Social Media Case Study #2 - The Growing Startup

Business Profile: European tech company with less than 100 employees that has B2C products as well as a B2B business offering related to their mobile apps and browser extensions.

Assessment: Their initial success came by word of mouth as their product was pretty innovative when it launched, but a few years on numbers had stagnated and competition was at an all time high, with an oversaturated market in Europe. They did have a pretty decent social following, but there was rarely anything posted on their channels and even less engagement. Up until that point, all social content had been pointed towards consumer products. It was time to wrap a real social media strategy around their existing fan base to help their B2C products grow again and finally put some marketing behind their B2B program. Introducing the B2B offering publicly on social media would also mean pivoting away from a previously irreverent brand and tone they had used publicly until then.

Goals: Restart growth of their B2C apps and browser extensions while getting leads for their B2B programs for the first time. 

Strategic Approach: 

Overall

Brought some cohesion to the public image across B2C and B2B offerings through a rebranding that moved away from an irreverent, often sarcastic, B2C brand and positioned the company at large as pioneering experts in the space.

Clearly defined target audiences for both sides of the business. 

Conducted research within those target audiences to gain insights into the best way to speak to both B2C and B2B customers.

B2B

Introduced new marketing channels for B2B lead acquisition with a strong focus on LinkedIn.

Used lead magnets and paid LinkedIn ads to attract prospects into the B2B marketing funnel for further nurturing.

Initiated co-marketing campaigns with B2B partners.

Organized employee content activations on LinkedIn to spread the word through a highly targeted network. 

Released content on a regular basis that mixed evergreen content with timely content such as in-person events and industry happenings.

Utilized targeted engagement and outreach campaigns to connect with prospects. 

Results: With just one campaign, we reached our 1 month goal for qualified leads in less than 2 weeks.

B2C

Optimized all social media channels including updating the branding across platforms.

Sharp focus on what channels to use. Scaled back the many social channels the client was using as most were not the right place to reach their target audience and there were so many that they were barely being used.

Created a content plan that tailored content for each channel, re-engaged the existing fan base, and used lesser known product use cases to gain more interest.

Localized campaigns on Facebook and Instagram in markets with lower CPC (LATAM, APAC) that featured special use cases for those areas and took advantage of Facebook global pages for a truly localized experience. 

Initiated social listening activities to monitor what was being said about the brand and the industry and make sure we had a voice in the conversation.

Ran influencer marketing campaigns on Instagram and YouTube.

Took advantage of select, relevant pop culture moments to gain more visibility and stay on trend.

Utilized super fans for feedback, testimonials, and more. 

Results: In one campaign, we went viral with a reach of over 10 million and over 55,000 likes. This caused a huge spike in Traffic and downloads.