Given: a complex niche (agencies rarely come with simple ones), a specific product, a limited budget for SMM. The company wants to receive not only retail but also wholesale orders from social networks. The next step seems logical: we make different accounts for B2B and B2C, right? Not quite. We try to dissuade clients from this. And in practice we prove that it is possible to work effectively for both audiences from one account.
Why is it a bad idea to create two accounts – one for B2B and one for B2C Why you don’t
It is twice as hard to generate ideas and create content. If the topic is specific, it will be difficult to come up with interesting content for subscribers even for one account. For two – even more so. Double the budget to gain followers on both accounts, increase activity and engagement. The path to recognition and loyalty is doubled. If you have only one account, you will spend less on its development and will start receiving applications earlier. Here’s how to work with both target audience segments within one account. Disclaimer: We cannot disclose the financial performance of our clients’ companies, so in the case results we only share open account statistics.
A phone number database is a list of phone numbers, usually phone number database organized for purposes like marketing, sales, or reaching out to customers. This list often includes extra information such as the person’s name, address, and other details about them, along with their phone number. It’s important to follow the law when using these databases, especially rules like GDPR, TCPA, and CAN-SPAM, which need permission from the users for marketing. These databases are usually bought from companies that gather data or collected through online forms, surveys, or other methods where people agree to share their information.
Create interesting content that is relevant to both target audiences Why you don’t
This is how we developed the account of the pharmaceutical company Solopharm. In their Instagram, we created an “online media” popularizing science and medicine. We published research, analysis of myths, news, interesting facts. Plus, we talked a little about the company’s products: not boring and at the same time expert.
If you need wholesale orders or you work in complex niches, this does not mean that you need to exclusively “sternly and seriously” talk about the company’s products in your account. Interesting and entertaining content shows itself well in this case too. This is because the B2B audience also consists of individual people who can decide to cooperate or offer your company to a decision maker if they saw interesting content in your account and the page caught their attention in some way.
Create a community and increase loyalty
We chose this path when creating and developing the account of . The company develops and produces consumables for disinfection and sterilization. We exceeded our KPI: since the end of summer 2021, we have brought in 10,000 live subscribers. More than 30 comments per day, daily expert and product questions in Direct. Growing recognition among the B2C audience, many one-time orders and large wholesale orders via Instagram.
We developed this account from scratch. The paid advertising can provide many benefits for your b2b brand main difficulty was to find content on such a complex topic that would be interesting to both B2B and B2C audiences and that would increase engagement and build a community, while creating an image of an expert in the company. Here are some examples of posts we have published. Question-and-answer posts. Topics relevant to the audience for such posts were taken from comments and questions in Direct.
Write for B2C and launch targeted B2B
This is what we did for the account of “Nemyaso” – a plant-based meat production startup. The main content in the account was aimed at the general public . We combined useful, sales and entertaining content with collaborations with food bloggers, blogger-scientists and nutritionists. Image and reputation content that should not be forgotten. We published photos and videos of employees – as well as photos of the company’s “mascot”, the cat Helix Vinarovich. The main thing here is to add bbb org useful information: instructions on how to use the product in cards, characteristics, etc. It is best to publish in the carousel format. You can successfully integrate products into such posts to avoid boring messages about products in the style of product cards in an online store.
Conclusions – How to work on B2B and B2C at the same time
We make useful and interesting content for all segments of the target audience. This is possible even in difficult topics. We prove our expertise, engage, entertain, but the entire concept of profile development should be related to its topic and goals (not “content for the sake of content”). We form a community: we raise topics that concern the target audience, topics that they want to discuss. We do not forget about the “human” image of the company: we build trust with reputational content (about the company, about employees, achievements, etc.).
Content is based on lifestyle
We add to the B2C target for subscription, post promotion and campaigns for reach/awareness also a targeted B2B target with a relevant offer for this audience segment. This material is based on Ekaterina’s speech at the GetResponse online conference. The company regularly organizes conferences in which the Texterra team actively participates. Find out about upcoming events at getconference.