It’s common knowledge among the B2B marketing community that Facebook is not the platform for reaching your customers. LinkedIn trends more B2B and sites like Facebook and Instagram are more B2C.
However, the times they are a’changing and Matt is reaping the rewards of being at the front of that change.
He’s found that as the social landscape shifts, more and more B2B customers are hanging out on Facebook and potential talent is on Instagram.
That’s right. B2B recruiting is moving to Instagram and potential B2B customers are found on Facebook.
But getting his company’s ship pointed in the right direction didn’t happen overnight. It took internal education of major and minor stakeholders, an audit, and consistent reminders of the payoff.
And what is that payoff? 500% increase in link clicks and over 200% increase in engagements in one fiscal year.
It’s safe to say that the internal work of changing the B2B social guard is worth it.
In This Episode
- Why ensuring quality internal content means proving your point with an audit
- How focusing on the end user instead of product sales leads to a robust social community of advocates
- Why developing a robust social strategy means spending time on internal education
- How simple three-word posts with the right angle can lead to 1,000+ engagements
Quotes From This Episode
“Q1 this year versus Q1 of last year, we had a 500% increase in link clicks and 200%-300% increase in engagements.” —@mwolpinEverything is really paying off by focusing on the end user. Click To Tweet
“Facebook Live has really woken up a lot of people, not just the marketing team, but our executive team as well.” —@mwolpin
“We’re using Facebook more as a community growth or community celebration environment. We’re not going after it to try and get leads.” —@mwolpinWe've had to educate our internal stakeholders on the issues of attention span. Click To Tweet
“We treat LinkedIn more as the CEO email where we try to inform, or more so educate, people on really big topics for our products.” —@mwolpin
“Instagram has become a strong platform for us to show off the culture and highlight the different people that really make Juniper a great place to work.” —@mwolpin
“It is a Bizarro world right now across a lot of social platforms.” —@mwolpin
- Matt Wolpin on Twitter: @mwolpin
- Juniper Networks on Facebook, Twitter, YouTube, LinkedIn, and Instagram
- Weekend Reading Essentials:
See you next week!