25th September 2018

Making the jump(suit) – B2B social media lessons from Marks & Spencer

This summer, Marks & Spencer cleverly used social media to successfully launch its new navy polkadot jumpsuit. M&S used carefully selected influencers on Instagram to showcase the new jumpsuit, creating anticipation and excitement about the launch.

And it worked. Using only social media promotion, the new ‘must-have’ piece sold out nationwide within 24 hours and create a huge amount of buzz online.

Given high profile success stories like this, it’s perhaps surprising that only 60% of businesses are using social media (according to the Office for National Statistics). But with social media users projected to reach 42.88 million by 2022, a slow but inexorable shift has begun. Although it tends to be high profile B2C campaigns that hit the headlines, there is increasing recognition of the value that social media can bring to B2B marketing, particularly as a lead nurture tool during the typically longer B2B buying cycle.

With this in mind, here are four simple tips on using social media for B2B marketing:

1.A picture speaks a thousand words

If you’ve used your logo for your profile image, consider using your header image as a further opportunity to create interest and promote what you do. This banner could be an infographic, a team photo showing key people or a company success you want to shout about.

2.First impressions

Your company description is your opportunity to describe your business. While social media platforms vary, essentially across all channels a business must first think about how best to create the right impression to its target audience. For example, on LinkedIn the first two lines are displayed, and it is up to the user to click to “see more”. In this case you should think about grabbing the attention of your reader within the first two sentences.


The user has landed on your page, but now you want to engage with them and drive click-throughs to your website. Informative content can be used to position your team as experts, and your business as the go-to company when a prospect is ready to purchase a service. It is worth remembering there is no one size fits all. The key is knowing your audience and thinking about what they will find interesting and useful – not just connecting with as many followers as possible. Posting fresh content regularly will encourage your audience to keep coming back for more and be sure to be responsive when they comment or ask questions to strengthen their relationship with your brand.

4.Strengthening connections

Each social platform offers search tools and these are a window to potential prospects. Twitter and Instagram offer the facility to search for topics and services through hashtags so you can seek out audiences interested in subjects related to your business. LinkedIn offers an advanced search tool that enables you to narrowing down your search for specific professionals in categories including job title, industry sector and geography. Familiarise yourself with these tools to ensure your searches are optimised and fruitful.

These are just a starting point. As the B2B landscape and social media technologies continue to evolve it is important that a company stays relevant. Perhaps, next time you have 15 minutes explore Twitter, LinkedIn, Facebook or Instagram – you could end up with several potential prospects (and a navy polkadot jumpsuit – in my case).