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MailChimp’s Social Media Strategy and What You Can Learn For Your B2B Business

Table of Contents

You must have heard of Mailchimp if you have used marketing automation tools for your B2B business. It is a top email marketing platform enabling companies to build, send, and manage their email campaigns.

In the past, B2B companies would mass-email their target audience and wait for a response. But Mailchimp has transformed how B2B companies set up email marketing campaigns. Mailchimp makes it simple to set up an email marketing campaign with a solid ROI for any B2B business. 

Whether your goal is to create personalized marketing campaigns or build a website for your business, Mailchimp is a one-stop solution.

In this blog, we will discuss different social media strategies followed by Mailchimp across leading social media platforms and how you can use these strategies as an inspiration for your B2B business.

Mailchimp – Target audience 

“The only companies we could relate to were small businesses, and they always asked for email marketing.”  – Ben Chestnut, co-founder of Mailchimp

Mailchimp is a marketing solution for all kinds of target audiences including:

  • Solopreneurs (Freelancers, artists, consultants)
  • Small business owners
  • Startup founders
  • Marketers
  • Agencies
  • Developers

Mailchimp has managed to cater to a large target audience as a pioneer in email marketing.

Mailchimp’s Brand Persona 

Ben Chestnut, a co-founder of Mailchimp, created the initial Freddie Mascot logo in 2001. But the company has subsequently evolved from an email marketing platform to a lead generation tool for small enterprises. As a result, Freddie, with the wink, was included in the logo later because of his positive attitude.

Originally, the brand’s name was spelled as “MailChimp” with a capital “M” and a capital “C,” but later, it was changed to “Mailchimp,” with a capital “M” and a lowercase “c.”

Cavendish Yellow, Mailchimp’s signature color, is blended with accents of Peppercorn in the brand logo.

Although there were mixed reactions to these changes, Mailchimp has maintained its core values and developed a consistent brand image.

If Mailchimp was a person it would have the following core values:

  • Creative
  • Humble
  • Inclusive
  • Actionable 
  • Simple
  • Humorous 
  • Playful
  • Helpful

Illustrations and animation play a significant role in Mailchimp’s branding and design. Their website is now more expressive and vibrant as a result. They have a distinctive logo that makes them easily recognizable.

Mailchimp on Instagram 

Every B2B brand should create a presence on Instagram. Instagram marketing is an excellent way to spread the word about your B2B brand, reach your potential audience, generate leads, develop lasting relationships with prospects and position yourself as a market leader. 

You can use Instagram for your B2B brand in multiple ways. Some of these strategies include:

  • Posting unique and authentic content
  • Promoting user-generated content
  • Product demos
  • Share behind-the-scenes of your brand
  • Running ads, etc. 

If you’re still unsure where to begin, let’s look at the Instagram strategy Mailchimp follows. We hope this will give you a better idea of creating or enhancing your Instagram marketing strategy.

Your bio will be the first thing visitors to your B2B brand’s Instagram page will see. Mailchimp is aware of how crucial having a great bio is. As a result, they made it clear in the bio what Mailchimp is and how the brand is helping its audience – all in one short sentence!

If you spend time online, you are probably aware of the “Little Miss” meme that went viral a few weeks ago. Worldwide, companies were using this trend to create their own versions. Mailchimp also did it!

Mailchimp also experimented with the content and used it in a way that fits with its brand. Using popular memes, audio, and trends can help you stand out, which is something B2B marketers avoid doing.

As a B2B brand, you should discuss your product features. Why? It helps the audience understand how your product is solving a particular problem. If they’re facing a similar problem, they’ll explore your product and might opt for one.

Sharing your product features is one thing. But adding humor to it while staying true to your message is another thing. We like how Mailchimp decided to inform the audience about their “schedule email” feature here. Anyone going on a holiday or taking a break will definitely check out this feature to schedule their emails.

If you look closely at Mailchimp’s Instagram account, you’ll find that the company has given a lot of thought to its post designs, images, fonts, and color palette. Each post has a distinct aesthetic that draws the eye.

Therefore, if you want people to stop and read your posts rather than scroll through –  consider both the content and the creatives while making Instagram posts for your B2B brand.

Often B2B brands think the only way to put themselves out is to talk more about their product or service. But that’s not true.

Your audience are humans, not robots. Humanizing your brand and making it look more relatable is also important. These posts where the brand is focused on sharing information regarding burnout, therapy for black entrepreneurs, family matters, etc., are the best examples of how to step back from brand promotion and share content that humanizes your Instagram page.

