Navigating Social Media for B2B: How to Market on Social Media?

Marketing a business-to-business (B2B) business on social media requires a strategic approach focusing on building relationships, showcasing expertise, and providing value to other businesses. Here’s a step-by-step guide to help you maximize your B2B social media strategy.

Does social media work for B2B marketing? Absolutely — in fact, your B2B business needs social media to succeed. B2B companies see great potential and results in social media marketing. It increases brand awareness, collects leads, and educates your audiences. WebUp has a solid knowledge base that will help you get started in B2B marketing on social media.

How do you create a B2B social strategy?

Social marketing isn’t just a box to check off. Set your goals, know your target audience, start a 90-day content calendar, and define your B2B objectives. You will also need to systemize your content process and measure leads and micro-metrics.

A solid social media team will help you set goals and define your strategy. Remember, B2B audiences have a longer journey to conversion.

Define your target audience and analyze your competitors

Identify key decision-makers in your target industries, such as procurement managers and CEOs. Then, understand their challenges, goals, and preferred platforms. Ask the right questions, deliver compelling copy, and provide irritable offers to motivate responses.

Before starting marketing campaigns, check out what your competitors are doing — and what they are not doing. Look at what social media platforms they are most active on, as this might lead you to your choice. If your competitors are leaving out key information, this is your opportunity to create new content — so your content can be the go-to source.

Share valuable content

B2B social media content should provide value to your audience and make their jobs easier — while addressing their pain points. Share valuable content such as:

• Educational posts: Create blogs, guides, white papers, and infographics addressing your audience’s pain points.
• Case studies and testimonials: Showcase how your products or services help other businesses or people.
• Industry insights: Post updates about trends, research, or reports to position your brand as an industry leader.
• Behind-the-scenes: Share how your business operates to build trust and authenticity.
• Webinars and live Q&A sessions: Host interactive events that allow your audience to engage directly with your experts, providing them with immediate value and fostering community.
• User-generated content: Encourage clients to share their experiences with your products or services, showcasing real-world applications and creating a sense of belonging within your audience.
• Interactive content: Use polls, quizzes, or surveys to engage your audience and gather insights about their preferences and needs, making them feel involved in your brand’s development.
• Thought leadership articles: Publish in-depth articles that demonstrate your expertise on pressing industry topics to position your brand as a trusted authority.
• Infographics and visual content: Use visually appealing graphics to communicate complex information quickly, making it easier for your audience to digest and share.
• Newsletters and regular updates: Keep your audience informed about your latest offerings, industry news, and valuable insights through regular email newsletters that drive traffic back to your social channels.

What is the best social media for B2B marketing?

LinkedIn is one of the best social media platforms for B2B marketing, as it allows people to nurture relationships beyond the digital world — it should be the primary platform for any B2B marketer. It’s a springboard for collaborations, and 80% of B2B leads come from LinkedIn.

Facebook and Instagram are also leading the B2B social media presence. Let’s take a look at your options.

LinkedIn

A must-have for B2B networking, thought leadership, and lead generation. With LinkedIn’s powerful targeting tools, you can target the right people. You can also use employee-focused user-generated content (UGC) and your content won’t look out of place — as this platform places your ads amongst related industry news and information.

On LinkedIn, you can:

• Host and participate in events
• Use LinkedIn Sales Navigator — a powerful tool for finding and connecting with potential leads
• Leverage LinkedIn analytics
• Optimize your company page

Remember, consistency is key on LinkedIn, so engage consistently.

How do I market my B2B on LinkedIn?

LinkedIn is the go-to platform for B2B marketing, connecting professionals and fostering business relationships. With over 900 million users, it’s essential to leverage this platform effectively.

• Optimize your company page: Create a comprehensive LinkedIn Company Page that reflects your brand’s mission and values. Include a compelling company description, logo, and banner image. Ensure your page is regularly updated to keep followers informed about your latest offerings.
• Share thought leadership content: Post articles, white papers, and industry reports that showcase your expertise. Engage your audience with insightful commentary on industry trends or challenges, positioning your company as a thought leader in your field.
• Utilize LinkedIn groups: Join and actively participate in relevant LinkedIn Groups to connect with industry peers. Share valuable insights and contribute to discussions to build your credibility and expand your network.
• Leverage employee advocacy: Encourage your employees to share company content on their personal profiles. This amplifies your reach and adds a personal touch, showcasing the human side of your brand.
• Host webinars and events: Use LinkedIn Events to promote webinars or virtual conferences. This not only establishes your brand as an authority but also allows you to engage directly with potential clients.

X (formerly Twitter)

X is ideal for sharing industry news and engaging in real-time conversations. It is easy to use and offers various opportunities for B2B businesses. Create a brand voice, post content with value, practice social listening, and interact with your audience. Don’t forget about running paid adverts.

How do I market my B2B on X?

X offers a fast-paced environment ideal for real-time engagement and updates, making it a valuable channel for B2B marketing.

• Craft an engaging profile: Ensure your profile is professional and includes a well-written bio, logo, and a link to your website. Use relevant keywords to enhance discoverability.
• Share bite-sized insights: Post quick, informative tweets that provide value to your audience. Share industry news, updates, and tips that are easily digestible and shareable.
• Utilize hashtags strategically: Incorporate relevant hashtags to increase the visibility of your tweets. Engage in trending conversations by using popular hashtags in your industry to reach a broader audience.
• Engage with influencers: Connect with industry influencers and thought leaders by retweeting their content and joining discussions. This can help increase your visibility and credibility within your niche.
• Run polls and surveys: Use X’s polling feature to engage your audience and gather feedback on relevant topics. This encourages interaction and can provide valuable insights into your audience’s preferences.

