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4 Social Media Platforms B2B Marketers Need to Be On

 In Social Media, Strategy, Marketing

When it comes down to it, there’s no replacement for social media. As a B2B marketer, you need to constantly be active on social media to engage with clients, customers, and prospects. It’s an effective and low-cost way to get your brand in front of the right people. Many B2B marketers will stop their social media usage just on LinkedIn, but you don’t need to limit yourself. There are many other platforms that are incredibly effective for B2B businesses. Below we’ve listed 4 useful social media platforms that your business should be on and also best practices for each one.

 

Infographic for LinkedIn Content

Overview

LinkedIn is the most popular social media platform in the eyes of many B2B marketers. The platform has developed a reputation for being the most effective for B2B businesses and for a good reason, 63% of marketers rated LinkedIn as the best B2B social media (Content Marketing Institute).

 

Why You Need It

LinkedIn’s most useful function is definitely lead generation for B2B marketers. 79% of B2B marketers see LinkedIn as an incredibly effective source for generating leads (LinkedIn). It has in-depth targeting options when creating ads which is a great source for getting your message and name in front of the right audience to convert. When you have a company page on LinkedIn you’re exposing yourself to over 430 million business professionals. There are endless amounts of value in having your brand on LinkedIn when it comes to awareness, consideration, and conversion for your business.

 

How to Use It

It’s no surprise that as a professional networking platform, your target audience will be spending their time here as a B2B brand. You want to provide value to your audience on this platform, provide them with information that’s useful to them. Post thought leadership content in your industry, company updates/culture, share your latest work, etc. And always engage; engage with your current customers and prospects since they’re already in a business mindset on this platform.

 

Brands That Are Doing Well

1. Hp

2. HubSpot

 

Infographic for Instagram Content

Overview

Visual content is only growing in popularity and value. Instagram is the perfect platform for showcasing your brand’s story and business while engaging with audiences through pictures and video. With the launch of IGTV Instagram is only going to become more effective for B2B marketers. Instagram now allows users to create video content up to an hour long, they’re also planning to develop Instagram Channels with their content to allow people to subscribe to and add links to their descriptions to help drive traffic elsewhere.

Read more about Instagram’s IGTV here: TechCrunch.

 

Why You Need It

There are over 1 billion active accounts on Instagram every month and 80% of those accounts follow businesses on the platform (Instagram). Instagram offers a variety of ad styles such as photo, video, and carousel. Each type of ad can be used for different campaign goals as well, businesses may advertise for awareness, promotion, driving sales, generating leads, etc.

Check out how SumUp, a financial technology company, used Instagram Stories to boost awareness and generate leads. SumUp Success Story.

 

How to Use It

Instagram is a full creative visual platform, take advantage of this. Post visual content that fits with your brand but get creative. You want to stand out visually compared to your competitors. Quotes, company culture, and user-generated content do incredibly well on this platform. Get involved in the community that you’re trying to target on Instagram, participate with conversations, hashtags, and engagement. It’s important to seem active and personable on this platform. Link your website and other relevant accounts in your bio, you can’t link to posts so this is the best way to begin directing users to your website from your account. And lastly, tell a story. Don’t get caught up in posting generic or general content, make sure everything you posts fits within your brand and the story that you’re trying to convey with your feed.

Hootsuite is a perfect example of a B2B brand that’s telling stories of their team and company culture. Check out Hootsuite’s profile here: Hootsuite.

 

Brands That Are Doing Well

1. Huge

2. Cisco

 

Infographic for Twitter Content

Overview

Twitter is a great platform to post content, answer questions, and comment quickly. This allows you to engage in a way that other social media platforms don’t have the ability to. With 87% of B2B marketers using Twitter as part of their content strategy, it’s clear that there are many benefits that businesses will see when using Twitter for marketing (Forbes).

 

Why You Need It

Twitter has more than 330 million monthly active users and over 500 million tweets going out per day (Weidert). Twitter users cover a wide spectrum of industries, job titles, location, etc. Use this to your advantage, your target audience and potential prospects will exist on Twitter. On top of this, Twitter can be used as a virtual customer service platform, answer questions that audiences have, explain how your service or product works, also making it easy for audiences to tag your handle and directly ask your business the questions.

 

How to Use It

Use Twitter to send quick updates and content to the masses. On the business side, you can promote your services, build your brand personality, drive traffic to your website and show your expertise. On the audience side, you should answer questions that people are having, research how your target audience is using their Twitter to better understand them and how to communicate on the platform, and identify and engage with influencers to promote what your business does. The most important tip to keep in mind is just to stay active, Twitter is a busy platform with constant conversation and content (over 500 million Tweets per day) make sure your business doesn’t fall behind and is active on this platform.

 

Brands That Are Doing Well

1. IBM

2. Deloitte

 

Infographic for Facebook Content

Overview

Facebook is more relevant for B2B marketers than most may believe. Facebook is a great platform to engage with audiences and learn more about what they want from your company. Audiences can easily interact with your company page, engaging with your content and rating your overall company. All of this engagement is effective for boosting your Facebook profile.

 

Why You Need It

Facebook has over 16 million business pages on the platform, providing a great outreach for your brand. Facebook is also filled with company decision makers who are actively engaging. The median amount of time decision makers spend on Facebook is 74% higher than the average Facebook user (Medium). This means that your company has the ability to get in front of the right people for generating leads. Facebook also offers great advertising options for B2B marketers, the platform offers unique options to advertise and assist your business to meet its specific goals.

 

How to Use It

Use Facebook to promote who your business is and what you do. Brand all of your content and utilize rich media, post content around thought leadership, how-to’s, company culture, latest work, etc. You can also generate leads through Facebook ads, you have many options for settings that you can use for your ads. Follow this step-by-step guide to creating Facebook ads here: Hubspot.

 

Brands That Are Doing Well

1. Intel

2. SalesForce

 

Interested in learning more about B2B marketing and content creation? Check out these articles!

1. Your Marketing Funnel – What Content Goes Where
2. 6 Common Myths/Mistakes When Creating Content
3. 21 Pieces of Content to Enable Your Sales Team With

Alison Osborne
Alison is the Jr. Sales and Marketing Coordinator at Media One Creative. With a passion for marketing, content, and creativity, Alison has been working in various startups for over 3 years.
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