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.

Social Media Strategy Self Enquiry

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

– Peter Block

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

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

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

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

What are my online communications goals?

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

Who am I creating content for?

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

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

How will I get my message across?

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

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

Am I meeting my goals?

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

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

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

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

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

Are you using social media’s full potential?

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

Our Moment of Bliss


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


Proud, Honored, and Everything in Between

We love awards, especially when we get them!

Adaptation from Ben Gazzara’s quote

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

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

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

Our Moment of Bliss

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


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!


Our Moment of Bliss

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


The Four Biggest Opportunities in Industrial Social Media Branding

There are no challenges, only opportunities.

Us

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

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

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

#1 Sales vs Marketing

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

#2 Creating vulnerability

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

#3 Resources and consistency

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

#4 Patience and managing expectations

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

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

Let’s talk!


Our Moment of Bliss.

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


Why Social Media is a Great Idea for Industrial Companies

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

Amy Jo Martin, Founder and CEO of Digital Royalty

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

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

Creating a Virtual Identity

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

Educating and Creating Authority

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

Adding the Human Touch

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

Assisting With Sales

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

Driving Traffic

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

Keeping Your Audience Informed

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

Discovering More Benefits as You Grow

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

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

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

 

Our Moment of Bliss

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

Creating Bonds Through Emotional Branding

Alone we can do so little; together we can do so much.

Hellen Keller

Making audiences fall in love with brands is an old marketing practice that, in the past, only a few managed to achieve.

Competition grows exponentially and, with it, new ways and tools for marketing products and services continue emerging. And this has changed the way in which we all communicate for good.

Social networking has grown fast in the last couple of decades. This growth has forced creativity, innovation, and interaction to go a step further in the new marketing advances. Brands not only want to remain on the “top of mind”, but move further to a “top of heart” place.

Emotional branding looks for audiences to get hooked.

But why all the efforts to touch people?

People are hardwired for emotion, sentiment, passion, love. People make decisions based on feelings. Passion encourages. Love, well, let’s just say that “Love makes the world go round.” People are pushed into action when an unconscious desire is triggered by emotion.

So, what is your brand personality?

The days of delivering plain advertisements are now long gone. Customers have become harder to attract and keep, and there are way too many factors competing, bringing into the spotlight one indispensable key player for building long-term relationships: creating experiences.  

Traditional marketing and advertising practices are still an important part of the overall promotional strategy of a product or service, but combining these with emotional branding is what makes the difference in terms of reach and recognition. Telling stories that people can relate to; making them experience a feeling of bonding.

We all have learned the importance of linking brands with values.

Human emotions can be complicated, and so are the times that we are living. Technology has played a crucial role in this tireless pursuit of improving our lifestyles and creating bonds. Although we can be in touch with people all over the world at any time and any place, we have also distanced ourselves from traditional human contact. We now choose instant messaging over a phone call or a video call over a conventional face-to-face meeting. Even more so today.

Emotional stories have always been around, but the difference now is that they can be delivered instantly to people’s homes, and hands, giving brands, and people, an unmatched opportunity for bonding.

Our Moment of Bliss

Today we’re getting away with an amazing classic by “The Cure”. Listen here or there: on our Spotify playlist

 
 

Image credits: Photo by Lindsey Hogue on Unsplash

Digital Marketing: Springboard to Success

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

Pam Moore

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

Getting Started

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

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

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

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

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

Measuring Your Impact

But how to measure these results?

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

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

When, Where and How to Post

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

Why? 

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

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

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

Budget

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

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

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

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

Our Moment of Bliss

 Sleepy Head” – Passion Pit

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

The Power Of Content For Connections in online Communication

Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.


William A. Foster

Let’s begin by understanding two important terms, Intention & Follow-through, for the purpose of this article.

Intention:
a thing intended;
an aim or plan.

Follow-through:
the continuing of an action or task to its conclusion.

Digital marketing has been around for about three decades now since the first appearance of this concept with the launch of “Archie”, the first-ever search engine. Nowadays, we don’t find people or brands asking what it is, or how to use it technically-wise, but the challenge lies in what (to create), where (to share), when (in time), and how (in purpose) of content strategy.

All the main social media sites have strengthened and while in the beginning, the intention was on “personal” connections, the last few years of marketing and advertisement overflow on these platforms have left users asking to return to that more personal approach, but this time around… with the brands.

The growth of entrepreneurship around the globe has triggered an even larger rise in this behavior, making it easier to reach out to our professional connections, family, and friends to promote that which we are committed to. Digital marketing, and social media more specifically, have made possible the creation of integrated advertising campaigns at all levels, merging the personal and the professional worlds.

We’re all in this together. People and Brands.

In this stage and age in which almost every user has developed knowledge about how social media works and what it is about, the improvement in content quality haunts us all. The relevance of doing-it-right. Content has been gaining even more importance with the over-producing and over-sharing of graphic and written media and the limitless demands placed on all these social platforms by the users globally. Demands that are placed lastly on the content producers.

Random content without intent for the sake of awareness is now seen as spam, memes have lost their humor, and videos of cats… oh well, they’re still fun to watch! But the point is that either visual or text-wise, people and brands that really commit and consider social media as a valuable tool for awareness, and connection, are working harder on their intention to deliver content that communities look forward to seeing, watching and reading.

However, the overflow of options can lead to confusion and this why the follow-through of those intentions set by digital marketing and social media strategists is even more important today.

From both a user and a marketer perspective, content purposefully delivered can help us all to make better choices. To make sure that our needs are met in our consumerist society, online and offline, at all levels.

For those times in which you feel directionless of how a social media plan could work for you and your brand, contact us and we’ll be happy to show you what our Content Creation and Scheduling packages are all about.

Our Moment of Bliss

A Shock of Heart .” – StéLouse

A powerful thought: We can change the world if we change our words and the way in which we deliver those words.

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

Why Invest In A Social Media Manager?

Individually, we are one drop. Together, we are an ocean.

Ryunosuke Satoro

As technology has become more accessible and user-friendly over the past few years, the ways that we interact with the world are different than before. Sometimes called the “Do-It-Yourself” or “DIY” economy, when we need a service, we’re more likely than ever to take things into our own hands. Even if we’ve never done it before.

And why wouldn’t we? With the internet full of YouTube videos, blogs, and step-by-step instructions, it’s easy to see why we’d want to give things a shot on our own before paying for someone else to do it. In some cases, we know that our own version of the product or service may not be perfect, but it’s good enough to meet our needs.

So the continuing evolution of the DIY economy begs the question: when should we pay someone to perform a service?

Here’s a more specific example: why should any business pay to hire a social media manager when they can do it in-house? Almost everyone living in the 21st century knows how to use Facebook, Twitter, LinkedIn, and Instagram already.

However, it comes down to the quality and/or quantity of the social media presence that’s expected. Here are a few good reasons why hiring a social media manager is a great choice for many businesses.

1. Social media is always changing

Not only is the digital landscape always evolving, but each individual platform undergoes tweaks from time to time. Whether it’s a change in the Twitter algorithm or Instagram removing the number of photo “likes,” it’s true that when it comes to social media, the only constant is change. Rather than grappling with the changes on your own, a social media manager is an expert at tracking the shifts in social platforms and adapting content to reflect those changes.

2. It’s all about strategy

Social media can exist without a strategy, but that’s best left to personal profiles – where you can feel free to live-Tweet your favorite team’s game or post your toddler’s funny quotes. When it comes to business, having a strategy is important if you want to make social media work for you. Having one of your employees posting randomly can do more harm than good and doesn’t count as a strategy. On the other hand, working with a social media manager can ensure that your brand’s image and messaging are cohesive across multiple touchpoints and are advancing your company’s goals.

