CASE STUDY
B2B Fintech Community Management and Paid Campaigns
WideFoc.us revamped and refocused a B2B fintech company’s social media presence to drive more visibility for their solutions and increase their reach with economic decision-makers and qualified website traffic.
PROBLEM
Develop a cogent social media plan to showcase product offerings and increase reach with two very different audiences.
A power player in the embedded payments space reached out to WideFoc.us when their marketing department was given a mandate from leadership — develop a cogent social media plan that would showcase their product offerings and increase their reach with two very different audiences: C-suite execs at the enterprise level looking to improve flexibility in their payments systems and software developers working on apps that included embedded finance in their functionality. Their small team didn’t have the internal bandwidth to maintain a strong social presence that would result in more business for the company.
SOLUTION
Differentiated posting by channel and thought leadership development
Our deep dive into the organization’s key value propositions for both large companies and scrappy startups led to a differentiated approach by channel — focusing their LinkedIn and Facebook presence primarily on the high-level business benefits of their system, while refining their Twitter voice to generate conversations and interactions with software developers, startup founders, and leaders in the financial technology industry. WideFoc.us also worked with the founders and the national sales team to optimize individual LinkedIn profiles for better search outcomes and thought leadership development.
SOCIAL MEDIA MARKETING
RESULTS
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More than 1.2 million monthly impressions
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3,000+ website clicks
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Strong content sharing by customers and analysts
Consistent and strategic content posting — supported by paid social spends to increase reach and drive website traffic — led to strong results across all metrics, including more than 1.2 million monthly impressions, with low-level sponsored post boosts ensuring content was seen by the company’s target audiences. Website traffic campaigns on Facebook and LinkedIn resulted in more than 3,000 clicks on average — the company's top-performing marketing-generated traffic source each month. By generously sharing content from strategic partners, WideFoc.us was able to build a strong sharing effect that provided additional visibility and goodwill with customers and industry nodes.
WideFoc.us Services
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Daily LinkedIn and Facebook posting and monitoring
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Real-time Twitter management to leverage active industry conversations
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Sponsored content to increase visibility and engagement
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Website traffic campaigns optimized to drive qualified clicks at a low CPC
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Real-time monitoring for customer service issues and reputation management
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LinkedIn thought leadership development for execs and sales teams
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Lunch-and-learn with national sales team for using LinkedIn to enable the sale process
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Monthly reporting and strategy meetings
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Live-posting and engagement from three-day partner summit