B2B Marketing Guide: Mastering Social Media Platforms

B2B Marketing Guide: Mastering Social Media Platforms in 2024

If you are a business owner, it’s crucial to remember that social media and business success go together like peanut butter and jelly! Consumers across the lifespan turn to social media platforms daily to get their news, learn about new products, and connect with trends. Businesses also use social media to connect with other businesses (B2B) and expand their networks to increase profits.

If trying to master social media (SM) makes your head spin, fear not. At Nomadic, we created this extensive social media guide that will help you hone your skills, narrow your focus, and accelerate your business.

Understanding Each Social Platform

We often hear similar sentiments about feeling overwhelmed with how to prioritize your efforts across all the social media platforms. This blog will help you make a social media marketing strategy around the platforms that most closely align with your business culture and therefore deserve your time and attention.

Meta Facebook Business facebook logo

What it is:

A worldwide social network with over 2 billion users. These users range from your 90-year-old grandmother to your favorite clothing brand. Recently rebranded as “Meta”, Facebook is the parent company of many other large SM platforms including Instagram and Snapchat.

Key Features:

Here are the latest features your B2B Facebook strategy should focus on:

B2B Facebook Groups:

One of the best practices for B2B Facebook is demand generation using Facebook Communities and Groups. These Facebook groups are for specific topics or content. You can use Facebook Groups for B2B Demand Generation in these ways:

  • Use it as a channel to inspire others to connect with you
  • Promote events, content, demos, or webinars for the groups
  • Create a group name with a target keyword specific to your product and services
  • Use scheduling tools to ensure your audience is active when a conversation starts
  • Join other related communities where you will find more value and people who may be interested in your offerings
  • Use groups to populate your email lists for upcoming campaigns
  • Create professional and personal connections with people in your industry

Facebook Business Page: Track your social media impact with the Business Page Features. These insights provide you with crucial information such as how many people view your content, the demographics of people who engage, and more.

Services Page: Help people understand exactly what you do, by adding a Services section to your page. For example: an Industrial Cleaning Company could list a services page with their prices, upcoming availability, hours of operation, and more. Customers and other businesses can even book appointments directly through these links!

Adding a services tab

Live Videos: “Going Live” is just like it sounds: your followers can watch you in real time. Live videos are effective for showing off new products, engaging in real-time with viewers who can ask questions, and interviewing other businesses.

CTA Buttons: Want to drive traffic to your website? Call To Action buttons on your page can directly link to products you’re selling or events you’re hosting.

B2B Facebook Ads:

Facebook Ads are an effective way to accelerate your business. Whether your business is in healthcare, manufacturing, investment, transportation, or anything else, targeted Facebook Ads can drastically increase your engagement and sales.

Facebook uses two models for ads: Organic and Paid. An Organic ad is simply when your business posts something advertising your services or products. The post will be shown to your followers, and depending on their engagement, the algorithm may also show it to businesses outside your group of followers.

Paid ads, commonly referred to as PPC (or Pay-Per-Click), will show up much more broadly in the feeds of businesses and consumers who do not already follow you. It is an effective way to expand your reach and nearly always has a higher ROI than organic posts.

Effective Facebook Ad Placements for B2B

Effective B2B Facebook Ads can be placed throughout the app including:

  • In Facebook Groups
  • On your company’s Facebook Homepage
  • On the right side, ad column
  • Via direct links
  • Through publicly shared videos

B2B Ads on Facebook can generate leads AND re-target lost prospective customers. We recommend creating “Custom Audiences” which will help funnel people who may already know about your business to your page. To do this, simply:

  1. Go to Campaigns
  2. Click on the tab labeled Audiences
  3. Select Custom Audiences
  4. Now select Customer List
  5. Upload your list of email addresses of current, past, and potential customers

This allows you to show ads in the feeds of users whose emails you have collected which will undoubtedly boost engagement.

Why Should Businesses Use Facebook?

Not only does a strong Facebook presence expose your business to billions of people across the globe, but Facebook is also a great B2B resource for bringing businesses together toward common pursuits. Facebook helps your business share content ideas, sales information, and trends with a broad audience. Plus, 7 in 10 Americans use Facebook, meaning your efforts will reach across demographics.

As a business owner or manager, the data shows it’s well worth your time to invest in Facebook ads. The ROI is high since it drives other businesses to your page who otherwise would not know about your services. Many businesses have seen extraordinary growth as a direct result of strong Facebook engagement. In our follow-up post, we’ll discuss what advertising benchmarks are useful for your industry.

Instagram

What it is:

A photo and video-based application, meant to be used mainly on a mobile device.

Key Features:

Reels, Going Live, and Stories are all effective growth-building tools.

Reels: Reels are essentially short, editable videos that can be shared across the platform. They are a great way to build your following and connect with other businesses. 

When audiences engage with your reels – via likes, comments, or shares – the algorithm will continue to place your content in other users’ feeds. These reels commonly appear to non-followers, increasing the number of people who see your content to increase your follower count. 

Live Videos and Stories: Just like on Facebook, Instagram offers businesses the chance to go live and share short snippets about products, and sales. This helps other businesses engage in real time and catch glimpses of your day-to-day operations which can be a great way to humanize your business and connect with others

Searching Locations: Help potential customers in your geographic area find you by geo-tagging your location. If a user searches for a specific service in their location, you will be more likely to pop up on their feed.

