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.

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.

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.

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.

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.

What makes content go viral?

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

Lucas Donat

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

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

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

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

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

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

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

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

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

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

Shock factor: Something unexpected to shock and amaze.

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

When should your business consider a rebrand?

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

Idowu Koyenikan

When should you/your business consider a rebrand?

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

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

New direction, new you:  Changing public perception

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

You want to attract a new “fan base”

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

Your values have shifted

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

Do I need a logo for my personal brand?

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

– Bernard Kelvin Clive

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

Why do you think your personal brand needs a logo?

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

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

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

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

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

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

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

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

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

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

Our Moment of Bliss

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

Social Media Strategy Self Enquiry

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

– Peter Block

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

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

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

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

What are my online communications goals?

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

Who am I creating content for?

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

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

How will I get my message across?

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

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

Am I meeting my goals?

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

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

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

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

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

Are you using social media’s full potential?

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

Our Moment of Bliss


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


How to create personas for B2B companies

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

Zig Ziglar

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

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

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

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

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

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

1. Buyer demographics

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

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

2. Their company’s DNA and what drives them

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

You need to learn about:

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

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

3. Influences

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

4. Challenges and deal breakers

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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



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.


Less Speed More Breathing

It’s all about finding the calm in the chaos.

Donna Karan

We almost never listen to what our body has to say. This amazing machine that we push to the limit every 24-hour period is constantly sending messages up and down our spine, but we often decide to ignore them because there is no time to stop and listen. Right?

Sickness is the breaking point when we don’t stop. It’s like a “body tantrum” because that’s the only way to make sure you will take a break, whether you have the time or not, or whether you like it or not. And so, you can’t go on just because your body will not respond to your demands anymore. Touché.

What are your options? Take. A. Rest. Period.

Sometimes we feel like we are literally putting out fires while being aware that many of the things in our daily lives cannot be completed within a day, and making it almost impossible to let go and let the movement take its course. Contradiction anyone?

We’re swimming against the tide more often than not. Entrepreneurial lifestyles are directly attached to a non-stop routine, making the idea of taking time off literally platonic and unattainable.

The inevitable to-do lists.

Feeling overwhelmed over the scope of our tasks and commitments makes us lose our perspective about how to actually achieve the completion of those tasks and commitments.

Have you ever made a to-do list that swamped you, only to find yourself a few hours later feeling more relaxed and fulfilled after crossing many of those items out of the list, and in less time than you expected?

It happens. The intention to do and taking action are two different scenarios, and we usually underestimate our capacity to focus and get things done at chaotic moments. Sometimes it just feels easier (though very time-consuming) to whine, fret and get all crazy around our turmoil.

Next time around, breathe. Take a 2-minute break. Find the calm, and then go back to the chaos. Although it might sound it’s not much, it’s a great place to start.

Our Moment of Bliss

I’m used to it by now. Another day, just believe. Just breathe.”. – (Breathe by Télépopmusik).

Join our playlist on Spotify and take a moment to just breathe. Namaste.

Rerouting Our Mind, Recovering Our Bliss


Let’s be reasonable and add an eighth day to the week that is devoted exclusively to reading.


– Lena Dunham

And meditating. And breathing.

– Just us.

Our daily lives can become frenetic sometimes: Calendars filled with dates, calls, activities, commitments. Our heads going around routines, behaviors, rituals, memories, desires.

As we move forward through our day, every encounter, conversation, situation, coincidence, circumstance, add up to our minds creating new ideas, new concerns, new thoughts and more things to think about. Non-stop.

And we feel tired by noon. Already?

Scientific studies show that the road to transforming our lives, and the world around us, is only possible by transforming ourselves. Taking a break and creating time and space for ourselves every day, is the only resource to improve our mood, our health, our creativity and our productivity.

On a regular weekday with an 8-hour shift at work, a couple of hours of commuting, and 3 to 4 hours between getting ready for work and taking our 3 meals, that would give us around 4 hours of free time, on a 6-hour sleep basis.

But tiredness is not in the body, it’s in the mind. With appropriate meals and good night sleep, we should be restored and able to go with a good energy supply day after day. So what’s draining all that supply?

We are unable to quiet our minds, that’s why meditation can be a challenge for most of us, but anything is possible with intention and enough practice. Working with short daily sessions of meditation, or just breathing flows, can do wonders for your soul, your mind and your body.

Reading books is another wonderful way to reroute the mind into different thinking patterns, changing the scenery, and getting inside the minds, stories, and lives of others, in fiction as it is in reality. Opening doors to new experiences, changing our perspectives or simply keeping us entertained in something else.

Let’s give ourselves those much-needed breaks each day: clear out that creativity block, recover our bliss after that annoying phone call, take a walk to change our scenery, stop and smell the flowers… or smell the coffee if there are no flowers around.

These tiny actions will bring renewal since day one, and our lives will get better and better. 

Our Moment of Bliss

“(A bunch of space for your thoughts)”. – Rhodz (Floating in Your Memories from the Album Fading Horizon)

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