Mailchimp is one of those few B2B brands that have used Instagram Guides features.

Instagram Guides are like miniature blogs. You can use it to curate feed posts, product highlights, content roundups, FAQ guides, reviews, and more. Plus, Guides are at one dedicated place on your profile.

Mailchimp has used this feature to talk about How-to-guides, promote other businesses and entrepreneurs, repurpose their content, etc. If you haven’t explored this Instagram feature for your B2B brand yet, you definitely should.

Mailchimp hasn’t got many views on their Instagram reels, but the brand doesn’t shy away from experimenting with the content format. One reason is because the brand is aware that video content is taking over other forms of content, so they must try it. Second, sticking to one form of content will no longer excite their audience.

Give Instagram Reels a try for your B2B brand if you haven’t. You can share customer/client testimonials, highlight product features, share behind-the-scenes, and more.

What should you learn?

  • Experiment with different content formats on Instagram, including reels, carousels, stories, etc.
  • Use Instagram Guide features to make it easy for people to discover your content.
  • Mix eye-catching visuals and humor to stand out.
  • Hop on to trends that match your B2B goals. Possibly a trending hashtag, audio, or a meme.

Mailchimp on Facebook 

You’re wrong if you believe Facebook is no longer relevant or necessary for B2B marketing. Facebook is still a potent social media platform for your B2B brand, with 2.85 million active members worldwide. The best part is that you can connect with people from all demographics here.

We agree that developing a successful Facebook presence for your B2B brand can be challenging. However, we are here to support you. We’ll examine Mailchimp’s approach on Facebook and see what we can learn from it.

The “About” section on Facebook is important, much like the bio on Instagram. Share a link to your website and talk about your company in this section.

Mailchimp has effectively used it to describe its target market and how it benefits them. A link to the company website is provided. The brand has included a list of all its social media channels at the end so that the audience can follow and reach them there – successful way to boost social media following.

In this Facebook post from Mailchimp, one of its users is highlighted and discusses how Mailchimp has helped him expand his business. Featuring your customer case studies on Facebook is a fantastic way to gain trust and consumers.

The CTA “See how he nearly doubled his client’s email open rates” caught our attention. Anyone who reads this will be eager to discover his approach.

Writing blogs for your B2B brand is important because it helps you educate people about your product or service, build trust and generate leads.

However, you can’t just write blog content, publish it, and call it a day. Additionally, you need to promote them so that more people read them. A wonderful place to start is Facebook!

If you look at this Mailchimp Facebook post, the company shared a link to an old blog post. For your B2B brand, you can employ a similar strategy.

Most B2B brands struggle to create content. Mailchimp has a suggestion for you: Repurpose your content. 

As you may have noticed, Mailchimp made a single post and promoted it across multiple social media platforms. Scaling content is significantly easier when it is repurposed.

You should take away one lesson from Mailchimp’s approach: you don’t have to write every post or shoot every video. Repurposing your content is the key when struggling to churn out new content.

Your B2B Facebook page can sometimes also work as a support page. Look at the image above. A customer has raised a query, and the brand has replied.

Your customers can reach you anywhere; hence it’s important to respond promptly. This builds trust and long-lasting relationships with existing customers.

Never miss your Facebook messages or comment section. Make sure you reply to boost engagement and make people feel valued.

What should you learn?

  • Make your customers feel valued by replying and answering their queries in the comments.
  • Sharing blog links is a great way to drive traffic from your Facebook audience to your website.
  • To increase your social media following, link other platforms in the “About” section.
  • Repurpose your content to make your old content evergreen.

Mailchimp on Twitter 

It will come as a shock that 53% of Twitter users are more inclined to be the first to purchase new products. Your audience uses Twitter for more than keeping up with current events and hot topics.

Customers are more eager to learn about your company, products, or services through Twitter. Although people believe that B2B brands adopt a serious tone, Twitter allows you to play around with your brand’s personality. In this situation, you can try out a humorous persona.

Let’s examine Mailchimp’s social media approach on Twitter and what you can learn for your B2B brand.

If you’re unsure what your Twitter bio should look like, follow Mailchimp for some inspiration. It is worth noting that the brand has a clear CTA – use its smart marketing tools and integrations.

