Social Media for B2B: Picking the Right Channels for Your Business

Marketing Advice - 01.12.23
Social Media: Picking the right Channels

B2B social media marketing is a strategy that leverages social media platforms to promote products or services to other businesses. The primary goal is to build relationships with other businesses by creating and sharing content that captures their attention and encourages engagement with your brand. 

This approach involves various tactics, such as crafting informative blog posts, sharing industry news and insights, hosting webinars or live events, and utilising paid advertising to target specific audiences

How social media marketing affects business

While many B2C companies actively engage across multiple social media platforms, B2B firms have been slower to adopt it. But whether you're a small startup or a large B2B firm, companies can amplify their online presence, engage with potential clients, and showcase their expertise, thereby cultivating trust and credibility in the market. 

Moreover, social media marketing allows them to stay updated with industry trends, connect with potential business partners, and create a robust network of like-minded professionals, all of which are vital for driving growth. The key, however, is knowing the right channels to use for your business to increase your chance of reaching your audience. To help decipher the right channels for your business, let’s take a look at each channel and what they offer marketers in the B2B space. 

X (formerly Twitter)

With its dynamic and fast-paced nature, X serves as a great platform for B2B businesses to share real-time updates and industry news and engage in conversations with industry professionals. According to this report from 99 Firms, 67% of B2B marketers utilise X as a digital marketing tool, making it the second most popular platform with an 86% usage rate.

This shows how effective X is for cultivating thought leadership and establishing a strong brand voice. The audience on X primarily consists of professionals, industry experts, and businesses seeking real-time information and engaging content.

Facebook

Although often more associated with B2C marketing, Facebook can - for certain propositions - also serve as a powerful tool for B2B businesses to connect with potential clients, share insightful content, and cultivate a community around their brand. With its diverse user base and robust advertising features, Facebook enables B2B companies to reach a wider audience through engaging content and targeted advertising campaigns.

Instagram

Instagram holds the third position as one of the most used social media platforms globally, sharing this spot jointly with WhatsApp, and interestingly, 90% of Instagram users use Instagram to follow brands. While visually driven, Instagram can be a valuable platform for B2B businesses to showcase their products, company culture, and behind-the-scenes insights. 

Through visually appealing content such as infographics, product demos, and employee spotlights, B2B companies can effectively humanise their brand and establish a more personal connection with their audience. It is particularly useful for industries that rely heavily on visual content, such as design, architecture, and manufacturing.

YouTube:

As the second largest search engine after Google, with 2.5 billion users, YouTube offers B2B businesses an opportunity to create informative and engaging video content, including product demonstrations, tutorials, and industry insights. To target the right demographic on YouTube, tailor your content, keywords, and advertising strategies to align with the preferences and interests of your desired audience.

Through well-produced video content, B2B companies can effectively educate their audience, showcase their expertise, and demonstrate the value of their products or services. YouTube's audience consists of individuals seeking in-depth knowledge, tutorials, and educational content within their respective industries.

LinkedIn

Considered the go-to platform for professionals and B2B networking, LinkedIn provides a powerful environment for B2B businesses to establish thought leadership, connect with industry influencers, and generate leads. 

This Forbes article states that 97% of B2B marketers rely on LinkedIn for content marketing By sharing insightful articles and thought-provoking analyses and participating in relevant industry discussions, B2B companies can enhance their credibility and expand their professional network. LinkedIn's audience predominantly consists of professionals, industry decision-makers, and businesses seeking valuable insights and networking opportunities.

TikTok

Though TikTok is more commonly used in B2C, it can be a great platform to connect with customers for certain types of B2B propositions.  Before investing time and resources into this channel, it is important to have clear objectives in terms of how you can connect with the typical audience for this platform and what behaviour you are trying to influence in that audience. 

TikTok’s value in B2B marketing is clearly growing though. Brafton's survey indicates that 61% of B2B marketers are now using TikTok, highlighting its emergence as a viable platform for showcasing the creative side, sharing behind-the-scenes glimpses, and demonstrating company culture in a light-hearted way.

Is Social Media Good for B2B Marketing? 

Absolutely, and as we’ve highlighted in this blog post, the key to success is to adapt individual strategies for each platform. 

  • X (Twitter) demands concise, industry-relevant conversations, 

  • LinkedIn necessitates a professional tone centred on industry insights and networking.

  • Facebook caters to a diverse audience, welcoming visually appealing B2B content.

  • Instagram targets a visually oriented demographic, emphasising the importance of visually engaging posts. 

  • TikTok provides an opportunity for B2B brands to experiment with creative, short-form videos. 

  • YouTube, with its longer-form content, suits in-depth tutorials and product demonstrations for B2B audiences.  

Another key factor in driving social media success is using analytics to monitor performance. This allows you to concentrate on the channels garnering the most attention and allows you to adopt your strategy over time.

Reach out to our social media experts, and we can craft a strategy to help maximise visibility, build relationships, and humanise your brand to make it more appealing to prospects. Contact us today and make social media a priority in your marketing strategy.