Social media is a goldmine for B2B companies. Whether it’s generating new leads, nurturing relationships with existing customers, or raising brand recognition, it helps them achieve their goals. In fact, according to a Hootsuite report, social media now accounts for 13–24% of all marketing budgets. Given how successful social media proved for B2B companies during the pandemic, the research suggests that this spending will rise by another 10% over the next five years.
However, you must understand that social media marketing isn’t about posting whatever seems effective. Rather, you should choose the right platforms, content format, and schedule effectively.
But it’s not as simple as it seems. Creating a social media marketing strategy for your B2B business is not an easy feat. You need a data-backed strategy, an appropriate budget, and continuous monitoring to make it effective.
If you’re struggling with creating an effective social media strategy, you can always draw inspiration from B2B businesses that have already aced it.
One such brand is – Klaviyo.
This post outlines the social media strategy followed by Klaviyo and what you can learn from it for your B2B business.
Let’s First Talk About Klaviyo
Because 90% of customers find personalized experiences appealing, creating them is more important than ever. And the first step is to understand your customers. It is here that Klaviyo helps you.
With the help of a unified customer platform Klaviyo, your B2B company can take control of customer interactions and data so that you may develop lasting relationships with your customers.
It can easily integrate with your existing technology and provide complete data about customers that visit, what makes them click, what makes them bounce off, and what persuades them to buy.
Klaviyo is also an SMS and Email marketing automation platform. It provides templates to automate personalized communications like ongoing offers and discounts, cart abandonment reminders, product recommendations, and more. From mom-and-pop shops to established companies, innovative brands like Unilever, Bonobos, Taylor Made, Citizen Watches, and more than 90K other paying users use Klaviyo to attract, engage, and keep customers—and expand on their terms.
Klaviyo’s Brand Persona in General
The foundation of Klaviyo’s brand identity is ownership. The flag in its logo stands for many principles and goals important to Klaviyo, including:
- Data Ownership
- The communities Klaviyo helps its customers foster
- Success in speed
The pleasant, documentary-style images highlight the strength and confidence of Klaviyo’s customers. The color scheme is primarily neutral, with vibrant color pops.
“By assisting consumers on their path and taking full responsibility for their achievement, Klaviyo acts as a catalyst. With a human-centric perspective that places our customers at the heart of our verbal and visual communication, our new brand imagery exemplifies this.”
-Kady Srinivasan, Klaviyo’s SVP, global head of marketing.
Klaviyo’s Social Media Strategy
Most people think B2B social media marketing is boring. However, companies like Klaviyo have proven that building a social media presence for a B2B business can be fun and effective.
Klaviyo hasn’t restricted its social media brand exposure to just one particular medium. The company has made it obvious that it encourages experimentation and continues interacting with its audience on all main social media platforms, including Instagram, Facebook, Twitter, Linkedin, and Reddit.
Let’s examine Klaviyo’s social media approach and how the B2B brand has differentiated itself from competitors.
Klaviyo on Instagram
With more than 1.21 billion people active on Instagram, there’s no better platform to connect with your current and potential customers. Instagram can help you build brand awareness, promote customer loyalty, and distinguish your brand. In short, your B2B business must have a presence on Instagram.
But creating a presence on Instagram is not enough. The platform demands solid strategy and experimenting with diverse content formats to keep your audience engaged. Therefore, looking at Klaviyo’s Instagram might be helpful if you’re just starting or having trouble marketing your B2B brand on Instagram. Let’s see what we can learn.
Klaviyo knows that the first thing anyone visiting their Instagram profile will notice is their bio. For this reason, they have a short bio that explains what Klaviyo is and how it helps businesses.
Klaviyo also mentions a link in their bio to direct their audience to some useful resources. This can be a recent blog, a guide to a new feature, customer testimonials, etc.
Instagram stories only last 24 hours, but Klaviyo knows they can make these stories last forever by creating story highlights. This makes it easier for both old and new viewers to browse and engage with your previous stories.
If you look closely, you’ll see that the brand consistently uses plain, solid-colored designs and posts with little to no text. The color combination here is perfect and what we like the most is that the brand has embedded its logo in some of its posts. A successful strategy to raise brand awareness.
Your customers probably have many questions, and addressing them is important to boost trust and loyalty. Klaviyo has developed a Friday FAQ segment where a team member answers a commonly asked customer query through video content. For your B2B brand, you can create a similar strategy.
