www.brafton.com Open in urlscan Pro
143.204.215.71  Public Scan

Form analysis
2 forms found in the DOM

<form id="mktoForm_1330" novalidate="novalidate" class="mktoForm mktoHasWidth mktoLayoutLeft" style="font-family: Helvetica, Arial, sans-serif; font-size: 13px; color: rgb(51, 51, 51); width: 6401px;">
  <style type="text/css">
    .mktoForm .mktoButtonWrap.mktoFirefox .mktoButton {
      background-color: #82C43A;
      background-image: -webkit-linear-gradient(top, rgba(0, 0, 0, 0), rgba(0, 0, 0, 0.1));
      background-image: -moz-linear-gradient(top, rgba(0, 0, 0, 0), rgba(0, 0, 0, 0.1));
      background-image: -ms-linear-gradient(top, rgba(0, 0, 0, 0), rgba(0, 0, 0, 0.1));
      background-image: -o-linear-gradient(top, rgba(0, 0, 0, 0), rgba(0, 0, 0, 0.1));
      background-image: linear-gradient(top, rgba(0, 0, 0, 0), rgba(0, 0, 0, 0.1));
      border: none;
      display: inline-block;
      vertical-align: middle;
      margin: 2px;
      font: italic 14px/32px Georgia, Serif;
      text-align: center;
      color: white;
      text-decoration: none;
      text-shadow: 0px 1px 0px rgba(0, 0, 0, 0.1);
      -webkit-box-shadow: inset 0px -3px 0px rgba(0, 0, 0, 0.1), 0px 3px 0px rgba(0, 0, 0, 0.1);
      -moz-box-shadow: inset 0px -3px 0px rgba(0, 0, 0, 0.1), 0px 3px 0px rgba(0, 0, 0, 0.1);
      box-shadow: inset 0px -3px 0px rgba(0, 0, 0, 0.1), 0px 3px 0px rgba(0, 0, 0, 0.1);
      padding: 0px 15px 3px;
      -webkit-border-radius: 5px;
      -moz-border-radius: 5px;
      border-radius: 5px;
    }

    .mktoForm .mktoButtonWrap.mktoFirefox .mktoButton:hover {
      background-image: -webkit-linear-gradient(top, rgba(0, 0, 0, 0.05), rgba(0, 0, 0, 0.2));
      background-image: -moz-linear-gradient(top, rgba(0, 0, 0, 0.05), rgba(0, 0, 0, 0.2));
      background-image: -ms-linear-gradient(top, rgba(0, 0, 0, 0.05), rgba(0, 0, 0, 0.2));
      background-image: -o-linear-gradient(top, rgba(0, 0, 0, 0.05), rgba(0, 0, 0, 0.2));
      background-image: linear-gradient(top, rgba(0, 0, 0, 0.05), rgba(0, 0, 0, 0.2));
    }

