Cost-cutting social media tips for B2B companies

In today’s challenging economic climate, numerous B2B companies opt to reduce their social media budgets or halt their social media efforts completely. Nevertheless, dismissing social media entirely is an error in judgment. Social platforms continue to serve as influential and economical channels for generating leads and promoting brand awareness for B2B organizations.

With strategic planning and resource allocation focused squarely on generating leads and sales, brands can cultivate greater digital visibility and influence in breaking the bank. It requires making tough choices to direct limited funds and resources only toward essential initiatives proven to deliver real ROI.

But for B2B organizations willing to streamline efforts and embrace some scrappier marketing tactics, a wealth of low-cost tools and organic growth levers make it possible to elevate their social presence to reach B2B clients. Even on the tightest of purse strings and leanest times, the following methods offer cost-conscious ways to expand reach, nurture leads, and position your brand as an authority.

9 Low-Cost Methods to Boost Your B2B Social Media Presence without Exceeding Your Tight B2B Budget

Even with constrained resources, B2B businesses can sustain and enhance their social media presence through implementing strategic and cost-efficient tactics. Below are nine proven methods to elevate your B2B social media marketing without straining your finances.

1. Prioritize Relevant Networks

With various social platforms available, it might tempt B2B companies to maintain an active presence on all of them. However, this approach is rarely effective because of limited time and resources.

Instead, it is important to thoroughly analyze where your target audience is most active and present. For most B2B organizations, the core relevant networks are LinkedIn and X (Twitter). According to Sprout Social, 89% of B2B marketers say LinkedIn is critical for lead generation, while 87% say the same for Twitter.

LinkedIn provides access to professional communities and networks, while X (Twitter) is great for real-time conversations and engagement around relevant topics and events.

Therefore, it is recommended to focus 80% or more of your efforts on these primary platforms. While it is still beneficial to have a basic presence on social channels like Facebook, Instagram, and YouTube, most of your organic posts, engagement, and conversations should happen through LinkedIn and X (Twitter).

2. Leverage Employees as Advocates

Employees can be powerful brand advocates on social media. Based on the Edelman Trust Barometer report, employees are seen as highly trustworthy sources on a range of subjects, such as the company’s work environment, integrity, innovation, and business practices. This implies that, regardless of the PR team’s efforts or the CEO’s media appearances, the employees’ voices hold the greatest influence.1

In fact,

An employee advocacy benchmark report found that social media posts from employees that were personalized generated 64% more engagement than those that did not.

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Encourage your team to share company content from their social accounts. This can be made effortless by creating shareable social content and sending a weekly email with relevant content suggestions they can easily pass along if they are interested.

Simplify the process for your team to share company content by sending them a weekly email that includes suggested social media posts on relevant topics. Give managers and subject matter experts the authority to share industry perspectives using their unique voices.

According to research, 92% of B2B buyers rely on peer recommendations more than any other form of advertising. Utilizing an employee advocacy program not only humanizes your brand but also helps to expand its reach. However, it is crucial to provide your employees with clear social media guidelines so that they understand the expectations for branding and disclosure.

3. Repurposing Existing Content

I am a vigorous advocate of content repurposing. Creating fresh social media content all the time can take up a lot of time and resources. A smart cost-saving trick is to repurpose your existing valuable content into bite-sized pieces that are perfect for social platforms.

For instance, you can take key insights from your latest eBook or webinar and turn them into quick facts, stats, and tips that are great for LinkedIn and Twitter. You can also promote older blog posts and articles that are still relevant. And don’t forget about creating image quotes or infographics that capture the essence of longer reports.

According to HubSpot research, repurposing high-quality content generates 2.5 times more traffic than original content. So, why not make the most of what you already have? Take a look at your current company resources and transform them into formats that are perfect for social media. That way, you won’t have to start from scratch.

B2B social media specialist

4. Set up Ultra-Specific Targeting

Social media ads can significantly amplify reach, but how can B2B companies with budget cuts make the most of them? A key technique is using ultra-specific targeting to ensure ads only reach your ideal buyer personas. This reduces waste and lowers costs.

For example, if you sell engineering software to small and mid-sized manufacturers, target by job titles like Design Engineer, Manufacturing Engineer, Industrial Engineer, and Mechanical Engineer. Set company size filters for SMEs in your prospective customer range. Target industries like industrial equipment, automotive, aerospace, and other relevant manufacturing verticals.

Include interests like CAD, prototyping, robotics, and 3D printing – topics that align with engineers at industrial SMEs. Rather than targeting everyone interested in “engineering software”, zero in on those specific roles, companies, and interests that show a high propensity to purchase your offering.

The more precise you can be in aligning targeting with your ideal potential customers, the higher relevance you’ll achieve and the lower your costs will be. Take the time to configure detailed targeting that focuses tightly on your highest probability prospects. This takes more work upfront but ensures your limited social ad spend is highly optimized for ROI impact.

5. Re-use Top Performing Ads

Paid social campaigns are a powerful tool to expand your reach, but they’re even more effective when you optimize them through constant testing and refinement using performance data. This allows you to find the best ad formats, placements, and ideal audiences.