Facebook

Facebook is useful for building community groups and sharing long-form content. The ads can deliver major website traffic, sales, and leads for B2B businesses — there are multiple high-ROI tactics for your ads. With Facebook, aim your marketing messages around a particular conversion stage and don’t limit your ads to one offer. The platform can auto-optimize your ad’s reach.

We recommend building a flow of lead-generation ads that guide people toward the final deal — without being too sale-oriented and pushy. For example, make ads that don’t immediately ask the reader to sign up or buy something. Rather, create awareness with your ads or ask people to learn more.

Post about third-party media mentions, so people trust your brand — share the news if a news article mentions your brand.

How do I market my B2B on Facebook?

Facebook remains a powerful platform for B2B marketing, offering a diverse audience and various engagement tools.

• Create a business page: Set up a dedicated Facebook Business Page with a clear description and branded visuals. Use the “About” section to provide essential information about your services and value proposition.
• Post diverse content: Share a mix of content types, including articles, videos, infographics, and behind-the-scenes glimpses of your company culture. This keeps your audience engaged and showcases your brand’s personality.
• Leverage Facebook Groups: Create or join industry-specific groups to engage with potential clients. Share insights, answer questions, and position your brand as a valuable resource within the community.
• Run targeted ads: Utilize Facebook’s robust advertising capabilities to reach specific demographics. Experiment with various ad formats, including carousel ads and video ads, to find what works best for your target audience.
• Encourage customer reviews: Ask satisfied clients to leave positive reviews on your Facebook page. These testimonials can significantly influence potential customers’ decisions and enhance your credibility.
• Utilize Facebook Insights: Regularly check Facebook Insights to monitor engagement metrics, page views, and audience demographics. Use this data to fine-tune your content strategy and better connect with your audience.

Instagram

Instagram is great for visual storytelling, especially if your business has a creative or design-oriented aspect. First, convert your account to a business account. Run adverts, as this supports a long buyer journey and encourages your viewers to make a purchase — resulting in more B2B sales.

How do you use Instagram as a business tool? Go into the app and tap in the upper right corner of your profile page. Tap settings, privacy, and then account type and tools. Here, you will be able to switch to a professional account. After you select a category that aligns with your business, you’re all set.

How do I market my B2B on Instagram?

You must take advantage of Instagram for your B2B business because it’s a strong visual marketing channel that can help you grow your business and push creative boundaries. B2B companies experience their largest engagement ratios on Instagram, specifically using Instagram for business,  — according to TrackMaven’s research.

According to Business Dasher, 46% of people on Instagram made a purchase after seeing a product on the platform. A few ways you can use this social networking app, like the over 200 million other businesses on Instagram, are:

• Use Instagram Reels: Create short, engaging videos that showcase your expertise or offer quick tips. Use trending audio or hashtags to increase visibility.
• Collaborate and network: Partner with industry influencers or thought leaders to increase reach. You can share posts from your customers or clients that feature your products or services.
• Engage actively: Mix your brand hashtags with industry-specific hashtags to increase discoverability. Respond to messages and comments using your brand voice.
• Take photographs: Post interesting photos of your product, service, or a behind-the-scenes moment to educate or inform customers.
• Commit to a posting schedule: Over 200 million Instagram users visit at least one business profile per day. If you commit to a posting schedule, you can become one of these businesses. Top marketing teams plan their content using an Instagram scheduler.
• Set goals: Firstly, define your B2B objectives. Try to stay away from generic posts.

Most importantly, use Instagram insights to track engagement, follower growth, and performance. Adjust your content strategy based on what resonates with your audience.

YouTube

YouTube is perfect for explainer videos, case studies, and webinars — as it offers a massive reach. Start by defining your goals and understanding your audience. Develop your content strategy, create your content calendar to stay on top of everything, and optimize your page for SEO.

According to an Aberdeen Group report, B2B businesses that use video marketing strategies grow their revenue much faster — by 49%. 70% of marketers in B2B industries believe that video converts qualified leads better than all other forms of content marketing.

How do I market my B2B on YouTube?

YouTube is a powerful platform for B2B marketing, providing opportunities to educate and engage your audience through video content.

• Develop a professional channel: Create a branded YouTube channel that clearly represents your business. Optimize your channel description and include links to your website and social media profiles.
• Produce valuable video content: Focus on creating high-quality videos that address your audience’s pain points. Content ideas include how-to videos, product demonstrations, industry insights, and customer testimonials.
• Optimize for search: Use relevant keywords in your video titles, descriptions, and tags to improve searchability. Create eye-catching thumbnails and add clear calls to action to guide viewers toward your website.
• Engage with your viewers: Foster community by responding to comments and asking viewers for their opinions. Encourage them to subscribe and share their thoughts on future content ideas.
• Utilize YouTube ads: Invest in YouTube advertising to reach specific audiences. Experiment with different ad formats to see which ones drive the most engagement and conversions.

Use reporting tools

Using a reporting tool that pulls data from each channel into one place where you can easily track your key performing metrics (KPIs) might be most efficient. Social media KPIs are data-based measures of your progress toward your goals.

A reporting tool helps you plan a more effective content calendar and drive more leads.

Grow your B2B business with experts

WebUp helps you discover new customers online through strategic B2B marketing. Contact our expert team today to learn more. Let’s create more conversions.

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