Searing the Competition
As a strictly B2B business, Schweid & Sons runs a multi-faceted distribution strategy for a highly specialized product: ground beef for burgers. That’s it. No toppings, no bread, no other cuts of beef; just ground beef with the very singular purpose of making a great hamburger.
Rev has taken this unique and narrowly-focused product and transformed it into an engaging, attractive, and motivating social campaign that benefits their customers and customer’s customers.
By offering utility posts that cater to the needs and interests of each channel, he has catapulted this small family-run business into a social behemoth that regularly generates over 1,500 likes on a single Instagram post. This long-term content marketing approach doesn’t necessarily make an immediate sale but does give them an ability to connect, give value, and build a relationship with their customers.
With channels built around burger and food conversations, Rev has launched platforms for B2B and B2C conversation that feed both their industry and their sales.
In This Episode
- Why a highly specialized product means branding that looks back in history to reflect a point of differentiation
- How B2B2C social smarketing leads to content that performs 5x better than previous posts
- Why B2B sales and community cultivation means utility content
- How providing value to customers leads to being a thought leader in your industry
- Why beating the competition means ignoring them and focusing on yourself
Quotes From This Episode
“We weren’t telling the story of the brand and we weren’t adding value to the product.” —@RevCiancio
“We rebranded the company with the idea of let’s tell a better story, let’s tell the truth, and let’s give people a real look inside what it is, what we do, and how this all came to be.” —@RevCiancio
“We had to think about what makes a customer want to work with us.” —@RevCiancio (highlight to tweet)
“We wanted to provide value that was universal to a specific audience and set ourselves as thought leaders in the space.” —@RevCiancio
“Let’s build social and digital channels that allow us to participate in the larger conversation.” —@RevCiancio (highlight to tweet)
“My department acts like an agency on behalf of our customers.” —@RevCiancio
“We look at each channel as having its own value.” —@RevCiancio (highlight to tweet)
“As far as our competition, we don’t necessarily sit around and think about what they do all the time. We just try to think about how to make ourselves better.” —@RevCiancio
- Rev Ciancio on Twitter: @RevCiancio
- Schweid & Sons on Instagram, Facebook, Twitter, Pinterest, and LinkedIn
- Like Bite & Share Podcast
- The Truth About GMOs, Farming, and Monsanto
- Burger Conquest
- Don’t Panic Management
When dining with Chef @timkast1 at a @baddaddysburger, we recommend waiting for him to place an order before placing yours. Here’s how he rolls: their 2×2 West Coast Classic, which normally comes with 2 of our special 3 oz proprietary Bad Daddy’s Blend Burgers, double slices of American cheese, shredded iceberg lettuce, tomato, red onion and sweet California style sauce. Tim however upgraded to 2 full size Burger patties. Now that’s what we call animal style!!
See you next week!