Harnessing the power of B2B social media

The Situation

BtL is a leading provider of voice and data solutions with a strong focus on reducing company’s operational costs via a tailored service. The company had successfully grown through word of mouth and great customer recommendations. With a growing sales force it was time to further stimulate this sales activity, as well as to promote engagement with existing clients and explore new prospect bases.

The Solution

Blabbermouth was called in to refresh the BtL brand and run closely targeted direct mail campaigns to prospects. As part of the service, Blabbermouth wanted to ensure that both clients and prospects had as many opportunities as possible to engage with the BtL brand and have access to the experienced BtL team.

As part of the initial brand refresh campaign, BtL’s social media pages were updated in line with the new consistent corporate look and followers were also increased. The direct mail campaigns were also further supported by social media messaging.

The existing website is used as an educational library for visitors to further understand the IT and telecoms industry and how understanding the options available can considerably reduce monthly overheads. Following the site visit, prospects would often contact BtL for further information so driving up new and repeat site visits was an activity Blabbermouth wanted to encourage. Improving site traffic via social media was identified as an effective route to engage with clients and prospects. A social media plan was written with detailed activity broken down to weekly activity.

The Result

In just one month of focused social media activity, the statistics were amazing. There was an outstanding growth of 182% in click throughs from social media sites to the company website. Unique page views grew by 17% proving that an increased number of companies were engaging with BtL. Data was collected by the Blabbermouth team and presented in easy-to-read reports so that the BtL team could understand the visitor journey and see what pages and products were generating the most interest.

Analytics supplied by Blabbermouth showed that visitor demographics were of senior and managerial level which further reinforced the knowledge that the BtL marketing campaigns as a whole were effectively targeting key decision makers.

The stats prove that focused, well planned social media activity does work – thanks Blabbermouth!

Rob Lamden, MD, BtL Communication

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