Mozzanica’s winning communication strategy
Mozzanica has made a deliberate choice in its communication: to focus on people, their roles, their stories and their potential.
Over the past six months, I’ve observed that our audience, especially on LinkedIn, has responded very positively to content that highlights interactions with our key team members, as well as with employees who have chosen to actively participate in our communication efforts, whether through photos or videos.
Content with soul
Many B2B companies stick to the same old routine on social media platforms: glossy carousel posts, motivational quotes and lifeless corporate messages. A polished catalog of content, but with no real direction. The result? Low engagement, zero conversions and a lot of wasted effort.
This happens because they are missing one crucial element: a strategy that starts with people and speaks to people.
The secret ingredient: Strategy rooted in listening
Truly effective social media planning begins with a deep analysis and understanding of the target audience. You’re not speaking to everyone, you’re speaking to someone. It starts with studying their challenges, their doubts and the emotions they experience. Then, you build a narrative that is helpful, empathetic and relevant.
In this process, content isn’t chosen just because “it worked for others,” but because it meets a real need of your specific audience. That’s the moment when communication starts to make an impact.
Listening also means engaging with your employees, leadership and anyone who can offer feedback, not only on the company, but on the values that you aim to express. These values often emerge through dynamics that evolve alongside the company’s growth.
Once this first step is complete, the next challenge is to understand what the audience wants to hear, see and feel. We need to step into their shoes and anticipate the kind of reaction we want to elicit.
We’ve observed that on LinkedIn specifically, since it is the most B2B-specialized social media platform, images, not words, tend to make the first impact. This insight comes from neuromarketing studies that have been tested for many years in the context of web and social media interactions.
To explore the topic further, Professor Gemma Calvert, a pioneer in the field of neuromarketing and founder of Neurosense, has consistently emphasized the dominant role of images in unconscious decision-making processes. Through her research using fMRI (functional magnetic resonance imaging), she has shown that the human brain responds much more quickly and intensely to visual stimuli than to textual ones.
Images activate deep emotional and sensory areas of the brain, influencing perception and purchasing behavior even before the consumer is consciously aware of their choice.
In essence, according to Calvert, images speak directly to the brain’s emotional system, while words must first pass through the filter of rational thought, a slower and less effective route when it comes to capturing attention and prompting action.
The value of people within the company
Telling the stories of the faces, hands, minds and hearts that bring a company to life every day is a powerful investment. Because the people working inside a company are not just “employees”, but also ambassadors of:
- Company values brought to life (far more effectively than any corporate slide deck)
- Unique skills
- Real experiences
- Projects, dreams and measurable contributions
Speaking about them with authenticity, humanity and respect is a powerful way to tell the company’s story in a credible, relatable way. It means shining a light on what’s already there.
All these activities fall under the umbrella of Employee Advocacy, a term that’s often misunderstood and confused with top-down directives given to employees. But there’s a significant difference between giving an order and making a request supported by an explanation.
There’s always the risk that people may not want to engage. That’s why we chose the path of collaboration at Mozzanica: a direct, open relationship between the Marketing and Communication department and the individuals who interact or contribute.
Imposing a new routine from above simply doesn’t work; it’s seen as just another task added to an already full plate.
But when you take the time to explain that their involvement contributes to the company’s broader success, and you back that up with tangible data, such as increased visibility or a measurable rise in quote requests generated through digital channels, you create a clear correlation between the effort expended and the results achieved.
LinkedIn: the platform for reputation over appearances
LinkedIn isn’t Facebook. It’s not about selling, it’s about building trust. And trust is built by showing consistency, vision and company culture.
When a B2B social strategy on LinkedIn puts people at the center, something interesting happens:
- Potential customers see who they’ll be working with, not just what the company offers.
- Suppliers sense the care and respect that exist within the organization.
- Potential candidates start thinking, “I’d like to work there too.”
- Employees feel valued and become natural ambassadors of the company.
But none of this happens with a photo in front of a birthday cake in the office. It happens when every post is backed by thought, purpose and vision.
Results come when you measure
By choosing to tell the stories of our technical teams, CFOs, administrative staff and even our clients, we saw our LinkedIn numbers grow organically, without paid advertising:
- 9,141 - Total interactions in the first half of 2024
- 16,007 - Total interactions in the first half of 2025
This represents a 75.11% increase in interactions on LinkedIn over the period, showing that people are not only interested in the content but also reacting positively to it.
The key is to learn from the best to achieve great results, but always build on your own strategy.
Every piece of content was part of an editorial plan grounded in audience analysis, listening to the market and the authentic appreciation of people. No shortcuts, no special effects. Just consistency, authenticity and a tailor-made strategy.
At Mozzanica, we’ve made the decision to invest time and resources in Marketing and Communication, because we see them as essential drivers of business growth.