Business-to-business marketing has changed dramatically in the past decade. It used to be about “getting your message out there” and using traditional marketing tactics like direct mail and newspaper ads.
But these tactics have fallen out of favor and social media has taken over.
A Content Marketing Institute study said that 83% of B2B marketers use different social media platforms in their content marketing strategy.
While a study by Gartner said that 40% of B2B buyers say that social media plays an important role in influencing purchase decisions.
With more than half of B2B marketers using social media to engage with customers, the question is no longer “Which platforms?” Instead, it’s about which platforms are the right ones for your product and your industry. However, you need to make sure that you’re reaching the right people on the right platform.
If you don’t have an effective social media marketing strategy in place, then you could end up wasting money and not getting anywhere.
This guide will help you find the best social media platforms for your business. We’ll see its pros and cons for your B2B industry and to how to use them effectively to help you reach out to potential clients and grow your business.
Best social media channels for the B2B industry
We’ve compiled a list of some of the best social media platforms for B2B businesses below.
LinkedIn is a very effective professional networking tool, perfect for B2B marketing. It offers sophisticated targeting options and different ways to connect with potential clients and customers.
It’s like Facebook for business professionals. This is where you will find CEOs, and CFOs, and other decision-makers. You can also create groups to organize discussions about topics relevant to your industry.
According to the Pew Research Center (2021), 36 percent of US adults aged 30 to 49 use LinkedIn – the highest percentage of any age group.
LinkedIn remains the top platform used for content distribution. 97% of B2B marketers prefer it over the rest of the social channels.
More than half of B2B companies use LinkedIn as part of their digital marketing strategy. So, why shouldn’t your B2B company be there?
What are the pros and cons of LinkedIn for B2B companies?
The pros:
The cons:
LinkedIn B2B best practices
While many people use LinkedIn to connect with their professional network, it can also be used to find new leads and build relationships with potential.2
If you already have a business page on LinkedIn, here are 3 tips to leverage that.
1. Create an engaging tagline
Your company’s tagline is one of the first things that potential customers will see, and it’s important to make sure that it’s engaging and compelling.
You only have 120 characters to make an impression, so make them count!
Brainstorm a list of keywords that accurately describe your company and its values, then use those keywords to create a short, punchy tagline that will leave customers wanting to learn more.
2. Share relevant content via other sources
If you’re looking to attract more followers on LinkedIn, start by sharing interesting and insightful content from other sources.
The notifications tab is a great way to see what’s popular and getting traction with other users. By sharing quality content, you’ll not only improve your visibility but also build credibility and trust with your audience.
3. Promote your content
When you publish a new piece of content, be sure to let your LinkedIn connections know about it. If they find it interesting or valuable, they’ll be more likely to share it with their own networks, which can help expand your reach and readership.
Twitter allows B2B companies to communicate directly with their target market. You can use Twitter to connect with people who are interested in your products and services.
It’s a great place to get feedback and suggestions from your customers.
Its reach is massive, its audience is engaged, and it offers great opportunities for brands looking to communicate with potential customers.
Twitter usage among American adults has remained relatively consistent over the past few years, with about one in five (23%) saying they use the platform.1
What are the pros and cons of Twitter for B2B companies?
The pros:
The cons:
How to use Twitter for your B2B Company
Twitter has become a dynamic tool for businesses looking to reach customers directly. It’s also a great way to connect with potential clients. But how do you get started using Twitter effectively?
Here are three tips to make the most out of this platform:
1. Use hashtags strategically.
Hashtags allow you to connect with like-minded individuals who might search for similar topics.
When you include a hashtag in your tweets, you’re able to search for conversations around that topic. That gives you access to potential leads and opportunities.
Twitter recommends using only two hashtags as this can be an exit point for your audience, so use it strategically.
2. Take control of your Twitter news feed using lists.
Lists allow you to organize all of your contacts into different categories, making it easier to focus on specific groups.
For example, you could create a list called “Company Event” and another called “Dallas Connections.” By filtering your feed based on whether someone is on either list, you can easily see updates and information from only the groups you’re interested in.
3.Don’t engage in “copypasta” to artificially amplify content.
Some companies create multiple Twitter accounts to post exactly the same content and artificially amplify the reach.
