If you think about it, so much of B2B processes are already digital. Remote meetings, sales processes and conferences are all happening online. So shouldn’t the ways in which B2B brands generate leads, make sales, build a network, etc also be digital? Well, with the right social media marketing strategy, these goals can come to fruition.

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We’ve come across many B2B brands who aren’t sold on social media marketing. With this post, we will smash that misconception and equip you with the answers to all your social media marketing questions. 

Is Social Media Marketing Viable for B2B Brands?

If you think about it, B2B isn’t much different than B2C brands when it comes to social media marketing. Businesses want to research brands and reviews before making a purchase decision just like consumers do. So obviously, it’s wise for your brand to be active on social. 

On social media, you can cultivate an active community. As your social presence grows, you can even run a referral campaign adding to your bottom line. 

What Are the Benefits of Social Media Marketing for B2B Brands?

There are many benefits that your B2B brand will glean on social media. Just a few to get you excited include:

• Social media gives your brand the opportunity to offer personalized content to your audience–consumers crave personalized content
• Social media broadens your reach by a ton
• You’ll find that customer service now often takes place on social media and if you offer this feature to your audience, you can deliver efficient customer support
• On social, your brand can deliver engaging and educational content to position your brand as a thought leader in your industry
• Drive top of funnel leads with strategic social media marketing and sharing gated content on your social channels 
• Social media allows brands to offer social proof–usually UGC leveraged from current consumers
• Social media allows businesses to have a humanized presence to appeal to current and future consumers 
• Customer retention happens when B2B brands find engaging ways to interact with current customers on social
• Last but not least, on social media, B2B brands are loving the fact that they can drive sales and conversions!

Is There Data On the Success of B2B Social Media Strategies?

There is a TON of data pertaining to why B2B brands should be active on social. The top 5 statistics that caught our eye are:

• 84% of C-level and VP-level buyers are influenced by social media when making a purchase decision (source)
• 31% of social media users will use social for business-related research (source)
• 96% of B2B marketers use LinkedIn to engage with prospects (source)
• Social media is the top distribution method for B2B content marketers (source)
• 44% of B2B millennial B2B customers don’t want to interact with a sales rep (source)

Which Channels Should My B2B Brand Be Active On?

Deciding which channels your brand should be active on is not a one-size-fits-all. You first need to dig into audience insights to determine which platforms your audience is on.

LinkedIn is the most logical place to start. Afterall, 96% of B2B marketers use this platform. 

Facebook is also a great option because there are Facebook groups to align with any industry. Just remember to not be self-promotional in these groups and distribute your best thought leadership material. 

Twitter is useful for customer support and identifying trending topics in your industry. 

70% of B2B buyers consume  a YouTube video when making a purchase decision so for most businesses, a YouTube presence is key.

Instagram is a less common channel for B2B companies but is a great avenue to distribute company culture and infographics.

What Are Some Proven B2B Social Media Marketing Strategies?

We likely have you as excited about B2B social media marketing as we are. That means it’s time to consult powerful strategies that will earn you the social rewards that we’ve discussed.

• Implement social listening to identify what consumers are saying about your brand and to also identify which topics your audience is most interested in
• Use buyer personas to guide content creation
• Make a plan to earn UGC to share on your social channels for that oh so amazing third party recommendation
• Humanize your social content to build brand trust
• Post consistently but prioritize quality over quantity
• Create an editorial calendar that encompasses posts that speak to all your buyer personas 
• Embrace the fact that customer service is moving to social and dedicate the right amount of manpower to offer stellar service

Should I Do Organic Posts, Paid, or Both?

You should be doing both organic and paid social media posts. Organic is a slow build but it’s worth it. Paid allows brands to tailor their audience and grow their reach. 

On average, a B2B buyer needs to experience 8 touch points to make a purchase decision. Organic and paid ads are effective touch points. 

When your brand has a time sensitive promotion, paid social is very effective. Emphasizing the timeliness of your promotion will incentivise consumers to act quickly and can actually shorten the sales cycle. 

The best thing about paid ads is that you can A/B test them and start with a small budget to see what is resonating and converting best with your audience. 

How Can I Plan My Social Posts for My B2B Social Media Efforts?

First, you’ll want to develop themes. These themes will steer your posts and should align with your business goals. Some themes to get you started are:

• Educational content that shows off your brand’s expertise like infographics and how to guides
• Content that provides updates about your brand and keeps your audience in the loop for things like new product launches
• Content that offers social proof such as testimonials, case studies, earned media from influencers and reviews
• Content that promotes your brand such as press or awards

How Can I Move Forward With My B2B Social Media Marketing?

This post has equipped you with everything you need to know about powering your B2B social media strategy. However, you may be worried about the time investment required to execute such a strategy. If that is the case, there are agencies like ours that can run your social strategy for you.

Are you a B2B brand that utilizes social media? We’d love to read your tips on this strategy in the comments below!