Greyland
How Greyland Doubled Social Visibility While Building Executive Thought Leadership.
About
Greyland is an established UK manufacturer supplying sustainable cleaning chemicals to distributors across the UK and Europe. While the business had a strong reputation within its industry, its social media activity lacked structure and consistency, and its Managing Director had no personal online presence.
With a lean internal marketing team balancing multiple priorities, Greyland wanted a strategy that would improve brand visibility, support distributor relationships and build credibility through executive thought leadership.
We developed a structured social media approach, built the Managing Director’s LinkedIn presence from scratch, and provided ongoing training and strategic guidance to the internal marketing team, helping to more than double social impressions, increase followers by 36% and drive a 439% increase in clicks within 12 months.
Services
- Human Positioning
- Marketing
- Social Media
Industry
- Manufacturing
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The challenge
Greyland’s marketing was being managed by a single in-house marketer, with social media fitting around a wide range of other responsibilities.
Although the business had excellent products and a loyal distributor network, there was no structured content strategy, no consistent posting schedule and little direction behind its online activity.
At the same time, the Managing Director had no personal presence on LinkedIn. In a relationship-driven B2B market, this meant the business lacked a visible leadership voice to build trust and credibility with customers, distributors and industry contacts.
Rather than simply posting more often, Greyland needed a clear strategy that would strengthen brand visibility, support commercial relationships and equip its internal team with the skills to maintain momentum.
Our approach
- Built a structured content strategy. Planned and created consistent content across product launches, company updates and industry news, giving the business a clear and recognisable online presence.
- Built the MD’s LinkedIn presence from scratch. Positioned the Managing Director as an authentic industry voice rather than relying solely on company communications.
- Delivered ongoing coaching, not just execution. Monthly strategy and analytics sessions reviewed performance, refined the content plan and coached Greyland’s in-house marketer on best practice.
- Focused on sustainable capability. Ensured Greyland wasn’t just outsourcing social media, but building the internal confidence and skills to keep growing independently.
The results
Within 12 months, Greyland’s social media impressions more than doubled, followers increased by 36%, engagement rose from 9.8% to 16.3%, and clicks increased by 439%.
More importantly, the business established a consistent and professional online presence, its Managing Director developed a credible industry profile on LinkedIn, and the internal marketing team gained the skills and confidence to build on these results long after the project ended.
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