7 B2B Social Media Examples to Inspire Your Strategy

Social media is not just for B2C businesses. B2B companies can also benefit from using social media to build brand awareness, generate leads, and foster customer loyalty. In fact, according to a report by HubSpot, 75% of B2B buyers use social media to research potential vendors, and 84% of C-level executives use social media to influence their purchasing decisions.

But how can B2B businesses leverage social media effectively? What are some of the best practices and examples to follow? In this article, we will explore seven B2B social media examples from different industries and platforms, and highlight the key takeaways for your own strategy.

KEY TAKEAWAYS

B2B social media marketing can help you to grow your brand, generate leads, and foster customer loyalty.

You can use different social media platforms like LinkedIn, Twitter, YouTube, Instagram, Pinterest, Facebook, and TikTok to reach different business audiences.

You can use different types of content like customer success stories, educational videos, behind-the-scenes photos, user-generated content, live events, and more to showcase your value proposition.

You need to define your goals, KPIs, audience, content, platforms, tools, and metrics to create a successful B2B social media marketing strategy.

You need to be consistent, authentic, valuable, engaging, visible, experimental, collaborative, participatory, interactive, and helpful in your B2B social media marketing efforts.

1. Adobe: Showcasing Customer Success Stories on LinkedIn

LinkedIn is the most popular social media platform for B2B marketers, with 95% of them using it as part of their content marketing strategy. One of the ways to use LinkedIn effectively is to showcase customer success stories, as Adobe does on its page. Adobe regularly posts case studies and testimonials from its clients, highlighting how they use Adobe products to achieve their goals. These posts not only demonstrate Adobe’s value proposition, but also create social proof and trust among potential buyers.

2. Slack: Creating a Community on Twitter

Twitter is another widely used social media platform for B2B businesses, with 86% of them using it for content marketing. One of the ways to use Twitter effectively is to create a community around your brand, as Slack does on its account. Slack engages with its followers by asking questions, sharing tips, and celebrating milestones. It also encourages user-generated content by retweeting and replying to tweets from its customers. These actions help Slack to build a loyal fan base and increase word-of-mouth referrals.

3. HubSpot: Providing Educational Content on YouTube

YouTube is the second most visited website in the world, and a powerful tool for B2B marketers to reach and educate their audience. One of the ways to use YouTube effectively is to provide educational content that solves your customers’ pain points, as HubSpot does on its channel. HubSpot produces various types of videos, such as tutorials, webinars, podcasts, and interviews, that cover topics related to marketing, sales, and customer service. These videos not only showcase HubSpot’s expertise, but also generate leads and drive traffic to its website.

4. Mailchimp: Sharing Behind-the-Scenes Content on Instagram

Instagram is not just for B2C businesses. B2B businesses can also use it to humanize their brand and connect with their audience on a personal level. One of the ways to use Instagram effectively is to share behind-the-scenes content that reveals your company culture, values, and personality, as Mailchimp does on its account. Mailchimp posts photos and videos of its employees, office, events, and projects, that give a glimpse into its work environment and culture. These posts not only make Mailchimp more relatable and authentic, but also attract and retain talent.

5. Shopify: Curating User-Generated Content on Pinterest

Pinterest is a visual search engine that can help B2B businesses drive traffic and conversions. One of the ways to use Pinterest effectively is to curate user-generated content that showcases your products or services in action, as Shopify does on its board. Shopify pins images and videos from its customers who use Shopify to create and run their online stores. These pins not only display Shopify’s features and benefits, but also inspire and motivate potential customers to start their own businesses.

6. Salesforce: Hosting Live Events on Facebook

Facebook is the largest social media network in the world, and a versatile platform for B2B marketers to reach and engage their audience. One of the ways to use Facebook effectively is to host live events that showcase your thought leadership, industry insights, and product updates, as Salesforce does on its page. Salesforce regularly hosts live webinars, Q&A sessions, product demos, and interviews with experts and influencers on its Facebook Live feature. These events not only provide valuable information and education to its audience, but also create a sense of urgency and exclusivity.

7. Cisco: Leveraging User-Generated Content on TikTok

TikTok is the fastest growing social media app in the world, and a potential platform for B2B marketers to reach younger audiences. One of the ways to use TikTok effectively is to leverage user-generated content that showcases your brand personality, values, and impact, as Cisco does on its account. Cisco encourages its employees and customers to create and share videos that highlight how they use Cisco products or services to make a difference in the world. These videos not only convey Cisco’s mission and vision, but also create emotional connections with its audience.

TIP

One of the most important tips for B2B social media marketing is to be consistent and authentic. Don’t try to copy or imitate other brands, but rather find your own voice and style. Don’t post sporadically or randomly, but rather follow a regular schedule and frequency. Don’t ignore or spam your audience, but rather listen and engage with them. Don’t focus on selling or promoting, but rather on educating and helping.

B2B Social Media Examples: How to Increase Global Demand for Your Services

Social media is not only a powerful tool for reaching consumers, but also for connecting with other businesses and generating leads. In fact, according to a report by HubSpot, 75% of B2B buyers use social media to make purchasing decisions. But how can you use social media effectively to showcase your B2B services and increase global demand? Here are some examples and tips from successful B2B brands.

Use creative design to stand out from the crowd

One way to attract attention and differentiate yourself from your competitors is to use design creatively on your social media posts. For example, Mailchimp, a marketing automation company, uses colorful and interactive graphics to excite viewers and encourage engagement. They also share profiles and tips from their partner community, showing the diverse range of use cases they support.

Showcase your history and legacy in the industry

Another way to build trust and credibility with your potential customers is to showcase your history and legacy in the industry. For example, IBM, one of the largest technology companies in the world, uses social media to share photos and videos of past products from the last hundred years. They also share stories of their employees, their research, and their innovations, reinforcing their brand values.

Provide value through content and education

A third way to increase global demand for your services is to provide value through content and education. For example, HubSpot, a software company that offers tools for marketing, sales, and customer service, consistently posts training, resources, and research on their social media channels. They focus more on knowledge sharing than product pitching, positioning themselves as thought leaders and experts in their field.

FREQUENTLY QUESTIONS

Q1: What is B2B social media marketing?
A: B2B social media marketing is the use of social media platforms to reach and engage with business audiences, such as prospects, customers, partners, and influencers.

Q2: Why is B2B social media marketing important?
A: B2B social media marketing is important because it can help you to:

Increase brand awareness and recognition
Generate leads and sales
Build trust and credibility
Foster customer loyalty and retention
Enhance customer service and support
Establish thought leadership and authority
Drive traffic and conversions

Q3: How to measure B2B social media marketing success?
A: To measure B2B social media marketing success, you need to define your goals and key performance indicators (KPIs) for each platform and campaign. Some of the common metrics to track are: