A B2B Brand’s Success Story to 51K Followers & Increased Visibility
The Brand : Midas Safety Inc. A B2B Engineering & Operations Based Manufacturer
Challenge: How To Increase visibility Online On the Right Platform?
Brand Age: 40+ years
Is your brand harnessing the power of LinkedIn?
You may very well know that LinkedIn is a powerful tool for recruiting talent, but did you know that in 2021 33% of B2B decision makers used LinkedIn to research purchases?
The value of exposing your brand qualified buyers, cannot be understated. For B2B brands, LinkedIn’s strength lies in its ability to connect your business with leaders and decision makers in your industry.
Since 2018, Midas Safety Inc. (a leading private-label safety glove manufacturer) has been working with Web Worx Labs in a concerted effort to grow their LinkedIn presence for greater visibility and discovery from key decision makers around the world.
Today we’re taking a closer look at how Midas Safety grew their following to an impressive 52,000 in a matter of months and how they turn online traction into offline profits.
Planning, Researching & Empathy Mapping To Start Off Right
To achieve dramatic social growth, Web Worx Labs relied heavily on the strategy we created with Midas Safety’s marketing executives. Some of the tactics we used included analyzing social trends and the competition, empathy mapping, and delivering strategic content designed to spur engagement.
We began by surveying the current landscape for the safety glove manufacturing industry. During this process, close attention was paid to what Midas Safety’s competitors were doing right, and where the gaps were in the offering that we can easily capitalize on.
We also looked for non-competitors in loosely related industries to source creative inspiration.
Once we determined what was working and what wasn’t, the process of empathy mapping began. The goal of any empathy map is to gain a better understanding of the target audience. Some of the most important insights we gained were what Midas Safety’s potential customers were thinking, saying, feeling and doing as it related to finding a new private-label glove manufacturer.
Focus on Messaging Leads to Development of the Right Content Pillars
After getting a better handle on who we were posting for; addressing their pain points and needs with engaging content became the focus.
Nothing in social media marketing should ever be done haphazardly - which led us to the next step in Midas Safety’s journey – developing content pillars to border our messaging around.
Content pillars act as a general category that posts and messaging fall under. Think about content pillars as themes in which posts adhere to.
An example of a type of content pillar found across LinkedIn are product posts (posts that promote a product).
Execution & Delivering Brings in the Right Visitors
Once the social landscape, competition, audience profiles and content pillars were created, designing engaging posts was the final step. Thanks to the strategy we had already laid out, writing captivating copy with eye-catching graphics wasn’t too difficult.
Posts are what draws people in. It’s where likes, comments, shares and follows come from. Midas Safety’s posts celebrate company and product excellence, innovation, personnel and recruitment. Their LinkedIn profile highlights their reputable brand and product lines while sending traffic to their website so potential buyers can learn more.
Visitors Bring Discovery & Engagement
A certain percentage of followers become leads and of those leads, some become conversions. In B2B your company’s next biggest account could be right around the corner.
By employing a methodical strategy to Midas Safety’s LinkedIn presence and following it since 2018, Web Worx Labs grew their account to an impressive 52,000 followers with the next 50,000 already in sight.
Get In Touch
Looking to get in touch with someone who can evaluate your brand’s potential for new levels of visibility and discovery?
Let us discuss your options over a zoom meeting and build your success story together.