Career advice in the midst of a pandemic

I am not a product of my circumstances. I am a product of my decisions.

– Stephen Covey

It’s difficult to find anyone whose job the pandemic hasn’t impacted in one way or another. As the fallout of Covid plays out in labor markets and workplaces worldwide, many professionals are re-evaluating their job prospects and goals.

Whether you are looking to break into a new industry, put your career on a new trajectory, or simply looking to find a job with a better fit.

Here are a few pieces of advice and some considerations that could make your career transition quicker and easier.

Before beginning your job search, you should evaluate your current strengths and weaknesses, where your passion lies, and what values are important to you. Take time to review your experience and identify what skills could be transferred to a new job in a similar or different industry.

Understanding each of these points will make changing career paths less daunting and easier to research. In some cases, you may find you require additional experience or educational courses to make the switch to a new job or break into a new industry. This shouldn’t be something that deters you but instead motivates you to grow.

Before dusting off your resume and sending it out to job vacancies and recruiters, it’s worth taking a step back and spending some time reviewing, updating, and improving your resume to match your new opportunities.

Amending your resume to showcase the right skillsets relevant to the industry or position you are applying for will improve your chances of being considered the right candidate for the job.

“Rebranding” yourself doesn’t end with amending your resume but how you present yourself and your personal brand online. Crafting a personal brand can enhance your reputation and establish your credibility and trustworthiness.

Aligning your personal brand with your goals will make it easier to market yourself and grow your professional network. Using social media to connect and interact with the right people in your chosen industry will help unlock new doors and accelerate change.

Just remember that an essential factor in branding yourself for a career change is to showcase yourself as someone whose already operating in the industry you wish to enter.

LinkedIn and other social media platforms are a great way to see how a new industry may differ from what you’re used to. Follow influential figures and leaders to get an idea of where a new industry may be heading, what changes could happen in the future, and where obstacles may lie. You never know what you might get asked in an interview.

One of the biggest obstacles for most professionals when it comes to changing careers is a shift in mindset. Acknowledging that there will be challenges and setbacks as you look for success should be expected. It’s how you respond to those setbacks that will determine how ‘lucky’ you are.

Is your business using social media’s full potential?

At Brieffin, we use our expertise to unlock everything social media offers 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

Hello from Earth by Hyume & Alex Serra. More to listen to on our Spotify Playlist.

The Impact and Importance of B2B Influence Marketing

The key to successful leadership today is influence, not authority.

– Ken Blanchard

With the rapid adoption of social media over the last 20 years, how we access information, network, and influence each other has changed dramatically.

With social media allowing anyone to have a voice and gain a following, it’s easy to understand the rise in the number of online ‘influencers.

As most people understand it, an influencer is any person who can influence the behavior of others. Celebrities, athletes, and Instagram influencers probably spring to mind. While their ‘influence’ level may vary according to popularity, it is usually those individuals who’ve made positive contributions to societies that wield the most influence.

This definition of influencer mainly applies to business-to-customer interactions. However, businesses themselves often influence their competitors and even entire industries to follow suit and adopt new practices.

Technological innovations in the B2B and Industrial sectors push and influence others to change. Companies that offer solutions to real-world problems lead by example and are thought of first on particular subjects.

Today, companies across all industrial sectors contribute to creating greener solutions by making their products more environmentally friendly. Improving efficiency, designing new technologies, and utilizing new materials are ways these companies influence their industries.

For B2B companies, influence is based less on popularity and more on success and innovation. Companies that invest in the future and contribute positively towards society are more trusted and regarded as thought leaders in their field—giving them considerable influence and dictating the industry’s direction.

Stakeholders are also holding B2B companies to higher degrees of expectation and expect them to act in a manner that promotes environmental and social stewardship.

This marketing of influence helps shift the collective thoughts of an industry and impacts new ways of thinking. Over time this new way of thinking begins to drive markets.

An example of this new way of thinking can be seen in the food waste and energy sectors. Companies like LOESCHE Waste Conditioning and A TEC are investing in creating systems that turn organic waste into fuel at cement factories, helping them reducing emissions and their environmental impact.

Companies that lead in sales are not necessarily the same companies that lead in influence. Companies that add value and make significant impacts through innovation and thought leadership are the ones who drive their industries forward.

Is your business using social media’s full potential?

At Brieffin, we use our expertise to unlock everything social media offers 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 moving with Love at First Sight by TEEMID. More to listen to on our Spotify Playlist.

How to handle negative comments on social media – A B2B Perspective

“Listening is one of the most important things a brand can do online. If your brand is just broadcasting its own agenda, it isn’t truly engaging in a conversation.”

– Jeremy Goldman

Most businesses understand the importance of creating, nurturing, and growing their online presence on social media. Today, providing excellent customer experiences requires companies to be active and engage on multiple channels. This is no different for B2B businesses.

How a company reacts to negative comments made in the public eye can profoundly impact public opinion and business reputation.

Integrating social media practices that positively impact the customer journey and acting as a channel for customer support is vital to effective social media management and the success of overall business strategies.

