Warming sales leads with business-to-business social media.
The situation
Tensar International is a global provider of technology-based solutions for soil reinforcement and ground stabilization used in commercial, residential, industrial, and municipal developments as well as major infrastructure projects.
Our challenge
Leverage social media to showcase industry leadership, increase brand awareness, and lead current and potential customers to specific pages on the corporate web site to generate sales.
Obstacles
Engage followers and gain traction in a very defined and niche business-to-business marketplace.
The idea
Increase social involvement to expand engagement. Build a base of followers by sharing a range of content through defined and traceable channels. Engage the audience through case studies, geography-based content, and specific industry events.
Tactics
LinkedIn, Twitter
We have more than doubled the followers on both LinkedIn and Twitter. Active engagement continues to foster a relevant and responsive social community.
“Wow, score one for social media…I’ll never again question the opportunity potential of LinkedIn. A very high-level influencer reached out to Tensar as a direct result of our efforts. This lead alone may open significant doors for this segment of our business.”
— Anne Flemming, Global Marketing and Communications Manager
