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5 B2B Brands That Show Us How Social Media Should Be Used

Progressive B2B brands are taking a note from the B2C playbook and meeting buyers on their preferred platforms, such as on podcasts, through videos and on social media. In fact, the number of buyers using social media to research potential solutions has grown from 20% in 2012 to 54% in 2018, according to the B2B Buyers Survey. Yet, research from the Content Marketing Institute shows that while 80% of B2B marketers have a social media strategy in place, only 32% have documented it.

A winning social media strategy must be documented and expansive. B2B companies should leverage a variety of social media platforms to not only promote their products, but also share relevant content, engage with customers, build brand awareness and more. Here are five B2B brands with a stellar social media presence we can all learn from:

MailChimp Mixes Eye-Catching Visuals & Humor On Instagram

MailChimp is an email marketing platform, but you wouldn’t necessarily know it by looking at their Instagram. The company’s Instagram page is a beautiful blend of bright colors, entertaining videos and a dash of humor — a winning combination that has landed MailChimp over 83,000 Instagram followers. Visit the page for yourself and see if you can resist hitting the follow button.

 

Slack Drives Customer Engagement, Service Via Twitter

Slack leverages Twitter as a two-way communication platform to engage with current and prospective customers. On most days, the Slack Twitter is awash with relevant videos, articles and more, and the Slack team is constantly responding to comments from other Twitter users. But on days where Slack is down, the company uses Twitter as an active platform to send out status updates and field individual questions and feedback from users. With Twitter, Slack can provide real-time customer support in an easily accessible and scalable way.

 

HubSpot Continues Post-Event Conversations Over Facebook 

The best brands don’t just have social media pages for their companies, but also their events. HubSpot is a shining example of Facebook use at its finest.

The company has created a separate Facebook page solely for its annual INBOUND event. Although the event takes place in early September, the company is dedicated to building a year-long, sustainable community around it. To do so, HubSpot created an INBOUND Studio page, where it posts video interviews, “dear attendee” tips, quotes and more on a regular basis. The posts help drive engagement long after the event has ended, as well as build excitement around the following year’s event.  

 

Oracle Humanizes B2B Marketing On LinkedIn

LinkedIn is repeatedly named the top social media platform to reach B2B buyers, and Oracle is a prime example of how to best leverage the site. The company is ranked 9th on LinkedIn’s top companies list and has amassed more than three million LinkedIn followers. Beyond just sharing content and relevant news, Oracle makes a point to connect with its followers and showcase the people behind the brand.

Earlier this month, the company opened up about losing 11 employees on 9/11. Then, in the wake of Hurricane Florence, Oracle posted a video of two employees who are delivering supplies and providing aid to those affected by the storm and urged its followers to join them in giving back. In doing so, Oracle humanizes its brand and creates a company image that people will want to support.

 

Adobe Fuels Instagram Feed With Customer Content

Instagram is quickly growing in popularity and is considered the number one platform for engagement. Nevertheless, you’ll be hard-pressed to find many B2B brands using the platform, let alone posting content on a regular basis.

Adobe, which recently acquired Marketo, has a notable Instagram presence on par with MailChimp. The Adobe Instagram feed looks like something straight out of Pinterest, with breathtaking travel photos, inspirational quotes and quirky designs. But don’t be fooled by the professional-looking photos, as they are often created by Adobe users themselves. By crowdsourcing user photos, Adobe always has a steady stream of content available and can showcase the power of its products over social media.

 

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3 New Ways To Reach Target Audiences Through Social Media

The B2B marketing landscape is looking more and more like its B2C counterpart with each passing month. As B2B marketers invest more in mobile optimization, personalization tools, podcasts and more, they shouldn’t forget about social media.

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5 Ways B2B Companies Can Rule Instagram

rule insta blog

With its emphasis on visual context, it’s no surprise that Instagram has become a huge platform for B2C companies. But when I started thinking about how the channel could benefit B2B companies, I had to pause. I understand why most B2B companies turn to Twitter and LinkedIn to engage with followers. A major con for Instagram is that it doesn’t allow the user to include direct links in their captions like they can with Twitter and LinkedIn, which essentially means companies can’t direct their followers to their websites.

That’s OK! Instagram is still a valuable channel for B2B companies, if they play their cards right. You have to think of Instagram as a “wind down” platform. Users go on it to sit back and enjoy beautiful images, not to be pitched a new solution. So B2B companies should save those types of posts for Twitter and LinkedIn, and use Instagram to engage with followers, potential buyers and prospects in a more casual manner. This is what will drive the relationship and encourage them to constantly think of your company.

Here are five ways B2B companies could rule Instagram, with some examples from major players in the game who are doing it right.

1. Start A Hashtag

1oracleA hashtag that accompanies images of company life and culture is a great way to showcase the people behind a brand. For example, Oracle’s #lifeatOracle hashtag displays company events and volunteer work, while the company’s #MyOracleDesk hashtag highlights employee engagement from their point of view. These fun images will help personalize your company’s Instagram and consolidate images from multiple company and employee Instagram accounts.

2. Promote Your Event

1zendesk

Hosting or sponsoring an event? Use Instagram to promote what’s going on inside a conference to show people what they’re missing, and to get them to attend in the future. Take it a step further to highlight restaurants and activities for your attendees to check out after event hours.

3. Host A Giveaway

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Learn from your followers by hosting a giveaway that enables them to share their experiences. For example, Buffer asked followers to share their customer service experience through emojis to score a book.

4. Let (Furry) Friends Takeover

1hootsuite

Highlight employees and partners by letting them take over your Instagram account. This will show off your relationships with people inside and outside the company, giving potential prospects a look at what it’s like to have you on their side.

Also, no matter who you are, posting images of animals is sure to be a hit on Instagram. If your company allows pets at the office, why not show them off by letting the little critters take over your Instagram account, as Hootsuite has done?

5. Show Off Upcoming Content

1vidyardIf your company has a mascot, make it the star of your Instagram. Vidyard provides sneak peeks into new content they’re creating by posting photos of their mascot Vbot on the job. This gets followers, clients and prospects excited for what your company has planned in the pipeline.

Is your company doing anything unique to engage with their followers on Instagram? Tweet us at @DG_Report!

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Salesforce Marketing Cloud Unveils Instagram Integration

Salesforce launched its integration with Instagram, positioning marketers to engage with customers on Instagram across its suite of Marketing Cloud products.

The tools involved in the integration are Social.com for managing and advertising campaigns, Active Audiences to sync CRM data for display ad campaigns, and Social Studio for social publishing, engagement, customer service and analytics.

With Salesforce Marketing Cloud's integration with Instagram, marketers can:

  • Advertise: Buy and manage Instagram advertising with Social.com. Users can now manage advertising for Facebook, Instagram, Twitter and LinkedIn in one platform;
  • Publish: Marketers can use Social Studio to publish content to Instagram, track campaign performance and share the most successful Instagram images with multiple teams across social networks;
  • Engage: Users can participate on social conversations with Social Studio;
  • Service: Brands can resolve customer service issues on Instagram in a timely manner; and
  • Analyze: Social Studio enables marketers to analyze conversations on Instagram, understand community feedback, sentiment and trends to optimize their strategies.

"As Instagram says so eloquently; images are a universal language," said Scott McCorkle, CEO of Salesforce Marketing Cloud, in a blog post highlighting the announcement. "Salesforce is now excited to offer marketers the opportunity to extend their reach to customers on one of the most engaging channels in mobile, and coordinate those efforts with every other channel in the customer journey."

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