How a traditionally “boring” B2B business transformed their customer acquisition strategy from outbound to inbound using social media video, tripled their business, and made their founders famous.

Quick Background

Chameleon Digital Dental was initially a conventional dental lab with limited customer reach, predominantly relying on traditional outbound sales methods. They would go door to door visiting dental offices trying to sell their service, only to be stopped most times by the gatekeeper or receptionist. Something had to change because it was grueling emotionally draining work.  

The turning point came when Adrielle, a co-founder of Chameleon Digital Dental, had an idea: what if we pivoted to using social media to attract customers? They shifted their strategy towards online audience building and content creation, particularly through platforms like Instagram, which are traditionally aimed at a younger, more digitally-savvy audiences.

Their business tripled. These are some of the insights from the interview:

Here are some strategic insights you can use today:

1. Competitive Research

   - Strategy: Look at the content of your competitors, and ask: “What are they not doing”. See if there is a strategic gap you can fill with your content.

   - Impact: This led to Chameleon identifying that humor wasn’t being used and neither was video. Once identifying this, they began crafting their content around humor that also added value to their potential customers. This made their videos more engaging and more viral.

2. Video Ads

   - Strategy: Create a 1-2 minute video explaining the service and its benefits, keep it in the style of your overall video marketing efforts. Spend in their industry was around $1,000 per month.

   - Impact: High-quality video content increased audience interest and strategic geographic targeting expanded their reach beyond their initial community. Every time they boost the ad, they acquire new leads and customers.

3. Mastering the Art of the Hook

   - Strategy: Perfect the initial few seconds of the videos to immediately grab viewer attention.

   - Impact: A compelling hook significantly increased viewer retention and engagement. This signals to the social media platforms that the content is worth sharing beyond the initial segment and contributes to it going viral.

4. Strategic Social Media Planning

   - Strategy: Take note of the customer questions and pain points each day, write them down, and then brainstorm engaging ways to address them in your content.

   - Impact: Keeping a running list of these content ideas and issues ensures you never run out of content ideas and keeps your content relevant to your audience. It allows gives you time to craft a compelling narrative to engage your audience.

5. Engage Experts

   - Strategy: Adrielle and team decided to engage video marketing experts to help them.

   - Impact: It helped keep them on track creating content, brought in someone who knew how to design stories and write scripts, and decreased their learning curve right out of the gate ensuring that they were successful as quickly as possible.

Results

The strategic shift to embrace audience building and content creation led to Chameleon Digital Dental expanding its customer base nationwide, tripling their business in just 9 months. Additionally, Adam, one of the co-founders became a celebrity in the industry with customers exclaiming, “Are you the guy in the videos??”. They established a strong brand presence and redefined customer engagement in their sector. Their success demonstrated the power of adopting a social media video strategy.

Need social media training or someone to help you create and execute a social media strategy? Email us at [email protected] today and we'll help you build and execute a strategy just like Chameleon Digital Dental.