Lyon-based Jérôme Logie recently joined Carlota Pico to discuss his role as EMEA marketing manager at Pall Water, a leading water treatment company that’s part of the Danaher Group. Jérôme explained the importance of being present on social channels (even when it comes to marketing for the water industry), discussed how to attract audiences to your platforms, and offered tips for empathizing with your audience during the COVID-19 pandemic.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below. 

Key takeaways

• Attracting audiences to your social channels comes down to one word: content. You have to define your potential customer, hone in on their needs and pain points, and tell them how you can solve their problems.

• If you want to be visible, you have to be on social media—even in obscure industries. Positioning yourself as an industry expert on the appropriate social media channels is key for maintaining current audiences and attracting new ones.

• Repurposing content is crucial for saving time, money and effort. Brands should leverage pre-existing content and find ways to reframe it, update it or otherwise alter it in order to maximize the impact of their content marketing.

• Webinars and other forms of digital content have been an integral part of Pall Water’s marketing strategy this year. What’s more, digital content has actually proven to generate more leads than physical events like trade shows.

• Adapting language in order to empathize with audiences during the pandemic has been essential for businesses across every sector. Tips for reaching audiences include avoiding broad, vague messages and condensing essential information.

It’s not enough to tell new and existing customers, “We’re the best!” You have to prove it through your actions.

Rapid-fire recs

A professional role model or influencer who you admire?

First, my mentor at my previous company, Christian Wichert. He’s now the CCO of Sector Clean Air at Johnson Matthey.

Second, Walid Khoury, who until recently was the vice president and general manager for the Middle East, Africa and Pakistan at Hach. I had the pleasure of working with him a while ago, and I’m regularly following his posts and contributing to them on LinkedIn. They’re great discussions among water experts.

A valuable resource, event or group?

I follow a group on LinkedIn called The Water Network, which is filled with great information and websites for getting to know the market, staying up to date on trends and discussing other things related to the world of water.

A book I like is “Who Moved My Cheese?” By Spencer Johnson, which is basically about how to deal with change in different areas of your life and tackle the fear that comes along with it. I like that it gives you simple, easy-to-follow advice.

I’d also recommend spending a few minutes a day browsing the news sections of mainstream platforms like Google or Yahoo so you understand what’s happening in the world around you.

See also: 7 online networking groups for content marketers on Facebook & LinkedIn

What’s your favorite app or tool at the moment?

I’m still a big fan of WhatsApp, and now we’re using it more and more on the professional level. For example, we’re using it to create really specific groups within our organization and facilitate this instantaneous interaction.

See also: Top 10 apps for content and marketing professionals

Connect with Jérôme and Carlota on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

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For more insights into marketing for the water industry, check out:

Marketing our most precious resource – Kristina Foster, content marketing leader at global water treatment company Pentair.

To see the full transcript, click on page number 2 below.