The more invested a company’s leader is in social media — and the better they understand how it works — the more effectively social media drives sales. Let me illustrate with three real cases from our practice.
A seed production company. The CEO isn’t subscribed to a single social platform: «I honestly don’t get the point, but our marketer insisted!» The result: two months of setup and social media work — down the drain. We’re told social media hasn’t produced a spike in sales, so they’re pulling the plug.
Here’s the truth: social media can’t (with rare exceptions) deliver sales growth in two months. That’s like expecting a chicken to lay ostrich eggs. It simply doesn’t work that way. Here’s what does: we build your social channels and spend several months growing your subscriber base through targeted ads, influencer collaborations in your niche, and content that attracts your target audience. How exactly we do this — we cover during a social media strategy consultation. Book yours here.
Another cautionary tale — how social media goes from being a sales support tool to a budget drain. The setup: an agribusiness company producing, say, specialized silage wrap film.
The CEO follows every social platform and has very firm ideas about how social media should look. He personally approves every post, greenlighting only official announcements about events, his own speaking engagements, and facility visits by government officials and school groups. Every post released under his oversight is polished and varnished to the point of lifelessness. The result: rock-bottom engagement — because nobody on social media cares about content like that.
I call this «corporate bulletin syndrome» — because the company’s social media ends up looking like the school bulletin board from our childhoods: the one nobody found interesting and nobody ever read. Don’t get me wrong — I’m not against covering events or community outreach programs. Ofcourse, these are important. And to help fit the widest range of topics into social content effectively, I’ve written a 5-step guide on how to cure «Bulletin board syndrome».
An example of a leader who understands the value of SMM and listens to the agency: one of our 2024 clients. The company launched agricultural equipment manufacturing from scratch in Voronezh.
We began the partnership at the pre-production stage — when the machines themselves didn’t even exist yet. And we managed to attract several hundred social media subscribers purely through compelling content. We built the narrative around a single objective: draw attention to the new production facility and spark interest among potential buyers.
The format: behind-the-scenes content from the factory floor — outfitting the facility, starting with clearing out old equipment and debris, renovating the space, bringing in and calibrating new machinery, and test production runs. We documented every stage of the launch, and it turned out to be, first, genuinely interesting, and second, a powerful trust builder. Two months in, the client reported that the company was being recognized by equipment dealers, farmers, and even Ministry of Agriculture officials. Job candidates were coming to the company saying they’d discovered it through social media and wanted to work there. In other words, we achieved the target outcome — plus the added bonus of building a strong employer brand. Readtheclient’stestimonial here.
If you’re going to invest budget in SMM, it’s worth taking the time to understand HOW social media can support your product marketing and sales, and WHAT kind of content will deliver maximum impact. Ultimately, we all run social media for one reason: so that potential customers remember our product and trust us. Because social media should be an integral part of your company’s sales strategy. Then, when the time comes to make a purchase, they’ll think of you — and that’s exactly what social media is for.
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