Customer service teams play an essential role in effectively dealing with negative social comments. Here are some crucial considerations to think about when reviewing or creating your social media management strategy.

Responding quickly to negative comments

Customers take to social media to express their frustrations; effectively dealing with the issue as quickly as possible will limit their frustrations from spiraling and attracting the attention of others. However, before responding, support should check the validity of the negative comment to ensure it’s not baseless or someone who’s just looking for trouble. Simply ignoring the comment or removing it (if needed) is the best action to take in those scenarios.

If the comment is a genuine complaint, then support should actively research the cause and internally review the next steps the company should take before responding. Followed by quickly apologizing, either publicly or privately, and letting the user know that a representative from the company will contact them directly to resolve the issue.

Responding quickly to negative comments is a way to make customers feel heard. It also presents an opportunity to provide exceptional customer service and turn a negative comment into a positive customer interaction. Restoring their faith in your business and championing your customer care support.

Take (Some) Discussions Offline

Certain negative comments may revolve around complex issues due to the nature of products and services B2B businesses supply. In some instances, taking a conversation offline may prove more effective in understanding and dealing with a negative comment.

On the other hand, some negative comments are best dealt with publicly. Allowing others to see your constructive response to the issue. Remaining transparent shows, you’re willing to admit when a mistake has been made and would like to offer a way to resolve it.

Deleting negative comments should be avoided as it will eventually lead to a more significant customer fallout. Only offensive and unacceptable comments and remarks should be removed.

Be Sincere

While having different workflows and systems in place to deal with negative comments is essential to good social media management. Providing exceptional customer care requires a sincere and authentic approach to resolving customer issues.

B2B companies can use this as an opportunity to humanize their brand and genuinely connect with customers. People can spot a scripted and rehearsed response a mile away. Instead, focus on understanding the issues and what you can do to help them by engaging in constructive conversations and admitting when you’re wrong.

Listen and Be Visible

B2B businesses that rely solely on LinkedIn not only limit the potential benefits other social platforms can provide. But they may also miss out on the opportunity to react to negative comments made on other popular platforms like Twitter and Facebook.

While it’s not possible to have a presence across all channels on the internet, employing social media listening strategies will help you understand the conversations being had about your business.

Using CRM software, B2B business can identify important conversations and respond promptly.

Is your business using social media’s full potential?

At Brieffin, we use our expertise to unlock everything social media offers 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

You Might Be – the GoldFish Remix. More to listen to on our Spotify Playlist.

User Experience: What Is It And Why It Matters?

“People ignore design that ignores people.”

– Frank Chimero

If you had to ask ten UX (User Experience) designers to define what UX means, you’d get ten different answers. And all of them would be correct.

The reason for this is there is no one single definition that fully encompasses the role of UX as an approach to design. However, by the end of this article, you’ll have a clearer understanding of what UX is and why it matters.

UX can be considered as an intelligent approach to design. It considers the user at the centre of the design process. Making it more enjoyable, accessible, and more straightforward for people to use and interact with digital or physical products.

UX designers will utilize ethnography and psychology to help them design frameworks that support user needs, requirements, and expectations.

For designers to do this successfully, there are some fundamental elements they need to consider:

1. Designing for human behaviour: research

Creating with users in mind requires designers to understand user behaviour. Identifying certain behaviours and the goals and needs that influence them will allow designers to develop efficient solutions and solve real problems.

2. Usability & Accessibility

Usability is a crucial element to master in UX design. Usability means that whatever is being designed is simple and easy to use. No user should have to struggle to figure out what they should do or what steps to take.

It’s not enough that the UX is usable; it also needs to be accessible to everyone, including people with disabilities. Designing an experience that is inclusive of all humans should always be a priority.

3. Visual design

UX is about the experience users feel when using products or content, not just each part but also how the design works together.

Creating the desired feeling relies on different visual aspects such as the shapes, colors, textures, and typography used. Visual design is about focusing on aesthetics that trigger certain feelings.

4. Interaction design

UX design is about shaping the experience of using a product. The designer’s job is to anticipate how a user might interact with the different elements in the system. A clear understanding of the user’s behaviour will impact how the interface will be built.

Why UX matters

Excellent UX design removes complex steps and makes things simpler. It’s a way for businesses to improve their offering by making people (their customers) the centre of everything they design.

By doing so, they enhance the experience users have while interacting with their products and ensure that each person is receiving maximum value.

There is a famous quote by Dr. Ralf Speth, the former CEO of Jaguar & Land Rover. He said, “If you think good design is expensive, you should look at the cost of bad design.” It’s no surprise then that design-driven companies outperform their competitors.

The reason for this is design-driven companies takes the time to understand their audience, the behaviours they exhibit, their goals, needs, and requirements before rushing to launch or share their latest product.

UX is an ever-evolving field of design. By adopting UX fundamentals, companies can keep up with the times and learn how to best deal with users’ pain points and design solutions for them. Helping them attract and retain customers.

