2B buyer has no time for the one-size-fits-all sales pitches of the pre-technology days, or to sift through a minefield of information to find what they need.

Today’s buyer wants customized solutions and expects you to understand and meet his needs.

So, how do you “get into” your clients’ minds to understand their needs? The simplest way is to create buyer personas, or archetypes, in layman’s terms.

Personas are detailed profiles of your ideal clients, based on your team’s combined research, and data: Designed to help you understand their needs to tailor your solutions accordingly.

Now, there are no shortcuts to creating high-value personas, but a carefully crafted profile can be invaluable to your marketing strategy. Done right, it could increase your conversions by 73%, according to Aberdeen research. To do so, you need to consider these factors:

1. Buyer demographics

First and foremost, you need a proper understanding of your buyers’ background. This includes:

  • Age
  • Gender
  • Education
  • Income
  • Geographical location
  • Interest
  • Job title and role
  • Career goals
  • Job-related challenges
  • Challenges and,
  • Necessity points

2. Their company’s DNA and what drives them

Dealing with B2B buyers often means you’re dealing with multiple decision-makers. To understand what drives your buyers, it’s imperative to have a detailed understanding of their firms, as well as the industries in which they operate.

You need to learn about:

  • Their company sizes
  • Culture
  • The average day of a typical employee
  • Reporting structure
  • Relevant decision-makers

Equally important, you need to find out about the industries the companies clients belong to, and what products or services your buyer’s firm provides for them. Bear in mind when dealing with multiple decision-makers, you’ll need to create multiple personas to help give you a better understanding of the personality traits involved.

3. Influences

These include questions about how your buyers absorb information, their preferred platforms, and sources of information. To do this, you’ll have to consider the social media platforms they use and other networks they’re on, popular keywords and language used your buyers’ circles as well as the type of publications they’re interested in. Simply put, if your buyers are all on LinkedIn, there’s no use trying to engage them on Facebook. You need to go where they are.

4. Challenges and deal breakers

Lastly, you need to learn about your buyer’s challenges, as well as those faced by his organization. The more you know about these, allows you to optimize your messages for maximum conversion.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Another inspiring moment, with an inspiring music background. “Riverwards Stream” by Nora En Pure. Listen to this song and more on our Spotify playlist.



What Can These 5 Branding and Social Media Quotes Teach Us?

“The wisdom of the wise, and the experience of ages, may be preserved by quotation.” — Issac D’Israeli

In an age of consumerism, fuelled by extravagant marketing and influencers, the importance of branding and social media engagement, as a differentiator, has never been more apparent.

With product relevance seemingly dictated by perception more than actual value, business survival has become a game of “Survival of the Fittest Brand!”

Here are 5 quotes to help you understand the importance of branding and social media for your business:

Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception”

Ashley Friedlein – CEO and founder of Guild

Now, unless you’re the new kid on the “novelty” block (think Uber or Airbnb), chances are, there’s plenty more where your product or services came from. Simply put; your target market is already spoilt for choice. With all the noise and information overload, who your clients pick, almost always comes down to branding. People don’t buy products, they buy the promises, expectations, values, and feelings communicated by your brand. It is up to you to shape that perception.

“Your brand is a gateway to your true work.”

Dave Buck – CEO of CoachVille

If eyes are the windows to your soul, then your brand is not only the window too, but the soul of your business. While your products and services pay the bills, branding sells what you’re offering. When consumers choose your products, their choice is influenced by what your brand promises to deliver. It is through that promise, that they identify with your true work.

“Social media will help you build up loyalty of your current customers to the point that they will willingly, and for free, tell others about you.”

Bonnie Sainsbury Founder and CEO of Social Media Smarter

The age of social media upon us! Not only is it here to stay, but has single-handedly revolutionized marketing communication – almost rendering the spray and pray approach of traditional media obsolete, with its targeted approach. After your website, your social media platforms are usually the next go-to places for clients looking to engage. How you engage with clients shapes brand perception. And, when consumers get excited about engaging with, or about your brand – that’s social media done right.

“A brand is a voice and a product is a souvenir.”

