See how IM Digital built a channel-specific social media strategy for Profile House, an aluminium profile manufacturer, converting technical content into qualified architect, dealer and OEM enquiries.
Project Name
Profile House
Category
Digital Marketing
Services
Social Media Management
Project Overview
Profile House manufactures and supplies aluminium profiles across kitchen systems, architectural applications, interior fittings and industrial components, serving architects, modular kitchen dealers, fabricators, OEMs and developers. IM Digital took on management of Profile House's social channels, replacing generic posting with a channel-specific presence built around the product taxonomy. Kitchen aluminium profiles led as the hero category, with architects seeing technical content and dealers seeing application visuals. The objective was measurable enquiry generation, catalogue requests, technical questions and quote requests, not follower counts.
Project Summary
IM Digital restructured Profile House's social media around five platforms and its product taxonomy, converting posting activity into a source of qualified B2B enquiries and catalogue requests daily.
Profile House wanted its social media to work harder than general brand awareness. As a B2B aluminium profile manufacturer selling to architects, modular kitchen dealers, fabricators, OEMs and developers, each channel needed to speak to a specific buyer with the content that buyer searches for, so that social activity produced catalogue requests, technical enquiries and quote requests rather than passive followers.
IM Digital assigned each platform a defined B2B role, LinkedIn for technical authority, YouTube for process trust, Instagram for design visibility and Facebook for local awareness.
Content was planned around kitchen aluminium profiles as the hero category, then architectural systems, interior and decorative profiles and industrial profiles, matching genuine buyer search themes.
Technical posts and application case studies were produced for LinkedIn and YouTube, while Instagram and Facebook carried kitchen, interior and finish visuals for dealers and designers.
Catalogue requests, technical enquiries and quote requests generated through each channel were tracked monthly, letting IM Digital refine posting cadence toward formats buyers engaged with most.
Service Delivered
IM Digital delivered ongoing content strategy, creation, scheduling and enquiry tracking across LinkedIn, YouTube, Instagram, Facebook and X for Profile House's aluminium profile product range.
Service Showcase
From LinkedIn technical posts to Instagram kitchen visuals, every channel carried content mapped to Profile House's product taxonomy and to the specific buyer searching for it online.
Whether you need scalable software development, AI integration, SEO optimization, or complete digital transformation, our team is ready to help your business grow globally.
Business Challenge
Before IM Digital's involvement, Profile House's social media activity did not reflect the different buyers behind its product range. Architects, modular kitchen dealers, fabricators, OEMs and procurement teams needed distinct content, but posting was generic across channels. Kitchen aluminium profiles, the hero category including C-Gola, J-Gola, i-Handle and G-Handle systems, competed for attention with architectural, interior and industrial profiles without a clear hierarchy. There was no defined role for LinkedIn, Instagram or YouTube, so technical and design audiences received identical posts, and the account produced followers without producing catalogue requests or quote enquiries.
LinkedIn, Instagram, YouTube and Facebook carried near-identical posts, so neither architects and engineers nor kitchen dealers received content matched to how they evaluate aluminium profiles.
Kitchen aluminium profiles, the strongest performing category with systems like C-Gola, J-Gola and i-Handle, were not prioritised, leaving other categories competing equally for feed space.
Fabricators, OEMs and procurement teams had little access to manufacturing capability posts or project insights on social channels, leaving LinkedIn underused as a B2B authority platform.
Interior designers and modular kitchen dealers found few finish and completed-project visuals on Instagram, the channel best suited to showing kitchen and glass shutter systems in context.
Catalogue, sample and quote enquiries arriving through social channels were not tracked against specific posts or platforms, making it hard to judge which content generated buyer interest.
Strategic Approach
IM Digital rebuilt Profile House's social presence around a confirmed channel strategy. LinkedIn became the primary B2B authority channel, carrying technical posts and manufacturing capability content for architects, engineers and procurement teams. YouTube hosted factory videos and installation walkthroughs for demonstration and trust. Instagram carried kitchen, interior and finish visuals for designers and dealers, while Facebook supported local awareness through updates and exhibition coverage. X stayed a lower-priority channel for industry commentary. Every channel's content followed the product taxonomy, kitchen profiles first, then architectural, interior and industrial profiles.
Technical posts, application case studies, manufacturing capability updates and project insights were built for LinkedIn, targeting architects, engineers, OEMs and procurement teams evaluating Profile House as a supplier.
Factory and process videos, product application videos, installation walkthroughs and technical explainers were produced to give fabricators and specifiers visible proof of manufacturing and installation practice.
Kitchen, interior, finish and completed-application photography was scheduled for Instagram, giving interior designers and modular kitchen dealers a visual reference for C-Gola, J-Gola and handle profile systems.
Product updates, exhibition coverage, testimonials and regional campaigns kept Facebook focused on local awareness and remarketing to audiences already familiar with Profile House and its aluminium profile range.
Every platform's calendar was organised around kitchen aluminium profiles as the hero pillar, followed by architectural systems, interior and decorative profiles, and industrial profiles, keeping posts tied to real buyer search themes.
Result
Channel-specific content turned Profile House's social media into a working enquiry source, lifting LinkedIn engagement and converting visual and technical content into catalogue and quote requests.
+180%
LinkedIn Followers
+65%
Qualified Enquiries
+90%
Catalogue Requests
+120%
Video Content Reach
Whether you need scalable software development, AI integration, SEO optimization, or complete digital transformation, our team is ready to help your business grow globally.
Explore more software, AI, SEO, and digital marketing projects where we've helped brands achieve real, measurable growth.
IM Digital rebuilt Profile House's flat product listing into a structured, CMS-driven B2B website with category hierarchy, technical product pages, and intent-based enquiry forms for buyers.
Search Engine Optimization
Search Engine Optimization
How IM Digital rebuilt Profile House's URL architecture, internal linking, redirects, and structured data, turning a flat, unstructured product listing into a fully crawlable B2B platform.
Search Engine Optimization
Search Engine Optimization
IM Digital replaced Profile House's repetitive, flat product pages with an intent-mapped structure, unique metadata, and technical content built for architects, dealers and fabricators.
Browse our complete portfolio of digital work across every industry we serve.
Explore All WorkSocial media management for a B2B manufacturer assigns each platform a defined role instead of posting identical content everywhere. Profile House's strategy put LinkedIn to work as a technical authority channel, YouTube for factory trust content, and Instagram for kitchen and finish visuals, mapped to its aluminium profile product taxonomy. Explore Social Media Management for manufacturers.
Channel-specific content works because architects, dealers, and OEMs evaluate a supplier differently on each platform they use. Profile House's LinkedIn followers grew 180% once technical posts and manufacturing capability content replaced generic updates, while Instagram carried the kitchen and interior visuals dealers actually wanted before requesting a catalogue.
Most manufacturers should prioritize one hero product category because spreading equal attention across every product line dilutes the content buyers search for most. Profile House led with kitchen aluminium profiles, including C-Gola, J-Gola, and i-Handle systems, across every channel, then layered in architectural, interior, and industrial profiles without competing for feed space.
Yes, tracked, platform-specific content can turn social activity into direct enquiry volume rather than passive followers. Catalogue requests rose 90% and qualified enquiries grew 65% for Profile House once posts were tied to specific product categories and each platform's enquiries were tracked monthly against the content calendar.
Getting started means mapping your product range to the buyers behind it, architects, dealers, fabricators, or OEMs, before assigning each platform a role. IM Digital built Profile House's strategy around this exact structure across five channels. Contact our team to plan a similar approach.
Get a Quote