Once you’ve identified high-performing ads on a specific platform, you can reuse them on other social sites that are appropriate. This saves you time that would have been spent on constantly developing new ad creative.

According to WordStream, the relevance of your ads is the most important factor that affects your PPC results. So keep using the ads that resonate with your audience to bring in qualified leads, but make sure to tailor your landing pages and tone to match each social media channel’s strengths.

By continuously monitoring and adapting your campaigns based on the strengths of each platform, you’ll be able to maximize their impact and drive better results.

6. Partner with Others for Co-Marketing

Boost your B2B social media presence inexpensively by partnering with compatible businesses on co-marketing campaigns and content. While a lot of people tend to lean toward macro-influencers, don’t overlook the power of micro-influencers. Collaborate with a non-competing B2B company that targets the same personas as you. Co-host a webinar combining your expertise with a wider audience. Promote it on LinkedIn company pages.

Produce a comparison guide or checklist that examines your distinct but complementary solutions. Publish it as a co-branded ebook or whitepaper. Swap email lists for a promotional send. Cross-promote on social media.

Engage in relevant hashtags and X (Twitter) chats to amplify each other’s presence. Tag each other in social posts and leverage employee advocacy for wider reach.

Partnership marketing is a proven tactic for expanding awareness. According to MarketingSherpa, 65% of B2B marketers say co-marketing brings new customer opportunities.

The key is to establish mutually beneficial partnerships where both parties bring value to each other’s audiences without engaging in direct sales or competition. When done correctly, it can result in increased social media engagement without significant additional expenses.


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7. Identify redundant or low-performing initiatives

In times of budget cuts, scrutinizing your social media efforts to identify redundant or low-performing activities is one of the most impactful steps a B2B organization can take. Eliminating initiatives that aren’t paying off allows you to optimize your social strategy and funnel resources into higher ROI activities.

For example, a B2B software company may have originally maintained an active presence across Facebook, X (Twitter), LinkedIn, and Instagram. However, over time, they realize that engagement on Instagram has remained minimal, while their LinkedIn company page drives the bulk of social leads.

Rather than wasting time creating Instagram content and seeing low results, they would be better served reallocating that effort to amplify LinkedIn even further. Remove redundant initiatives, like paying access to influencers’ channels to promote the same content across multiple platforms. Double down on the channels, ad formats, and partnerships to drive conversions and pipeline.

As SiriusDecisions research shows, 67% of B2B marketers say optimizing social media is highly important during economic uncertainty. However, this requires diligently reviewing performance data to align social media efforts with initiatives that directly support core revenue business objectives.

Especially in times of reduced budgets, B2B brands can’t afford to spread themselves too thinly across underperforming social media marketing efforts. Identifying and eliminating those allows for better results at a lower cost.

8. Use Free Social Management Tools

Sophisticated social media management platforms often carry monthly subscription fees, making them difficult for budget-conscious B2B companies. Fortunately, various free tools exist with helpful utilities for organizing, posting schedules, and analyzing social media marketing.

For example, Publer provides an intuitive interface to schedule and publish posts across social media platforms. Canva offers templates to easily create on-brand social graphics. Native social media analytics can track performance metrics. Feedly organizes content discovery.

While these free marketing tools may lack some bells and whistles of paid platforms, they remain quite capable of managing everyday social posting, engagement, and measurement. Identify the core features you need and see what free solutions check those boxes.

9. Consider Working with a Specialist

While managing social media in-house provides the most control, working with an experienced B2B social media specialist can be a great low-cost way to boost your online presence. Rather than halting social media efforts altogether or stretching your team’s capacity, you can engage an expert freelancer or agency specifically for defined projects and timeframes aligned with your marketing budget.

A specialist brings strategic expertise your team may lack, along with the time and focus to optimize efforts and maximize outcomes. And their rates are often far less than the cost of hiring a full-time social media manager. For a fraction of that salary, you gain affordable access to specialized skills that can elevate your social media game. The right specialists will pay for themselves many times over through increased brand awareness, other ROI, and ultimately increased lead generation.

Cost-cutting social media tips for B2B companies

Scaling Social Media Under Budget Constraints

With strategic planning, B2B organizations can maintain an active, engaging social media presence even on the tightest budgets. Avoid the temptation to abandon social media altogether. Instead, focus efforts on the networks that matter most for your prospective audience while leveraging existing assets and free tools.

Concentrate social media spending on targeted ads and influencer partnerships that directly impact lead generation. Seek low-cost ways to repurpose a piece of content, tap on employee experience for advocacy, and organically expand reach. Social success isn’t dependent on large budgets. With smart tactics, B2B companies can boost their social presence cost-effectively.

B2B organizations can use strategic planning and targeted spending to maintain a strong social media presence and generate leads, even with limited budgets. The key is focusing efforts on the most relevant platforms and educational content for your B2B audience.

Sources:

  1. Wright, Travis. How Great Companies Engage in Employee Advocacy Beyond Simply Sharing Content [Article]. August 24, 2015. Accessed December 08, 2023.  https://www.inc.com/travis-wright/how-great-companies-engage-in-employee-advocacy-beyond-simply-sharing-content.html

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Cost-cutting Social Media Tips for B2B Companies in Budget Crunches that Boost Presence

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