Lisa Gansky – Ex CEO and co-founder of Global Network Navigator

As mentioned before, people buy brands, not products. In the days of information overkill, the reality is, you could be sitting on the best and most superior product in your niche. If consumers can’t identify with it, quality won’t matter. Why? Because the feelings associated with your products, and the perceived needs they meet, are what they ultimately buy.

“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.”

David Meerman Scott – Online marketing strategist

Meerman’s statement about the advantages of social media is quite self-explanatory. Besides cost-effectiveness, the modern-day consumer (a whopping 72% to be exact), according to SmarterHQ, only engage with personalized marketing. Social media’s ability to let you handpick your audience, at little or no cost, trumps any exposure traditional marketing can ever hope to offer your brand.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Nevermind The End” by Tei Shi. One of the latest song additions to our Spotify Playlist.



Why Every Entrepreneur Should Build a Personal Brand

Don’t be scared to present the real you to the world, authenticity is at the heart of success.

Unknown

We’ve all heard the saying ‘people connect with people’, and for entrepreneurs and freelance professionals, this statement is especially important. To understand how important, we need to look at where the global freelance market is heading. According to (Peerism) Freelancers could represent 80% of the global workforce by 2030, an eye-opening estimate.

With so many people becoming self-employed, differentiating yourself from the growing entrepreneurial workforce will become vitally important when trying to attract new clients or land freelance gigs.

Building a Personal Brand is the key to standing out and being noticed. This is not just true for those that are themselves the face of their businesses, think authors, speakers, or consultants, but is equally important if you run your own business.

Which brings me back to ‘people connect with people’. An audience is more likely to be attracted to and connect with a person than a faceless brand. It’s a way for you to create impressions that customers will remember. Every action is a way for you to increase exposure.

Let’s have a look at a few benefits having a personal brand can offer:

Establish yourself as an expert and build authority.

Having a personal brand can help you position yourself as someone with expertise in your niche. This helps you build trust and a connection with your audience, and in the famous words of Zig Ziglar; “If people like you they will listen to you, but if they trust you, they’ll do business with you”.

Grow your network and gain clients.

We all know why growing our professional and social networks is a smart business move. Having a personal brand that speaks to who you are and what you stand for makes it easier for people to want to connect with you.

Premium Rates.

A personal brand separates your products or services from everything else on offer. When people see the value in your brand, they become willing to pay higher rates.

New Opportunities.

Having a personal brand can open doors and lead to new opportunities. It makes it easier for you to be found by potential clients, businesses, and the media. It also makes it easier for you to pitch yourself or your business when new opportunities present themselves.

In the future, you may decide to change your offering, sell your business, or start new ones, but your personal brand and experience will continue to evolve with you. Helping separate you from the competition as someone unique and worth talking to.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.


Our Moment of Bliss

Enjoy an inspiring “Nora En Pure” moment with “Polynesia” on our Spotify playlist.


Don’t restrict your B2B social media strategy to One Social Network

A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.

Scott Cook

If you’re a B2B company chances are your current online presence is restricted to your website and just one social platform. Which would make sense, because social media is for B2C companies… right?

Finding new clients and growing your network is important for B2B companies, but employing a social media strategy that only focuses on these points loses out on one of the key benefits of social media: Branding.

Using social media to build your brand and share your business’s story will allow you to shape your online image and attract the clients you want.

Twitter is a great example of how a B2B can communicate in real-time with its audience, answer questions, and actively participate in conversations in their industry to both inspire and educate.

To become recognized as a go-to authority for expertise on a selected area of specialization, B2B’s must share high-quality content that clients, intermediaries, and even competitors recognize as valuable. On the right social platform, this can become a powerful and viral tool in building engagement and a brand’s name.

With not all content being suitable to be shared everywhere, B2B companies need to decide on the type of content to share on their chosen platforms. Having the ability to post different types of content (think videos and curated content for Facebook, company news and professional content for Linkedin) to different channels gives B2B companies the freedom to showcase a side of their personalities and culture that would have otherwise remained hidden to both potential customers and jobseekers alike.

By creating a voice on more than just one platform, B2B’s get to benefit from the unique advantages each has to offer, which ultimately strengthens and supports the main marketing strategy by creating brand awareness and advocacy.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success.

Let’s talk!


Our Moment of Bliss

The music comes and the music stays on our “all-encompassing” Spotify playlist. Join us!


Visual Branding: Why You Need It.