That is called copypasta. You could be subjected to a review by Twitter for manipulation and spam policy.
Next to LinkedIn, this is the platform that active users of LinkedIn use. So, it’s also a highly recommended tool for B2B businesses.
Why?
Facebook is the second of the many social platforms business buyers use for B2B research. (We are Social’s research 3). The first? It’s not LinkedIn, just read on and you will find out soon enough.
You can easily share links to articles, blog posts, white papers, and visual content like infographics, videos, presentations, etc., directly onto your Facebook page.
This makes it easy for prospects to learn more about your products or services.
According to this research:
Around seven-in-ten U.S. adults (69%) say they ever use Facebook, a share that has not significantly changed since 2016.
That is how many active users there are on Facebook.
What are the pros and cons of Facebook for B2B companies?
The pros:
The cons:
Facebook B2B best practices
So your B2B company is on Facebook. How should you leverage it to promote your company as you reach your target audience?
Here are three tips:
1. Share Content Regularly
The first two hours are the most critical for a post on the Facebook timeline. After that, the chances of your fans/followers seeing it may be slim. It won’t disappear but the reach and impression diminishes.
Sharing content regularly helps you grow your following. People follow those who consistently share interesting content.
So, if you want to grow your company on Facebook, you should try to post more often than once every 2-3 days.
So, schedule regular posting times.
Share content related to your industry and your target audience.
Make sure that you include links to your website and blog posts.
Links you post on Facebook work! Facebook can drive traffic to your website. Don’t believe the rumor that it does not.
Also, include images and graphics to attract attention.
We have pored over data for years, and Facebook has continued to refer traffic to sites and other landing pages of clients we work with.
2. More showing; less telling
While “telling” works well on LinkedIn with longer posts, quick text posts and videos work well on Facebook.
Mix your “telling” with plenty of “showing.” Use visuals like images or videos.
Facebook is a great platform to show to your audience how your product saved your client’s day.
Show them how your product helped solve problems.
- If you’re selling software, show them how your software could automate processes.
- If you‘re selling services, show them how your service helped save time and money.
Use videos to explain how your product works.
Video is one of the best ways to communicate with your audience.
Videos are extremely engaging and allow viewers to engage with your brand directly. Plus, they’re much better than text posts. You can also use it to showcase products and services.
3. Keep it short
People love to read. But they hate to scroll through long posts on Facebook.
Posts that are fewer than 80 characters apparently get more engagement than long ones, particularly for organic posts.
Instagram has grown exponentially since it launched in October 2010. Instagram has become popular for businesses. It’s also one of the easiest to use.
If you’ve never used Instagram before, then you should definitely check it out. But if you already use Instagram, then you probably know how important it is as a marketing tool.
40% of American adults use Instagram according to research. And it is one of the top 3 social media platforms that Americans use. (Pew Research, 2021)
What are the pros and cons of Instagram for B2B companies?
The pros:
The cons:
Instagram B2B best practices
1. Quality Over Quantity
If you look at most profiles, you’ll notice that most posts are high-resolution photos and videos.
A good rule of thumb is that the bigger the file size, the better the quality.
Instagram has now added a new feature called Reels.
Reels allow users to upload multiple videos into one post. Max time is 60 seconds.
This allows you to share more information in less space.
For example, instead of posting a single photo, you could post a series of photos that together form a story.
2. Create your B2B Brand Story
People love stories. They make us feel connected to others and our world.
When creating content for Instagram, think about what story you want to share. What is your brand story?
Think about why your business exists. Why does your product exist? How did you come up with the idea? Who inspired you to start your business?
Once you know your brand story, you can tell it visually.
3. Use Hashtags
Hashtags are keywords that help search engines find your content.
They also help other users discover your content, and for you to be able to connect with them.
They help you find other people talking about similar topics as you.
When someone searches for a hashtag related to your business, your profile shows up in their feed.
Note:
Make sure you create and use hashtags that are relevant to your B2B business. For example, if you sell software, then #software can be a good hashtag for you to use. But you can narrow it down to make it more specific to your industry. For example, you can use #HRSoftware or #SupplyChainManagement.
YouTube
YouTube is another great place to reach out to your target audience. It’s free to join and many channels are dedicated to different industries.
