A Tasty Tale of Social Media Smarts From A Boutique Burger Manufacturer

Rev Ciancio, Director of Marketing for Schweid & Sons, joins the Social Pros Podcast to discuss how his B2B2C niche company sets itself apart from the competition through social media utility smarketing.

In This Episode:

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Full Episode Details

Rev Ciancio - InstagramSearing 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

“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

“My department acts like an agency on behalf of our customers.” —@RevCiancio

“We look at each channel as having its own value.” —@RevCiancio

“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

Resources

 

See you next week!

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