Is your business using social media’s full potential?

At Brieffin, we use our expertise to unlock everything social media offers 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

Time to Pretend by The Lost Voice. More to listen to on our Spotify Playlist.

The Ultimate Guide to B2B Content Marketing

“Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one.”

– Robert Rose

When done right social media can deliver incredible success to just about any business. The ability to both build and engage with an audience is extremely helpful in understanding what people are paying attention to and how they choose to interact with the content you share.  

The key to success on any social media platform is by creating quality content. But knowing what content to create exactly can be a hurdle some B2B and industrial companies struggle with. Creating a content strategy will give your business direction into what type of content to plan, create, and share to meet your business’s objectives and goals.

Here’s our list of 6 content types you should consider using for your social media marketing efforts

1. Entertainment Content

Entertainment content is as the name implies content that entertains your audience.

Memes, GIFs, puzzles, viral videos, quotes, and stories are all excellent at creating a certain response by triggering emotions.

2. Educational Content

Educational content is created to help your audience learn about a specific topic, idea, product, service, or industry.

Case studies, guides, informative blogs and opinion pieces, industry research, trends, and insights, dispelling myths and lifehacks are all examples of educational content that encourages readers to save and share your content.

3. Promotional Content

Promotional content talks about your products and services in an informative and entertaining way. This type of content is your chance to highlight customer testimonials, share product information and announcements, sales promotions, and discounts, as well as make your sales pitches available to your audience.

4. Connection Content

It’s vital to make a connection with your audience no matter what business you are in. Creating content that helps in establishing connections is directly related to your growth on social media.

Giving behind-the-scenes insights, showcasing employee features, and sharing customer-generated feedback helps your brand look more authentic and drives real connection.

5. Communicative Content

Communicative or conversational type content gives you insight into what your audiences are thinking, their opinions, and feedback.

Quizzes, polls, asking questions to invite discussions, and even creating games to play are all great ways to get your audience involved.

6. Reputation Management Content

You can’t always be in control of your business’s reputation. But you can influence it with the content you create and share.

Case studies, success stories, business achievements, and awards, are examples of content that can strengthen and influence the opinion of your company’s reputation.

The lines between some of these content types may blur slightly but the intention behind creating them is what matters.

Creating a mixture of different content types and measuring the results to see what resonates most with your audience will help your business get better marketing reach, greater brand awareness, and an improved ROI.

The last thing to remember when creating any content is to ask yourself what is the purpose of this piece.

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

Time to enjoy summer with Goth Babe and Sometimes. More to listen to on our Spotify Playlist.

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.

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.

Proud, Honored, and Everything in Between

We love awards, especially when we get them!

Adaptation from Ben Gazzara’s quote

We are so excited to announce our winning nomination for the Industrial Social Media Specialist of the year 2020 Spain, by Corporate Vision Magazine’s Media Innovator Awards.

The digital world of social media is fast-paced and continues to evolve in ways that push us to find creative ways to turn challenges into opportunities and shift our mindsets to align with not only the times but a brand’s communication style and goals as well. This award strengthens our commitment to helping Industrial brands overcome the challenges that come with digital marketing. With a conscious strategy, well thought out content plans, and a bit of creativity we believe that any brand can enjoy social media success.

A huge THANK YOU to our awesome clients and collaborators for their trust and support! We couldn’t have done it without you and we look forward to continued success in the years to come.

Our Moment of Bliss

Because today we are in the celebration and good vibes mood, we share this super classic by Smashmouth: “All Star”!


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.


Why Social Media is a Great Idea for Industrial Companies

Social media is the ultimate equaliser. It gives a voice and a platform to anyone willing to engage.

Amy Jo Martin, Founder and CEO of Digital Royalty

Being in business in the connected age we currently live in and putting social media on the back burner, could mean overlooking your most effective marketing channel. While mastering social media as a company in the industrial sector is a bit trickier, the benefits of investing time and resources into these channels are clear.

Here are 8 reasons industrial companies should have an online social presence to help build their brand and explore the benefits they could gain by developing their virtual identity.

Creating a Virtual Identity

Taking control of your companies’ online identity shouldn’t be ignored. Customers and competitors alike are all participating in online conversations. Crafting your virtual identity on social media channels helps in shaping your brand’s footprint in the eyes and minds of your audience.

Educating and Creating Authority

Creating content for industrial companies on social media calls for creativity, like many others, but these platforms provide an excellent opportunity to educate potential customers on the benefits a company’s solutions can provide. Educating and informing audiences also positions a company as a credible and professional authority, and source of information, which leads to an increase in engagement and potential leads. 

Adding the Human Touch

One area of challenge for many industrial companies is how to add the human component of the company to their technical or industrial image. Social media provides an opportunity to display that human side that would have otherwise remained hidden. Business is ultimately done between people and the less ‘corporate’ you can come across the more potential peers are likely to engage with you. By using storytelling industrial companies can begin a new conversation with their audience, one more centered around people.

