B2B Social Media Strategies: Choosing the Right Platforms for Success

There are numerous benefits of using social media for your business, such as increased brand awareness, lead generation, and website traffic. This marketing tactic also helps you humanize your brand, as you can share behind-the-scenes images of your day-to-day operations. 

For companies that exclusively trade business-to-business (B2B), social media offers one of the most cost-effective ways to reach your prospects — as long as you choose the right platforms. Learn how to choose the best social sharing platforms for long-term success.  

Why use social media for your B2B marketing? 

According to statistics, 75% of B2B companies leverage social media marketing and advertising to connect with their audience. Coincidentally, sources reveal that 75% of B2B buyers rely on social media to make purchases. 

In light of this data, it seems investing in B2B social media marketing yields a positive return on investment. With more and more businesses taking their content online, finding the best strategy for your brand is the making of your success. 

5 tips for choosing the right platforms 

“Go where your audience is” seems to be a favorite refrain — but where is that? These five suggestions will help you determine the best platforms for your business.

1. Define your target market

While BeReal may be the fastest-growing platform of 2023, not everyone is familiar with this new social media kid on the block. Understanding your target audience helps you identify which social media platforms they subscribe to, so you can optimize your content. 

Start by listing firmographic data, such as the company size, location, and revenue, to define your target market. You can then flesh out your buyer personas by including relevant demographic information.

2. Consider your business values

TikTok has a reputation for being young, hip, and vibey — but not all businesses fit these criteria. Consider your values when choosing platforms and look for a solution that enhances your reputation. 

As LinkedIn is associated with professional networking, it is a natural choice for B2B marketing. However, Instagram, Twitter, and YouTube can be just as effective for building brand credibility. According to Forbes, most B2B businesses see their best engagement on Instagram, making this a worthwhile option to consider. 

3. Clarify your goals

Before you invest capital into creating content for a specific platform, identify your goals. This is an essential part of any social media strategy, as it helps to set a progression path while offering benchmarks for success. Some common B2B business objectives include: 

• Increasing brand awareness 
• Attracting new leads 
• Improving SEO 
• Opening up more communication channels 
• Distribute content, such as blog posts and newsletters 

Once you’ve determined your goals, you will have a clearer understanding of which platform will serve them. For example, if you want to promote a B2B gathering, creating an event on Facebook would be your best bet. Similarly, achieving more qualified leads is likely to most effective on LinkedIn 

4. Research your competitors

Analyzing your competitors’ social media presence gives you a further indication as to where your audience is. However, just because a competitor publishes content regularly on a certain platform does not mean it always yields results. 

In your analysis, pay attention to the likes, comments, and other indications of engagement to inform your decisions. If certain content performs better than others, make a note of this and use it to inspire your version posts.  

5. Be realistic about your resources

Creating optimized content for each platform takes time and effort to see valuable results. While you can repurpose some of your content, this is a time-consuming process, and you may still need to build some posts from scratch. 

Consider your budget and schedule before signing up with too many platforms. Creating quality content for just one or two platforms may be a more worthwhile use of your time instead of posting sub-par content on all social media sites.  

Level up your B2B social media strategy with WebUp

WebUp is a leading digital marketing agency dedicated to helping you engage and retain your ideal customers on social media. By taking the time to get to know your business, we help you discover the best platforms for your needs. 

Our customized social media marketing solutions include services such as social media design, management, and ROI tracking for a stronger online presence. Contact us today and get a free proposal to maximize your growth!