It can confuse your audience if you have different B2B Twitter accounts for marketing, support, and communication. By naming additional Twitter accounts in the bio, the brand has removed any room for confusion. It’s easy for customers to follow other Mailchimp Twitter accounts.

Always include a “Website Link” in your Twitter bio to enhance website traffic and produce leads.

Customers want to feel special, and you can give them that feeling by keeping them informed. This increases customer loyalty. Mailchimp is well aware of this, so the brand informed customers about its new launch on Twitter.

Look at this tweet from Mailchimp if you think that developing interesting content for your B2B brand is difficult. Mailchimp is aware of the use of humor in humanizing its brand and creating interesting content.

When it comes to interacting with their audience on Twitter, Mailchimp is eager. The post above demonstrates how far the brand has gone to support someone launching a Mailchimp newsletter. Note the funny and playful tone.

Social media is fast replacing traditional media as the go-to channel for people to contact businesses. On Twitter, there are tens of thousands of brand mentions and interactions between clients and companies like yours.

Customers demand prompt responses to their questions. Any snag in the process can annoy your customers. As a result, since social media is where people spend most of their time, they use it to contact businesses.

Take a look at the interaction by Mailchimp, where they provided the best answer available and promptly addressed the customer’s concern.

75% of Twitter users anticipate a prompt reply within 15 minutes. Make the necessary arrangements with your customer support personnel to respond quickly to customers contacting you via social media.

What should you learn?

  • Mention any additional Twitter accounts you use for promotion and communication in your bio.
  • Make official announcements via Twitter.
  • Interact with the audience through tweets.
  • Use Twitter to answer customer questions and offer immediate assistance.

Mailchimp on LinkedIn 

Let’s say you never heard of Mailchimp until finding their LinkedIn page. What would be your first thought after reading its bio? That it is a platform for email marketing and automation. Right?

That’s how you should place your B2B brand on LinkedIn or other social media platforms. The objective of your B2B brand should be clear.

Most of the content on Mailchimp’s LinkedIn page is repurposed, which is OK. By repurposing your content to increase its reach, you can avoid the need to create new content specifically for each social media platform.

As a B2B brand if you’re struggling with content creation you can follow a similar strategy.

Top executives like CEOs and co-founders occasionally post significant company announcements on their personal social media pages. Resharing this content on the company page is the best approach. Customers might not follow CEOs or founders on social media, but they have probably liked or followed the company page for regular updates.

For example, Ben Chestnut, the founder of Mailchimp, announced a partnership with QuickBooks in the above post. The post was later reshared on the company’s LinkedIn page.

What should you learn?

  • Use your LinkedIn bio to its full potential. Include a single sentence outlining your brand’s mission.
  • Repurpose your content on LinkedIn to reach a wider audience.
  • LinkedIn is a good place to share important company announcements because it’s more of a professional platform.

Mailchimp on YouTube

We won’t claim that the brand has a distinctive “About page,” but its YouTube channel does have all the important details a B2B brand should have.

The description is succinct and clear. Lastly, the brand has connected its other social media profiles to reach a larger audience.

It’s important to concentrate on the brand colors in the above image. The thumbnails for Mailchimp’s videos share the same color as the logo (yellow and black).

Customers’ first impression of your brand is based on color and perception, followed by a range of emotional connections. Your brand’s color is an important character in its story.

Secondly, Mailchimp has been creative by adding a human face to the cover images. They know it is important to grab attention and show the brand’s human side. Building an emotional connection with the audience is important; we can see how Mailchimp has nailed it.

On its YouTube account, Mailchimp has created YouTube series as well. The target audience can find a series of videos, not just single videos. This is because a series only contains essential, particular qualifiers* that search engines use to index information and consider that it is connected to previous pieces.

YouTube playlists are one of the most underrated features on the social media platform. Playlists organize and save videos so viewers can quickly find the ones they wish to watch with a few clicks.

It is now simpler for its audience members to find the content they want to watch, thanks to a carefully crafted playlist created by Mailchimp. If you have a YouTube channel for your B2B brand, you should look into this feature.

What should you learn?

  • Segmenting your content on YouTube is crucial so that users can quickly locate what they’re looking for. For this, you can create YouTube playlists.
  • Stick to your brand color to create a consistent brand image.
  • It’s crucial to have a series on your YouTube channel if you want subscribers and viewers to return to watch the remaining episodes of the planned series.
  • You will always have video ideas when you need them, which is another fantastic advantage of having a series on your YouTube channel.

