Manufacturing is a vital part of the economy. From consumer goods to industrial parts and everything in between, manufacturers supply the essential components we need to run our lives. Did you know that there are approximately 623,000 manufacturing businesses in the United States alone?
These manufacturers require precise, efficient operations, a skilled workforce, and above all else – Reliability. Our client, Reliability Solutions, is the global leader in hands-on, hard skills training for the manufacturing industry. With an elite training staff offering a combined 480 years of field experience, Reliability offers educational programs for management, craftsmen, operators, engineers, technicians, and more.
Through on-site training as well as asynchronous video, Reliability Solutions helps manufacturing businesses enhance product quality, boost asset availability, and minimize maintenance costs. Reliability Solutions has helped its clients reduce yearly maintenance costs by 30%, lower annual energy expenditures by 5.7%, and reduce yearly lost hours by 75%.
However, Reliability Solutions’ social media did not mirror this success. They lacked a cohesive strategy and did not publish social media content on a consistent schedule. This prevented Reliability Solutions from reaching new potential clients. Recognizing this limitation, they partnered with Redefine Marketing Group in 2023 for social media, content marketing, and organic search strategy.
The challenge
At Redefine, we often work with clients who are world-class contenders in their industry yet face challenges when marketing their offerings. Reliability Solutions needed a stronger presence on social media to target working professionals in the manufacturing space.
With the right strategy and execution, social media marketing can be a powerful platform for business growth. But the competition is very high. Businesses such as Reliability Solutions aren’t just competing with other industrial training companies. They’re competing with everyone on social media. According to Sprout Social, there are over 5 billion social media users worldwide.
In addition to user-generated content, businesses are constantly competing for engagement with paid ads on social media. Sprout Social estimates that social media advertising spend reached $219.8 billion dollars in 2024 alone. Since social media platforms prioritize paid ads, unpaid content (also known as organic content) often gets lost in the noise and suffers from low performance.
Reliability Solutions also faced internal challenges that hindered its digital marketing:
- Absence of a comprehensive social media strategy
- Lack of a consistent publishing schedule
- Limited team member bandwidth for social media marketing
After understanding the client’s needs, we rolled up our sleeves and got to work developing a plan.
Redefine’s solution
First, we worked closely with Reliability Solutions to refine their social media strategy. Our analysis revealed that LinkedIn would be the best platform to focus on. As one of the oldest social media platforms that’s still active, LinkedIn is home to a robust community of working professionals in a variety of industries, including manufacturing.
With the right optimizations, we knew that LinkedIn would be the perfect space for Reliability Solutions. Our team designed a comprehensive social media strategy to target operations and reliability specialists on LinkedIn. We worked closely with Reliability Solutions to create LinkedIn content with useful information that also captivated their audience with engaging designs.
Our efforts included:
- Creating high-quality, branded graphics
- Writing clear captions that hooked readers
- Showcasing customer testimonials
- Offering “sneak peeks” of the client’s training sessions
To execute our social media strategy, we also collaborated closely with the content marketing team. The content team provided high-performing blogs and other educational resources that we could repurpose for social media posts. In return, we provided valuable insight from social media metrics and community feedback to refine the client’s content strategy.
As we developed content, we also provided Reliability Solutions with a clear roadmap. This included a consistent posting schedule. On social media, consistency is essential. By establishing and maintaining routine guidelines for our content schedule, we demonstrated value to our target audience as well as the social media algorithms that reward frequent posting. This helped us boost the client’s followers and reach.
Finally, we also leaned into the social side and grew the Reliability Solutions community online. We actively monitored the client’s social channels and responded to comments, mentions, and Direct Messages. Through this proactive approach to community building, the audience responded quite favorably.
The results
Over the 12 month period from 2023 to 2024, Redefine Marketing Group helped Reliability Solutions surpass their goals. Download the full Case Study.
We observed tremendous growth across the following metrics:
Impressions
On social media platforms such as LinkedIn, “Impressions” refers to the total number of times a piece of content is viewed by users. Impressions occur whether or not the user engages with the content or follows the brand account.
This metric is highly useful for understanding the client’s reach and determining which types of posts perform the best on specific platforms. Impressions can also inform strategic decisions such as the time of day of posting.
Redefine helped Reliability Solutions increase their Impression Growth on LinkedIn by 48k from 2023 to 2024.
Followers
Followers indicate the number of users who have subscribed to your brand’s account. Like Impressions, tracking follower growth provides insight about content performance. However, this metric also offers valuable data about a brand’s audience and customer loyalty.
It’s not uncommon for follower growth to fluctuate within a margin of error, but the right social media strategy delivers a strong upward trend over time. Our strategy for Reliability Solutions proved successful with consistent growth.
We saw the client’s organic social media audience grow 8.8% from 2023 to 2024.
Organic post shares
Social media platforms like LinkedIn also use post shares to gauge the success of content. When a user shares a piece of content to their own profile or timeline, it indicates that the content is both engaging and useful.
In 2024, Redefine helped Reliability Solutions increase organic post shares by 78%.
Engagement growth
Finally, we tracked the client’s engagement growth. This key metric included all forms of engagement: likes, comments, shares, and clicks. According to Socialinsider, the average engagement growth for brands on LinkedIn is 3.85%.
From 2023 to 2024, the Redefine team helped Reliability Solutions grow their engagement rate by 5%.
Grow your social media with us
No matter what your business goals are, Redefine is here to help! Our team can develop and execute a comprehensive social media plan, content, technical SEO, and more. We are available to assist your in-house teams with strategic support. Contact us today for a discovery call.
