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The Social Media Marketing Guide for B2B Companies

Social networks have become an important tool for many B2B companies to increase their reach and attract potential new customers. Sharing valuable content and nurturing customer relationships can be key building blocks on the road to success.

What is Social Media Marketing?

Recently, social media marketing has become a hugely essential tool, offering businesses the opportunity to market their products and services to a wider audience through strategically thought-out measures.

B2B companies can use platforms like Facebook, Instagram, or Twitter to reach bloggers, journalists, existing customers or even leads with inexpensive and very efficient methods.

What is the importance of social media marketing in B2B?

Social media marketing has become a measure with enormous potential lately. Not only do you have the opportunity to significantly improve your company's image through a strong presence on social networks, but also to spread your name to a wider audience.

Social media will help you gain more exposure.

And we all know how much people tend to choose a well-known brand that is considered reputable instead of opting for a no-name product.

Social Media Marketing Strategy for B2B

With the support of data analysis tools, B2B companies can also accurately measure their success as well as their progress and also user interactions.

However, you must first define your individual company goals precisely in order to be clear about what you want to achieve with your measures in social networks.

For the success of your social media strategy, it is important to set goals that are specific, achievable and also measurable.

Setting goals for social media marketing

For an exact determination of goals, a company should deal with several questions:

  • What goals do you generally want to achieve with your social media measures?

  • Which people represent the target group?

  • Which platforms are the right ones for your company's target group?

  • What message do you want to convey about your company to other people through the social media marketing measures?

Of course, you always have to set individual goals for your company for your services or products – nevertheless, there are some goals that every B2B company can follow:

  • Drive more traffic to your website, thanks to affiliate links or sharing blog posts

  • Optimize the conversion rate

  • Increase brand awareness, such as by advertising on social platforms

  • Optimize interaction and personal communication with your target audience

Know your target group

To successfully address your target group, it is first important to know them. An accurate picture of the buyer persona for your B2B company is the most essential thing here.

  • What does a business contact you want to work with look like?

  • What needs do they have and what problems do they want to solve?

Only when the target group is properly defined, and you know exactly who you need to address, you can focus on further measures.

Using social media channels correctly

What works for Twitter isn't necessarily right for Facebook – and YouTube is yet another channel altogether. There are now a multitude of different social platforms, with millions of users on them.

Therefore, defining your goals in social media also includes first looking at where your target group primarily spends its time.

Among the classics for successful B2B marketing are Xing and LinkedIn, as many professionals can be found here and new company contacts can be made quickly.

Facebook is now also one of the relevant platforms for B2B companies, and Instagram is also increasingly establishing itself as a serious network from which companies in all industries can benefit.

The platform, on which mainly videos and images with a short caption are posted, offers B2B companies the opportunity to send messages, present products or services or share stories from everyday life within the company.

This way, new and existing customers can be reached with regular content, which promotes loyalty.

A good example is also WhatsApp, which can by no means only be used to briefly check in with family or friends. The messenger service is also a great opportunity for companies to interact with customers at any time of the day or night.

In addition, direct messages can be sent to larger groups – and find out directly whether they have been read.

Distribute content via social media

Now that you've learned how to reach your target audience through the right channel, start creating content that is relevant and interesting to your audience.

This is where quite a few B2B companies are faced with the question of how they can most effectively attract attention and stand out from the competition.

Keep in mind that people who are on business platforms are usually particularly interested in industry-related and professional content.

Current trends within the industry, professional topics or news about innovations with professional pictures or videos can increase the awareness of your brand.

Important: The content must be up-to-date, informative and above all exciting for the users.

Measuring social media performance

In order for the social media strategy for your B2B company to succeed, measurable success is important. Classic A/B tests are an essential part of this. These show you directly whether a strategy works with your contacts and which measures your target group does not react to.

It's worth trying different setups for your campaigns

This way you can further specialize your targeting and avoid unnecessary wastage. Clean measurements and a lot of patience always pay off in B2B social media marketing.


Keep in mind that in social media marketing, there is no fixed scheme that can be applied to all cases. If you want to convince your target group in the long term, you should take the time to carefully work out your measures, adjust them again and again and, above all, carry out regular measurements.

Stay on the ball! B2B marketing changes as constantly as the behavior of other business partners and customers. For this reason, your measures require constant adaptation – social media marketing is therefore an ongoing process that requires constant optimization to achieve long-term success.