As was already discussed, it’s crucial to experiment with various content formats if you want your B2B brand to establish a significant presence on Instagram. Knowing that most people find video content engaging, Klaviyo has experimented with Instagram reels.
User Generated Content serves as excellent social proof. Consumers are more likely to believe user-generated content when considering purchasing your product or service than you tooting your own horn. Instagram is the best platform for promoting UGC because it helps to enhance brand reputation, which leads to higher conversion rates.
What you can learn:
- Make the best use of your Instagram Bio. Clearly state the purpose of your business.
- Using Instagram features like reels, stories, and highlights can help you engage with your audience.
- Experiment with different content formats, videos, carousels, and single-image posts.
- Stick to a color, design, and format to boost uniformity and increase brand awareness.
Klaviyo on Twitter
If you believed that Twitter was exclusively for expressing ideas or opinions, it’s time for a reality check. The platform is continuously evolving, and there is no better place to interact with your audience than Twitter.
You can interact directly with your audience on Twitter, offer them immediate support, and keep them up to date on the latest events. Twitter gives your B2B company a chance to generate leads, increase brand recognition, build a strong community, and monitor competition.
Let’s examine some of the ways that Klaviyo has nailed its Twitter marketing.
Let’s start with Twitter Bio. Klaviyo has the same bio as Instagram, which is clear and precise. The brand has promoted its Twitter hashtag to increase brand visibility. The best part is that the brand has provided a link directing the audience to its website to boost traffic. Overall, Klaviyo has used its Twitter bio the best.
The harsh truth is that it’s challenging to create unique content. But when you do it, it’s important to promote it across different platforms. We refer to this as repurposing.
Klaviyo has also promoted its Friday FAQ questions on Twitter because it knows its audience is not restricted to a single platform.
It’s simple to promote upcoming events and webinars on Twitter. How? As we can see from Klaviyo’s post, you can mention the registration link right in the caption. Customers can register for the event with just one click. You can also respond to customer questions in the comments or in direct messages.
Now you know what to do the next time you have to promote a B2B event.
Without a strong promotion strategy, even the best blog content cannot attract readers and convert them into buyers. Because of this, Klaviyo uses Twitter to advertise its blog posts to increase its reader base, website traffic, and conversions.
You can use Twitter to promote user-generated content for your B2B brand. However, it is not the same as promoting it on Instagram because each platform has a different audience and purpose.
What you can learn:
- Repurpose your content on Twitter.
- Promote your upcoming events and webinars on Twitter
- Use Twitter to answer customer questions and offer immediate assistance.
Klaviyo on Facebook
Even today, Facebook is a useful and effective tool for B2B marketing. You can promote campaigns, launch new products, develop strong customer relationships, and retarget your audience using the platform. Of course, in terms of audience size and time spent on the platform, Facebook continues to perform better than any other social media platform.
Therefore, Facebook should significantly influence your B2B social media strategy. However, the platform has advanced and become more complex over time. Therefore, it’s crucial to adhere to best practices while developing your B2B Facebook strategy.
But if you’re unsure where to start, let’s examine Klaviyo’s Facebook strategy to see if you can develop some ideas for your B2B brand.
Klaviyo has a great Facebook bio. It starts with talking about the brand and how it helps businesses grow. It then has a link in the bio to redirect traffic to its website. The brand has made it easy for customers to contact by mentioning its email and Facebook messenger.
You can’t simply create content; hit publish and call it a day. It’s important to maximize the reach of content, and the best way is to promote it across different social media channels.
The brand has promoted its Friday FAQ segment across Facebook too.
As said earlier, Facebook is a great platform for building a strong community of loyal customers. Klaviyo has a Facebook community where they engage with users to discuss their product features.
You can also create a Facebook community for your B2B brand to understand what customers have to say about your product and the unique ways your product is helping them.
The common mistake that most B2B brands make is to only talk about their product and services. No, we are not saying that talking about your product or service is wrong. But if you want your customers to stick and engage with your content, it’s important to provide something valuable.
Look at this post by Klaviyo, which explains how B2B firms may utilize email and SMS marketing during BFCM sales. It’s a great approach to inform and keep your audience engaged.
What you can learn:
- Mention your Facebook link in the bio to drive traffic.
- Repurpose your content to drive value and maximize its reach.
- Create a strong Facebook community of loyal customers.
- Educate your audience by creating valuable content.
