BlogUniform ProgramsThe Dos and Don’ts of B2B Digital Marketing for Uniform Companies

The Dos and Don’ts of B2B Digital Marketing for Uniform Companies


Everybody knows that social media is an extremely valuable opportunity for a uniform business because it connects it to the potential customers. For B2B, the deal is pretty much the same because marketing uniforms in social media enables to get a company in front of a potential partner and client, thus allowing to make an important first impression and stand out.

B2B marketing in social media is similar to B2C in the sense that the first impression made by the company matters. Simply saying, you don’t get a second chance to make a good second impression, so it’s now or never, really. Obviously, there are many rules that B2B uniform companies follow to make sure that they nail the first impression right from the start.

Also, there are some things that B2B uniform companies should not do to make that good impression. This knowledge requires an expertise and years of experience dealing with social media users. If you want to make a shortcut and make better marketing decisions right away, stick around for the list of do’s and don’ts in digital marketing for B2B.

1. Choose the platform wisely

Have you chosen Facebook for your B2B uniform marketing campaign? There is a good chance that most of the companies in your industry use this platform, too. Before you decide on the social media network that you will use to communicate with potential customers, perform a simple search using the keywords that narrow the results to the companies that you are trying to target.

If the platform has an appreciable number of companies, the next step is to analyze their profile pages to see whether they are active. Some of the companies use social media just to upload information about them and prefer to interact through other means, such as the official website.

2. Know your audience

Like B2C, companies that work with other businesses need to tailor their social media profiles so they involve something that could be interesting to potential partners. Many experienced marketers say that most of the customers don’t care about the companies they work with because they care about what you can do for THEM.

This principle should guide the content on your company’s social media page. For example, you can post some stories about uniforms that would make the customers relate to them, such as stories of overcoming some common challenges in the uniform industry. Also, the content should be useful for the visitors to be considered interesting. For example, if you’re running a professional essay writing service, you can share some tips on crafting various kinds of essays and research papers, and following citation styles.

3. Build a relationship

According to the latest principles of doing business using digital media, companies must spend some time establishing relationships with potential partners before making any sales pitches. The reason for this is obvious: if you try to sell your uniforms or services right away, you will be perceived as a uniform company that cares about the sales volumes rather than customers. This is to be avoided at all cost in digital marketing.

Instead, take some time to build a relationship with potential partners. This means liking, sharing, and commenting on the posts of the users you have to target. As the result, you won’t be perceived as just another company that came completely out of the blue.

4. Get the details right

Social media is a complex area to operate it. Thousands of new posts and hundreds of new companies join every week, so keeping up with the pace is rather difficult. Mistakes can be made during commenting, sharing, and messaging because of the sheer volume of work that you need to deliver. For example, you might call a company by a wrong name, or send them a text that is designed for interaction with companies from another industry.

To make sure that you don’t commit these mistakes, check the details as many times as needed to get everything right. Remember, everything is visible on social media, so verify your content before you hit that ‘send’ or ‘share’ button.

5. Know what is trending

In the social media business, it is extremely important to monitor the latest trends in order to stay relevant. This shows that the uniform company pays attention to what is going on in the world instead of focusing on work and promotion. To stay up to date with the latest media trends, B2B companies are advised to use specific tools and tips because keeping up with thousands of trends can be a challenge.

1. Don’t like your own posts

This one is pretty obvious but many uniform companies are still doing it. Naturally, you like the information you post out there but don’t think that the best ambassador for your company is the company itself. It looks silly and unprofessional in the eyes of potential partners because they need your clients’ approval. Some company or an individual from the outside is the perfect ambassador because they are perceived as non-biased parties.

You can, however, encourage your employees to like the posts uploaded by your company. But then again, don’t push the limits. Seeing that everyone from your entire office staff likes your posts will also contribute to a negative perception.

2. Don’t share too much

Sharing too much has one several major disadvantages that will ruin your success. First, it looks like spam, and everybody knows what to do with it: send to the trash. Second, it makes it difficult for people to follow your activities, and they will get bored of that very quickly. Eventually, you risk losing some (if not all) followers you have worked so hard to engage.

3. Don’t become a stalker

Don’t get this wrong: follow up messages can be great for connecting with potential partners. However, if you don’t get a reply from a company you’ve been watching for some time, is it not a reason to become some kind of a stalker. Of course, your message has been received and read by that company’s representatives. Maybe there is a reason they don’t want to answer, so how many and how often you should sent follow ups really matters.

Sending too much follow up messages is obviously not attractive for potential partners. You risk of appearing as a desperate company that tries too hard to connect. Who would want to have a partner like this?

4. Don’t use the same message

Obviously, you’re trying to target companies from the same industry, so the message you send them on social media might essentially be the same. However, it is a bad idea to churn out the same message because it could be really easy to determine this. For example, if you’re using Twitter, the company you sent a message can visit your page and view the recent activity on your profile. As the results, all your messages will be seen.

How would you react if you knew that you have been sent the same message as your competitors? Right, you would just ignore the company that tried to engage you. In contrast, if you tailor your message to the receiving party, this would contribute to the impression that you actually care about their business.

5. Don’t approach all companies in one way