Chiorino build brand awareness through social media campaign

The Objective

Chiorino are a global conveyor belt manufacturer founded in 1906 with the UK head office based in Featherstone, Yorkshire. Supplying sectors such as food production, transport, airports, packaging, printing and textiles, they approached Northern Media to help them grow their market share, raise the profile of the Chiorino brand and generate more direct sales.

Their objective was to grow their annual turnover from £5 million to £5.5 million. To do this Chiorino wanted to drive growth predominantly in the ‘end user’ sector industries, including food, packaging, logistics and the travel industry. Secondarily, their aim was then to focus on growth with the OEM and Distribution sectors.

Additionally, Chiorino required a platform that would support the direct sales force with promoting new upcoming product ranges to both existing and prospective clients.

Solutions offered

Northern Media suggested a targeted social media campaign to include Twitter and the management of 8 field sales managers’ LinkedIn. Northern Media’s social media experts managed both campaigns including content creation as well as providing specific LinkedIn training to the sales team.

To achieve growth in the identified sectors, the client wanted to target those who typically play a role in the buying process such as Operations Managers, Process Engineers, Procurement and Purchasing. LinkedIn was the perfect solution to reach these people directly through well-researched, targeted connection activity.

The Results

The posting and interaction on Twitter effectively communicated client success stories, positive company news and product information that improved Chiornio’s brand awareness. This, alongside the increase in personal brand visibility through the individual LinkedIn accounts of the sales team, saw a significant increase in prospecting opportunities for the business, and therefore a noticeable increase in revenue.

Not only is the social media campaign effective in communicating Chiorino’s USP to a wider audience, it also in turn drives an increase in traffic to the site. For example, featured posts gain over 50 clicks a month back to the Chiorino website.

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