Content that failed the buyer's check
A procurement manager evaluating a new supplier looks for evidence of capability. Unlit photos of stacked boxes with a phone number provide none, so the account did the opposite of its job.
Delta Industry
Industrial packaging is bought by procurement managers — who check your social presence before they call.
- Industry
- Industrial Packaging
- Services
- 3 delivered
- Live site
- instagram.com
- Product Videos
- B2B Content
- Social Management
instagram.com
+52%
Inbound B2B enquiries
Over eight months
24
Product and use-case videos
Material, load and application detail
3.4x
Average post reach
Versus the earlier baseline
Spec-led
Every product post
Grade, capacity, customisation
Overview
What Delta Industry came to us with
Delta Industry manufactures industrial packaging. Their buyers are procurement and operations managers who need to know material grades, load capacity and customisation limits, and who quietly check whether a supplier looks like a real operation before making contact. The old posts were unlit product photos with no specification. We rebuilt the content around what a B2B buyer verifies.
The Problem
What was actually broken
The gaps in Delta Industry's setup before the project started — and what they were costing.
The product range was invisible
Delta makes several packaging types with different materials and load ratings, but the posts showed a narrow slice with no specification. Buyers with a requirement outside that slice assumed it was not offered.
No sign of an active business
Long silences between posts read, to a cautious buyer placing a recurring order, as a company that may not be operating consistently.
Our Approach
How we worked through it
Each phase closed before the next one opened, so nothing was rebuilt twice.
Started from procurement questions
Month 1We took the questions the sales team fields — material grade, load capacity, sizes, customisation limits, minimum order, lead time — and made them the content brief. B2B content works when it answers evaluation criteria.
Shot the range with specifications
Month 2-3Product videos showing material, construction and handling, each captioned with grade, capacity and typical application, so a viewer can judge fit without a phone call.
Added use-case and educational posts
Month 4-5Which packaging suits which cargo, how customisation works, what changes for export shipments. Content that helps a buyer choose correctly builds more credibility than a product carousel.
Held a consistent publishing rhythm
Month 6-8 + ongoingA steady schedule so the account always looks active, with the mix adjusted toward the product categories generating the most enquiries.
The Solution
What we built and shipped
Product content with real specifications
Material grade, load capacity, sizes and application on every product post, so a buyer can shortlist before contacting anybody.
Use-case content that guides the choice
Which packaging fits which cargo and what customisation is possible — the questions that come before a quotation request.
Visible, consistent activity
A dependable posting rhythm signals an operating business, which for a recurring-supply purchase is part of the evaluation.
- More B2B inquiries
- Improved credibility
- Consistent visibility
Technology
The stack behind the build
Every tool here was picked for a reason — speed, reporting, or one less manual step.
Content Production
Adobe Suite
Product video editing and specification overlays
Figma
Reusable spec-card and post templates
Distribution
Meta Suite
Scheduling and B2B audience targeting
Catalogue and specification sharing with buyers
Planning
Notion
Content calendar and specification library
Trello
Shoot and publishing workflow
The Impact
What changed for Delta Industry
The part that matters: what the business could do afterwards that it could not do before.
Enquiries come pre-qualified
Buyers arrive knowing the material and capacity they need, so the conversation starts at volume and lead time rather than at explanation.
The full range finally sells
Categories that were effectively invisible now generate enquiries, simply because buyers know they exist.
Credibility with larger buyers
Specification-led content and consistent activity make Delta a defensible choice for a procurement manager who has to justify a new supplier internally.
| Measure | Before | After |
|---|---|---|
| Product information | Photos, no specification | Grade, capacity and application on every post |
| Posting consistency | Irregular, long gaps | Steady weekly rhythm |
| Inbound B2B enquiries | Baseline | +52% over eight months |
| Average post reach | Baseline | About 3.4x |
“Buyers now message asking about a specific grade and size. Earlier they asked what we make.”
FAQ
Questions people ask about this project
What did Omm Digital Solution do for Delta Industry?
Rebuilt their social content around B2B evaluation criteria — product videos showing material, construction and load capacity, specification captions on every product post, use-case and customisation education, and a consistent publishing schedule managed month to month.
Does social media actually generate B2B packaging enquiries?
It does when the content answers what procurement checks. Buyers verify a supplier before contacting them, and specification-led content plus visible consistency is what passes that check. Enquiries rose about 52% over eight months.
Why put specifications in social posts?
Because it lets a buyer self-qualify. Enquiries then arrive naming the grade and size needed, which shortens the path to a quotation considerably.
Can you do this for another manufacturer?
Yes. The approach — take the questions sales answers repeatedly and turn them into specification-led content on a consistent schedule — applies across industrial and B2B manufacturing.
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