Using the right channel: How Beton2Go strikes a chord with its target audience
What happens when the right topics meet the right target group on the right social media channel? Beton2Go and additiv have found the answer: success. Since its meteoric start on Instagram, the machine manufacturer from the Westerwald region has not only built up a strong community with considerable reach, but has also launched a podcast collaboration, enabling it to win new customers.
But the key to success was not just the posts. It was above all the precise targeting of the target group that got Beton2Go talking on social media.
Finding the right connection to the target group
The family-owned company Beton2Go develops modular concrete filling stations for self-collection of fresh concrete and, together with additiv, has long since successfully established itself in the trade press. However, while its presence in the trade media was firmly established, it still lacked a communication strategy for its own social media channels. Since the target group of ‘gardeners and landscapers’ frequently uses Instagram in particular, this platform offered untapped potential. Beton2Go therefore set itself the goal of using Instagram to establish a communication channel that directly addresses the target group with tailor-made content. At the same time, the company wanted to position itself here as a leading provider of concrete filling stations.
New paths on Instagram: The success strategy for Beton2Go
After conducting a situation analysis, additiv developed a targeted strategy that directly links content and target group on Instagram. The team made a conscious decision to populate the channel with practical, visual content that clearly illustrates the direct benefits of concrete filling stations for craft businesses. A podcast collaboration that came about via Instagram was a great success. This enabled Beton2Go to expand its network with other influencers from the construction industry. In addition, managing director Lukas Massfeller became active as a corporate influencer on LinkedIn in order to reach building material dealers and landscaping companies as an additional target group.
Measures:
Launch of Instagram account targeting landscaping contractors
Integration of corporate influencers on LinkedIn
Podcast collaboration as an effective channel for acquiring new customers
Measurable success: Reach increases by 140 per cent in one year
The social media activities quickly showed measurable success. For example, the reach increased by around 140 percent in the first year thanks to the Instagram presence. After six months, Beton2Go recorded more than six times as many page and profile views on Instagram as at the beginning and an average reach of 615 per organic post. The podcast collaboration in particular proved to be a successful strategy. Here, Beton2Go conveyed its messages authentically in dialogue with other experts, which was particularly well received by the target group. The result: concrete enquiries from valuable leads, which developed into new customers.
Achievements:
Reach on Instagram increased by around 140 per cent in the first year
Average reach of 615 per organic post
New customer gained through podcast collaboration
Target group accuracy on Instagram: the key to success for Beton2Go
At a time when many companies are focusing on business-oriented platforms such as LinkedIn, Beton2Go has recognised that its primary target group, landscapers and builders, is actively using Instagram. This insight enables a tailored approach that is not only authentic and approachable, but also focuses on the direct benefits of the products. The lesson for the future: if you know your target audience and address them specifically on the right channels, you can achieve real success even outside the trade press.
Why fight for likes when you can have real reach? We’ll show you how.