Mailchimp on Reddit 

B2B companies often overlook Reddit as a marketing channel because it requires learning time. Also, you won’t see quick results here like other social media platforms. To understand what works and doesn’t on Reddit, you must post, interact with others, and consistently add value.

Reddit differs significantly from other social media platforms because you cannot only talk about the benefits of your product here. Without being assertive or self-promotional, you must gradually establish your company’s reputation in the eyes of your target market.

If you’re a B2B brand that hasn’t explored Reddit yet or isn’t seeing the results, understanding Mailchimp’s Reddit strategy could help.

To provide support and recommend products is arguably one of the best ways to use Reddit for your B2B business. Why? Because this creates a direct line of communication between your company and consumers while also serving as a public forum where users may go for solutions and product recommendations later.

Customers spend most of their time on social media and may reach out to you on their favorite platforms. Hence you should have a dedicated subreddit community on Reddit where they can ask questions and get help.

For example, if you look at the post by Mailchimp above, you’ll notice that the company has a specific subreddit, u/MailchimpSupport, to provide customer support.

Sometimes it’s better to listen than take action or make suggestions.

You can better understand where you’re succeeding, where you could be falling short, and how you can grow by keeping an eye on discussions regarding your products or competitors.

For instance, read this Twitter conversation where a Reddit member asks for advice on switching from Pardot to Mailchimp. The other user emphasizes the difficulties they had using Mailchimp.

You can use these ideas to improve or develop content that will help customers find answers to their questions.

The best way is to look for Reddit discussions about your B2B business. You can drop a link to your website blog, social media posts, or YouTube channel to help people discover and follow you there. By doing this, you can reach more people.

What should you learn?

  • Reddit has a lot of discussions that can be of interest to businesses. Pay attention to customer feedback regarding your product.
  • Reddit discussions regarding customers mentioning your B2B company are common. As a result, Reddit is the home to a vast amount of user-generated material, including reviews.
  • Prioritizing support over sales is possibly one of Reddit’s strongest marketing strategies.
  • Engage with customers using a personal account. This is a subtle suggestion, but it is undoubtedly worthwhile.

Mailchimp’s Social Media Strategy in a Nutshell

Here are a few aspects that Mailchimp’s overall social media strategy has in common:

1. Consistent messaging

Winning the trust of your audience is much easier when you maintain consistency in your messaging, target audience, marketing, etc. Hence, Mailchimp’s messaging is consistent across all social media channels. The brand is aware that the purpose of its e-commerce solutions is to help small businesses in expanding. 

2. Make your brand

Most B2B SaaS companies choose professional, modern, or futuristic brand styles. However, Mailchimp is aware of how crucial it is to humanize your brand with relatable and entertaining content.

3. Engage with customers

Social media is where consumers are currently most active. Therefore, they interact with brands on social media to learn more about them and ask questions. Mailchimp is active on all platforms and interacts with users through tweets and comments.

4. Experiment with content

When it comes to creating content for social media, there is no golden rule. Experimenting with your content is the best method to capitalize on what is working and eliminate what isn’t.

By experimenting with different content types, Mailchimp has broadened its voice. Content experimentation has helped the brand maintain data-driven strategies and make informed decisions.

5. Use social media as a support channel

90% of customers believe that resolving a problem quickly is the most crucial aspect of good support. 60% of customers consider 10 minutes to be “instant.” Hubspot

That alone makes social media customer service invaluable since it provides another channel for near-instant support.

Also, if you have a dedicated social media support channel, mention it in your bio. It becomes easier for people to reach you for support-related queries.

For example, we saw that Mailchimp has mentioned its Twitter support account in its bio. You can also do something similar for your B2B business and provide quick support.  


Creating a social media presence for your B2B business is important. It helps you improve sales, grow brand loyalty, increase exposure and traffic, and gather market intelligence.

B2B companies have a higher price point and a longer sales cycle than other businesses. Therefore, convincing your customers requires much more effort. You have to  ensure that customers understand your product. Social media can be helpful here.

To create an effective social media strategy, you can draw inspiration from Mailchimp. Many of the social media strategies listed could be applicable to your B2B business.

However, the world of social media is constantly changing, making it challenging to keep up with trends. But that shouldn’t stop you from marketing yourself on social media. To get started,you can reach out to Contensify.  We’ll create a social media strategy for your B2B brand.

Contact the team right away!



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