Social Media in B2B Marketing – Why it Matters

Almost every business is on social media these days. It has become one of the most important channels for marketing and connecting with customers. For B2B businesses that can’t necessarily convert a one-time social media interaction into a sale like a product-based business, social media still holds tons of value for businesses’ overall marketing goals. 

Brand Awareness

One of the most important reasons to be on social media is to increase brand awareness. When businesses are active on social media, it helps them reach more people and create connections with potential customers. As potential customers get to know your company and what you offer, they are more likely to do business with you. In addition, social media in B2B marketing creates a positive image, builds trust and establishes authority within your market segment.

Education In The Buyer Journey 

Another key benefit of social media is that it provides a platform for you to educate potential customers throughout their buying journey. By providing valuable content on your social media channels, you can help potential customers learn more about your company, what you offer and how your services and solutions can solve the specific challenges they might be facing. 

It’s a unique opportunity to meet customers where they are and engage in valuable conversations that might not happen in traditional sales settings like a phone call or in-person meeting.  

Customer and Employee Advocacy 

Social media can also help B2B businesses increase customer and employee advocacy. When customers are happy with your company, they are more likely to share positive experiences on social media. This type of social proof helps to expand your brand reach and build trust among your online audience. 

Employee advocacy is also important, as employees can help promote your company to their networks. According to AdWeek, 76% of people say that they are more likely to trust content from a friend or a colleague than directly from a brand – and insights from EveryoneSocial show that effective employee advocacy can drive 16% better win rates, 2x pipeline, and deliver 48% larger deals. 

Drive Website Traffic 

One of the main goals for B2B companies is to drive website traffic from referral sources across the web. Social media can be a powerful tool to help with this objective. In fact, a study by LinkedIn found that businesses receive an average of 20% more website visitors when they have a strong social media presence.

Building Integrated Marketing Campaigns 

Social media is also a key component of building integrated marketing campaigns. It’s the perfect platform to connect your content with paid and targeted messaging, create opportunities to grow your email list, and find unique audience insights to build more effective strategies in the future. 

5 Tips For Improving Social Media in B2B Marketing

If you’re looking to level up your B2B social channel, here are 5 tips to get you started. 

Tip #01: Make sure your social media profiles are complete and up-to-date. This includes filling out all the business information, calls to action, adding a profile picture, and verifying your account.

Tip #02: Use high-quality video and images on your social media profiles and posts. People are more likely to engage with visuals than text-only posts.

Tip #03: Post relevant and valuable content that will engage your followers. This could be anything from blog posts, infographics, images, or videos.

Tip #04: Create a social media content strategy that aligns your content efforts with your overall marketing and sales goals and is cohesive with other digital experiences from your brand. 

Tip #05: Make use of social media management tools to help with creating, scheduling posts, and tracking analytics so you can review and improve your strategy over time.

Looking for someone to help with the heavy lifting? 

Managing a consistent social media presence takes a lot of time and effort, but it doesn’t have to. B2B content marketing strategies are our bread and butter. We have experience working with B2B businesses across a variety of industries including Real Estate, Construction, Home Building, Transportation and Logistics, Financial and Professional Services, and beyond. 

If you’re looking for ways to improve your B2B social media presence, we’d love to show you how we’re helping businesses curate a consistent social media presence and take the stress of content planning and development off your marketing to-do list. Get in Touch.