It’s time for another installment of the Post Performance Report (PPR), a series dedicated to highlighting social media posts and campaigns that inspire us while analyzing the elements that contribute to their brilliance. We dissect how your brand can leverage these instances to ignite your own captivating ideas—maximizing your budget and achieving more with less.
If you’ve been led to believe that B2B brands don’t belong on social media, you’re not alone. There’s a pervasive, incorrect belief that social media is solely for B2C brands—that it provides no substantial value to B2B companies and their clients, nor does it impact their revenue. Yet, that couldn’t be further from reality. It’s an ideal channel for boosting discoverability, fostering customer connections, and generating leads.
The brands featured here demonstrate that B2B social marketing can be just as innovative and results-oriented as B2C. Let’s delve into how each brand shapes their social strategy and the insights you can apply to advocate for investment and leadership support.
Oracle: Illustrate rather than explain
Oracle presents a wide range of cloud applications and services. In recent times, the company has become synonymous with AI progress, emerging as a frontrunner and brand to monitor.
On social media, Oracle takes a hands-on approach by providing prospects and customers an immersive way to engage with their technology and services. For instance, they post videos of executives providing guided tours of their facilities. For example, this brief video features an Executive Vice President showcasing the building that hosts the brand’s AI infrastructure, their OCI Supercluster.
Viewers responded very positively to this video, commenting, “Is it possible to sleep in there (with my sleeping bag)?” and “Enjoy seeing Clay discuss this, hats off to all the teams and individuals bringing these wonders to life!” The post garnered over 1,000 reactions and 244 shares on LinkedIn, proving it effectively engaged their audience while showcasing their executive thought leadership and innovations in the industry.
Oracle has also intensified its sports marketing efforts by co-sponsoring an F1 team alongside energy drink brand Red Bull. In recent months, they’ve been posting Reels featuring F1 drivers utilizing Oracle’s virtual lap technology.
Oracle’s capability to convey their expertise through concrete examples has turned them into a titan in the AI cloud service market, boosting their stock prices and increasing their presence (on social media and beyond).
The move: Oracle avoids a common pitfall many B2B companies encounter by using social media as a dynamic tool rather than a billboard. Follow their example by creating experiences that enable individuals to engage with your product (even if it’s virtually). It’s one thing to advertise your capabilities; it’s entirely different to demonstrate how they function—especially if you can entertain your audience simultaneously.
3M: Engineers + influencers = golf tournament?
A leading B2B organization, 3M has invented sandpaper, masking tape, Post-it Notes, and numerous other household items. Although the brand operates primarily as a B2B company, it employs B2C strategies to attract end-users and enhance its public image, like through this year’s 3M Open, a golf tournament instituted by the brand.
The 3M Open is distinct from other professional tournaments because all the competitors are 3M engineers. While these engineers are exceptional innovators, they’re generally average (or below average) golfers. The event was hosted by creators like @ThatsMyBoyJacob and @JakeHuttGolf on social media, delivering humorous commentary on the engineers’ mistakes, double bogeys, and near misses.
Furthermore, the hosts integrated educational facts about 3M products utilized for golf clubs, adhesives, spacecraft and more. Indeed, some of the participating engineers developed the technology that powered their golf clubs’ mechanics.
The outcome was pure entertainment. One commenter remarked, “This was the most enjoyable, entertaining advertisement I’ve ever encountered.” Based on Sprout Social Listening data from July 7 to August 8, 2024, mentions of the brand and the 3M Open received an 87% positive response rate.
The move: Influencer marketing serves as one of the best means to humanize your brand and reach fresh audiences, and it should be integral to every B2B social strategy. Involving employees in influencer campaigns magnifies your impact significantly. The 3M Open also demonstrates that you can communicate about your products in entertaining and humorous ways.
ServiceNow: Making B2B actually cool
ServiceNow is a software company that assists enterprise organizations in managing their digital workflows. Despite that formal description, the brand is (dare we say) exceptionally cool on social media.
For instance, they participated in the trending conversation about cringe-worthy workplace jargon and added their own multiverse twist. In a video, the ServiceNow team interprets overused phrases (e.g., ducks in a row, foot in the door, etc.) literally—in a manner that resonates with their audience’s humor. The post is so relevant and on point, it feels like something crafted by a B2C brand.
