The Social Media Strategy that Took The Glass Company from B2B to B2C Success
Setting the Scene
When The Glass Company wanted to shift from B2B to B2C, they needed a B2C social media strategy to connect with individual consumers. They were known in the UK for their expertise in glass manufacturing and inspection services. They had a loyal B2B customer base, but there was one challenge—they wanted to expand into the B2C market. They dreamed of reaching individual homeowners, architects, and DIY enthusiasts who would value their high-quality glass products.
But there was one problem: their social media presence wasn’t reaching anyone new.
“We’re on LinkedIn and Instagram, but nobody’s really paying attention,” their Founder & Director admitted. “We need to stand out. We need to reach everyday people.”
The Cause
When we took a closer look, the issue became obvious. Their LinkedIn posts were packed with industry jargon, tailored for their existing business clients. But for consumers? It went straight over their heads. Meanwhile, their Instagram was almost painful to scroll through—low-quality photos, overly technical captions, and nothing that made the glass feel like something beautiful or essential for consumers.
It was no wonder their posts were met with silence. They were speaking to their audience like they were still in the boardroom, not at home browsing for inspiration.
Developing a Successful B2C Social Media Strategy
It was clear: the content needed to change.
We started with Instagram, a platform driven by visuals. The technical glass posts had to go. Instead, we focused on stunning, high-quality images that celebrated the beauty of glass. Think “The Most Beautiful Glass Structures Around the World”—posts that were not only eye-catching but gave people a reason to stop, admire, and share.
Next, we shifted the tone. We knew that trivia and how-tos would resonate with everyday consumers. Posts like “How to Choose the Right Glass for Your Home” and fun facts about the versatility of glass transformed their content from being intimidating and technical into being approachable and educational.
Finally, we built a consistent posting schedule that mixed inspiring visuals with practical advice. The goal was to showcase glass not just as a functional material, but as something that could elevate a space, be admired, and even spark joy.
The Result
The transformation was incredible. The Glass Company’s followers started to grow, and more importantly, they were engaging with the posts. Likes, comments, and shares skyrocketed, especially on Instagram, where their new aesthetic content resonated with homeowners, designers, and architecture enthusiasts.
In the span of just a few months, they experienced a significant increase in followers, their posts regularly reached a wider audience, and their content was being shared by people who had never even heard of them before. By speaking the consumer’s language and presenting their products in a relatable, beautiful way, The Glass Company successfully expanded into the B2C market—and their social media became a vital tool in driving that growth.
Hi, I'm Clarq
As a strategic brand builder and creative problem-solver, I bring 15 years of experience in brand management, team development, and fostering business relationships that drive lasting results.
