Are social networks important for B2B companies? How to benefit from its content in B2B and what strategy to adopt?
Agorapulse recently hosted an event with Bluelemonan advertising and paid media agency, to talk about organic and paid strategies for companies on social networks. And if you want to quickly deploy your organic and paid strategies, test Agorapulse for free for 30 days and without bank imprint!
We were able to receive Emilie LegendreSocial Media Manager chez Fiduciala client company of Agorapulse. It was able to develop its feedback on the organic B2B strategy of Fiducial, a leading company in multidisciplinary services for VSEs, SMEs, traders, craftsmen, farmers and liberal professions. Fiducial allows them to focus on their business by entrusting the rest (accounting, law, financial services, security, office supplies, etc.).
Fiducial brings together 100 professions (accountant, lawyer, banker, security agent, trainer, developer, etc.) and 15,000 employees in Europe.
The objectives of a B2B company on social networks
LinkedIn, the professional network par excellence, currently has 58 million registered companies. In B2B and on LinkedIn, companies producing content on social networks will seek to recruit, find customers, develop their network of partners, exchange with prescribers from the same business sector, share the company’s successes and pride, innovations, etc.
Well, for Fiducial, it’s a bit the same story!
Five years ago, Fiducial did not have a communications department. In reality, the company had a very closed strategy, in line with its history. With a desire to open up, rejuvenate and promote the group externally to bring in future talents, Fiducial launched on social networks. Thus, the group’s networks were launched three years ago, initially on LinkedIn, Facebook, X/Twitter, and in May 2023 on Instagram and TikTok.
The brand’s goals were simple: working on employer branding and recruitment to begin with.
Examples of effective organic and paid campaigns in B2B
For Fiducial, here are some examples of organic and paid B2B campaigns that worked well on social networks:
- All publications around Stade Toulousain, a historic partner, and Antoine Dupont, Fiducial ambassador, work organically. They are the best for the group. The latest example is Stade Toulousain’s victory in the European Rugby Cup. These are contents recalling unifying and joyful events.
- THE local and human communications, proximity also work for the Fiducial group. The company chooses to highlight its agencies throughout France with its video format “On the road to our agencies”.
- Content illustrating the group’s campus to train new employees is also very engaging content for the group. It allows it to dust off and rejuvenate its image in addition to recruiting new talent.
- L’influence is also a smart way to get around legal restrictions on communicating in certain sectors. In particular, because there is a certain code of ethics in regulated professions such as notaries and lawyers, for example. Here, it is a video for the channel Les Geeks des Chiffres. Fiducial proposed 3 profiles of chartered accountants from its teams to be interviewed and create content in podcast/video format.
For Emilie, what makes this content effective is the fact that we find in all these publications the human aspect, the commitment of the Fiducial group on current subjects and/or those that go beyond the usual professional framework.
Like many other B2B companies on social networks, Emilie uses Agorapulse to analyze and track the results of its campaigns. Whether organic campaigns, paid campaigns and its content in general.
Several tools allow B2B and non-B2B companies to measure their results on social networks. This is the case of reporting tools or Agorapulse’s social media ROI. They both allow you to identify which content performs best. This way, you understand what the commercial impact of your publications is and which ones bring in traffic, leads and sales.
Excerpt from Agorapulse’s Social Media ROI
As a Social Media Manager, she also uses the tool to identify the themes and publications that work best with her audience. In this way, she and her team stay on top of what is more generally popular on social networks while carrying out a lot of testing!
Conclusion
Fiducial has a bias in its social media strategy; to do almost only organic content. Occasionally, the group pushes content that has worked very well in paid with small amounts allocated. The Fiducial group is not really looking for clients. It therefore does not prioritize budgeting on this subject. For it, the important thing is to be present, active and seen on social media.
About the speaker
Emilie Legendre has more than 6 years of experience in social networks as a Social Media Manager. She has evolved as much as a freelancer as a SMM for large organizations such as Pôle Emploi, the SNCF group, BHV Marais or the Galeries Lafayette group before joining Fiducial where she is currently.
