How Successful B2B Companies Use Social Media

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

– Jay Baer

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

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

Here’s how successful B2B companies use social media:

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

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

They create content that offers value to their audience.

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

They use social media as a listening tool.

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

They use social platforms as a communication tool.

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

They use social platforms as a way to generate leads.

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

They use their social presence to help drive traffic.

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

They use social media to positively affect their SEO score.

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

They use social media to show their human side.

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

Is your business using social media’s full potential?

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

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Why Quality B2B Copywriting Matters

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

– Joanna Wiebe

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

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

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

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

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

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

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

Know your audience

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

Write with your brand’s personality in mind

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

Use storytelling techniques

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

Don’t forget the headline

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

Get to the point

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

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

Is your business using social media’s full potential?

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

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

Why B2B companies need to be on Instagram

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

– Instagram business statistics

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

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

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

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

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

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

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

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

6 B2B Social media trends we can expect in 2021

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

– Ryan Lilly

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

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

New offerings from LinkedIn:

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

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

More live content:

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

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

The continued rise of ephemeral content:

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

Video content will continue to be popular:

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

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

Increasing in technology adoption:

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

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

Authenticity will be important:

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

The ‘Virtual’ Future of Industrial Events

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

– Kenneth H. Blanchard

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

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

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

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

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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Understanding the Power of Hashtags

“I like hashtags because they look like waffles.”

– Paula Wethington

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

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

So how exactly are hashtags powerful?

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

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

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

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

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

Making the most of your Hashtag strategy

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

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

Key Qualities Of Great Brands

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

– Walter Landor

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

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

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

Keep Things Simple

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

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

Focus On Consistency

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

 Be Unique

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

Continuously Build Relationships

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

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

Share Stories

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

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

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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

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.

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

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

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

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

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

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

Ashley Friedlein – CEO and founder of Guild

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

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

Dave Buck – CEO of CoachVille

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

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

Bonnie Sainsbury Founder and CEO of Social Media Smarter

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

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

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

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

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

David Meerman Scott – Online marketing strategist

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

Is your business using social media’s full potential?

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

Our Moment of Bliss

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



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!


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


Creating a Content Strategy for Awareness Success

Raise your awareness and share your uniqueness with the world.

Amit Ray

It’s time to talk about “Content”.

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

So, what is content then?

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

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

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

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

Enhancing your content through good Design & Copywriting

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

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

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

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

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

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

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

Our Moment of Bliss

 Safe” – Bay Ledges

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

Join us and keep listening on our Spotify playlist.

Using Social Media For Visibility

“The power of visibility can never be underestimated.”

Margaret Cho

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Our Moment of Bliss

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

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

5 Important Digital Marketing Buzzwords

Do what you can, where you are, with what you have.

Theodore Roosevelt

What’s the difference between branding and a campaign? Or content creation and social media? The world of digital marketing is constantly evolving, meaning there are always new puzzle pieces to fit into a comprehensive marketing strategy.

Some companies hire an expert to handle all or part of their digital marketing, like we do social media for our industrial clients (and we love it!). Others might handle all of it in-house. And others still might be interested in learning more, in order to feel that they’re taking a fully hands-on approach to their marketing.

No matter which category you fit into – or maybe it’s a different one altogether – we wanted to provide a refresher on some of these common digital marketing buzzwords.

Branding

Branding is what your company or product looks like in the eyes of your customers. As we say, “your brand is your message.” Your brand is the message that you’re sending out into the world.

Think about your own favorite brands. What images pop into your mind? More than just physical features of the product being offered, branding can also be about an emotional connection. What words do you associate with the brand? How does it make you feel? What does your association with the brand say about you as the consumer?

When you create your brand strategy, you’re breathing life into your product or business. You’re establishing its personality, its likes and dislikes, its values, and more. While other aspects of your company may change with the seasons, your branding should be less temporary. It should only become stronger and more consistent with time.

Content Creation

This one may be the biggest buzzword of the past few years. And how can it not be, given the influx of Instagram influencers who call themselves “content creators” as their job titles? Regardless of whether you find that to be superficial, content creation is very much a legitimate need for many businesses, and a crucial part of a comprehensive strategy.

Almost anything we consume is considered to be content. How-to articles, news articles, blogs, gifs, memes, social media posts, YouTube videos – that’s all content. And the point of this content is to have someone reading, watching, or interacting with it.

That’s where the need for content creation comes in. When brands are able to create meaningful content for their consumers, they’re more likely to bring that consumer to them, rather than needing to go looking for them. Good content has the ability to gain repeat visits from those consumers, and it accomplishes another important goal: building trust with the target audience.

Campaigns

Remember how during the branding section, we mentioned that some aspects of marketing are more temporary? Well, campaigns were one of those temporary things. Simply put, a campaign is generally an activity outside of your daily marketing tasks with a fixed timeframe that aims to accomplish specific goals.

Whether it’s a new product launch, a contest, or just a new perspective on the brand, campaigns generally seek to augment customer interaction with the brand, bolster brand awareness and positive impressions of the brand, and convert new leads.

One recently memorable campaign was U.S. feminine hygiene brand, Always. Using the hashtag #LikeAGirl, they got the world talking about their campaign as they endeavored to change the negative connotation of this phrase into a powerful mantra. You can learn more about how their campaign got started, and find out the numbers behind the campaign’s success.

Social Media

Facebook. Twitter. Instagram. Snapchat. Pinterest. LinkedIn. YouTube. Tumblr. Reddit.

At Brieffin, we’re firm believers in the power of social media. It’s a great way for brands to magnify reach, enhance relationships, and exchange knowledge with others. But we’re on the topic of definitions today, so let’s stick to what social media actually is.

Since “social media” was added to the Merriam-Webster Dictionary in 2011, let’s see what they had to say:

social media (noun): forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)

Long definition short, it’s where users go to share content they’ve created with each other. And of course, brands entered this space long ago. There’s a lot of outreach that can be done on social media, but you have to remember: consumers want human connection.

SEO

Can you remember the last time you Googled something? (We’ll guess it was probably today.) Now, can you remember the last time you went to the 10th page of search results? What about the fifth page? The second?

And here we have in essence the importance of SEO, or search engine optimization, for your brand or business – no matter how amazing your content is, if it’s not showing up as close to the top as search results as possible, you’re not going to get the consumer engagement you want.

When you create an SEO strategy, it’s all about keeping the almighty Google in mind. Google arranges its search results with a very specific algorithm. It takes into account your keywords, but not only that – your snippets, your images, and even your site speed! Even if you have the best keywords in the world, your site won’t rank highly if it’s slow.

There are many ways you can improve your search engine optimization. From hiring a professional, to taking advantage of the tools your content management platform offers, SEO is something worth investing in.

At Brieffin, we understand that these topics can be confusing or even overwhelming, but they don’t have to be. We’re always here if you need us.

Our Moment of Bliss

“Kid, you gotta take it into your own hands.” – Magic Bronson (Fences from Wildlife)

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

Falling in Love with Brand Awareness

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

Thich Nhat Hanh

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

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

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

“Can you pass me a Kleenex?”

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

“I can’t find my Chapstick.”

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

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

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

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

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

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

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

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

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

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

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

Our Moment of Bliss

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

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