Viking Industrial Products Ltd, based in Keighley, West Yorkshire, is the UK’s leading supplier of tapes, adhesives and abrasives to the manufacturing sector. It started life as a small, family business which grew rapidly after forming a strategic partnership with global technology brand 3M. With the help of 3M, it quickly became a pioneer in its niche sector for e-commerce.
Tapping into new markets online
With the increasing popularity of social media in business, Managing Director Colin and Operations Director Mel knew that it was time for the brand to start embracing new technologies but weren’t sure where to start as a B2B supplier to a fairly ‘old school’ sector. Engage Comms was brought on board to identify potential opportunities for engaging with stakeholders and tapping into new markets online.
It struck us that the products that Viking Industrial supplies are used in a wide variety of every day products and objects from road signs to caravans, and we wanted to bring this message to life to make the brand more accessible to a wider audience. We started by creating a brand communications guide that re-articulated the company’s offer, ethos and key messages from an outside perspective.
We used the brand communications guide as the basis for a content-led campaign with a thought leadership blog at its heart that would position Viking as a helpful source of information for manufacturers and design engineers.
An outcomes-led approach
This outcomes-led (rather than products-led) approach worked on Twitter, LinkedIn and Google+, allowing us to identify and engage with relevant sectors and audiences. By creating and sharing high quality but simple case study blogs with these audiences on a regular basis, we were able help generate leads and drive traffic to the website, including via a monthly e-newsletter which went out to a database of more than 20k contacts.
We also provided Operations Director Mel with in-depth one-to-one training which has allowed her to build a personal profile as an influencer in key target sectors as well as take forward ongoing brand building on behalf of the company.
“I recognised that as a company, we needed to embrace social media but this type of communication was alien to us and we needed help finding our way through the maze. Engage Comms helped us through the process, providing us with a professional and clear brand presence on all platforms, positioning our products and company in a positive light with key audiences online. As a result of their work we have enforced our position as a leading supplier, been able to engage with potential customers within our key industries, and we now very much see social media as part of our route to market.”
Mel Bennett, Operations Director
Viking Industrial Products Ltd
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