Social Media Strategy for B2B Brands: Blaze Signs Case Study
Discover how we helped Blaze Signs grow their social following from 500 to over 7,000 with a tailored B2B social media strategy.
Social media strategy for B2B brands is more important than ever. It builds brand credibility, improves reach, and helps foster ongoing conversations with customers, prospects, and industry stakeholders. Blaze Signs, a leading UK signage supplier, has seen this firsthand.
Blaze’s social presence grew from under 500 followers to over 7,000 across platforms like LinkedIn, Instagram, Facebook, and X. This transformation began in 2020, when I took on social media as part of my full-time role as Social Media Manager (and later Brand & Marketing Manager) at Blaze. Now, through BrandWorx, we continue to manage and grow their B2B social media presence with consistent, tailored support.
“When we started, Blaze’s voice on social media was quiet. Now it’s a conversation, and the audience is listening.”
Understanding the Audience and Building the Foundation
Our journey began by identifying what kind of content would resonate most with Blaze’s core audience. That included retail clients, partners in design and architecture, prospective recruits, and industry peers. We explored different formats and themes, from installation showcases and project spotlights to thought leadership and team stories.
We quickly found that a human-centred, value-driven approach performed best. This insight shaped the content calendar and defined Blaze’s tone of voice on social media.
“B2B doesn’t mean boring. Your brand has people behind it, and people connect with people.”
Creating a Strategic and Scalable Posting Plan
Every week, we publish 3 to 5 unique posts across platforms. These are planned in advance using social scheduling tools, but we always leave room for one-off content like major project announcements or awards.
Content Themes We Focus On:
Service and market spotlights
Recent installations and case studies
Team and culture updates
Sustainability initiatives and charity efforts
Industry trends and educational snippets
The key? Consistency in both tone and timing, plus always prioritising what our audience wants to see.
Why B2B Brands Can’t Ignore Social Media
Social media isn’t just for influencers or eCommerce brands. According to LinkedIn’s B2B Benchmark, 75% of B2B buyers use social media to inform their buying decisions.
Even if your product or service isn’t bought on impulse, the journey starts online. Social media is now a trusted source of:
Research
Recommendations
Reputation
And if you’re not actively showing up there, chances are one of your competitors is.
“Your brand is being talked about online. The only question is… Are you part of the conversation?”
From Blaze Employee to BrandWorx Partner
The success of Blaze’s social channels started internally while I was managing their brand and marketing. Since launching BrandWorx, we’ve continued that work externally – evolving the strategy, creating content, and keeping the brand active and visible every week.
Blaze’s social feeds are now a place where customers, employees, and future hires connect. It’s a key brand touchpoint, and we make sure every post is aligned with their wider goals.
Social media strategy for B2B brands isn’t one-size-fits-all. It takes clarity, creativity, and consistency. If you’re ready to grow your B2B brand with smarter social media marketing, let’s talk.
