Writing a Social Media Campaign
In 2019, Nordasec strategised and executed a successful social media campaign for a client in the B2B sphere. The client, who wishes to remain anonymous to protect their strategic development plans, reported an ROI ratio of 7:1.
Our case study begins with writing a social media campaign for the business, herein referred to as Company A.
Company Name: Company A
Industry: B2B Industrial Machinery Provider
Year Established: 2016
Aim: Customer expansion via social media
Action: Develop a plan and brand voice
Company A approached Nordasec seeking solutions for its stagnated growth and seemingly limited expansion opportunities. While Company A had a solid customer base, decision-makers had identified that without a social media strategy, expansion opportunities would be limited.
Company A had a high-quality business website but lacked the traffic required to convert visitors to sales. The company identified three key points they wanted to address with a social media campaign.
- Drive traffic to the site
- Present solutions to a wider audience
- Connect with a global customer base
The company had not created any social media pages, as the marketing strategy was focused on connecting with an existing network of clients sourced through direct sales leads. Company A had identified the need to diversify marketing but was unsure of how to proceed with a small team; meaning one content manager who was to become the head writer and advertising manager.
Company A was launched in 2016 as a niche market solutions provider. With a base of 5 clients, the company was established by 4 entrepreneurs who had the foresight and experience required to service the industrial machinery sector of its focus.
The first 5 clients signed on to a 2-year contract with Company A, and by 2018 the company had grown to include another 15 businesses all committing to 4-year contracts. This solidified growth opportunities for the company.
At this time, Company A is able to service clients all over the world using practical solutions that their clients can relate to. They secure long-term contracts because they:
- Understand the industry
- Maintain personal connections with clients
- Provide niche solutions
The company had decided early in establishing itself that a social media presence would form part of its expansion strategy. At the launch of the business, the focus would be on providing a connection with clients through the website and direct customer service.
When Nordasec was approached to develop and strategise a social media presence for Company A, it was clear that the company had a plan in mind. They requested:
- No more than 3 channels
- A 1-year editorial calendar
- An ROI of at least 5:1
Nordasec assembled a team of three social media experts to devise an approach that would incorporate the brand, message and product in a way that would appeal to industry leaders.
The team began by:
- Researching the product and Company A competitors
- Understanding the Company A website and brand
- Sourcing industry leads on social media
The Nordasec team created 3 social media accounts that would offer the best reach for the region of expansion that Company A requested, the Asia region.
- LinkedIn – A professional profile used to connect with the industry and share relevant content
- LINE – To target businesses in Taiwan and Japan
- Twitter – Used to contribute to the conversation around the industry and create a more tangible presence online. It is especially useful for fast responses to quick enquiries.
With the 3 profiles created to reflect the brand as it appeared on the website (with links), the next step was to create an editorial calendar for the coming year. Predictions about how the industry might change, what discussion clients would want to engage in and what information was most sort after were all based on internal data shared with Nordasec by Company A.
Our expert team established a list of topics then researched how these topics could be directed toward deeper analysis that would benefit industry professionals. The aim of the editorial calendar is to guide the content team towards creating an ongoing narrative or conversation with prospective clients. This helps to give content a meaning and guides marketing strategy with a clear purpose.
Finally, the team had to show how it could improve on Company A’s ROI by 5:1. The social media strategy was developed as a complex and continuously moving entity. The overall aim of customer engagement was centred on the personalisation of Company A.
Company A is a small B2B operation that prides itself on its focused relationships with clients. Part of the expansion plan included letting existing customers know about the new channels for talking with Company A representatives, and assuring them that the expansion would be inclusive and serve in the best interests of all clients.
Nordasec decided it was time to give Company A a face. We included interviews, factory tours, behind the scenes chats and other videos that introduced the people behind the success of Company A. This content was shared on LinkedIn and gave clients and prospective customers a chance to make a connection with the business.
Company A followed all recommendations as provided by Nordasec. They also decided to employ further services including content creation to support their only marketing personnel. The strategic partnership has enabled the company to follow and execute the strategy and achieve an ROI of a reported 7:1 in only 12 months.
The plan to expand using social media and focusing the campaign on the personalisation of the business has been successful in guiding Company A towards its goals.
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