ServiceNow also celebrated their 20-year anniversary by partaking in the Charlie XCX-inspired Apple dance and showcased their intern program as though it were the intro to “The Office.”
The highlight was their collaboration with Idris Elba to promote their AI capabilities through new ads (who said celebrity endorsers were reserved for B2C marketing?). The advertising campaign effectively captivates attention while narrating their product story with wit and style.
Media outlets like Forbes have described ServiceNow’s approach to AI as “bold and visionary,” descriptors that could just as easily reflect their social media presence. With 1 million followers on LinkedIn alone, it’s apparent that the brand’s social endeavors are enhancing their rapid growth and recognition as industry innovators.
The move: We’ve all heard B2B marketers express, “We aspire for our presence to mirror a B2C brand.” ServiceNow exemplifies what that means in practice, demonstrating how to use emotion to captivate your audience. Take inspiration from their unconventional, forward-thinking playbook and escape the dull norms that hinder B2B marketing.
Pfizer: Informing the end user
Pfizer is a biotechnology firm focusing on developing and producing products across various medical fields, including immunology, oncology, cardiology, endocrinology, and neurology. Although Pfizer markets some B2C over-the-counter health products, much of their mission centers on researching, creating, and distributing life-saving vaccines.
Through their social media efforts, the brand shares stories from end users—those who actually utilize the products they develop. This strategy places their customers—the distributors—as the heroes in the narrative of health maintenance.
They also produce educational content that combats misinformation online, aiming to positively influence public health and clarify how their products function.
The move: For B2B brands, social media isn’t merely a venue to engage with your customers—it’s a platform to connect with their customers as well. Reflect on how your social efforts can serve to educate everyone within your brand’s ecosystem.
Canva: Turning social into their canvas
Canva hardly requires an introduction for social marketers. The graphic design platform provides tools to simplify the creation of presentations, posters, videos, and more. On social media, the brand aligns with their design mission, inspiring their audience by demonstrating the creations possible with their solutions in both funny and useful ways.
Such as their in-office challenges among their designers. Or their video showcasing how designs on a screen could be transformed into tangible merchandise, a visually striking display of the platform’s total capabilities.
The brand also highlights their new product offerings by addressing the all-too-relatable struggles their audience faces, demonstrating how their tools can easily help them impress their boss.
According to Sprout Social Listening data on X from July 9 to August 8, 2024, Canva commands 99% of the total social media discussion compared to their top four competitors and boasts an impressive 91% positive sentiment rate. This reflects their deep understanding of their audience and the resonance of their messaging.
The move: Leverage audience intelligence (like social listening) to gauge customer sentiments towards your products and their daily usage. Your insights can guide your content and more accurately highlight your product features on social platforms.
Creator spotlight: Jayde Powell
Jayde Powell is a creator in social media marketing who has cultivated an impressive following, particularly on LinkedIn (or as she terms it, the “Briefcase App”). Her posts directly address fellow creators, brands, and social marketers.
Powell’s presence distinguishes itself through her cultural references, authenticity, and the enthusiasm she brings to discussing the industry. All her posts are engaging and relatable enough to capture LinkedIn users’ attention and inspire interaction. (Rest assured, she’s not making metaphors about B2B sales.)
The move: Keep in mind that B2B buyers, irrespective of the brand they represent, are still individuals. They desire to connect with other humans on social media, appreciating interactions that feel fun and authentic.
Regardless of B2B or B2C, it’s still human to human
This concludes our latest edition of the Post Performance Report series. Look forward to next month’s installment, where we’ll focus on brands excelling in back-to-school marketing. In the meantime, both B2B and B2C marketers should bear in mind these essential takeaways:
Post Performance Report Takeaways
- Humanizing your brand through influencer marketing and relatable themes can deepen your connection with your target audience.
- Engaging experiences and compelling product narratives are effective methods to captivate customers and prospects.
- You can simultaneously educate and entertain your followers while positioning your customers as the heroes.
And if you come across a social post or campaign worthy of attention, tag us @sproutsocial and use #PostPerformanceReport to have your idea featured in a future article.
The post Post Performance Report: B2B brands taking a bold approach to social appeared first on Sprout Social.