Assisting With Sales

Social media may shorten the amount of time needed to close potential sales, by providing audiences with insights into different manufacturing processes, technology, or solutions you could offer them. This gives them a more informed opinion of your business and reduces the amount of time needed to educate peers or customers on your service offerings. Using social media platforms such as LinkedIn is a great way for industrial companies to find prospects and begin developing professional relationships by building trust, providing support, or answering questions.

Driving Traffic

The majority of valuable information that might be of interest to customers is usually located on a company’s website, the question is how to get them there? The content shared on social media is generally different pieces of information designed to educate, inspire or inform audiences about a company, but the ultimate goal (besides getting them to follow your social channels and engage with you) is to direct them to your website where they can be exposed to a wider and more detailed array of information that might interest them.

Keeping Your Audience Informed

Technological advancements and innovation move fast, and social media is a reliable way to stay informed about what your potential prospects or competitors might be doing. Likewise, it gives peers and decision-makers insight into the advances and new offerings your company might be launching, keeping them in the loop before you have even made contact.

Discovering More Benefits as You Grow

As your company grows on social media and you discover what works for your business, more and more benefits will present themselves.

Higher SEO rankings as a result of an active social media page. Aligning with other brands on campaigns on social media may allow you to build additional credibility in the market. Building a community online also attracts new talent, making your company an attractive option for future assets.

However, the true value of investing in social media can only be experienced in time. Like any other solid and sustainable relationship, it requires time, commitment, and clear communication. A more engaged community, better customer relationships, and access to new leads can only be obtained if social media is used in a way that educates, inspires, and engages people.

 

Our Moment of Bliss

Our thoughtful moments are always backed by inspiring music, like this corporate-meets-new-age style song “Into the Light” by Feki.  Spotify.

Creating a Content Strategy for Awareness Success

Raise your awareness and share your uniqueness with the world.

Amit Ray

It’s time to talk about “Content”.

Surely you’ve heard about content calendars, content strategies, content creators, content schedulers, and the list goes on. With all the buzz around social media and digital content, it’s important to take a look behind the curtain to see what goes into making great content. 

So, what is content then?

Content by definition is any information (imagery, audio, blogs, videos) that have been created for a specific purpose either to entertain, educate or persuade a target audience. 

Reviewing your current content creation process is important because it’s not just one thing that makes great content stand out from the rest, it’s the culmination of a lot of smaller steps that lead to making content people love and find valuable. 

To make great content you need to first have a proper strategy in place, to help define your goals, create customer personas and understand how your target audience consumes, saves or shares information on each platform. Once you know how a target audience is likely to interact with different content, you can start the content creation process.    

A good content creation process asks questions. Once you know who you intend to make content for, you need to know why you are creating it; is it for customer education, to show off your expertise, or other marketing efforts? Researching what your customers want to know about a specific topic and then creating content for them is a smart way to draw their attention to your content.

Enhancing your content through good Design & Copywriting

Basic human biology isn’t difficult to understand, we are all visual individuals. The neurons in our brains responsible for visual processing far outnumber some of our other senses. It would make sense then that good design should be a priority when it comes to creating content.   

We’ve all spent time on social media, scrolling through our feeds, as our attention jumps from one post to another. It’s our job as marketers (whether you’re a brand or a personal account) to design content that makes the viewer pause and take note of what they’re looking at. 

Design is about more than just color and typography. It’s about understanding the impact that a consistent and well thought out theme will have across an overall online presence. Good design invokes a sense of professionalism or trust in a brand. 

Using good graphics, contrasts, scale, balance and generally keeping it as simple as possible while still adding enough of an impact to make someone stop and say “I’d like to know more”. 

Once you have a great design that has been optimized for social media, it’s time to turn your attention to an equally important piece of the content puzzle: Effective and thoughtful copywriting can make a campaign successful, drive traffic or even boost brand engagement. 

A brand’s tone should reflect their values, personality and convey their overall image. Paying close attention to what you are saying and how your target audience might receive your message, is a powerful strategy in driving customer behavior and turning your content into more than just “another post”. 

At Brieffin we take our experience in content design and copywriting to tell your story and showcase your expertise. Optimizing every piece of content for each network. If you feel like creating content is an uphill battle get in touch to see how we can help you stand out and get noticed. 

Our Moment of Bliss

 Safe” – Bay Ledges

“Yeah, we got magic in our hands,
We play in the stars when the sun comes up”.

Join us and keep listening on our Spotify playlist.

Digital Marketing: Springboard to Success

“You can never go wrong by investing in communities and the human beings within them.” 

Pam Moore

To be competitive in today’s digital market place, it’s now more important than ever to understand the impact effective social media and digital marketing campaigns can have on your brand’s growth and attracting the right customers. 

Getting Started

To be effective on social media it’s vital to understand where to begin. We’ll take a look at a bird’s eye view of the main topics to consider when outlining a social media strategy. 

Before creating an account or spending money on sponsored ads, you should ask yourself:

What is my goal and why do I want to achieve it?