Feed Cohesion: Your Instagram feed shows the aesthetic of your brand and therefore warrants thoughtful cohesiveness. Picking a color theme, using a consistent tone of voice, and engaging with relevant posts frequently helps to build a cohesive feed that users will come to expect. This creates a strong and memorable brand.

Why Should Businesses Use Instagram?

Did you know that advertisements on Instagram can show up on over 1.2 billion user’s feeds?

Aside from the massive potential for reaching new customers, Instagram for businesses also offers excellent “Insight” tools to help you see how your followers are engaging (or not) with your content. The insight feature will show you how many plays your videos have, how many times users saved or shared content, and how many overall accounts were reached. Here’s how to use the insight tool:

Instagram’s Guide to Their Insights Tool

X x logo(Formerly Twitter twitter logo)

What it is:

A Text-based social media platform that focuses on short, word-based posts (formerly called “tweets”). Tweets can contain links, photos and videos.

Key Features:

Effective way to share small bite-sized bits of information. Posts are limited to 280 characters.

Hashtags: X was one of the first platforms to adopt hashtags, and they remain an excellent way for users to find content. A hashtag is a word or couple of words grouped together and preceded by a #.

Users can search for hashtags that relate to content they’re interested in. Everything from #puppies to #barbecue. Trending topics are typically connected to a hashtag. Businesses can easily find and use popular hashtags that relate to their industry. Have your posts show up in more feeds by using relevant and trending hashtags related to your industry.

Partner with Industry Influencers: A great way to increase engagement on your page is to partner with well-known people in your industry. For example: healthcare companies could work with well-known doctors or professionals whose work aligns with their own to re-post or share content.

Ads on X: Promoted Ads, Follower Ads, Profile Takeovers, Amplify, and X Live are advertising avenues that X offers. Profile Takeover, for example, allows you to essentially dominate the conversation for your industry. Your content will show up on the Explore Page, Timeline, and “who to follow” page, leading countless people finding your posts.

Why Should Businesses Use X?

X’s advertising options are very precise, allowing you to hone in on your target audience and increase engagement. X even allows you to target ads directly at the people who follow your competitor’s pages!

As for the key demographics of users, most live in the United States. Most users are 25-34 years old. It’s also important to note that when people turn to social media as a news source, X is their #1 preferred application.

Linkedin linkedin logo

What it is:

Social Media platform focused on businesses, job searches, and making career connections.

LinkedIn’s Key Features for B2B Businesses

Key Features:

Recruitment: LinkedIn can find and recruit top talent directly from the site. LinkedIn is an excellent platform for finding qualified candidates for your business.

Industry Connections: LinkedIn is a collection of professionals, which allows you to make meaningful connections with other businesses in your industry. Forming potential partnerships and alliances with like-minded businesses is straightforward on the platform.

Create an Employee Advocacy Program: One of the best ways to build trust and loyalty for your brand is by putting a “face to the name” by having your employees vouch for what you do. Encouraging current employees to share information about projects they’re proud of, what’s happening in the office, and goals for the future will build brand recognition and engagement. (This is also a successful strategy on X!)

Sponsored Inmail: Utilize personalized, targeted content sent directly to potential employees or partners on the platform.

Why Should Businesses Use LinkedIn?

LinkedIn provides targeted, precise advertising options along with easy-to-understand data and metrics. For companies in large industries from healthcare to manufacturing, LinkedIn is an excellent B2B marketing platform. The ROI on LinkedIn comes from finding excellent potential employees and business partnerships.

TikTok tiktok logo

What it is:

A platform focused on video, audio, and text that has seen unprecedented growth in popularity in the past 5 years. Short-form videos, typically less than 30 seconds long are the most popular.

Key Features:

Creative, Unfiltered Videos: Gone are the days when companies would only be received well if they produced highly edited, formal advertisements. TikTok has shown that users and other businesses respond well to genuine, straightforward videos and content.

Sharing Product Demos: since TikTok users respond so well to short videos, showing off a product you’re proud of is a great way to engage with other businesses.

Why Should Businesses Use TikTok?

The easiest answer? Billions of people are now on TikTok. Capitalize on those staggering numbers to grow your following. Audiences respond to low-budget, funny, and simple videos, just as well as more formal advertising, making TikTok a viable option that doesn’t need to break the bank.

The Takeaway

You now have the tools to wade through the sea that is social media and make strategic decisions for your business.

Action Steps:

  1. We recommend picking 1-3 of the platforms above and focusing your efforts there. Look at your company’s growth and bottom-line goals, and choose the platforms whose users will support those goals. 
  2. If you are ready to build brand awareness and a better B2B social media marketing strategy, connect with the Nomadic Digital Marketing team today!

Cacy Lyon

Digital Marketing Coordinator
Cacy is a digital marketing coordinator specializing in SEO. She loves the creativity of writing blog posts for each unique client. Cacy loves house plants, yoga, and traveling. When she is not working, she is usually hiking with her dog.

Subscribe to Our Blog

"*" indicates required fields

Hidden
Hidden
Hidden
Hidden
Hidden
Hidden
Hidden
This field is for validation purposes and should be left unchanged.