Social Media Case Study : B2B – Worksmart Contracts

Worksmart is a B2B solutions based Office Interiors and Office Refurbishment company working all over Scotland and the UK.  We first came across them over three years ago, when myself and Colin presented a Digital Awareness event hosted by East Ayrshire Council.   Something we said that day was a ‘lightbulb moment’ for owners Steve and Lisa Neilson who have since embraced all the benefits of digital marketing for growing an SME sized business.  We caught up with new Marketing Assistant Robyn Dale who gave us an overview of their social media usage.

Worksmart Contracts Ltd - B2B Social Media Case Study


As marketing budgets are tight, digital outlets have allowed Worksmart to compete with larger businesses within the interior fit-out and refurbishment industry.   We have adopted those early teachings of NSDesign and kept up to date with all things Digital through refresher support from East Ayrshire Council.

We take a different approach to each platform we use to maximise its potential.

LinkedIn and Twitter have proven so far to be the best platforms for the company, allowing us to reach professionals in our community in a whole new way. They also present the opportunity to engage with end-user clients and the wider supply chain long after the project has been completed.

We have a different approach to the Worksmart Facebook page, aiming to target different audiences local to our three offices in Kilmarnock, Edinburgh, and Manchester. The platform works best when sharing our community benefits and social responsibility stories. Professional photos of various interior refurbishments from all market sectors perform well on Facebook too – these are often taken by local photographer Guy Hinks whom we often partner with, giving us both excellent visual content to take advantage of across social media.

Online marketing is constantly developing and as a result we are looking to bolster our other social media channels such as Instagram, G+ and Youtube that are sure to progress as we continue to improve their content and find out what works best for them.

Our latest online launch has been the company blog where we aim to post every Friday with a range of content from latest interior projects to good news stories to issues within the interiors and construction industry. These posts are more in-depth and informative than quick social media statuses but can be easily shared across all platforms to create traffic to the company website. All these platforms help towards our SEO rating and Worksmart have jumped numerous places on Google since discovering the benefits of digital three years ago, which of course leads to more website traffic and an increase in the volume of enquiries we get.

We use #makeitworksmart across all channels to make ourselves easily identifiable via a hashtag search while at the same time creating a catchy company strapline.   This is also used offline – printed on other company marketing material including our high-visibility vests that the teams wear on the job!

Worksmart truly believe in the benefits of digital marketing and have seen first hand the very tangible B2B benefits when social media, the web, and an openness to digital are embraced and exploited.

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