These may sound like unimportant questions, but giving detailed answers, will aide in helping you successfully create your social media strategy. 

Answering these and other questions upfront will make it easier to decide which direction to go when creating and scheduling content, by knowing exactly what you want your customer to think and believe about your brand, how they perceive your brand values and what action you want them to take when viewing you on social platforms, streamlines your creation process, puts you in control and delivers the best results.

Measuring Your Impact

But how to measure these results?

For some, this doesn’t always mean making a sale. Your goal could be to grow your following, drive traffic to your website or create leads for your sales team to follow up on. To fully understand how your content is performing you must set up and track various key performance indicators (KPIs).

It’s through these statistics that you will be able to see which content is yielding the best results, where your followers are coming from, what their preferences are and how they are engaging with you. Success is a moving target and KPIs keep you on the right path.

When, Where and How to Post

Deciding when, where and how often to post your content takes a bit of trial and error to find the perfect recipe. 

Why? 

Because much like getting started with digital marketing, creating a winning content schedule requires a closer look at your audience and then asking where are they from, which platforms are they using, how do they digest content (also known as audience behavior) and most importantly what time they most likely to be active. 

These behaviors will dictate how we interact with each platform. Optimizing strategies and content to reach the widest audience available to us at the right time. Your goals and audience will determine what times and how often to post on each platform. 

With the rise of social media, many content management tools have been developed to help users manage and review their content and profiles, all in one place. These tools help businesses be consistent with their content, something most audiences have come to expect. 

Budget

In recent years social media has turned the marketing world on its head. By being able to target a specific audience exactly where they are spending their time online has allowed businesses and brands of all sizes the opportunity to tap into their desired markets for far less expense than traditional marketing methods.  

While there is no perfect budget to use on social media platforms, with the right approach even a small investment can yield surprisingly big results. 

Setting the right goals, optimizing your content and sticking to budget is a sure way to succeed and make the most out of social media. At Brieffin we use our experience to help our clients navigate each of these steps, creating content and schedules that raise brand awareness through storytelling, good design, and a focused social media management approach.

For more information about how we can help your brand make the most of digital and social media marketing, contact us at connect@brieffin.com.

Our Moment of Bliss

 Sleepy Head” – Passion Pit

Take time off to smell the flowers… or listen to some creatively curated music on our Spotify playlist.

Moving With the Flow of Global Digital Communication

Good communication must be HOT.
Honest, Open, and Two-way.

Dan Oswald

Few things seem to evolve at the same rate as digital marketing and communication strategies, and there is no doubt we’ll see some big changes in how brands communicate in 2020.

And while there are no shortages of topics to discuss, below are a few trends we all need to take note of if we wish to keep our communication strategies effective and up to date.

Search Engine Optimization

With search engines constantly tweaking their algorithms in an effort to bring the best and most valuable content to the top of an ever-increasing pile, it’s our job as marketers to be responsive to these changes. One trend we’ll see in 2020 is content creators sharing longer and more valuable, keyword packed, content in an effort to drive SEO and capture leads. Users value informative and free content and search engines know this. Creating high-quality content not only leads to more shares and saves but also better rankings overall.

Brand Involvement

This year, we’ll see brands draw attention and hone in on important social topics and matters that impact their audience. The growing trend of brands involving themselves in important issues is one way for them to align themselves with what their customers stand for and to stay culturally relevant.  Showing people that there is action behind their ‘marketing’ voice.

Influencer Marketing

The continued rise and importance of influencer marketing shows no signs of slowing down in 2020. Consumers have wised up to influencers prompting just any products and services and prefer to see genuine relationships between influencers and brands. We can also expect to see another big jump in the number of videos influencers share, as one of the main strategies to communicate with their followers and create longer lasting impressions.

Getting Personal

To cut through the noise across digital channels, brands are employing strategies and using software to help them build more complete profiles of their audience, not only as a whole but on a more niche level, microtargeting different groups inside their greater customer base. The better they understand the different wants, needs, and preferences of these sub groups, the easier it is to craft tailored messages and campaigns that appeal directly to them, ultimately leading to a better return on marketing investments.

Leveraging Artificial Intelligence

One trend and industry moving faster than almost any other is the continued rise of artificial intelligence, if you’re picturing the Terminator it’s not quite that kind of artificial intelligence but more a variety of smart tools and software that allow you to analyze and sort data in a way that hasn’t been possible before. Ultimately allowing you to understand, respond, create and share information with an audience quicker and with less effort than ever before.

Interactive communication

Lastly, we can expect to see a rise in the amount of interactive content being produced and shared, all in the name of keeping customers engaged. What exactly is interactive content you ask? This could be anything from virtual (augmented) reality, dynamic audio products like some podcasts and eBooks, posts which you can ‘shop in’, fun polls and quizzes and a lot of interactive storytelling. Getting your audience to be responsive by keeping them entertained is a trend we’ll see a lot of this year.