    .mktoForm .mktoButtonWrap.mktoFirefox .mktoButton:active {
      position: relative;
      top: 2px;
      -webkit-box-shadow: inset 0px -1px 0px rgba(0, 0, 0, 0.1), 0px 2px 0px rgba(0, 0, 0, 0.1);
      -moz-box-shadow: inset 0px -1px 0px rgba(0, 0, 0, 0.1), 0px 2px 0px rgba(0, 0, 0, 0.1);
      box-shadow: inset 0px -1px 0px rgba(0, 0, 0, 0.1), 0px 2px 0px rgba(0, 0, 0, 0.1);
    }
  </style>
  <div class="mktoFormRow" data-wrapper-for="FirstName LastName Email Website">
    <div class="mktoFieldDescriptor mktoFormCol" data-wrapper-for="FirstName" style="margin-bottom: 10px;">
      <div class="mktoOffset" style="width: 10px;"></div>
      <div class="mktoFieldWrap mktoRequiredField"><label for="FirstName" id="LblFirstName" class="mktoLabel mktoHasWidth" style="width: 100px;">
          <div class="mktoAsterix">*</div>First Name:
        </label>
        <div class="mktoGutter mktoHasWidth" style="width: 10px;"></div><input id="FirstName" name="FirstName" maxlength="255" aria-labelledby="LblFirstName InstructFirstName" type="text" class="mktoField mktoTextField mktoHasWidth mktoRequired"
          aria-required="true" style="width: 150px;"><span id="InstructFirstName" tabindex="-1" class="mktoInstruction"></span>
        <div class="mktoClear"></div>
      </div>
      <div class="mktoClear"></div>
    </div>
    <div class="mktoFieldDescriptor mktoFormCol" data-wrapper-for="LastName" style="margin-bottom: 10px;">
      <div class="mktoOffset" style="width: 10px;"></div>
      <div class="mktoFieldWrap mktoRequiredField"><label for="LastName" id="LblLastName" class="mktoLabel mktoHasWidth" style="width: 100px;">
          <div class="mktoAsterix">*</div>Last Name:
        </label>
        <div class="mktoGutter mktoHasWidth" style="width: 10px;"></div><input id="LastName" name="LastName" maxlength="255" aria-labelledby="LblLastName InstructLastName" type="text" class="mktoField mktoTextField mktoHasWidth mktoRequired"
          aria-required="true" style="width: 150px;"><span id="InstructLastName" tabindex="-1" class="mktoInstruction"></span>
        <div class="mktoClear"></div>
      </div>
      <div class="mktoClear"></div>
    </div>
    <div class="mktoFieldDescriptor mktoFormCol" data-wrapper-for="Email" style="margin-bottom: 10px;">
      <div class="mktoOffset" style="width: 10px;"></div>
      <div class="mktoFieldWrap mktoRequiredField"><label for="Email" id="LblEmail" class="mktoLabel mktoHasWidth" style="width: 100px;">
          <div class="mktoAsterix">*</div>Business Email:
        </label>
        <div class="mktoGutter mktoHasWidth" style="width: 10px;"></div><input id="Email" name="Email" maxlength="255" aria-labelledby="LblEmail InstructEmail" type="email" class="mktoField mktoEmailField mktoHasWidth mktoRequired"
          aria-required="true" style="width: 150px;"><span id="InstructEmail" tabindex="-1" class="mktoInstruction"></span>
        <div class="mktoClear"></div>
      </div>
      <div class="mktoClear"></div>
    </div>
    <div class="mktoFieldDescriptor mktoFormCol" data-wrapper-for="Website" style="margin-bottom: 10px;">
      <div class="mktoOffset" style="width: 10px;"></div>
      <div class="mktoFieldWrap mktoRequiredField"><label for="Website" id="LblWebsite" class="mktoLabel mktoHasWidth" style="width: 100px;">
          <div class="mktoAsterix">*</div>Website:
        </label>
        <div class="mktoGutter mktoHasWidth" style="width: 10px;"></div><input id="Website" name="Website" maxlength="255" aria-labelledby="LblWebsite InstructWebsite" type="text" class="mktoField mktoTextField mktoHasWidth mktoRequired"
          aria-required="true" style="width: 150px;"><span id="InstructWebsite" tabindex="-1" class="mktoInstruction"></span>
        <div class="mktoClear"></div>
      </div>
      <div class="mktoClear"></div>
    </div>
    <div class="mktoClear"></div>
  </div>
  <div class="mktoFormRow" data-wrapper-for="inboundComment">
    <div class="mktoFieldDescriptor mktoFormCol" data-wrapper-for="inboundComment" style="margin-bottom: 10px;">
      <div class="mktoOffset" style="width: 10px;"></div>
      <div class="mktoFieldWrap"><label for="inboundComment" id="LblinboundComment" class="mktoLabel mktoHasWidth" style="width: 100px;">
          <div class="mktoAsterix">*</div>Include a Message:
        </label>
        <div class="mktoGutter mktoHasWidth" style="width: 10px;"></div><textarea id="inboundComment" name="inboundComment" rows="2" aria-labelledby="LblinboundComment InstructinboundComment" class="mktoField mktoHasWidth" maxlength="2000"
          style="width: 150px;"></textarea><span id="InstructinboundComment" tabindex="-1" class="mktoInstruction"></span>
        <div class="mktoClear"></div>
      </div>
      <div class="mktoClear"></div>
    </div>
    <div class="mktoClear"></div>
  </div>
  <div class="mktoFormRow" data-wrapper-for="lastFormSubmitPageName"><input type="hidden" name="lastFormSubmitPageName" class="mktoField mktoFieldDescriptor mktoFormCol"
      value="Total Social for Total Safety: An Epic Social Media Success Story - Brafton" data-wrapper-for="" style="margin-bottom: 10px;">
    <div class="mktoClear"></div>
  </div>
  <div class="mktoFormRow" data-wrapper-for="lastFormSubmitPageURL"><input type="hidden" name="lastFormSubmitPageURL" class="mktoField mktoFieldDescriptor mktoFormCol"
      value="https://www.brafton.com/clients/case-studies/total-safety-social-media-success-story/?utm_source=email&amp;utm_medium=asset-launch&amp;utm_campaign=ts-case-study-2.17.2020&amp;mkt_tok=NTkzLU1JVC00NDIAAAGJ9M5hy2NH9imSl_3YgJfop1sw3XByMJ5ftHsgjPRrMeBm40gLXLF-j7CZPW7hTf-jL92IqDKmysG5IxvFilYjBEkHBqi2VXzza6I4VEH2rw"
      data-wrapper-for="" style="margin-bottom: 10px;">
    <div class="mktoClear"></div>
  </div>
  <div class="mktoButtonRow"><span class="mktoButtonWrap mktoFirefox" style="margin-left: 120px;"><button type="submit" class="mktoButton">SUBMIT</button></span></div><input type="hidden" name="formid" class="mktoField mktoFieldDescriptor"
    value="1330"><input type="hidden" name="munchkinId" class="mktoField mktoFieldDescriptor" value="593-MIT-442"><input type="hidden" name="GCLID__c" class="mktoField mktoFieldDescriptor" value="">
</form>