# Analysis of Post Performance: B2B Brands Embracing Innovative Strategies on Social Media
In the fast-changing digital landscape, Business-to-Business (B2B) brands are increasingly acknowledging the importance of social media as a crucial tool for engagement, brand visibility, and lead generation. Unlike conventional marketing channels, social media presents a unique opportunity for B2B companies to connect with their audience on a more personal and interactive level. This article examines the innovative strategies that B2B brands are implementing on social media and analyzes their post performance to comprehend the factors that drive engagement and success.
## The Evolution of B2B Marketing
Traditionally, B2B marketing depended heavily on direct sales methods, email campaigns, and trade shows. However, the advent of digital technology has altered the dynamics of business interactions. Today, B2B organizations are utilizing social media not only for promotions but also for nurturing relationships, sharing knowledge, and establishing authority. This transformation has been influenced by several elements:
1. **Changing Buyer Behavior**: Contemporary B2B buyers engage in thorough online research prior to making purchase choices. They look for informative content, reviews from peers, and social validation, rendering social media an essential touchpoint in the purchasing journey.
2. **Heightened Competition**: With an increasing number of B2B brands entering the digital realm, differentiating oneself becomes essential. Innovative social media tactics enable brands to set themselves apart and capture their target audience’s attention.
3. **Demand for Authenticity**: Today’s consumers prioritize authenticity and transparency. B2B brands that interact sincerely with their audience on social media are capable of cultivating trust and loyalty.
## Innovative Strategies for Social Media Success
To boost post performance and audience engagement, B2B brands are adopting a range of innovative strategies:
### 1. **Content Diversification**
B2B brands are moving past standard text posts to incorporate a variety of content types such as videos, infographics, podcasts, and live broadcasts. For example, companies like HubSpot and Salesforce exploit video content to clarify complex concepts, highlight customer success stories, and provide instructional content. This diversification not only garners attention but also caters to various learning styles.
### 2. **User-Generated Content (UGC)**
Motivating customers to share their experiences can greatly enhance a brand’s credibility. B2B firms are increasingly harnessing UGC by showcasing client success stories, case studies, and testimonials on their social channels. This approach builds community while providing potential customers with relatable content that can sway their buying decisions.
### 3. **Interactive Content**
Polls, quizzes, and interactive infographics are becoming popular as B2B brands aim to engage their audience effectively. For instance, LinkedIn has experienced increased engagement through polls that encourage users to share their views on industry trends. This not only enhances interaction but also offers valuable insights into customer preferences.
### 4. **Thought Leadership and Educational Content**
Establishing a brand as a thought leader is a potent strategy in the B2B space. Companies like McKinsey & Company and Deloitte consistently publish comprehensive articles, white papers, and research findings on pertinent industry subjects. By providing meaningful insights, these brands not only educate their audience but also position themselves as trusted authorities, leading to increased engagement and brand loyalty.
### 5. **Personalization and Targeted Advertising**
Utilizing advanced analytics and AI solutions, B2B brands can customize their social media content for particular audience segments. Tailored posts and ads that address the distinct challenges faced by different industries or roles can significantly boost engagement rates. For instance, LinkedIn permits brands to tailor ads based on job title, industry, and company size, ensuring that each message reaches its appropriate audience.
## Assessing Post Performance
To evaluate the effectiveness of these innovative methods, B2B brands must analyze post performance through various metrics, including:
– **Engagement Rate**: This metric encompasses likes, shares, comments, and total interactions with posts. Elevated engagement rates often signify that content resonates with the audience.
– **Reach and Impressions**: Understanding how many people view a post and how frequently it appears in feeds can help brands assess visibility and awareness.
– **Click-Through Rate (CTR)**: For posts containing links to landing pages or resources, tracking CTR is vital to gauge how effectively content generates traffic.
– **Conversion Rate**: Ultimately, B2B brands must evaluate how social media activities convert into leads or sales. Monitoring conversions from social media initiatives can yield insights into ROI.
## Conclusion
As B2B brands progressively embrace inventive strategies on social media, the digital marketing landscape is set to undergo further evolution. By diversifying content, promoting user-generated participation, and leveraging interactive and personalized approaches, these brands can elevate their post performance and strengthen connections with their audience. In an age where authenticity and engagement are paramount, B2B companies that innovate will not only endure but thrive in the competitive digital marketplace.
Source: sproutsocial.com
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