In an attempt to stay ahead, adopting and implementing some of these trends will not only help you raise more brand awareness, drive leads and form loyal relationships with consumers but it will help you communicate and share your story, message or expertise in a thriving digital age.

Our Moment of Bliss

Let’s Fly Away Together .” – GANZ

Take a moment off to doodle your next communication plan while listening to a carefully catered collection of inspiring songs from our crew on our playlist on Spotify.

Our Thoughts and Experiences are Here

Close to our Spotify playlist and an awesome cup of coffee!

We all leave a part of ourselves in every piece of content that we create and share: our thoughts, our point of view, a pinch of our personalities.

Inspiration plays an important part for us when putting together our ideas and writing them down.

Over the years, we have collected words that have inspired us to write about certain topics. Today we’re putting together fragments of some of our articles and the thoughts of those who inspired us to write each and every one of them.

Here we go.

True joy results when we become aware of our connectedness to everything.

–  Paul Pearsall

Our world has always been about connectedness, and today’s technology allows us to connect in a different way, on a larger scale than ever before. By putting in the work to streamline your social media content efforts and engage with your consumers, everyone involved is able to benefit from this new form of connection – a true online community.

– Social Media Engagement: Building a Community

Charm them with your presence as soon as they look at you.

– Anna Held

One of the challenges with social media can be how to attract your audience. Make those first connections, keep them interested and entertained. Exhausting.  But as time flies by, we will discover that the key to moving forward is keeping a steady level of quality, constancy, commitment and, well yes, charisma!

Charming our Brand into Likes

Awareness is like the sun. When it shines on things, they are transformed.

Thich Nhat Hanh

Speaking of that clear and consistent message, your brand is your message. When your brand is sleek and coherent, it creates harmony. That harmony is appealing for consumers, and strong branding gives you credibility – before you’ve even said a word.

Falling in Love With Brand Awareness

Art is a step in the known toward the unknown.

Kahlil Gibran

When sitting down to create, design, or write, there’s a decision to be made about the art’s creative direction. With so many options, choosing the most meaningful and impactful way to tell the story can be overwhelming. Along with that, especially when you’re working with your audience in mind – whether that’s your client, the consumers, or both – you have to remember that it’s possible they won’t like what you came up with. It’s opening yourself up to be in that vulnerable position.

The Art of Social Media

Simplicity is the ultimate sophistication.

Leonardo da Vinci

While it might be tempting to throw ideas against the wall and see what sticks, it’s not your best bet for brand simplification. Instead of trying to cater to different campaigns or strategies to different audiences, focus your approach and concentrate on your strongest option. The same goes for your brand’s values, attributes, personality, and other features. Decide on the essentials and focus on those – think not about everything you could do, but what you should do that fits with your desired brand image.

Simplicity has become increasingly desirable in our oversaturated digital world, but it’s perfectly achievable along with a bit of hard work. By taking inventory of your brand image, you can identify the essentials and streamline your identity to simplify. Your customers will thank you.

The Value of Simplicity

And about this new year that is just starting…

Make time to enjoy the simple things in life.

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With all this inspiration in mind, there’s no better companion than a sweet selection of music that we keep collecting on our journey.

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.

Our Moment of Bliss

“Don’t you want to get high?” – The Love Within by Bloc Party

Slow down and join our playlist on Spotify for a spicy moment of musical bliss.

Using Social Media For Visibility

“The power of visibility can never be underestimated.”

Margaret Cho

As the digital landscape and social media continues to change, it seems like there are always new ways to use it. You may be able to think of a few brands that have an excellent, stand-out social media presence, while others take a more middle-of-the-line approach. And some companies don’t use social media at all.

In our blog, we’ve previously discussed many of the benefits of using social media effectively, as well as strategies and tactics to bolster engagement, brand awareness, and loyalty.

However, we understand that many of our clients and followers face social media content creation from a unique perspective due to the nature of their industry. An international pizza franchise or a cutting-edge technology company may have more bandwidth for creativity regarding tone and content, among other things.

But for European industrial engineering brands – like our clients – much of the conventional advice about social media might not ring true.

If you find yourself in a similar category, you might wonder if it’s even worth it to keep up with social media. If it’s worth it to continue expending the time and energy. What about when the best practices don’t apply?

At Brieffin, we have an opinion on this. YES, it’s worth it to keep a social media presence.

Even if you don’t have the best, most exciting content in the world. Even if you think no one is seeing or engaging with your posts. Even if you might think it’s a waste of time.

Here’s something important to understand. Social media, among other things, is a strong tool for visibility.

Even if your Twitter feed isn’t full of fantastic, groundbreaking content, don’t worry. It’s not about that. It’s about getting your message out there. Consistently.

Because it’s likely your competitors are doing it. And the truth is, in 2019, brands – no matter what type – are expected to have a social media presence. The presence itself says just as much, if not more, than what the content says.

What does the content say? Well, if you feel like you’ve already said everything there is to say, there’s something else you can do. Re-purpose. It’s a key ingredient in content strategies, and it helps you share a consistent message in a different way.

