Recently, we did a post about how B2B content marketing will overcome the content shock barrier. Many of us have reached our capacity when it comes to ingesting any more content. The solution: B2B companies need to hone in on the channels that drive results and let go of the “be everywhere” notion.
To that end, some B2B companies understanding this are really killing it on the platform (or two) of their choosing.
5 Companies Rocking B2B Marketing Plans with Their Mad Social Skills
The concept of avoiding the noise is steadily growing in popularity. That’s not to say that content marketing is going away. Rather, it’s being perfected so that B2B marketing plans are achieving real results. Check out how these companies are going with their gut and having success doing so.
“To make an impact through content, brand marketers will need to go big. By big, I don’t mean high volume. I mean ambitious.” ~Colleen Jones, CEO of Content Science
1. Twitter – VMware
While VMware offers “hybrid cloud mgmt, application and mobility solutions” to a variety of industries, followers have the option to subscribe to only the portion of the corporation’s feed that captures their interest. VMware’s hyper-organization in providing practically c”ustomized accounts proves their commitment to making lives less complicated.
What it’s doing right: Yes, VMware has a presence on several platforms, including Pinterest. However, it’s clear that image-related platforms are not the main focus. Rather, the company is creating a presence on a platform that’s relevant to its industry, shown by its more than 207,000 followers on its parent page alone.
Your take away: Go ahead and maintain a presence on several platforms (that means post more than once or twice a year), but make sure to hone in on one or two that really work for your brand. Phase out the ones that don’t work. Think of it like cleaning out your clothes closet in the spring.
2. Periscope – Cisco
“The advent of new live-casting technology in 2015 (Periscope, Blab, and Meerkat) will lead to a huge upsurge in live broadcasting in 2016, which wil surpass the growth of podcasting.” ~ Michael Stelzner, CEO & Founder of Social Media Examiner
You may be surprised that I’ve included the virgin platform, Periscope in this grouping. That’s to show that, yes, you don’t want to jump on every bandwagon, but new doesn’t necessarily equal bad. In fact, a successful presence on a new platform may provide you with the impetus to drop another one that isn’t working.
Cisco has proven this by using Periscope to broadcast everything from educational segments to live private events showcasing Aerosmith.
What they’re doing right: It’s true that Cisco has a heavy presence on several platforms. However, what works here is that Cisco is doling out resources appropriately. For example, Cisco has about 8,500 followers on Periscope — not very many for a corporate giant. However, it’s willing to test the waters with a larger-than-normal presence for a startup platform.
Your take away: If you’re going to try a new platform, give it all you’ve got. It’s the only way you’ll know if it will really drive results for your brand.
3. Pinterest – Blalock Design Office
There are two reasons why I chose to herald this B2B company. One is that it’s a clearly a small business, and I love showing how even a small business can have a big presence on social media. Currently Blalock has nearly 3,000 followers on Pinterest, its most popular platform, compared with about 1,500 on Twitter.
What it’s doing right: For many B2B businesses it doesn’t make sense to push a Pinterest presence. However, with companies, such as Blalock that is very visual, it’s a perfect fit.
Your take away: Don’t get pigeonholed with your platforms. There is no blanket rule, such as “Pinterest is not useful if you’re a B2B.” Consider your industry and audience, and make a judgment call from there.
4. Facebook – Agilent Technologies
What’s so special about a company that “provides laboratories worldwide with instruments, services, consumables, applications and expertise?” It would seem, on the surface, nothing.
However, more than 122,000 Facebook followers of the California-based biotechnology firm would disagree. This is likely due to the captivating content it posts, such as “How Agilent and forensic DNA helped solve a murder. Read more at…” I love murder mysteries, so of course I’m going to click that, and I bet you would, too.
What it’s doing right: Facebook and LinkedIn are mainstay platforms. But, rather than inundating followers with hourly posts, Agilent’s B2B marketing plan includes creating super captivating content and promoting it across both platforms every few days.
Your take away: Clearly, quality has the ability to trump quantity. Don’t feel like you have to pump out unique content on every platform several times a day. It’s okay to focus on what you’re good at.
5. LinkedIn – Salesforce
With more than 550,000 followers on LinkedIn, it’s easy to see that this CRM software has found its special niche in social media.
What it’s doing right: Salesforce often includes visuals in postings that stimulate interaction. It has taken advantage of using Showcase Pages to highlight certain divisions and aspects within the company. It often includes lead gen marketing tools in its postings, such as ebooks.
Your take away: If you own a B2B, no matter what your industry, you better be killing it on LinkedIn.
The truth is that many B2Bs are a little lost when it comes to firing up a proper LinkedIn page. It can be difficult to think past LinkedIn as being more than a networking platform resembling at 5 o’clock corporate hangout bar. If that’s the case, check out our latest ebook, A Visual Guide to Creating the Perfect LinkedIn Company Page. Inside, you’ll learn all about how to create a killer description, stunning graphics, and you’ll even get some tops from the pros.
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