Princeton, New Jersey-based mattress and sleep products manufacturer Therapedic International generated impressive results from a targeted B2B marketing strategy launched last fall to increase engagement and visibility.
According to Executive Vice President Susan Mathes, the results of the program, which focused on the LinkedIn B2B marketing platform, exceeded expectations. During the initial campaign launch period, post impressions —including organic and paid tactics — increased by more than 4,000%, while click-through rates rose more than 5,000% compared to the previous period. These results drove Therapedic’s decision to continue the strategy on an ongoing basis.
“Complementing our traditional promotion and outreach, we’re now using this platform-specific approach to concentrate resources where they would generate the greatest impact. It also allows our licensees domestically and abroad to collaborate and contribute content, adding value to the group as a whole,” Mathes said.
According to a news release, the company’s key objectives for consistent, sustainable social media growth included cultivating a high-quality, engaged following aligned with its business goals, increasing retailer partnership interest in its product lines, and reaching international licensee prospects. To achieve these goals, Mathes partnered with California-based marketing agency Well Connected Brands to build a content framework that authentically represents its brand identity, key differentiators and product offerings.
One standout was a video post featuring Australian licensee Matthew Hollis, CEO of Mattress Resources Australia. With a minimal investment to boost this organic content, Therapedic said the post generated more than eight times the normal impressions.
Another video featuring Adam Weinman of Sleep International, Therapedic’s Southeast licensee, was the best-performing content for February. With organic impressions already high, the company said the boost from a modest spend added 15,000 impressions and 11,000 views.
“We learned that we don’t need a massive budget or complex strategies to achieve significant social media results. By selecting the right platform and setting clear objectives, creating relevant content and making targeted investments, we dramatically improved our digital B2B presence and created a new page in our marketing playbook,” Mathes said.
Beyond its marketing efforts, Therapedic encouraged its global licensees to leverage LinkedIn to connect directly with customers, prospects and partners to build trust; increase brand visibility and relevance; and establish authority within the industry. By providing this guidance to partners and leading by example, the brand amplified the reach of its social media strategy throughout its business network, the news release said.
