A medium-sized telemarketing company wanted to professionalize its B2B marketing on social media in order to better maintain existing customers and acquire new ones. However, the company had hardly any relevant expertise. The interim manager was therefore hired to develop and implement a professional social media strategy for B2B marketing.
Understanding the complexity of social media marketing
The assessment revealed that the great importance of social channels, their complexity and the implications of social media marketing were not yet understood within the company. Both managing directors were present on social media channels, but not very active. The interim manager still had to do some convincing here by demonstrating the possibilities and explaining the need for a B2B social media strategy tailored to the company. There was a website, but no download area and no landing pages. Content was available in principle, but not prepared in a way that was appropriate for the target group or CD-compliant. The diverse marketing opportunities (touchpoints) in the social media channels were not known.
Social media channels suitable for the business model selected
There are a large number of social media channels that are used to varying degrees by millions of users every day. When selecting the relevant channels, the decisive factor is whether the company's business model is geared towards B2B and/or B2C and which industries the customers come from. It also depends on the products and services that the company sells. The interim manager analyzed the following for his strategy:
- Overview of the social media channels, their target groups and the appropriate content
- The company's services and products and the appropriate social media channels and formats
- The company's business model (B2B or B2C) and the appropriate social media channels
From this analysis, he identified four channels that were relevant for the company. The decision was made to initially use the XING and LinkedIn platforms. The relevant target groups can be found on both channels and each channel has its strengths and weaknesses. This makes it possible to address existing and potential customers with different formats. However, it also requires a different strategy, as not every format exists on every channel and is not equally well received.
Developing content for social media and training employees
In the next step, the interim manager set about implementing communication in social media in practice. This included training the employees who were to use the social media channels in how to use the platforms and their possibilities. It was also necessary to set up the personal profiles of the management as well as the company pages and groups. Last but not least, the relevant content had to be created and designed. In addition, the company website had to be optimized for search engines (SEO), a download area had to be set up and a sales funnel had to be established. The interim manager also drew up a marketing plan for social media. He also procured, installed and trained the necessary tools.
Achieving visibility and building awareness of expertise
After this, the first posts could be made on the optimal day and time - on the website homepage, in the social media channels on the company pages and in the company groups. This first achieved visibility and built up expertise. Existing customers were gradually contacted and won as followers for the company pages and company groups.
Extensive expansion of content formats and numerous leads generated
Social media became an integral part of the communication mix. Existing customers are maintained through regular posts and new customers are acquired as followers through the structured approach. New leads were generated by downloading relevant content against registration and the sales funnel.
In the second phase, the content formats were further developed and diversified. The posts not only announced news, but also offered flyers, white papers and project reports for download. In addition, webinars were organized and videos on relevant topics (best practices) were produced and posted on YouTube. Contributions to blogs, forums and other specialist groups significantly increased the reach of the content. A marketing plan was jointly developed as the basis for all activities.
Social selling: social media successfully developed into a sales channel
Within six months, the interim manager developed B2B marketing into a sales channel with reasonable effort: successful "social selling". In addition to this sales funnel, the network appearances also serve to recruit employees. The interim manager continues to support the company. He exchanges information with those responsible at regular intervals in order to adapt and further develop the concept.
