Build a credible online presence tailored to a niche B2B audience. Grow an engaged LinkedIn community around Solena’s network. Create content that supports sales conversations with leads, partners, and investors. Increase visibility among investors, partners, and potential clients.
Solena Materials is an Imperial College spinout using computational design, machine learning, and automation to develop a new class of synthetic protein-based fibres. The fibres are non-oil derived, biodegradable, customisable, and high-performance.
No social media presence. No consistent strategy or messaging to explain the technology to potential customers. The team didn’t have the capacity to post regular content, and without targeted messaging, Solena wasn’t visible to the investors, partners, and clients it needed to reach.
An active LinkedIn presence with consistent, targeted content reaching Solena’s core audience. Inbound enquiries from potential investors and new business opportunities. Recognition at industry events from prospects and partners. Minimal time required from Solena’s team.
.avif)
Following an investment round, Solena Materials needed a digital presence to reach potential partners, customers, and investors. Their existing messaging was technically detailed but difficult for non-specialist audiences to follow. Through stakeholder interviews and desk research, we developed a communications strategy with target segments and key messages for each audience.
Solena already had a logo, font, and rough colour palette. We expanded the visual identity and designed social media templates for graphics and videos - giving the content a consistent, professional look from the first post.
We built a content plan around Solena’s upcoming milestones and opportunities. In quieter periods, the plan drew on industry updates from a pre-approved source list - keeping the feed active with relevant commentary rather than going silent.
With the content plan approved, we moved into production - writing posts, designing graphics, and editing video. Solena’s team reviewed and signed off before publishing, keeping their time commitment to a minimum. Content has continued since, with the plan and key messages expanding as the company grows.
We began by developing a strategic communication plan with key messages to ensure our approach resonated with the target audience and addressed important statistics and sources that supported the narrative. We also drew out the critical content themes to support this communication plan.
We came up with content ideas based on the company's progress and the latest developments in its niche. They were relevant and tailored to the target audience to ensure high engagement.
To grow a LinkedIn page, it is best to be consistent, so we ensured a steady stream of content by publishing at least one post per week. Even during quieter periods when there were less company updates, we created engaging, industry-relevant content to keep the page active and provide ongoing value to its followers.
We created and managed a content plan to maintain a steady flow of high-quality content. This plan was structured in a way that enabled easy coordination and provided opportunities for feedback. As we progress, we regularly update the plan with fresh ideas to keep it engaging and relevant.
Using the key messages from our communications strategy, our team crafted post captions. We ensured the tone remained balanced, informative, accessible and free from unnecessary overhype.
We created custom templates for social media posts and used them to create engaging visuals. We also provided support with basic social media video editing, including planning, trimming, and adding captions.
We saved time by working directly with the team to ensure deadlines were met. Where necessary, we worked with external stakeholders to secure content approval.
Solena went from no social media presence to an active, consistent LinkedIn page reaching investors, potential customers, and industry partners. The content generated inbound interest - including VC enquiries about potential investment - and helped the team get recognised at industry events. Adopter managed the full content process, keeping Solena’s time commitment to a minimum.
Over the last eight months, Adopter has been supporting us with content marketing for Solena Materials’ LinkedIn. During this time, Adopter’s work increased our company profile, helped us connect with contacts, and get recognised at events by potential customers, partners, and investors. The support also helped catalyse new business opportunities, such as VCs enquiring about potential investment in our company. The process is very time efficient, requiring only minimal inputs and oversight from our side. Overall, Adopter have proved to be a trustworthy, reliable marketing partner. They’ll be a great fit for other scaling green-tech and engineering biology start-ups needing clear and effective messaging and wanting to grow their LinkedIn presence.
.avif)