Klaviyo on LinkedIn
While platforms like Instagram and Facebook are more about sharing visuals and user-generated content, Linkedin offers you an opportunity to establish yourself as a leader.
Lead generation is one of the important goals for your B2B brand. And according to Oktopost, 80% of all B2B leads came from LinkedIn, making it a powerful platform for growth.
LinkedIn is also an ideal platform to reach your target audience due to the high purchasing power of the audience on the platform. Yes, LinkedIn users have 2x times the buying power, as 44% of LinkedIn users earn above $75,000 per year.
But again, the numbers are worthless if you don’t have the right strategy.
Let’s look at Klaviyo’s LinkedIn profile and see the strategy followed by the brand.
The most important thing about your LinkedIn is the About section. It is different from Bio because you can extensively talk about your B2B brand, the number of users, what customer problems you are solving, etc. Klaviyo has made the best use of the LinkedIn About section.
There’s nothing better than a happy client talking about you publicly. Sharing customer testimonials on Linkedin serves as social proof and boosts customer trust and loyalty.
Klaviyo decided to pick customer testimonials and share them in a carousel format. We love the content format and think every B2B business should create something similar.
This is a giveaway Linkedin post by Klaviyo, and we love how the brand has incorporated giveaways into its marketing strategy.
Giveaway is the best approach to enhance customer interaction or raise brand awareness. It can boost brand visibility and strengthen the relationship with the target audience if effectively implemented. It is cost-effective and simple to execute.
Diversity and inclusion are key to retention for any business. When people feel that their presence and ideas are not valued or taken seriously by the organization, they leave eventually.
Most businesses discuss diversity and inclusion but fail to implement the same in their organizational culture. But it seems like Klaviyo has taken it seriously and is open to recruiting people irrespective of caste, creed, religion, and identity.
You might think that building a diverse workforce isn’t important for your B2B brand, but remember that customers find it more credible when brands take their organizational culture seriously.
If you look closely at Klaviyo’s LinkedIn posts, you’ll see that most of them have the same consistent design. For instance, look at these two posts.
Also, Klaviyo understands that in establishing your brand, design uniformity is key. Hence, these posts look very similar to each other—a great strategy to boost brand recognition.
Since the logo is one of the most valuable assets for brand recognition, the brand has added it to most of its posts.
Hosting niche events and podcasts can further help popularize your B2B brand. Why? B2B buyers are interested in free, helpful events to help their businesses grow.
Klaviyo knows that promoting unique events is a fantastic LinkedIn marketing strategy to demonstrate their industry experience and generate interest in their business.
What you can learn:
- Talk about your B2B brand in the About section.
- Humanize your brand by sharing customer testimonials and the people behind your brand.
- Sharing B2B events and podcasts can help drive traffic to your profile and website.
- Organizing LinkedIn giveaways can help you boost engagement and generate leads.
Klaviyo on YouTube
YouTube can be an indispensable asset for your B2B content marketing strategy. It can help you build an online community around your brand and reach an entirely new audience. It also allows youaccess to comprehensive reporting and analytics; last but not least, it’s essential for SEO.
YouTube is a great platform to increase brand awareness and B2B sales.
However, still, most B2B brands shy away from YouTube. 37% of brands find it difficult to provide visual content consistently. Others still don’t have a solid YouTube marketing strategy or a way to gauge their success.
If you are also stuck with creating a successful YouTube marketing strategy, let’s dig deep into Klaviyo’s YouTube strategy and see what we can learn.
Let’s first talk about Klaviyo’s YouTube About section. We can see a clear brand description first, followed by an email address for business inquiries and links to the brand’s website and other social media accounts. The section has all the important details that a B2B brand needs.
If we look at the video section, Klaviyo has used the same color background for all posts, making it unique and eye-catching.
Also, adding a human face to YouTube thumbnails is an excellent strategy. Because it gives an emotional touch that makes the user think about what had happened and that the YouTuber is sad or happy, let’s watch the video.
Klaviyo has segmented its YouTube videos very smartly. Many don’t know this is a great strategy to improve navigation and SEO, as it gives Google more scope to direct search queries to key, relevant sections in video clips.
Klaviyo is one of few B2B brands which have explored YouTube playlists. If you don’t know YouTube playlists, make it easy for viewers to find the videos they want to watch – with a few simple clicks, videos are saved and sorted.