<form novalidate="novalidate" class="mktoForm mktoHasWidth mktoLayoutLeft" style="font-family: Helvetica, Arial, sans-serif; font-size: 13px; color: rgb(51, 51, 51); visibility: hidden; position: absolute; top: -500px; left: -1000px; width: 1600px;">
</form>

Text Content

 * Content
   * Content Writing
     Services
     * Content for SEO
     * Blogging
     * Copywriting
     * Business Copy
     * Article Writing
   * Video Marketing Services
     * Animation
     * Explainers
     * Whiteboard
     * Corporate Video
     * Commercials
     * Production Services
   * Graphic Design
     * Infographics
     * Web Design
     * UX Services
     * Interactive Infographics
   * Lead Magnet
     Creation
     * White Papers
     * eBooks
 * Strategy
   * SEO Marketing Agency
     * Organic SEO
     * Local SEO
     * National SEO
     * On-Page SEO
     * Video SEO
     * SEO Packages
     * Search Performance Brief
     * SEO Consulting
     * Enterprise SEO
   * Social Media
     * Facebook
     * Twitter
     * LinkedIn
     * Instagram
     * Pinterest
     * YouTube
     * Social Media Consulting
   * Email
     Marketing
     * Full Service Email
     * Newsletter Management
     * Email Consulting
   * Paid
     * Pay-Per-Click Agency
     * PPC Management
     * PPC Consulting
     * SEM Consulting
     * SEM Services
     * Retargeting
     * Pricing
   * Inbound
     Consulting
     * Marketing Consulting
     * Persona Development
     * Conversion Rate Optimization
     * Digital Strategy Agency
     * Lead Generation Services
     * Web Analytics Agency
     * B2B Content Marketing Agency
     * Google Analytics Consultant
 * Platform
 * Our Work
   * Case Studies
   * Testimonials
   * Success Stories
 * About
   * About
     * Brafton Leadership
     * Careers
     * Our People
     * Awards
     * HubSpot Platinum Solutions Partner
   * Service Locations
     * Ann Arbor
     * Atlanta
     * Austin
     * Boston
     * Chicago
     * Dallas
     * Des Moines
     * Los Angeles
     * New York
     * Philadelphia
     * Portland
     * San Diego
     * San Francisco
     * Seattle
     * Australia
     * Melbourne
     * Sydney
     * Germany
     * UK
     * London
 * Resources
   * Blog
     * Content Creation
     * Content Marketing
     * Content Writing
     * Content Strategy
     * Content Distribution
     * Email Marketing
     * SEO
     * Paid Search
     * Graphics
     * Social Media Marketing
     * Life @ Brafton
     * Brafton Labs
   * Resource Center
     * eBooks
     * Webinars
     * Infographics
     * Research
     * Brafton Newsletter
   * Guides
     * B2B Content Marketing
     * Content Marketing Platforms
     * Content Marketing Statistics
     * How to Rank on Google
     * Inbound Marketing
     * How to Do Keyword Research
     * Paid Search 101
     * Social Media Marketing
     * Video Marketing
     * What is Content Creation?
     * What is Content Marketing?
     * What is a Newsletter?
 * Subscribe
 * Login
 * Contact Us

X


CONTACT US

*
First Name:



*
Last Name:



*
Business Email:



*
Website:




*
Include a Message:






SUBMIT

Thanks for your message! We'll be in touch shortly.




CASE STUDY:


TOTAL SOCIAL FOR TOTAL SAFETY: AN EPIC SOCIAL MEDIA SUCCESS STORY

How does a B2B company achieve exponential QoQ growth while relying almost
exclusively on organic social media marketing? Like this.