If you don’t give the market the story to talk about, they’ll define your brand’s story for you.”

David Brier

The next time you’re on social media take note of how quick you are to scroll past anything that doesn’t immediately grab your attention.

Within a few seconds, a (potentially interesting or valuable) post can disappear into an endless social media stream of information, never to be seen again. With the exception of blogs, articles, and some other content types, posts shared on social media have a short-lived lifespan.

So, how then do you get people to stop, read, and engage with the content you painstakingly put out there to entice and educate your audience?

In order to take advantage of the milliseconds, it takes a person to process your post and decide whether to pause or not has everything to do with your ‘Visual Branding’.

Good visual marketing grabs attention.

Visual Branding is the introduction your business makes when meeting customers, it’s the first thing they see and evaluate your brand. This visual identity is what conveys your brand’s voice, values, and personality.

Creating visual content that appeals and influences how an audience reacts, is down to a mixture of different elements, that when blended together create your unique visual identity and brand experience.

Each and every brand has its own story, regardless of industry or niche. Sharing your brand’s history, experiences, mission, and even the voices of the people who work there create a story that helps people connect and understand your brand. Creating visual content to support your story makes it easier and more appealing to viewers.

Creating consistent visuals (using fonts, colors, materials) with a unified look, and feel across your online content, helps in building consistency, differentiates you from your competitors and aids in strengthening your reputation.

The tone of voice which you communicate through social media (and off it) is extremely important, as it helps define your personality and gives your brand a human side. Defining your tone can help you come across as fun, smart, vibrant, and empathetic.

But possibly the most important aspect of visual branding is having a clear and aligned message across all platforms. This helps people interpret your message as you intended it and makes your brand feel more dependable, recognizable, and professional.

When we design content that combines tone, look and feel, and an aligned message – we help develop experiences that shape the way customers think and interact with a brand.

Is your business using social media’s full potential? At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success.

Let’s talk!

Our Moment of Bliss.

Where would we be without our beloved music? Listen to “So Good At Being in Trouble” by Unknown Mortal Orchestra on our Spotify playlist.



The Four Biggest Opportunities in Industrial Social Media Branding

There are no challenges, only opportunities.

Us

It no longer matters if you are a B2C company that sells directly to your customer or a big B2B corporate that sells complex industrial machinery, with the right strategy any type of company can find success and create a winning social media formula with a positive result.

Industrial companies have always had the challenge of how to portray their products and services without making them seem overly complex. The good news is that they can take a few pages out of the B2C playbook and add their own twist.

It’s a good idea to first understand some of the challenges that industrial firms face before brainstorming solutions. Here are 4 challenges to think about:

#1 Sales vs Marketing

Industrial companies generally have a much longer sales cycle, with a number of people involved in the buying/decision-making process. Marketing and Sales departments need to work together to agree on the type of content that will help buyers gather information and knowledge about the company as well as products and services, through every step of the customer’s decision-making journey (awareness, consideration, evaluation, and purchase). Closing the gap between sales and marketing teams means that content is produced with a specific aim or type of customer in mind. Creating content that can inform and engage while forming the building blocks of a relationship should always be the end goal, helping turn prospects into qualified leads in less time.

#2 Creating vulnerability

Releasing the technical overcoat and showing the human side. Vulnerability is a fundamental human condition and something all humans can relate to. By tapping into this universal feeling, industrial companies can stand out from their competitors and create new connections in a way they haven’t before.

#3 Resources and consistency

Limited resources such as time, budget, and backing for content ideas are challenges industrial companies may face when trying to create high-quality content. A social media strategy is essential to successfully plan so that the available resources are used in a way that marketers can consistently share high-quality content and grow the company’s audience. Limited resources can however force companies to think outside the box or focus on a particular segment of their market.

#4 Patience and managing expectations

Good content marketing takes time. Industrial companies need time to grow their online presence and authority with the understanding that producing quality content and building relationships cannot be rushed. Setting and managing expectations early on will help align goals, limit frustration and confusion, and increase the chances of success. 

Is your business using social media’s full potential? At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success.

Let’s talk!


Our Moment of Bliss.

Moments of insight with an eclectic background. A soft tune by ddp, “Beirut by Night”, on our Spotify playlist.