Link building and social networking can be a challenge, especially in the B2B space. See how one B2B took a creative approach to start a conversation online.

1. Case Study:
A Creative Approach to
Social Networking in the B2B Space

2. • Building high quality, relevant inbound links are an
important part of search engine rankings.
• Active participation in social media is becoming
increasingly important for every business – both B2C
and B2B. And it needs to be a two-way conversation.
• Link building and social networking can be a
challenge, especially in the B2B space.
• How can you meet the challenge? See how one B2B
took a creative approach to start a conversation
online…

3. • ID Wholesaler is the largest retailer of photo identification
products, such as ID card printers, ID software, ID badge
accessories, and more.
• They maintain an active blog and Twitter page, yet active
customer engagement has proven to be a challenge.
• Their marketing team set out to answer this important question:
“What content can we provide that will inspire people to talk and
share socially, yet is relevant to our business?”
• After several brainstorming sessions, their team developed a
contest-based marketing campaign: a Lanyard Design Contest.

4. ● The Lanyard Design Contest was related to ID Wholesaler’s core
business – lanyards are a common way to wear an ID badge.
● The 7-week-long campaign targeted artists who create custom,
handmade ID badge lanyards – a new audience for ID
Wholesaler – with cash prizes as the incentive.
● The winner of the contest was selected by a public vote.
● The contest was promoted on a contest
website, Facebook, Twitter, and Pinterest
pages.
● Contest entrants were compelled to
share the contest with others to
increase their votes and chance to win.

6. Results
● ID Wholesaler was thrilled with the participation, receiving 87
entries and over 7,450 public votes.
● Their Facebook page received over 900+ “likes” and provided a
forum for open conversation and linking to the contest website.
● A number of contest entrants blogged about the contest and linked
to the contest website to encourage their site visitors to vote.
● ID Wholesaler experienced a lift in non-paid traffic related to the
target keyword “lanyard.”
● The excitement of winning a contest and receiving a cash prize
started an online conversation. It provided the incentive for
entrants to link to the website, post on Facebook, tweet on Twitter,
pin lanyard images on Pinterest, etc.

7. ● Consider adding a contest to your marketing strategy. Contests
have legs! Entrants are compelled to share the contest with others
with little to no prompting.
● Be open to tapping into a new market or audience. If your current
audience isn’t responding to social media efforts, try a new
audience!
● Think outside of the box! Marketing campaigns do not always need
to be directly related to your business and target customer.
● Know that B2B retailers can ignite conversation online – we just
have to be creative!

8. • We hope this campaign inspires you to think outside the box
when developing your social media and linkbuilding campaigns.
• Learn more about the Lanyard Design Contest by visiting the
website:
http://www.idwholesaler.com/lanyard-design-contest/
• ID Wholesaler has helped thousands of businesses, schools, and
other organizations start a plastic card printing program.
• Our job is to make your job easier. Here’s how we deliver:
• An easy-to-use website with everything you’ll need
• Expert service from your personal account manager
• Fast delivery and free shipping
• Lifetime support from our expert, in-house tech team
• Contact us today to receive award-winning service from our ID
Professionals!
www.IDWholesaler.com | (800) 321-4405 | sales@IDWholesaler.com

9. Save an extra $10 on our already low
prices by using Coupon Code SS1075
on any $75+ purchase!
Shop ID Wholesaler now!
www.IDWholesaler.com | (800) 321-4405 | sales@IDWholesaler.com