So even on the days where social media feels like an uphill battle, remember the reason why you’re doing it. Because it keeps your brand visible, post after post, to your followers. Because it shows regularity and attention to detail. And… because it’s expected.

As social media content creators for industrial brands over the past 8 years, we’ve had our share of challenges. But we’ve always come out stronger on the other side.

If you want to know more about creating a consistent social media presence to increase visibility, reach out to us. Send us an email to connect@brieffin.com and we’ll be in touch soon.

Our Moment of Bliss

“Live through this and you won’t look back.” – Stars (Your Ex-Lover Is Dead from Set Yourself On Fire)

Join our playlist on Spotify and be present in the moment. Namaste.

Our Story of Industrial Branding all Through the Years

REVISITING: INTERVIEW SESSIONS WITH WORLD CEMENT

How did you come into the role and how has your position changed since the opening of your own agency?

Leading an online branding project for a traditional engineering firm has been one of the most challenging and rewarding experiences in my career. I have to thank the Corporate Marketing team at Loesche GmbH for their invaluable support and their complete devotion to making this project a reality, and the Management of Loesche GmbH for trusting us completely to represent and promote the Loesche brand worldwide on social channels.

Online branding requires a series of skills to foster the image of a brand in a professional manner while keeping the content relevant and interesting. In addition to having knowledge of the fundamental marketing concepts, I would highlight creativity, time management, decision-making, curiosity and fast learning to keep up with the constant updates on social networking user experiences, market knowledge, brand’s culture, products, and services knowledge, data interpretation, and SEO tactics, among the skills that I consider to be the most relevant for successfully developing online branding campaigns on social media platforms. These platforms are focused on delivering experiences to their users in a leisurely manner, so claiming a spot on each of these platforms is a demanding task that puts our creativity to the test day after day, in order to keep the followers engaged with the brand.

After four years as the in-house social media manager of Loesche GmbH, I had the possibility to open my own online branding agency in Madrid, Brieffin Consulting, and only one year after we were able to offer an integration of online branding services within our portfolio, in collaboration with our team partners. As part of this amazing opportunity, we continued to manage the social media activities for the Loesche brand as external consultants, and eventually, we were able to work with other companies from the industrial market such as A TEC Group, Refratechnik Group, and PrimeTec. [Edited]

As external consultants, we have worked with companies having backgrounds ranging from food to leisure, to technology, to digital agencies, but all through these years we have become closely identified with companies featuring industrial backgrounds, mixing the technical and human experience aspects to establish industrial personalities.

Social media is a constantly changing phenomenon, and the online scene is now very different to what it was in 2014. How have you responded to changes in approach to online platforms and the introduction of new ones? Has your focus changed?

The approach of delivering relevant and helpful content, being consistent and being accessible by opening new channels of communication, has remained over the years. The changes have come in terms of tools and networking strategies, adapting and growing alongside the evolution of the social networks and the new experiences and solutions that each one of them offers.

Although new social networking alternatives appear, the major ones have solidified over the years, offering a reliable place where communities can grow steadily and feel comfortable. This allows for a brand to focus their efforts on the experiences that they wish to create for their communities and to offer specific values.

However, as online branding consultants, we need to keep up with the online marketing trends and stay on top of any changes to improve the promotional and networking experiences of brands and their online communities, developing new ideas, and always being ready to tackle new challenges.

Extract from the interview published on World Cement “World Cement Interview: Loesche – part one”.

Falling in Love with Brand Awareness

Awareness is like the sun. When it shines on things, they are transformed.

Thich Nhat Hanh

Brand awareness is sometimes seen as a marketing buzzword in the world of strategic communication. But what does it really mean?

Put simply, it’s the a measurement of consumer consciousness or recognition of a product or company. Within that, there are multiple levels to brand awareness. First, is the product or company recognized by its name? If not, it’s lacking brand awareness. If so, it’s a step in the right direction. The next question: what qualities or characteristics are being associated with the brand? What are the defining aspects that are easy for consumers to recall?

In some historical cases, the level of brand awareness has been so strong that the brand name of a certain product has replaced the generic term.

“Can you pass me a Kleenex?”

“Why do you have a Band-Aid on your finger?”

“I can’t find my Chapstick.”

Despite being part of our everyday language, Kleenex, Band-Aid, and Chapstick are actually just industry-leading brand names for generic products – facial tissues, adhesive bandages, and lip balm, respectively. Generally, these “generic trademarks,” as they are called, actually go against the trademark holder’s intentions, though it represents market dominance or monopoly.

Okay, so these are extreme cases. Brand awareness doesn’t always have to – and rarely does – go that far. Even if you aren’t aiming to be the next Velcro (which was also originally a brand name!), you should still strive for brand awareness – whether that’s business or personal.

When considering your brand awareness strategy, keep the following things in mind:

A differentiated message will help set your brand apart from its competitors. What about your brand is special? If your brand doesn’t have anything distinctive to offer, there’s no reason for your target audience to remember it. Find your niche and make your unique claim. This helps prevent market confusion when your customers know exactly what you alone can offer them.

