The view from the B2B content creator’s perspective

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

– Tom Fishburne

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

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

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

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

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

The magic of B2B storytelling in marketing

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

– Amelia Veale

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

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

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

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

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

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

Are B2B Brands and TikTok a good fit?

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

– Lucy Rendler Kaplan

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

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

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

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

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

Why B2B companies need to be on Instagram

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

– Instagram business statistics

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

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

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

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

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

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

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

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

6 B2B Social media trends we can expect in 2021

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

– Ryan Lilly

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

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

New offerings from LinkedIn:

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

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

More live content:

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

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

The continued rise of ephemeral content:

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

Video content will continue to be popular:

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

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

Increasing in technology adoption:

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

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

Authenticity will be important:

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

Time for a Career revamp?

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

– Milton Berle

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

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

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

Resumes & Cover Letters

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

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

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

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

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

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

LinkedIn Profile

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

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

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

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

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

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

The ‘Virtual’ Future of Industrial Events

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

– Kenneth H. Blanchard

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

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

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

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

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

How to 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.

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.

Social Media Strategy Self Enquiry

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

– Peter Block

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

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

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

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

What are my online communications goals?

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

Who am I creating content for?

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

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

How will I get my message across?

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

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

Am I meeting my goals?

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

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

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

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

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

Are you using social media’s full potential?

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

Our Moment of Bliss


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


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.



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!


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.

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”.

Industrial social media specialists of the year 2020 - Spain