Managing Social Media for a B2B Industrial Company

🏭 Context

AGIERRE is a B2B industrial company operating in the field of powder handling and process equipment, with a client base both in Italy and abroad.
Like many industrial companies, its communication challenge was not a lack of expertise or value, but how to translate highly technical solutions into clear, engaging, and consistent content across social media platforms.

When I joined the company, social media management was not part of my initial responsibilities. I took over this area at a later stage, as the need emerged to structure and coordinate the company’s presence across multiple platforms.

👤 My Role and Evolution

Over time, I became responsible for the organic management of AGIERRE’s social media presence, focusing on:

• LinkedIn

• YouTube

• Facebook

• Instagram (channel created and launched during my tenure)

• TikTok (channel created and launched during my tenure)

• X (formally known as Twitter)

In addition, I handled company updates on Google Business Profile, ensuring alignment between social channels and the company’s online presence.

The objective was not short-term visibility, but to build a consistent, credible, and sustainable social media presence aligned with the company’s industrial positioning.

Key Challenges in B2B Industrial Social Media

Managing social media for a B2B industrial company comes with specific challenges:

• A highly technical product offering

• A niche audience composed of professionals, engineers, and decision-makers

• Lower natural engagement compared to consumer-focused industries

• A dual audience: local Italian clients and an international market

This required a structured approach that balanced clarity, technical accuracy, and accessibility.

🧭 Organic, Multi-Platform Strategy

The strategy I designed and implemented was fully organic, without paid promotion, and based on three core pillars:

1. Content Consistency

At different stages, we adopted regular weekly publishing, creating a predictable rhythm that helped stabilize visibility and engagement over time.

2. Content Variety

To avoid repetition and fatigue, I introduced and alternated multiple content formats:

• Static images

• Carousel-style slides

• Video content with captions

This mix allowed us to test what worked best across platforms while keeping communication fresh.

3. Platform-Specific Distribution

While maintaining a consistent brand voice, content was adapted to the logic and expectations of each platform rather than copied mechanically.

🌍 Bilingual Content Strategy: Italian & English

One of the key strategic decisions I proposed and implemented was to publish content in two languages:

• Italian, to serve the local market and Italian-speaking audience

• English, to address international clients and partners

This was not simple translation, but localization:

• messages were adapted to context,

• technical clarity was preserved,

• and accessibility was improved for both audiences.

This approach allowed AGIERRE to communicate effectively without fragmenting its identity or excluding part of its audience.

🎥 Video as a Performance Driver

As the strategy evolved, video content became increasingly central.

In an industrial context, video proved particularly effective because it allows:

• visual demonstration of machines and systems,

• clearer explanation of complex processes,

• higher attention compared to static content.

Over time, videos consistently generated stronger engagement and visibility compared to image-only posts, confirming the importance of a video-first mindset even in B2B industry.

🔗 Profile Optimization and Consistency

A significant part of my work went beyond content publishing.

I also focused on:

• updating and aligning information across all social profiles,

• interlinking platforms for consistency,

• ensuring brand coherence in descriptions and visuals.

On LinkedIn, I structured and populated the “Services” section, clarifying AGIERRE’s offering and improving profile completeness.

On Google Business Profile, I regularly published updates to reinforce the company’s visibility and credibility.

📊 Results and Evidence

The overall impact of this work was visible across platforms in terms of:

• improved consistency and clarity of communication,

• stronger engagement with video content,

• a more professional and aligned brand presence.

Rather than listing specific metrics, I attach screenshots of platform insights to visually document performance trends and results achieved through organic activity.

🧠 Key Takeaways

From this experience, a few lessons stand out:

• Organic social media can work in B2B industry when approached strategically

• Consistency matters more than volume

• Video is a powerful tool even for technical, industrial topics

• Bilingual communication is a strategic advantage for internationally oriented companies

• Social media management is not just posting, but structure, alignment, and long-term thinking

This project represents a practical example of how social media can support an industrial brand’s visibility and positioning without relying on paid promotion, but through methodical, organic execution.

🤝 Let’s work together

If you’re looking for someone who can structure and manage organic social media for B2B or industrial companies, with a strong focus on consistency, video content, and multilingual communication, I’d be happy to connect.

I work hands-on, from strategy definition to execution, always aligning social media activity with broader marketing and business goals.

👉 Get in touch and let’s discuss how we can work together.