 * 351%
   
   increase in Facebook impressions


 * 644%
   
   increase in Facebook engagement.


 * 154%
   
   increase in LinkedIn engagement.

Total Safety is a global business that helps companies minimize workplace
hazards and mitigate emergencies. They handle everything from two-way radio
communications to fit-for-duty tests, to gas detection to medical management and
much, much more. There is nothing hyperbolic about the “Total” in Total Safety.

When the pandemic first struck, the company needed help shifting its brand
message. They met with our social team, provided some general guidance, and we
did the rest. The outcome: triple-digit gains in engagement on Facebook and
LinkedIn, and new sales stemming directly from those engagements.

“The social media team has been extremely supportive — they took the few words
we used to describe what we want and turned that into a whole campaign that
makes sense for us.“
– Barbara Clifton, Marketing and Communication Manager

 

Here’s a head-scratcher for you.

How does a B2B company with a one-woman marketing team achieve exponential QoQ
growth (during a pandemic) while relying almost exclusively on … wait for it …
organic social media marketing?

We’ll tell you.

Total Safety is a global business that helps companies minimize workplace
hazards and mitigate emergencies. They handle everything from two-way radio
communications to fit-for-duty tests, to gas detection to medical management and
much, much more. There is nothing hyperbolic about the “Total” in Total Safety.

The company’s growth spiked in Q2 and was, as Marketing and Communication
Manager Barbara Clifton put it, “substantial.”

She chalks it up to a subtle — but crucial — shift in messaging at the start of
a pandemic, and a very tenacious Brafton social media strategist by the name of
Jess Carroll.


THE MISSION: USE SOCIAL MEDIA TO DISTRIBUTE NEW COMPANY MESSAGING

When COVID-19 cases first spiked in the U.S., the connection between Total
Safety and responding to a pandemic wasn’t clear in the company’s messaging.
This immediately became marketing priority No. 1 for Barbara.

“We began to resource masks and anti-fog safety glasses,” Barbara said. “We
started offering temperature-taking services, and our Medical Management team
immediately created a new COVID-19 screener program. Next we started offering
COVID-19 testing services including antibody, antigen and PCR swab testing. We
invested in thermal temperature screening technology so many people could be
temperature tested at once while social distancing. These were new messages that
we had to get out.”

At the time, Brafton was posting just 3 social media posts per week. She handled
all other content creation and was primarily targeting safety managers with
content like this:

This changed halfway through Q1. Barbara called one of Brafton’s social media
strategists, Jess Carroll, to talk about their COVID-19 positioning.

“I told her we want to be a shining light in all the darkness,” Barbara
explained. “If our clients are having trouble figuring out how to manage their
COVID-19 strategy, we want to be that medical management team for them. If they
have questions about how to safely clean breathing-air products, for example, we
can be that service for them.”


THE PROCESS: RAMP UP POSTING AND REACH NEW AUDIENCES

To distribute this message of positivity and helpfulness during a difficult and
fast-changing time, Jess began posting on Facebook and LinkedIn 2 times per day,
up from just 3 times per week.

And instead of primarily creating posts like this:



She started posting more content like this:



And this:



She would even pass articles along to Barbara, who could then create blog
content around that news, which Jess could later promote through social media.

“We provided basic direction to Brafton and Jess just ran with it,” Barbara
said. “The social media team has been extremely supportive — they took the few
words we used to describe what we want and turned that into a whole campaign
that makes sense for us.”

At “go,” Barbara could see the change in the company’s messaging.

“We stopped being exclusively B2B and started to be approachable on a B2C
level,” she said. “We really started appealing not just to businesses, but to
employees of those businesses.”

Many posts, like the one below, were viewed and shared by managers and even by
spouses of Total Safety employees:



“We also started reaching people like HR managers interested in buying tablets
that can determine whether you’re wearing a mask, and keep up with who’s coming
into your building,” Barbara said. “It really helped Total Safety to reach new
industries and job titles.”


THE OUTCOME: UNPRECEDENTED SOCIAL ENGAGEMENT

Good things happen when you successfully expand the relevance of your content to
new audiences. Just look at the boost Total Safety’s saw on social media from Q1
2020 (when we started their campaign) to the end of Q2:



QoQ Facebook gains:

 * 351% increase in impressions.
 * 644% increase in engagement.
 * 109% increase in new followers.

QoQ LinkedIn gains:

 * 63.3% increase in impressions.
 * 154% increase in engagement.
 * 138% increase in new followers.

Notice anything odd? How about the 644% increase in Facebook engagements?

