Selecting the appropriate tactics for each brand can be quite complex. It’s crucial to gain a comprehensive understanding of the brand’s core identity to accurately pinpoint its target audience, establish the appropriate tone, and develop the most effective strategies tailored to its needs. This process of identifying the right tactics, creating impactful content, and executing the plan is something I genuinely find fulfilling.

One aspect I particularly enjoy is A/B testing, which allows for experimentation and refinement of strategies. As new platforms continue to emerge and algorithms shift, it becomes increasingly important to adapt our approaches accordingly. By analyzing the results of different tactics, we can gain valuable insights that not only enhance our current campaigns but also inform future strategies. It keeps the dynamic nature of branding and marketing exciting and ensures that we remain competitive in a rapidly changing landscape.

As the Marketing Director for an industrial brand, I recognized the need to adapt our content strategy as social media platforms evolved. Originally, our audience grew rapidly on Facebook; however, it became essential to shift our primary focus to LinkedIn. In recent years, LinkedIn has adopted a more progressive approach and has become a crucial platform for B2B businesses to connect with potential leads. In contrast, Facebook has shifted towards content that is more fun and entertaining.

To better suit each platform's distinct audiences, we adjusted the content created for Facebook to better suit LinkedIn. I piloted audience research efforts which uncovered key insights into consumer behavior; and leveraged findings to fix the biggest causes of low engagement, resulting in substantial long-term brand loyalty improvements. The results were impressive: industrial B2B audiences became much more engaged on LinkedIn. This change resulted in a remarkable 77% increase in social media referrals to the company's website. As a result, 58.5% of new leads generated from our website originated directly from social media.

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