YouTube is the top most preferred social media channel for B2B research according to a study. (Influencer Marketing Hub, 2021)
According to HubSpot research, the number of businesses using video content as a marketing tool has increased by +41% since 2016 alone.
And now, YouTube is one of the most widely used B2B social media platforms for video, and 87% of video marketers say it’s an effective channel for them — even though YouTube isn’t always a great place to rank organically.
Besides being a video platform, YouTube is also a community where users discuss various topics. This makes it a great place to interact with your audience.
What are the pros and cons of B2B for using YouTube?
The pros:
The cons:
But while YouTube is a great way to reach potential customers, it’s important to keep things in perspective.
So how do you make sure your videos engage audiences enough to convert into leads?
YouTube B2B best practices
1. Create engaging titles and descriptions
Titles and descriptions first come up when someone searches for your brand or product. They’re also the first thing visitors see before clicking through to your page.
If your title doesn’t grab attention, your viewer will move on to the next result. If your description doesn’t convince them to stay, they’ll leave too.
Use keywords in both the title and description. But don’t overdo it. Keep your keyword count below 100 per post.
Also, try to include relevant hashtags that match the type of video you’re posting. For example, if you have a tutorial video, use #howto, #tips, #tutorial, #video, etc.
Here is what YouTube says about over-hashtagging a post:
“Don’t add too many tags in a single video. The more tags you add to a video, the less relevant they become for viewers who are searching. If a video has more than 60 hashtags, we’ll ignore each hashtag on that video. Over-tagging may result in the removal of your video from your uploads or from searches.”
When it comes to descriptions, avoid using generic terms like “product” or “service.” Instead, describe the benefits of your product or service.
For example, instead of saying “This is our new widget,” say something like “Our new widget is easy to install and maintain.”
Also, use bullet points to break down key features of your product or service, and then link back to your homepage or landing pages.
2. Post-how-to’s and educational videos for B2B markets
How-to’s and tutorials are the most popular types of content on YouTube.
They help people learn new skills, solve problems, and improve their lives.
People love watching how-to videos because they provide practical advice on topics that interest them.
These videos often go viral because they offer solutions to common problems.
To create an effective how-to video, start by brainstorming ideas. What problem does your target market face? How could you teach them how to fix this problem?
Then, write out a step-by-step guide on how to solve the problem. Include screenshots and other visual elements to help viewers follow along.
3. Use live streaming to connect with your audience
Live streaming on YouTube allows you to broadcast real-time events directly to your followers. It gives you the opportunity to interact with your audience and answer questions as they arise.
It’s a powerful tool for connecting with your audience and building relationships.
You can host live streams on any topic, including sales training, webinars, interviews, Q&A sessions, and even group discussions.
Content is king, is it?
Yes! Content marketing is very important for businesses on social networks.
But, when it comes to creating great content for your social media campaigns, you need to focus on quality rather than quantity.
Quality content attracts more traffic and leads.
So, focus on producing high-quality social media content that solves problems and provides value for your audience.
And remember, the best way to get started is to ask yourself these three questions:
- Who am I creating content for?
- Why should my audience care? What is in it for them?
- Where do I want my audience to end up after consuming my content?
On Being a Social B2B company
There is no denying that social media today has influence and reach, not only for personal use but more definitely for business.
Even the pandemic, which has halted the world for a time, has contributed to the huge leap in the usage of social media channels in the world.
Still struggling with social B2B?
There is a way. You can outsource your social media marketing strategy.
If you are looking for ways to control your budget, get maximum reach, and ensure the success of your social media marketing campaigns? Our team of experienced professionals can help!
We specialize in crafting effective social media campaigns that align with your business goals and budget. Whether you’re a small business starting out or a large-scale enterprise looking to strengthen your online presence, we can provide the right tools and resources you need to achieve success.
Our team’s expertise in digital marketing and analytics provides valuable insight to help inform strategy and track results. With our help, you can be sure that your social media marketing efforts are optimized for the best results.
Let’s do great work together.
Sources:
- https://www.pewresearch.org/fact-tank/2022/05/05/10-facts-about-americans-and-twitter/
- https://www.agorapulse.com/blog/best-time-to-tweet/
- https://influencermarketinghub.com/ebooks/IMH_SOCIAL_BENCHMARK_REPORT_2021.pdf
