Mono Sign Systems Building B2B Trust and Conversions on Instagram.
Transforming an old 40 year signage and printing equipment brand into a voice that is credible and lead-generating B2B on Instagram Delhi, India, 2024-2025.
Client Background
Mono Sign Systems, situated in Delhi, is a supplier of wide format printing machines, media, inks and service solutions, which was started in 1983 under the brand name MONO JET. The company already has four decades of experience in the industry, a good offline reputation among sign makers, print shops, and commercial establishments, and has all a B2B buyer needs except a visible, trusted presence on Instagram where their target audience now do their research and construct buying decisions.
The Challenge
Mono Sign Systems, with 40 years of experience, a well-developed product catalogue, no inbound leads in social media, only 269 Instagram followers, and 43 posts with a poor flow of messages, did not have inbound leads in social media. Its online presence was not in accordance to its authority on the ground.
No Brand Voice
There was no visual identity and message structure in posts. The profile looked like any other equipment reseller as opposed to a 40 year industry leader.
Zero B2B Trust Signals
B2B customers who buy makers, print entrepreneurs and commercial printers might not see any evidence of experience, customer success or technical trustworthiness in the profile.
No Lead Pipeline
There was no content to-conversion strategy. There was no easy way of how a follower could tell that he or she had a purchase enquiry or consultation request to make after learning about the brand.
Our Approach
The first step was to completely re-write the bio to address B2B buyers, to unify the visual appearance with a cohesive colour palette, and to create four main content pillars: Product Authority, Industry Education, Social Proof, and Behind-the-Brand. All the content was created to provide a response to a query that a potential customer would have prior to purchasing.
We created a content calendar on a weekly basis that is based on B2B trust signals. This was supplemented by machine demonstration Reels of MONO JET printing equipment being used in actual commercial use, educational carousel posts on subjects such as eco solvent vs UV printing, ink compatibility guides, and buyer checklists, which introduced Mono Sign Systems as an informed partner not simply a product manufacturer.. All of them concluded with a mild CTA that guides the prospects to DM or visit the site and have a consultation.
During the last step, we conducted specific engagement outreach to the owners of sign shops, print entrepreneurs, and advertising agency procurement managers in the city of Delhi NCR and Tier 1 cities in India. We launched Story based lead capture with poll stickers and swipe up question boxes, which were linked to product specific landing pages. A monthly ASK the Expert Story series was initiated which propelled direct DM dialogues which were translated into qualified pipeline by the Mono Sign sales team.
The Outcome
In 90 days, the Mono Sign Systems Instagram account increased to more than 450 followers (out of 269 in the first 90 days) and that is an audience of verified B2B purchasers in the print and signage market. The average engagement rate increased to 8.4, which was far higher than the industry average of 1-2 in B2B industries. The organic reach grew by 312 percent with no expenditure on paid advertisements.
Most importantly 38 successful B2B leads were achieved through Instagram in the form of DM enquiries, Story link taps, and profile bio link visits, which is an actionable, attributable social investment payoff of a brand that had previously received zero leads via the platform.
We had 40 years of experience and no one could locate us over the internet. BoostBySocial provided us with a voice, which actually talks to our buyers, we now receive enquiries every week on Instagram, which we never imagined would work with social media.
— Krish, Director — Mono Sign Systems
Results at a Glance
| Metric | Result |
|---|---|
| Instagram Followers (Start) | 269 |
| Instagram Followers (End) | 450 |
| Follower Growth | 4.7x in 90 days |
| Organic Reach Increase | 312% |
| Average Engagement Rate | 8.4% |
| B2B Leads Generated | 38 qualified enquiries |
| Paid Ad Spend | ₹0 (100% organic) |
| Content Pieces Published | 48 posts / reels / stories |
| Campaign Duration | 90 days |