What was your journey until taking on this role in the company?
Before joining Bortolin Kemo I had 15 years of experience as a freelancer with a small communications studio. I entered this reality 4 years ago, even if it seems like yesterday. Here I met my match: the marketing department still needed to be trained and I decided to accept this stimulating challenge. For me it was a big change, especially on a professional level. Now I take care of all communication, from videos to documents intended for other departments of the company, including social content.
What do you think about the use of social media in the B2B market segment?
Naturally, not all social networks are right for the B2B market, but I think it is essential for branding to be present and have quality content designed based on the chosen platform. I'll give an example that I think is explanatory: when I arrived at Bortolin Kemo there wasn't a person dedicated only to marketing, we weren't present on social media and above all the Linkedin page was at a standstill. At the time there was no positive vision of social media. With the outbreak of Covid, travel was blocked and our salespeople were forced to stop. It was the perfect time to start using social media. So I took over various channels and we worked on the profiles of all our salespeople, creating a network of contacts with our customers. It was a team effort and in the end the LinkedIn page grew from 290 followers to almost 2200, a great starting point for the future. In our market and for our customers, it is above all important to be physically there to provide pre- and post-sales support for our systems, to continually study and innovate to meet their needs.
Which social network is more in line with your business model and which is less?
Definitely LinkedIn as first choice, Facebook only for presence and branding. Youtube is perfect for Bortolin Kemo as we can upload videos of our machines and share them with customers or future customers. Channels like Instagram and Pinterest, more visual and aesthetic, are certainly not suitable for our markets. TikTok, on the other hand, is really off target.
The data shows that having a low number of followers damages the brand image, what do you think?
It is not fundamental but certainly important: just as a beautiful elegant dress or a tuxedo makes the difference at a gala dinner, having a good number of followers is also a nice sight in the eyes of potential customers. However, let's say that in my opinion there is no point in having a high number, sending contact requests blindly just to have a number. For this reason, Bortolin Kemo's contacts are closely linked to our sector and always aim for quality.
How important are online reviews, are they important?
At Bortolin Kemo we do not have online reviews, our customers do not use these tools to make reviews. Generally speaking, in other sectors, I think reviews are important, we are now used to seeing the average of reviews how high it is, but above all how low it is. In my opinion it doesn't always correspond to the reality of things, writing on the internet to give a bad review is too easy.
Have you ever collaborated with professionals regarding the social sphere?
Of course yes, and Bortolin Kemo will certainly continue to do so. Our company has a lot of history behind it, it is very strong and known all over the world, but it is young in the social media schedule and, given the continuous change that the social world has, we need to adapt and continue to specialize. This is why we rely on external professionals, especially when it comes to content that goes beyond our control. Furthermore, this allows us to have another point of view from which to work and from which to start to create a strategy.
What are the future corporate communication projects?
At Bortolin Kemo we certainly want to consolidate and seek new markets, new customers and above all collaborations. We aim to expand into new markets not yet covered by our agent network. We also want to create special contents for some projects, which are then intended for different purposes. We will participate in numerous fairs, such as the one in November in Chicago.