BPER Factor

When people ask us how to achieve results in social media marketing, we immediately respond that it is an extremely complex discipline. It is not so much a question of tools as it is of the infinite variety of behaviours we can adopt on these platforms.

If a company that has only been present online with its website until now contacts us saying that it wants to be known by others, whether they are competitors or, above all, potential customers, we have to develop a personalised strategy to achieve the desired goal.

This was the case with BPER Factor, one of Italy’s leading factoring companies, ranked eighth in terms of turnover. Its strategic objective is to facilitate credit and debt processes for businesses, reducing financial risks through highly qualified products and services.

This gave rise to the need to adopt the Lovemark method: analyse, create, measure and refine. After a thorough analysis of the client, its competitors and, above all, its target audience, we developed our strategy.

Content is at the heart of every visibility, promotion or relationship operation. Content is the means of communication we want to use to reach the people we are interested in, in order to gain followers, reputation and sales.

Until now, BPER Factor has not had a structured digital and social media strategy. The goal was therefore to open a LinkedIn channel to begin positioning itself online and encourage dialogue and awareness of factoring in Italy.

In this way, we began to explain in simple terms who BPER Factor is, what it does and, above all, what it represents. This increased awareness of the brand and the product, creating opportunities for contact and powerful synergies with all stakeholders. The strategy aimed to give BPER Factor the opportunity to become a benchmark in the sector, helping professionals to understand the potential of factoring and the financial solutions offered by the company. The editorial plan is continuously supported by an ongoing LinkedIn Advertising campaign.

In order to develop content consistent with the strategy and reach the people we are interested in, we identified the tone of voice: we had to speak to different types of B2B targets, especially in terms of age, all with a possible interest in collaborating with the company. Communication therefore had to be institutional and professional, highlighting the brand’s skills and activities, with the correct priorities, becoming a point of reference for players in the financial sector. We not only had to disseminate information and culture, but be relevant in the opinions of the context, anticipating and disseminating trends and strategies. BPER Factor had to convey trust and awareness with a simple, direct and up-to-date style.

This gave rise to the concept behind the content strategy: ‘Answers to questions, solutions to needs. Universal access to factoring.’

BPER Factor therefore entered the social media arena with strength and awareness. Drawing on its experience and expertise, it began to talk about itself and build awareness of what factoring is, making it understandable to everyone. It became a promoter of factoring as a solution to the needs of businesses, a driver for achieving known and unknown objectives. Finally, it identified the services and products that would be useful to professionals in facilitating their companies’ business. It did so through people, for people.

The distinctive feature of a company is its employees. On LinkedIn, the most followed profiles are those that focus on human warmth – the people at the forefront of the company’s success and content. Success is determined by the continuous stimulation of employees who, in various capacities, interact with their personal profiles and the company page, allowing followers to identify with those who work for the brand. For this reason, Lovemark has shared guidelines with BPER Factor for the use of and engagement with the company profile of the company’s talent.

We focused on brand identity for immediate recognition, a distinctive feature of successful content strategies. In addition, a wide range of educational and informative content made the profile interesting to follow, providing followers with useful information to learn from. Finally, we promoted a genuine conversation between users and the company, also using hashtags created specifically for each trend in the feed. The content was written with LinkedIn in mind and optimised for mobile searches and reading.

The collaboration between Lovemark and BPER Factor has therefore resulted in a visually stunning, functionally advanced and highly engaging LinkedIn page that effectively communicates the brand’s unique identity. Relevant and personalised content, distinctive design and social positioning have enabled BPER Factor to begin to stand out from the competition online, satisfying the client’s desire to be recognised in the digital landscape, a journey that has only just begun and with a vision of exponential growth.