How B2B Marketers are Benefiting from Facebook
The story of Apollo 13 astronauts trying desperately to get back to Earth after a failed mission has a lesson for B2B marketers.
Astronauts used the moon’s gravitational pull to slingshot them so they had enough power left to get back to Earth.
B2B marketers: Facebook is your moon.
But while Facebook may not be your final destination for marketing to B2B customers, it has incredible gravitational pull. Savvy marketers, like the astronauts aboard the Apollo 13 mission, can leverage that pull to take them where they want to go.
Here’s how one scrappy new B2B services company is doing just that.
The three-stage approach
Y Scouts, a small executive search firm that started in 2012 in the Phoenix area, needs to foster brand recall in a crowded field in an industry that frankly isn’t very sexy.
They’re meeting that challenge with a three-stage approach: 1) getting out of their seats, 2) leveraging with Facebook and 3) building relationships.
Organization: Y Scouts
Social Media Handles & Stats:
- Website — Y Scouts
- Facebook — 412 fans (103 per employee)
- LinkedIn — 84 followers (21 per employee)
- Twitter — 404 followers (101 per employee)
- Daily website traffic increased 500% during the first month of the “What’s Your Why?” tour
- Number of talent community applications up 500% during the first month of the “What’s Your Why?” tour
- Total hours expended on the “What’s Your Why?” tour over four months: 100
- Top three drivers of website traffic: 1) Google, 2) Facebook, 3) LinkedIn
- Average time spent on the website from LinkedIn visitors is more than the average of Facebook and Twitter visitors combined
“Less than a third of people who get up in the morning and go to work are enjoying their work and putting their heart, body and soul into it,” said Brian Mohr, co-founder and vice president of Y Scouts, citing a Gallup employee engagement survey. The survey showed that only 29% of American workers are engaged in and enthusiastic about their work.
Y Scouts believes in a purpose-based approach that matches the values and beliefs of companies and potential employees, rather than focusing on keyword commonality between résumés and job descriptions.
“We believe that is the only way to recruit,” said Mohr. “Engagement comes from believing in what you do.”
The challenge: spread their purpose-based message and foster brand recall amidst hundreds of other local staffing companies.
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