In-house LinkedIn training accelerates Croft Filters social media: Post impressions increased by 580%, new followers by 822% and website clicks were up 900%
Croft Filters is the leading UK manufacturer of bespoke metal filters used in a variety of processes in the Oil, Gas, Food, Beverage and Pharmaceutical sectors. The company had a presence on social media but knew they were under-utilising the platforms.
In the past they’d had an external management company helping them to post on their social media platforms but they knew that bringing it inhouse would likely achieve better results.
In January 2023 they approached Becs from Social Media Executive Ltd to train them up on LinkedIn and improve their strategy.
Their objective was to understand how LinkedIn worked, training up the team to manage the platform, create consistent content that got a high reach and raise the profile of Croft Filters.
The first steps were familiarising the team with LinkedIn and how to use it to build up brand profiles.
We focused on transforming one of the Directors, Neil Burns, profile as a starting point to increase the search optimisation for their industry key words (See 1.1 and 1.2 the before and after picture below). The profile was designed to attract their target customers, making sure that if anyone was looking for filters on LinkedIn Neils profile popped up in the searches.
1.1 Neils original profile 1.2 Neils new profile
Within the first week Neils profile views shot up 344% (See graph 2 below), and by April his profile views had gone from averaging around 10 up to 214. More and more people were finding/seeing Neil on LinkedIn and clicking to look at his profile, raising the awareness of Croft Filters.
2. Increase in profile views in the first week
Consistently posting on Neils profile helped to significantly increase his impressions, content was focused around his passion for filtration and stories from behind the scenes as well as how the business has grown over the years. Some of his top posts achieved 190 likes reaching over 6000 people (See post images 3.1 & 3.2 below). Raising his profile in the industry as well as increasing brand awareness for Croft Filters.
3.1 Post reaches over 6380 impressions 3.2 Post reaches over 2400 impressions
We then looked at doing the same for the business pages, adding some great videos and images of
their products. Industry hashtags were used to help the discoverability of Croft Filters, resulting in
posts trending on LinkedIn under #Filtration (4.1) and #BritishManufacturing (4.2)
4.1 Croft Filters post trending for #Filtration
4.2 Croft Filters post trending for #BritishManufacturing
The final touch was personalising the business page and introducing some behind the scenes
content and staff photos to build trust and attract attention, like the post below with over 89 likes
and 72 comments (See post image 5)
5. A behind-the-scenes post attracts a lot of engagement, 89 likes & 72 comments
The objective of the posts were to raise awareness that Croft Filters provides bespoke filters that can
be custom made and dispatched within a very short time frame, for sectors such as the Oil & Gas
Industry, aviation and manufacturing. This was achieved with the top demographics of unique
viewers to Croft Filters being from these sectors (see image 6).
6. The top industry visitors to the Croft Filters Page
Once we were happy with the company page we developed a strategy to grow their followers,
followers that would add value and potentially lead to new business.
Within two months, post impressions increased by 580%, new followers by 822% and custom button
clicks through to their website were up 900% (See image 7). More importantly, key decision makers
from businesses who were enquiring about high value filters were checking out the LinkedIn staff
and Business profiles prior to scheduled meetings with Croft Filters.
7. Croft Filters page analytics within the first two months
Transforming LinkedIn profiles for staff, updating Company pages and creating engaging, consistent
content significantly increased the visibility and brand awareness of Croft Filters in their target
sector. Their social media is now confidently done internally, with a clear strategy on how to
generate brand awareness and enquiries through LinkedIn.
“The work that Becs has done for Croft has been instrumental in guiding the company towards
optimising our social media. Her dedication and expertise have helped us to build a more engaging
and professional online presence. Becs was not only there to advise but also to hold us accountable
for our progression, helping us fully utilise the time we had dedicated to social media.
Under Becs’ leadership, we have ventured into various campaigns that we would have originally
shied away from. These campaigns have proven to be our most successful. Her fresh ideas, coupled
with her deep understanding of the various social channels and how they operate, have been the
key elements that have led to our social media growth.”
Drew Burns, Business Development Manager, Croft Filters