When consumers know what you’re offering, they’re more likely to go straight to you for their product needs, rather than researching other brands. It’s like a shortcut through the decision-making process, which can sometimes be stressful. With a strong brand and clear and consistent message, you’ll become front-of-mind for consumers – that’s your number one goal.

Speaking of that clear and consistent message, your brand is your message. When your brand is sleek and coherent, it creates harmony. That harmony is appealing for consumers, and strong branding gives you credibility – before you’ve even said a word. For this reason, you’re more likely to be viewed as trustworthy by your target audience. And according to HubSpot: “In a world where consumers rely on extensive research and others’ opinions before making a simple purchase, brand trust is everything.”

Social media is one useful way to increase brand awareness, regardless of your industry. Whether you’re an industrial engineering brand like many of our clients, a small business owner, or anything in between, you can use social media as a tool to help create recognition.

We’ve previously posted here about the benefits of a strong social media presence. Not only is it something that virtually every brand can use, it also can help create a strong community. This community can become a base of your most devoted customers, who may be quite outspoken in their loyalty. After they’ve made that bond with your brand, they’re unlikely to waver from it. The consumer loyalty aspect is another key feature of a brand-awareness creation.

If you’re interested in developing a comprehensive brand awareness campaign, we at Brieffin are here to be your partners on that journey. We invite you to learn about our roadmap and philosophy for designing your unique strategy that gives your brand the WOW! effect you’re looking for.

“Awareness is like the sun. When it shines on things, they are transformed.” When your brand exists without awareness, it’s in the dark – unknown, unseen, unspecified. Bringing awareness is the special ingredient that transforms the anonymous into the familiar.

It’s time to fall in love with brand awareness.

Our Moment of Bliss

“Breathe in and out and go easy.” – WHY? (Easy from The Wild Honey Pie Buzzsession)

Join our playlist on Spotify and breathe in and out. Namaste.

Channeling Our Content Efforts


Happiness lies in the joy of achievement and the thrill of creative effort.


– Franklin D. Roosevelt

Every message that we create carries an energy of its own. A power. We need to find the right avenue to get that message out.

Digital marketing is brimming with limitless possibilities for sharing and connecting with people both personally and professionally.

Some of us, however, find this wealth of options a bit overwhelming at times, leaving us unable to relish the online social experiences to the fullest. Burning us out.

When using social media as a means for branding and promotion, there is always uncertainty about how to work around a plan that won’t come off as compulsive, but steady enough to have a nice flow.

How much is “too much”?
How little is “too little”?

There is no standard formula for every case. Every profile, every page, every user has a unique rhythm.

We are pulled in many directions with an unstoppable stream of information being shared. Specializing is always an option.

The style of each social network helps us to come up with a formula specially created for each piece of content and its goal. We can create an environment, a landscape, for our specific stories.

Not everything needs to be everywhere.
Sometimes less is more.

We can feel lost at times. Where to start? What will work better here, or there? The truth is you never really know until it’s done. Social networking is about cooperation, feedback, action and reaction. Our audiences and communities will show us the way.

Being fully aware of this fact is how our experiences improve. It’s about producing, placing and receiving. Finding the ideal balance.

Our Moment of Bliss

“Do you remember when we were young. Life was so simple and we just had fun”. – The Wild Wild (When We Were Young from the EP Kids)

Join our playlist on Spotify and reconnect with your childhood space. Namaste.

 

 

 

 

 

 

 

 

 

 

Charming Our Brand Into Likes


Charm them with your presence as soon as they look at you.


– Anna Held

Social media brings an amazing opportunity to connect with our audience, making our connections better, sending messages widely…  and wisely.

It’s OK if the intention is to sell products, grow subscribers, entertain followers or sway both hearts and minds of readers to a cause, our ability to encourage any of these actions comes from the effort and level of intentness that we put into our daily, or weekly, content design.

One of the challenges with social media can be how to attract your audience. Make those first connections, keep them interested and entertained. Exhausting.  But as time flies by, we will discover that the key to moving forward is keeping a steady level of quality, constancy, commitment and, well yes, charisma!

So how do we bring about the results we desire? Every brand is a small world, and their products, services, visions and stories differ from one to the other.

Bring that charm into the content!

One thing to keep in mind is that it should always be 100% unique to your brand, aligned with the values, ideas, the products and services.

But before audiences start to feel bored, or over informed, storytelling your way into their hearts can be the sweepstake! It changes the conventional into a whole new experience.

Stories are always more fun, don’t you think?

Here’s an idea: make an intention to rely on gentle planning, to reach that path. if it doesn’t work the first time, just try again. No one expects us to be perfect or hit the jackpot every time. The care, time and effort that we put in genuinely created content, is what will count in the end.

Our Moment of Bliss 

“Keep exploring, seek and find. You know you might surprise yourself”. Jack Garratt (Surprise Yourself from the album Phase)

Join our playlist on Spotify and unleash your creativity! Namaste.