Social media – a key touchpoint in your B2B marketing strategy

The last couple years I’ve been spending far more time on social media for work and far less time scrolling Facebook, Instagram, and YouTube for leisure. I view this as a good thing as we all know social media can be a serious time-suck. But when it comes to marketing a business, your presence on social media is essential and does not need to take up much of the finite time you have any given week. With a bit of strategy and planning up front,, it should be fairly simple to weave social into your schedule. 

Social media platforms are downright lucrative for B2C, but B2B brands benefit greatly by showing up. B2B engineers and buyers spend time on all the platforms in some form or fashion and a strong social media strategy helps you connect, establish authority, generate leads, nurture relationships, and stay competitive. 

The benefits of social media for business

The potential benefits of social media for businesses are many, including:

1. Building Brand Awareness & Authority 
   Posting regularly—even just 1-2 times per month—is a great starting point. Share case studies, whitepapers, and expert insights to position your company as a trusted resource. Behind-the-scenes photos, industry events, and even the imperfect realities of running a business help build connection and trust. 
   
2. Strengthening Customer Relationships 
   B2B sales cycles can be long and complex. Social media keeps you front-of-mind with prospects and customers, offering a space to share product updates, answer questions, and provide valuable design resources. 
   
3. Boosting Website Traffic & SEO 
   A lot of what you post will likely link back to your website—whether it’s product pages, blog posts, or gated content. This drives traffic and increases lead conversions. Plus, active social profiles improve your SEO ranking, making your company easier to find online. 
   
4. Providing Competitive Insights 
   Keeping an eye on competitors’ social activity can give you a leg up. You’ll gain insight into their strategies, customer interactions, and industry trends, helping you refine your own approach.  
   
5. Supporting the Sales Team  
   Social media can nurture leads through awareness, interest, and decision stages. These platforms give you an opportunity to support users through discovery stages, and to offer targeted promotions for conversion. It can also help build rapport through Q&As and seamlessly align with the B2B sales funnel. 

Leverage each social media platform accordingly

Not every platform serves the same purpose, and not every company needs to be everywhere. With few exceptions, LinkedIn is a must, but your industry, target audiences, and content capabilities will guide all other decisions.  

Here’s a breakdown of key platforms and how to make the most of them:

1. LinkedIn: The B2B Powerhouse 

• Best for: Thought leadership, networking, lead generation 
• How to use it effectively: 
  • Share industry insights, company updates, and thought leadership content 
  • Publish blog posts, articles and whitepapers to establish credibility and drive users back to your site 
  • Engage in LinkedIn groups and discussions when possible 
  • Use LinkedIn Ads and InMail for targeted outreach 
  • Encourage employees to share content to grow reach organically, this is one of the best ways to grow a following 

2. Facebook: Community & Brand Awareness 

• Best for: Company updates, employer branding, customer engagement 
• How to use it effectively: 
  • Post company news, event updates, and success stories 
  • Run targeted ads to reach niche audiences 
  • Share behind-the-scenes content to humanize your brand 

3. X (Twitter): Real-Time Industry Engagement 

• Best for: News sharing, networking, brand visibility 
• How to use it effectively: 
  • Share industry news, insights, and quick tips 
  • Use relevant hashtags to expand reach 
  • Engage with industry influencers and potential clients 
  • Follow and interact with key players to boost visibility 

4. Instagram: Visual Storytelling for B2B 

• Best for: Brand awareness, recruitment, behind-the-scenes content 
• How to use it effectively: 
  • Highlight company culture to attract talent 
  • Share product development updates, office life, and event highlights 
  • Use Instagram Stories and Reels for quick product demos and FAQs 
  • Post customer testimonials and case studies in a visually engaging way 

5. YouTube: Educational & Product-Focused Content 

• Best for: Tutorials, product demos, webinars 

• How to use it effectively: 
  • Create explainer videos and product demonstrations 
  • Host live Q&A sessions and webinars 
  • Publish customer success stories and case studies 
  • Optimize video titles and descriptions for SEO 

6. Other Platforms to Consider 

• Reddit & Quora – Answer industry-specific questions and showcase expertise 

• TikTok – Surprisingly effective for B2B storytelling and behind-the-scenes content 

• Pinterest – Great for sharing infographics, whitepapers, and design inspiration 

Other things to think about

Knowledge of a) how social media can help your business, and b) the different ways in which social platforms can be best utilized will go a long ways in your goals of marketing your business socially. Here are a few other things to keep in mind as you head down this path:

✅ Know Your Audience – Tailor content to decision-makers, engineers, or purchasers.

✅ Be Consistent – Even a few posts a month can keep you relevant.

✅ Engage, Don’t Just Broadcast – Respond to comments, start conversations, and participate in discussions.

✅ Use Data to Optimize – Track engagement, click-through rates, and conversions to refine your approach.

✅ Leverage Paid Ads – Invest in targeted social media advertising for lead generation and brand awareness. 

When in doubt, reach out 

B2B marketing doesn’t have to be dry or overly complex and time-consuming. The right social media strategy can make your brand more relatable, more discoverable, and ultimately, more successful. Whether you’re starting with LinkedIn or diving into video content on YouTube, consistency and engagement are key.

If you need help getting started or someone to own this task long-term, we are happy to help.