As we strive towards 2024, the dynamics of B2B social media marketing strategy have witnessed profound changes, reshaping strategies and redefining norms. The strategies, tools and preferences of B2B marketers have shifted, charting new pathways in how businesses engage with their audience on various social platforms. Below are five noteworthy nuggets that can help you stand out in the crowd.
1. Video Is the Key to Social Media Marketing Strategy Success
93% of social media marketers emphasize video as a crucial element in their strategies, especially favoring short-form content, which users find 2.5 times more engaging than long-form videos. Despite its recognized importance, video remains underutilized across various major social media platforms. While video content creation is on the rise, there is still a strong focus on blogging, especially for B2B marketers. Top-performing B2B blog posts earn an average of 100 social media shares and 50 organic search views every month.
2. Instagram Is a Powerful Tool for B2B
While Facebook and LinkedIn ranked as the two most popular social media platforms among B2B marketers, Instagram should not be disregarded. Recent research shows that it produces 20 times more engagement than LinkedIn for B2B brands.
33% of B2B marketers are currently using Instagram in their social media marketing efforts, however, 80% of Instagram users choose to follow businesses on the platform and the opportunity to grow your B2B company on the platform should be part of any well-rounded strategy.
If your organization is currently on the fence about Instagram, now might be a good time to start building a presence to promote your brand and company culture. Consider leveraging their live video features or Instagram ads to promote fun events or customer-focused content that aims to build trust with your brand.
3. LinkedIn Is the Most Update Social Network for B2B Marketers
LinkedIn is the most commonly used social media network for B2B marketers, followed by Facebook and X. Facebook and LinkedIn have historically fought for the top spot, while Facebook has a larger number of users the focused audience of professionals on LinkedIn has proven to be a powerful tool for B2B lead generation.
With new features such as newsletters, articles and lead gen forms LinkedIn has stepped up as a top lead generation platform for B2B businesses. Research shows that 75% of B2B buyers use social media to make buying decisions, showing the importance of utilizing various platforms to support the buyer’s journey.
4. Paid Ads Are an Important Tool for Lead Generation
When asked to identify which platforms marketers regularly use for their paid social media efforts, 75% reported using Facebook ads, followed by Instagram ads at 51% and LinkedIn ads at 43% – for both B2B and B2C marketers. For reaching a B2B audience LinkedIn and Facebook are the top two most effective social media platforms to find new prospects.
Facebook’s conversion rate is the highest overall at 9.21%. With this in mind, you may think it best to run campaigns on Facebook. However, you shouldn’t necessarily abandon a low benchmark social media channel. Especially if it is part of your digital strategy. It all depends on your target audience and product mix. Keep this in mind before solidifying your position on a paid ads strategy.
5. Personalization Matters
In today’s digital age, personalization stands as a pivotal element in B2B social media marketing. As a marketer, recognizing the importance of tailoring your social media content and messaging to specific audience segments is paramount. Engaging potential customers effectively and fostering trust with your brand hinges on personalizing your interactions.
One effective method for achieving personalization is through the utilization of buyer personas—imaginative representations of your ideal customers. By comprehending the characteristics, needs and pain points of these personas, you can craft targeted content that deeply resonates with them. Another avenue involves leveraging advanced analytics and data-driven insights. By scrutinizing your audience’s behavior and preferences, you can construct personalized campaigns that genuinely connect and engage. Harnessing the power of personalization not only nurtures enduring relationships with potential customers but also propels lead generation for your business.