Social Media Revolution in B2B Marketing: Expanding Reach and Engagement in iGaming's Digital Landscape

Reimagining B2B: The Revolution of Social Media in iGaming

Social media has made a monumental shift from a humble brand awareness tool to a potent strategic weapon in B2B communication, notably within the iGaming industry. Recently, industry leaders gathered at the iGaming Club in Malaga for an enlightening discussion, exploring this transformation and its impact on sales, marketing, and reputation management.

Valentina Bagniya, CMO at SOFTSWISS and panel moderator, underscored the transformation: "In the not-so-distant past, B2B and social media were unthinkable bedfellows, particularly in heavily regulated industries like iGaming. But that narrative has drastically changed. Today, social media has become one of the most influential platforms for B2B engagement, revealing not just what you do but who you really are."

Alexandra Voronetskaya, CMO at EvenBet Gaming, highlighted the pivotal role of trust in the iGaming industry: "Social media lays bare the truth about your brand. With a strong digital presence, you can build credibility and trust – something hard-won in an industry like ours."

The Regional Factor: Going Local

An essential insight from Alexandra focused on the importance of regional platform usage: "Every market has its favorite social media platform. LinkedIn reigns supreme in Western Europe and the U.S., but Latin America prefers Instagram, and Eastern Europe champions Telegram. To succeed, your strategy needs to adapt to your audience."

Daniela Sliva, PR & Creative Projects Director at our platform, echoed these sentiments: "Pouncing on one platform alone isn't wise. Investing in a diverse set of channels is vital."

The Rise of TikTok: The Unexpected Champion

The unconventional achievements of TikTok finally earned it a spotlight, with Daniela recounting a UK campaign containing influencers initially aimed at B2C audiences. The Campaign, which unexpectedly yielded impressive B2B outcomes, demonstrated the untapped potential of even the most unlikely channels.

Diana Larina, Head of Marketing at Evoplay, shed light on TikTok's playful and relatable tone, emphasizing that this approach humanizes brands.

Irina Malkova, Senior Business Development Manager at Kadam, pointed out that social media is no longer confined to the marketing department: "Performance metrics such as LTV and Return on Spend are now tracked across social campaigns, shifting social's focus from building awareness to driving revenue."

She further highlighted the credibility that social media infuses, citing the rise of real leads and successful deals attributed directly to social media channels.

The Human Factor: Expertise Meets Empathy

The panelists unanimously agreed that demonstrating humanity is essential to success: "Avoid corporate-speak," said Alexandra. "Share your team's thinking, and use the language your audience understands."

Valentina emphasized the importance of striking a balance between expertise and approachability: "Customers don't want to read dry technical jargon – they connect with the people behind the brand."

Daniela added, "Remain an authority, but don't lose your unique voice – it's this balance that builds trust and likeability."

Employee involvement and employee-generated content have gained traction in marketing communications, as employees rank as the most trusted source of a company's information. Accordion to a LinkedIn study, an astounding 70% of people trust employees more than any other source.

The Revelation: A New Era of Business

In conclusion, social media has transcended its humble origins and become an integral part of modern business strategy. By embracing localization, content diversity, employee-generated content, and innovative metrics, iGaming brands can harness the power of social media to build their reputation, trust, and revenue.

Here's the summary for industry leaders:

Credibility is Earned, Not Bought: Establishing a coherent and transparent digital presence lays the foundation for trust.
Geography Guides Engagement: Understanding your audience's regional preferences shapes your social media success.
Versatility Encourages Engagement: Capitalize on each platform's unique tone to build a more relatable brand.
Elevate Your Employees: Empower your team members to share their insights and personal experiences to strengthen your brand.
Track and Measure Success: Adopt performance indicators beyond likes and followers to demonstrate the tangible business benefits of social media.

Valentina aptly summarized the essence: "Social media is no longer just a marketing open-house; it's a blueprint for modern reputation, trust, and revenue in any industry."

Image Credit: AffPapa

Enrichment Data:

Trust and Credibility:- Digital Footprint: A transparent digital footprint, achieved through social media, makes it difficult to fake a company's identity, thus building trust and credibility in insurance.- Employee-Generated Content: Employees are a trusted source of information about a company, with a significant role in building trust and establishing a personal connection with potential clients.

Channel Selection:- LinkedIn: Preferred for B2B insurance marketing due to its ability to showcase products, introduce teams, share industry news, and build professional relationships.

Engagement and Content Strategy:- Audience Engagement: Effective social media use involves engaging with the audience, understanding their preferences, and delivering content that resonates with them.- Content Variety: Offering diverse content types, such as video or text, helps cater to different user preferences, increasing engagement and relevance.

Reputation Management:- Digital Presence Management: Social media is used to manage and enhance a company's digital presence by ensuring consistent messaging and positive interactions with stakeholders.

Innovation and Anticipation:- Innovative Thinkers: Companies like USAA proactively shape the insurance industry by anticipating policyholders' needs and communicating effectively through social media.- Innovation: Social media can be a platform to highlight innovative products and services, helping to differentiate insurance companies in a competitive market.

By integrating these strategies, B2B insurance brands can effectively leverage social media for enhanced sales, marketing, and reputation management.

In the iGaming industry, social media has become a pivotal tool for B2B engagement, helping brands establish transparency and credibility, as highlighted by Alexandra Voronetskaya. To successfully engage with diverse audiences, it's essential to consider regional preferences and adapt strategies to each platform's unique tone, as discussed by Daniela Sliva. Social media has transitioned from merely building awareness to driving revenue, as noted by Irina Malkova, with performance metrics like LTV and ROI now tracked across social campaigns. Brands can leverage their employees' expertise and unique voices to build trust and likeability, as emphasized by the panelists, and, in the words of Valentina Bagniya, social media is no longer merely an open-house for marketing but a blueprint for modern business reputation, trust, and revenue in any industry.