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8 proven tips for managing social media for B2B brands 

19.12.2023

Social media for B2B brands has always been a point of conversation, but whether it is a valuable place to run B2B digital marketing is not in question. 

It’s an essential string in the marketing bow for any B2B brand. Nearly half (46.5%) of B2B buyers worldwide use social media to contact B2B firms. And, according to LinkedIn, 78% of businesses using social selling outperform those that don’t. So 2024 is not a time to be avoiding social media marketing.  

That’s why, in this blog, we’ve outlined a B2B digital marketing agency’s top tips for using social media for B2B marketing success in 2024: 

 

1. Create a combined social and content strategy 

The first step in any social media strategy worth its salt is to create a content calendar. There are plenty of opportunities to be reactive, and pick up on recent trends, but planning is still key. 

More importantly, this plan should be aligned with your overall marketing strategy. If your digital teams are releasing campaigns, or content teams are drafting pieces, your social plan should integrate this activity. 

Therefore, you should coordinate with your entire team to create an annual plan of activity. This should cover shared themes that fit with your brand, and work towards the company’s commercial goals. 

It’s also worth checking in with other employees about any events they’re attending or product updates you should be aware of. 

 

2. Plan your lead generation campaigns in advance 

Alongside your organic social media activity, you should build a separate calendar for paid ad campaigns.  

There’s a lot that goes into a digital marketing campaign, including creating landing pages, ad content, ad design, email workflows and more. Not to mention the lead magnet asset – a guide or an eBook, for example.  

It takes time, planning and coordination to create these items. Therefore, it’s essential to plan them in advance. 

Lead generation campaigns should reflect the themes that you engage with as part of your organic social media activity, but they deserve more focused attention. Consider your target audience’s buying habits throughout the year and plan accordingly.  

This way you can put the right content in front of them at the right time.  

Discover more factors that will help you plan B2B PPC advertising campaigns that succeed here. 

 

3. Use different formats for case studies 

Case studies are excellent social proof. B2B brands have a tendency to focus on their products or services, not the benefits to the audience. Promoting case studies lets your solutions speak for themselves.  

But, case studies don’t just have to be the standard written blog.  

Using social media-friendly formats lets you quickly highlight what the audience wants to know. It can be a more engaging way to showcase your outcomes and build trust with your prospects. Try a carousel with a sleek ‘challenge’, ‘solution’, ‘result’ format. 

 

Or highlight testimonials first and foremost. Better yet, let your satisfied customers tell their story firsthand with a storytelling-style video. 

RELATED: Learn how to write a great case study. 

 

4. Employee engagement humanises the brand 

Brand marketing is great, but it can become a bit stale if it’s the only approach you take. Integrating human voices into your social media presence humanises your brand. 

It shows there’s faces behind the logo and corporate messaging. Plus, we’re noticed that people are much more likely to engage with personal profiles than company profiles. This is true for our own profiles and our clients’ profiles. 

Ask employees to comment, like or share posts from the company page. This will also help boost metrics like engagement and reach.  

 

5. Promote a company thought leader 

As an extension to the above, social media for B2B brands is a great opportunity to empower thought leaders. Your team are your experts – so let them voice their opinions, in their voices. 

Encourage them to write and share articles from their own accounts. This works even better for employees who are customer-facing. It builds their profile as a reputable and trustworthy expert before prospects even engage with your brand directly.  

If writing articles is too much, sharing quick insights, tips or comments on industry news is equally valuable. Community forums are also a good place for your thought leaders to speak directly with your audience. 

“90% of [businesses] say building an active online community is crucial to a successful social media strategy.” – HubSpot 

 

6. Build your employer branding 

It’s not just potential customers you want to reach on social media, it’s potential talent too. To attract the right people for your culture, you need to show off this culture on digital marketing channels. 

Anything from pictures of team days to content about your values can help build your employer brand. Don’t be afraid to show who you are as well as what you do. 

Integrate this into your social media strategy for the year. It should be almost as big a part of your presence as your solution-related content. As an added bonus, your workplace culture can be a big differentiator for prospects too. 

 

7. Use social media to research and address audience pain points 

You can use channels like LinkedIn, Instagram, Reddit, or Facebook to research your audience. These are just as valuable as traditional market research channels. 

Your audience are likely voicing their challenges on social media. Use relevant hashtags and community groups to go directly to the source. Read about what their concerns are, their motivations and what solutions they are looking for.  

You can even research what styles of posts your target audience are engaging with. Is it informative infographics, downloadable guides or snappy videos? 

This will help you create much more authentic content that your audience can relate to. 

 

8. Target different decision makers  

B2B social media channels like LinkedIn are perfect for communicating with specific decision makers. You can easily identify and target certain job roles that are relevant to your business. 

From direct messaging to community groups, these modes of communication give you a chance to be even more personal. Similarly, LinkedIn allows you to target specific job roles in paid campaigns. This means you can practice account-based marketing easily, with messages designed for the individual. You can talk to a CEO or a technical expert about the benefits that matter to them. 

In contrast, posting on your company page is more suitable for broad scope messaging.  

 

If you want more practical advice, get the guide to LinkedIn social media for CEOs. Just enter your email below.


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