Additionally, playlists make it simple to rank in search results. Playlists are stuffed with keywords because they are collections of videos. This implies that your chances of ranking in search engine results have increased.
What you can learn:
- Write engaging, must-see titles for YouTube videos
- Use YouTube thumbnails to grab a viewer’s attention
- Target Google search results by segmentation and adding relevant keywords
- Create playlists to organize your YouTube content
- It’s important to consistently post on YouTube
Klaviyo on Reddit
Reddit is like a match made in heaven for your B2B brand. It allows you to access an active community of engaged members at your fingertips.
A platform like Reddit enables a more focused and direct conversation with your brand. By engaging in an authentic conversation, you get to know what people have to say about your brand.
Also, the other reason for creating the presence of your B2B brand on Reddit is that people on Reddit make 9x faster purchase decisions and spend 15% more than others.
However, Reddit is different from all the other social media platforms. Because here, you can’t push your content or promote your product or services. You must gradually establish your company’s reputation in the eyes of your target market, but it’s a tough nut to crack.
If you’re a B2B brand that hasn’t explored Reddit yet or isn’t seeing the results, understanding Klaviyo’s Reddit strategy might help.
As a B2B brand, you probably get a lot of customer queries about your product/service. Some of these questions might be repeated. It’s important you create a video or content answering FAQs.
We like how Klaviyo took over Twitter to promote its email template FAQs and tutorial. Moreover, they create a single link for all the posts so the audience can access content easily— a great strategy to promote your content on Reddit.
Reddit is the most authentic place to know what people say about your brand. You can use Reddit reviews as social proof to drive conversions. Redditors talking positively about your brand can help you establish trust and credibility among your audience.
For instance, look at this Reddit conversation where a person mentions his experience with MailChimp and Klaviyo. This makes it clear how Klaviyo is outperforming its competing platform MailChimp.
You can also use Reddit to create a strong online community. And the best way to utilize subreddits is to engage within them.
For instance, this subreddit r/marketing has discussions going on about r/klaviyo. Klaviyo will check Reddit users who have engaged with this subreddit question and turn them into loyal customers.
What you can learn:
- Reddit is an ideal place to collect user-generated content.
- Leverage other well-established subreddits to create a strong online community.
- Promote your content strategically on Reddit so people don’t downvote you.
Klaviyo’s Social Media Strategy in a Nutshell
Here are a few aspects that Klaviyo’s overall social media strategy has in common:
- Repurpose your content
The social media strategy used by Klaviyo makes it evident that you don’t have to write every post, shoot every video, or design every post from scratch. Instead, you can repurpose your content across different platforms. Repurposing content makes it much easier to scale content and is a terrific way to improve your ability to interact with the diverse demographics of your target audience.
- Promote User Generated Content
User-generated content serves as excellent social proof. Seeing content from actual customers boosts your credibility and puts the promises made by your brand into perspective.
We saw how Klaviyo promoted user-generated content across all major social media platforms. Maybe you can come up with a similar strategy.
- Optimize your social profiles
People look at your profile or bio section when they want to learn more about your brand. It should establish your tone and style while simply communicating your brand’s value proposition.
The more unique your bio is, the more it will be able to grab your audience’s attention, and they’ll resonate with it. Stop writing your company history in the bio. Instead, stick to a few lines explaining your brand and how you are helping businesses. You can add a link to your website in the bio to drive traffic.
Klaviyo has a clear and precise bio for all social media channels. We also saw that brand had provided a link for its website in the bio to direct traffic.
- Build a social media community
Building social media community is very important as it boosts engagement. Klaviyo has focused on building a social media community on platforms like Facebook and Reddit. Users become more close to your brand with every active engagement. They make your brand more visible on the platform. More potential customers see your profiles as a result of this.
You’ll find it surprising that millennials account for more than half of B2B buyers, and 85% use social media to research brands and products before making a purchase.
However, it’s important to understand that social media landscape encompasses different channels. And it’s crucial to have a presence on various platforms because your customers are not restricted to a single one.
But it’s easier said than done. You must have a solid strategy to market your brand across various platforms. After looking at Klaviyo’s social media approach, there are certain strategies you can use for your B2B brand as well.
But if all of this seems very complicated, difficult, or time-consuming for your B2b business, why not seek the assistance of a specialized B2B marketing agency focusing on social media?
At Contensify, we’ll help you devise a unique social media strategy to draw more customers to your business.
Contact us today!