The right channel: how Beton2Go reached its target group on Instagram
When the right topics reach their target group on the channel it actually uses, success follows. Beton2Go and additiv have shown how. Since its fast start on Instagram, the machine manufacturer from the Westerwald region has built a strong community with considerable reach. It has also launched a podcast collaboration that brought in new customers.
The posts alone were not the key to success. What got Beton2Go talked about on social media was the precise way it addressed its target group.
Finding the right connection to the target group
The family-owned company Beton2Go develops modular concrete filling stations where customers collect fresh concrete themselves. Together with additiv, it had long been established in the trade press. Its presence in the trade media stood on firm ground. What it still lacked was a communication strategy for its own social media channels. Landscape gardeners, its core target group, use Instagram a lot, so the platform held untapped potential. Beton2Go therefore set out to build an Instagram channel that speaks to this group directly with content made for them. At the same time, the company wanted to position itself there as a leading provider of concrete filling stations.
New paths on Instagram: the strategy behind Beton2Go’s success
After a situation analysis, additiv developed a strategy that connects content and target group directly on Instagram. The team deliberately filled the channel with practical, visual content. It shows tradespeople at a glance what a concrete filling station does for their business. A podcast collaboration that grew out of Instagram became a major success. Through it, Beton2Go extended its network to other influencers from the construction industry. Managing director Lukas Massfeller also became active as a corporate influencer on LinkedIn. That way, Beton2Go reaches building materials dealers and landscaping companies as an additional target group.
Measures
Launch of an Instagram account aimed at landscape gardeners
Corporate influencer activity on LinkedIn
Podcast collaboration as an effective channel for winning new customers
Measurable success: reach up 140 per cent in one year
The social media activities showed measurable results quickly. In the first year alone, the Instagram presence increased reach by around 140 per cent. After six months, Beton2Go recorded more than six times as many page and profile views on Instagram as at the start. The average reach per organic post was 615. The podcast collaboration proved particularly effective. In conversation with other experts, Beton2Go got its messages across authentically, and the target group responded well. The result was concrete enquiries from valuable leads, some of whom became new customers.
Results
Instagram reach up by around 140 per cent in the first year
Average reach of 615 per organic post
New customer won through the podcast collaboration
Knowing where the target group is: the key to Beton2Go’s success
Many companies concentrate on business platforms such as LinkedIn. Beton2Go recognised that its primary target group, landscape gardeners and builders, is active on Instagram. This insight allows an approach that feels authentic and puts the direct benefit of the product first. The lesson for the future: if you know your target group and address it on the right channels, you can achieve real success outside the trade press as well.
Why fight for likes when you can have real reach? We’ll show you how.