3. Show me the numbers

While some social media platforms have started to integrate insights and statistics at the user-level, it probably isn’t enough to give the larger picture of your social media success. A dedicated social media manager will track and monitor all social media campaigns, making note of which ones are high performers and making content, creative, or strategy tweaks when necessary – based on the numbers. Putting all this information into a report for clients is a valuable tool.

If you want to know more about how a social media manager can benefit your business, reach out to us at Brieffin. We have more than 8 years of experience, and we challenge ourselves to stay on top of industry trends to provide the most value to our clients. Plus, we just like learning. 😊

Our Moment of Bliss

“Fall back into place, fall back into place.” – Beach House (Space Song from Depression Cherry)

Join our playlist on Spotify and accept the bliss you find in your life.

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.

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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.

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Social Media Marketing And Industrial Brands

No niche is too small if it’s yours.

Seth Godin

Industrial engineering brands might be the last type of brand you’d expect to have a social media presence. For a long time, that was true. But back in 2012, we entered the social media space for our first industrial client, and we haven’t looked back since.

In the beginning, it certainly wasn’t easy. With the continually shifting technological landscape, it seemed like a new social media platform was popping up every month. After getting a handle on those, the next step was deciding WHAT to share. Our clients already had plenty of interesting and informative content available on their websites: photos, technical brochures, presentations, videos, news, press releases, career opportunities, and more.

Little by little, with trial and error came experience. Seven years later, we’ve become more confident in our digital marketing and online branding strategies for our clients. But social media has never stopped changing, and it probably never will. We’re ready to keep learning, keep evolving, and keep tackling the challenges that come our way.

When considering social media for industrial brands, keep the following topics in mind.

Different platforms, different strategies

On social platforms like Facebook and Instagram, it’s all about visuals. With Facebook, we also focus on the stories, trivia, and human-interest aspect of our brands. We want our community members to be involved in the experience. Twitter, on the other hand, is where we really focus on sharing technical information. We can connect with other companies in the industry and answer questions from our customers. For this reason, we often focus on Twitter with a high level of communication every day. We’ve also got touchpoints on other platforms such as YouTube and SlideShare, where our clients can share very technical information for engineers or clients of their own.

Magnifying reach

An important aspect of any type of marketing campaign is identifying the target audience and the message. After that, we can focus on actually reaching that audience. Social media is one of the best ways to broadcast a message directly to a selected audience – and much of the time, it’s completely free! On top of that, it’s easy to track and quantify the metrics of how well a certain post or campaign is performing. With access to this data, marketers and brands can receive valuable insight to audience attitudes, feelings, and behaviors. From there, messages can be reinforced or re-adjusted.

Enhancing relationships

Connection is an essential part of the human experience. That doesn’t change just because we start talking about a relationship involving a brand. With social media, the brand is able to change from an “it” to an “us” – which includes the people who make the brand, as well as the people who engage with it.  Not only that, brands have a way to listen to and learn from their customers in real time. It’s an opportunity that shouldn’t be ignored. Brands can offer better and enhanced user experiences from their products and services, thanks to the live feedback from the target audience.

Exchanging knowledge

What better way to stay on top of market trends than being a part of the conversation? By following and engaging with others in the same industry, brands on social media can get front-row access to what’s happening elsewhere. It’s a great way to keep on top of industry trends. Not only that, but there can be a high-quality information exchange with consumers. We mentioned before that we often share very technical content with our followers on platforms such as Twitter. When they ask us a question, we as the social media managers may not necessarily be able to answer right away – we need to call in an expert. But once that expert does respond with the answer, the customer walks away with new industry knowledge and (hopefully) a reinforced positive image of the brand.

Social media marketing – no matter the industry – is so much more than just spamming your followers with links and endless self-promotion. It should be a conversation, carefully thought-out; an investment of time and effort.

Whether you’re a beginner looking for a place to start, or just looking for a more hands-on approach to your digital marketing strategy, we can help. We offer coaching and consulting services, to exchange our own knowledge with others and build a stronger community of social media marketers.

Let’s find your communication destiny – together.

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