Unlike B2C brands, B2B companies are often guilty of not exploiting social media to its full potential. It seems the issue is that B2B companies are unsure of the best way to use social media networks to their advantage. Often dabbling in Linked IN, they’re missing amazing marketing opportunities elsewhere. If you’re guilty of this, then take some inspiration from these ten social media success stories.
Thanks to efforts on social media, GE has been named the ‘most exciting boring brand’. The company has successfully created a playful, informative persona using clever marketing techniques. Regularly posting fun images, provocative questions, interesting videos and links, the company has managed to make a boring topic engaging.
What can you learn: Don’t be afraid to stray slightly away from your specific company or products – share interesting content from within your industry.
AMEX OPEN launched a campaign called the OPEN forum. A stroke of genius, this forum is dedicated to helping build a community of small business owners – AMEX OPEN’s target market! The forum provides advice, ideas, links and articles of interest to the community, which relies heavily on social media marketing. They use Twitter and Facebook to great effect.
What you can learn: Avoid sales tactics and try to be genuinely useful to your potential customers through social media. How can you engage them with your expertise?
- Maersk Line
A shipping container giant, Maersk Line maximizes its social media presence by maintaining profiles on Facebook, Twitter, Vine, Google+, Instagram, Pinterest, LinkedIn, Flickr, Tumblr and a blog.
What you can learn: Don’t miss out on a social media network just because you may not be familiar with it, or feel your target market isn’t using it. In all likelihood…they are! Remember, utilizing all social media platforms will also benefit your website’s ranking in search engines.
AGCO analysed their target audience and observed their behavior on social media networks. They were able to use this data and information to create effective social media campaigns. Specifically, they recognized that their target market were making use of farming equipment in Youtube clips. This allowed them to reach out to potential customers. The company now has thousands of fans on Facebook, subscribers on Youtube and followers on Twitter.
What you can learn: Take the time to observe your target market on social media networks. Think about their behavior and how you could use this to your advantage.
Transaction management company DocuSign achieved excellent results by creating an effective sponsored e-mail campaign on LinkedIn’s InMail platform. The InMails targeted users with specific job titles who were working within US companies that had over 500 employees. These e-mails reached around 7000 people. With this targeting, and an e-mail making clever use of CTA’s, Docusign achieved some amazing leads.
What can you learn: Social media platforms offer a range of sponsored advertising opportunities. If you’re able to use one of these to reach your target market, then it may be worth looking into.
A few years ago Adobe held a scavenger hunt in San Francisco. In order to promote this, they used social media to share location tips and product information. This was particularly popular on Foursquare, Twitter and Instagram.
What you can learn: If you own a local business, then target your local area with an event or competition. You can then use social media to engage local people and businesses.
Cisco uploads several videos to Youtube every single day. By sharing a large amount of interesting content, they couldn’t help but get noticed. This strategy has proved hugely successful for the company, and they have gained tens of thousands of subscribers as a result.
What you can learn: Post regularly (as long as it is relevant and useful). Don’t neglect your social media accounts.
Tippex used Youtube to create an interactive campaign that allowed viewers to engage with the videos. The video asked the viewer to replace a verb by typing a new word into a box…this then changed the ending of the video depending on what the viewer wrote!
What you can learn: Have fun with your campaigns – get your followers engaged by asking them a question directly!
Business technology company, Avanade, used their Youtube Channel to respond to questions put to them on Twitter. This was a simple, cheap and effective campaign.
What you can learn: Give your company a face by creating videos of you and your team. If you don’t have the time to create a video, then at least make sure that you always respond to questions put to you on social media.
- Stuart Neils
A London based company, Stuart Neils targets their social media campaigns to their local area using unique content. Rather than simply curating content, they create their own infographics and blog posts specific to the London property market. They then use this content to gain exposure on social media.
What you can learn: Don’t simply copy and paste links to other people’s articles. Write your own! Create infographics that are genuinely interesting and useful. This content can then be shared on social media to gain exposure for your brand.