As a B2B marketing agency, a challenge that we and many others face is creating a B2B strategy that engages potential clients with not only our offerings but what our brand stands for. Although there are many differences between B2B and B2C social media, there are insights B2B companies can gain from what B2C companies do to engage their audience.
The trick is to create excitement around something ordinary. In B2C business, a great example of a brand that overcame this challenge is Oreo. Oreo offers a classic product, two chocolate cookies with a sweet white filling sandwiched in between. The company went as far as to say the cookies were vegan (that statement has since been pulled due to cross-contact with milk in factories). With a population that is increasingly health-conscious, what could Oreo do to create excitement around their brand and stay relevant to their consumers?
Oreo decided to crack down and get innovative. They started coming up with new flavors such as Strawberry Shortcake, Rocky Road Trip, Chocolate Peanut Butter Pie, and most recently as extreme as Hot Chicken Wing and Wasabi (to be released in China). By doing this, their demographic of 35 to 44 year-olds would continue buying the classic or double-stuf Oreo as well as one of the many new flavors because their kids were begging to try them, creating twice the chance of Oreos being bought, according to this GQ article.
Also, snack influencers such as @dadbodsnacks post about new flavors and generate organic impressions for Oreo.
A B2B company might take a different approach. They must first define who their target audience is. If you’re a marketing agency, you might be targeting marketing directors or brand managers. Instead of selling what you offer right off the bat, it might be more effective to share:
- Industry news — current events and innovations impacting your customers and shaping the future of your industry
- Invitations — an invite to like your page or join your community page
- Case studies — previous client work
- Personality — information about employees or quirky happenings around the office
- Light news — sponsored charity events or company anniversaries
Companies want to know what makes your brand stand out and distinguished from the rest. At markITnerds we have already begun implementing many of these methods and have found growth thus far.
If this sounds interesting to you and your business, don’t hesitate to reach out to us to talk more about our social media programs and what we can offer.