Using Social Media Platforms Effectively for B2B Companies

In the digital age, social media has become an irreplaceable tool for businesses of all sizes to connect with their audience. For small B2B businesses, effectively leveraging social media mix can be a game-changer, but with so many platforms available, it can be overwhelming to decide which ones are the best fit for your marketing strategy. In this article, we’ll explore the most popular social media platforms and provide insights on how to compose the best social media mix for your business.

1. Meta (Facebook)


Over 3 billion monthly active users – Facebook is the most popular social media network worldwide. 

Source: Statista, April 2024

Meta is considered to be the best-targeted advertising platform that has versatile advertising opportunities and an advanced dashboard. Meta as an element of your social media mix will let you control your marketing campaigns and have full transparency in money spent. It is worth having your company page there, but do not rely on organic content success as branded posts as they do not get prioritised by the algorithm no matter how great they are, unless it is part of a paid advertisement campaign.

Live and native videos tend to be the top-performing content types on Meta. According to Meta, people comment 10 times more on Facebook Live videos than on regular videos, proving its great engagement power.

Run awareness and lead generation campaigns using your account connected with your CRM and Marketing Automation platform to capture leads right on the spot. Placing your advertisements via Meta (Facebook) also enables you to reach Instagram audiences. 

2. Instagram

Around 2 billion monthly active users are counted on the Instagram platform, making it the 3rd popular social media network after YouTube. 

Source: Statista, 2024.

Instagram is a highly visual platform, making it ideal for businesses with visually appealing products or services. It may depend on the nature of your business, but usually Instagram is an awareness-delivery platform.

High-quality images of your products or services and short videos in the format of reels showcasing your products in action will work the best for your audience. Collaborative content with Instagram influencers will increase your audience as an alternative to organic postings and ads. Utilise Instagram Stories and Reels for timely and engaging content.

Adding Instagram into your social media mix can be the best for building a visually appealing brand identity, reaching a younger demographic, and driving engagement through likes, comments, and shares.

3. YouTube

2.5 billion monthly active users make youtube a second the most popular social network. 

Source: Statista, 2024.

YouTube is the go-to platform for video content, offering opportunities for businesses to educate, entertain, and engage their audience.

Shorts will be the best content for you if you want to build awareness organically, as it gets prioritised by the algorithm. When it comes to both Shorts and long videos you can consider posting video tutorials, product demos, customer testimonials, and behind-the-scenes footage. Focus on providing value and solving your audience’s problems.

Choosing Youtube for your social media mix is the right way to go especially if you aim  to educate your audience, showcase your products and services in action and drive traffic to your website.

4. LinkedIn

47% of LinkedIn users are Millennials, making them its major audience. Interestingly, LinkedIn audiences are B2B-focused with roughly twice the buying power of audiences elsewhere which makes it the best platform for promoting B2B businesses.

Source: Hootsuite, 2024.

LinkedIn will be the most specialised platform in your social media mix as it focuses on professionals. This makes it perfect for B2B businesses that want to establish a leadership position in their field and connect with industry experts.

As for content, consider thought-provoking articles, industry insights, company updates, and employee spotlights. Similar to the other platforms above, LinkedIn also prioritises video formats and if you aim for awareness – that should be your focus content. Do not forget to join relevant groups and participate in discussions to expand your reach.

LinkedIn is a good space to establish thought leadership, network with industry professionals, and generate leads through targeted outreach.

5. X (Twitter)

611 million monthly active users on X (Twiter) with Indonesians being the fourth largest audience on this platform.

Source: Statista, 2024.

Twitter is a real-time platform where users share timely updates, engaging in conversations, and participating in trending topics.

Short, concise updates, industry news, polls, and engaging visuals will be the most effective types of content on X. Use hashtags to increase the visibility of your tweets and participate in relevant conversations.

It is the best for sharing timely updates, engaging with your audience in real-time, and participating in industry conversations. Having not only a corporate account but your personal account there will place you as an expert of your field and open opportunities for promoting your company via building a self-brand. 

When composing your social media mix, consider your business goals, target audience, and resources available for content creation and management. Recognising your resources for a long run is important for maintaining a consistent brand voice across all platforms.

What's next for you?

To maximise your social media mix strategy and stay competitive, you need tools that streamline your efforts. A CRM and Marketing Automation system can transform your business by improving customer management, automating tasks, and managing social media content. This allows you to focus on growing your business. 

Whether you’re a small B2B business starting out or looking to optimise, “Lead Gen and CRM” by Constant Contact offers a complete solution. It helps track customer interactions, manage social media content, and generate more sales opportunities. Discover how “Lead Gen and CRM” can elevate your business and help you achieve your marketing goals.

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