How To Win At Social Media When You Think Your Business Is Boring

Posted by on Sep 29, 2017 in Blog | 0 comments

How To Win At Social Media When You Think Your Business Is Boring

Is it possible to make money on social media when you’re a B2B in a boring sector?

It certainly is! You just have to know where to go, what to look for, and what to talk about.


Social media can be challenging for every business, but it’s much easier for some than it is for others.

Let’s say you’re a B2C business that sells something beautiful that almost everyone loves, like quiche.

How to make money on social media when your business is boring

For you, social media is a breeze. You post photos of your quiche on Instagram, and you share quiche recipes on Facebook. You engage with the wider quiche community on Twitter, and you’re renowned as a quiche expert on LinkedIn.

Because almost everyone loves quiche, and because everyone knows that you’re great at making quiche, all you have to do is talk about quiche. Success on social media still requires a lot of work, but you never struggle to find content or contacts. It’s all quiche, all the time. And who doesn’t love quiche?

We Can’t All Be Quiche Chefs

But not everyone is lucky enough to work in the enchanted world of quiche. If you’re a B2B who works in a less glamorous sector – like construction, manufacturing or accountancy – social media can be a struggle.

What are you supposed to post about on Twitter and Facebook if you work in plastic injection moulding? Where on social media do all of your fellow facilitators hang out? Just how are you supposed to win at social media when your business is – let’s face it – boring to those outside it?

We’ve worked with scores of businesses from a diverse range of industries. And we know that it’s possible for any business to find success on social media – even if you work in a less-than-glamorous sector.

In this post we’ll discuss a few pointers to get you started. But if you want a detailed discussion of how any business can make money on social media, get in touch for a free consultation.

First Things First – You’re Going to Need a Blog!

The biggest struggle every business has on social media is this:

Just what are you going to talk about?

Again, if you make quiche, this isn’t too much of a problem. You’re going to talk about quiche.

But if you work in manufacturing or construction, what then? What sort of things are you going to post to social media?

The content that’ll work best for you will be a healthy mix of the following:

1. Content that tells your brand’s story, or that demonstrates your brand’s values.
2. Content that proves that your business is a trustworthy and knowledgeable leader in its field.
3. Content that explains your services in greater depth.
4. Content that demonstrates your achievements, letting people know why they should work with you.

And for all of this, you’re going to need a blog.

Beyond letting you create your own content to share on social media, there are many, many, many, many benefits to business blogging.

Read this case study about the blogging strategy we devised for Saniflo for more information of how blogging can transform your business.

But what on Earth are you supposed to blog about?

How to make money on social media when your business is boring

Stop, Look, Listen, Think

Before you start blogging, and before you set up any social media accounts, you’re going to have to do a lot of research.

A good blogging strategy essentially involves identifying the sort of problems faced by people in your industry before highlighting how your products and services solve these problems.

So talk to your sales team. Ask them about the sort of questions they’re asked when talking to leads. Every single one of these questions could form the basis of a blog post.

You can also gain some insight into the sort of questions people ask about your products and services by reading online reviews, by visiting online forums and – here’s the clever bit! – by scouring social media.

That’s right – your blogging strategy and your social media strategy can feed into each other. You can use social media to determine the sort of conversations that take place among buyers in your industry. You can use this information to write the sort of blogs that address your customers’ pain points directly. And you can then use social media to share these blogs with exactly the people who you know will find them useful.

Clever, hey?

But when it comes to social media, where should you start? After all, there’s a lot of platforms out there, and not all of them are built equally…

Choose Your Networks Wisely

This is the root of any successful social media strategy. You don’t need to be active on every network, so don’t waste any time and resources on platforms that aren’t right for your business.

A few years ago we put together this guide to choosing the right social network for your business. Give it a read! It features a helpful flowchart.

But as this post is specifically focused on B2B businesses that work in the less glamorous industries, here’s an ultra-brief guide to which social media platforms you should focus on, and those you should avoid.

The Best Social Media Platforms for B2Bs (in my opinion)

– Twitter. 
– LinkedIn.

The Worst Social Media Platforms for B2Bs (in my opinion, too!)

– Instagram.
– Snapchat.
– Tumblr.

Note: The “worst” social media platforms for B2Bs aren’t the worst because they’re inherently useless. They’re just better suited for B2Cs.

This is largely because they’re built for sharing images. Users are more likely to engage with colourful images of beautiful products than staid images of industrial processes.

Also, each of these platforms tends to attract an audience of young consumers, whereas as a B2B, you’re targeting professionals.

Now let’s outline how your “boring” business might make use of each platform, in turn.

How to make money on social media when your business is boring


Above we talked about blogging. Twitter is a great place to share your blogs, as influencers from almost every sector have Twitter accounts. Share your blog directly with one of these influencers and, if they like what they see, they could share it with their followers.

Not only might this drive a lot of qualified traffic to your site, it might also act as a sort of vote of confidence. If the influencer’s found value in your blog, then by extension, they’ve found value in your business. This might be read as a strong endorsement of your business by a trustworthy individual who knows their stuff.

But the real value of Twitter is in the insights the platform divides. Across the world, there’s an average of 6,000 tweets sent per second, and every single one of these might be viewed as part of a wider conversation.  

With the right tools you can listen unobtrusively to these conversations. As we mentioned above, this can directly inform your blogging strategy. But even if you’re not blogging, who knows what sort of business insights you’ll discover by just paying attention?

As a B2B, your biggest problem might be in finding these conversations. On Twitter, discussions about, say, die casting metals aren’t as common as discussions about quiche, or music. But that’s not to say that these discussions aren’t taking place…

How to make money on social media when your business is boring


Facebook’s where you’ll tell your story, while showing off the human side of your business.

All of those pictures of company BBQs, office parties, staff birthdays and charity cake sales you see on Facebook? They’re useful, you know. They demonstrate that your business is a great place to work. In this way, your business’s Facebook page can be a valuable recruitment tool.

Your Facebook page might not result in any sales per se, but you know what they say about people doing business with people.

After viewing your website, your prospects might head to your Facebook page to learn a bit more about their would-be partners. If they see a page full of happy professionals happily engaged in doing what they do best, well! You never know! It might move them one step further to a conversion.

How to make money on Social Media when your business is boring


This is the big one. LinkedIn is the social network for B2B professionals.

We don’t really have the space to explain here, so by way of evidence, read about how:

A compliance company uses LinkedIn to make £30,000 a year.
A relocation firm made a £150,000 deal using LinkedIn.
A manufacturing company won a £23,000 contract using LinkedIn.
LinkedIn opened new doors for a traditional manufacturing business.
An accountancy firm used LinkedIn to get new business.

With all this in mind, is it any wonder one of our social media consultants confessed to loving LinkedIn like a mistress?

Yes, LinkedIn is a platform that allows you to bypass the gatekeepers of almost any company in order to reach the decision-makers you need to reach to do business.

Want to know how? We can train you!

You Too Can Use Social Media Like A Top Quiche Chef!

Your business doesn’t have to sell delicious quiche to find success on social media. You just have to know where to go, what to look for, and what to talk about.

Need a little help devising a lucrative social media strategy for your B2B business? Why not get in touch for a free consultation!

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