You would expect to see some gains on LinkedIn, but the tremendous boost on a
predominantly consumer-centric social channel speaks volumes about what Barbara
called “the approachability” of Jess’s work.

And even Barbara was a bit baffled by what she was seeing:

“Facebook was actually the channel that turned the most sales, which is very
unusual,” she said. “But OK! I’ll take it.”

Total Safety was able to track new clientele directly back to Facebook
engagements.


THE POINT: JESS REALLY MADE AN IMPRESSION

“I love Jess,” Barbara said. “She works diligently to meet our expectations, and
the expectation is always changing because of COVID-19 and the market conditions
around safety. As we develop new products, or change direction in our messaging
she has to be flexible with working with us, and she is. She’s responsive and
she takes responsibility to make sure I’m happy with what she’s delivering.”

This “flexibility” has been key in the past few months or so.

> “I love Jess. She works diligently to meet our expectations, and the
> expectation is always changing.”



Initially, Barbara was the only person from Total Safety who needed to approve
posts. But in a time of heightened caution, the company’s legal team and CEO now
also review every single social post before it goes out to make sure copy and
imagery are portraying proper safety practices.

“So it’s actually been more work for Jess,” Barbara said. “But if something is
not approved and needs to be changed, she never takes it personally, and she’s
very quick to come up with something new that meets the need.”

Barbara made a point to commend the rest of the Brafton team for helping on
other projects recently— like creating impeccable design work when Total Safety
was featured in BIC Magazine last year.

In total, Brafton has worked with Total Safety for over 8 years with website
analytics and metadata optimization on the backend, designing graphics and
animated shorts, and providing writing services for the company blog.

But it’s really the social media work that has Barbara the most excited,
especially as the company prepares for an eventual e-commerce venture.

“Seeing the big response we’ve gotten with our social media campaigns and
offering new services to meet COVID-19 challenges, when it’s time to talk about
our launches for e-commerce, we’ll already know it’s going to be a smashing
success,” she said. “We’ll figure it out and we’ll yell it from the rooftops on
social media, and we are just that confident that it’s going to increase our
followers, engagement and our customer base.”





MORE CASE STUDIES


DOUBLING DYNAWAY’S SITE TRAFFIC: HOW WE PULLED IT OFF


1 BLOG POST. 6 MONTHS. $30,000 VALUE: THIS IS SEO


HOW TO BEAT STRONGER WEBSITES FOR A COMPETITIVE KEYWORD

Contact Us
Instagram Twitter Facebook LinkedIn
 * Get in Touch!
 * Support Center
 * Privacy Statement

OUR STORY

 * About Brafton
 * Brafton Leadership
 * Content Writers

OUR WORK

 * Our Work
 * Blog
 * Resource Center
 * What is content marketing?

OUR SERVICES

 * Content Marketing Services
   * Content Creation Services
   * Copywriting Services
   * Graphic Design Services
   * Video Marketing Services
 * Content Marketing Strategy
   * Marketing Consulting Services
   * Content Analytics
   * SEO Content Writing Services
 * Social Media Marketing Services
   * Social Media Consulting Services

US

Boston

Chicago

San Francisco

Sydney

London
p. +1 617-206-3040 p. +61 2 8973 1908f. 866.272.8112e. info@brafton.com Support:
techsupport@brafton.com
© 2023 Brafton. 2023/02/16 16:53:38
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word word word word word word word word word
word word word word word word word word

mmMwWLliI0fiflO&1
mmMwWLliI0fiflO&1
mmMwWLliI0fiflO&1
mmMwWLliI0fiflO&1
mmMwWLliI0fiflO&1
mmMwWLliI0fiflO&1
mmMwWLliI0fiflO&1
{ "en": { "LastName": { "placeholder": "Testing-Name", "submit": "Go Home" } },
"de": { "FirstName": { "placeholder": "Vorname", "label": "Vorname",
"validation": "Dieses Feld muss ausgefüllt werden", "submit": { "SUBMIT":
"Absenden", "Get Pricing!": "Angebot erhalten", "default": "Absenden" } },
"LastName": { "placeholder": "Nachname", "label": "Nachname", "validation":
"Dieses Feld muss ausgefüllt werden" }, "inboundComment": { "placeholder": "Ihre
Nachricht", "label": "Ihre Nachricht", "validation": "Dieses Feld muss
ausgefüllt werden" }, "Website": { "placeholder": "Website", "label": "Website",
"validation": "Dieses Feld muss ausgefüllt werden" } } }
We use cookies to improve your browsing experience. You can read more about our
cookie policy in our Privacy Statement. Accept Cookies