Social Media Marketing for B2B: Beyond LinkedIn

Rethinking B2B Social Media Strategy

When businesses consider social media marketing, B2B companies often default to LinkedIn and nothing else. While LinkedIn remains essential for professional networking, a comprehensive social media strategy extends far beyond a single platform.

Let's explore how B2B businesses can leverage social media effectively across multiple channels.

The B2B Social Media Landscape in 2025

According to Content Marketing Institute, 95% of B2B marketers use social media content in their marketing mix. Yet many struggle to demonstrate ROI.

The challenge isn't the platforms – it's the approach. B2B social media succeeds when it:

Builds brand awareness and credibility
Educates and informs target audiences
Generates qualified leads
Supports sales conversations
Retains existing customers

Platform-Specific Strategies

LinkedIn: The Foundation

LinkedIn remains the primary B2B platform, but success requires more than basic presence:

Company page optimisation – Complete, compelling, regularly updated
Employee advocacy – Encouraging team members to share content
Thought leadership – Original articles and insights
LinkedIn Groups – Participating in relevant communities
Sales Navigator – For targeted prospecting

X (Twitter): Real-Time Engagement

X offers B2B opportunities including:

Industry news commentary
Event live-tweeting
Customer service responsiveness
Influencer engagement
Trending topic participation

YouTube: Visual Education

Video content performs exceptionally for B2B:

Product demonstrations
Customer testimonials
Educational tutorials
Webinar recordings
Company culture showcases

Facebook: Community Building

Often overlooked for B2B, Facebook offers:

Targeted advertising capabilities
Group communities for customers
Event promotion
Retargeting website visitors

Instagram: Visual Storytelling

For B2B companies with visual products or strong culture:

Behind-the-scenes content
Team spotlights
Project showcases
Event coverage

Content Strategy for B2B Social Media

The 80/20 Rule

Successful B2B social media follows the 80/20 principle:

80% value-adding content – Education, insights, entertainment
20% promotional content – Products, services, offers

Content Types That Perform

Industry insights – Commentary on trends and news
How-to guides – Practical advice your audience can use
Case studies – Real results achieved for clients
Infographics – Complex information made visual
Polls and questions – Engagement-driving interactivity
Employee spotlights – Humanising your brand

Integrating Social Media with Lead Generation

Social media should feed your lead generation efforts:

Direct Lead Generation

LinkedIn Lead Gen Forms
Gated content promotion
Webinar registrations
Free consultation offers

Indirect Lead Generation

Brand awareness building
Website traffic driving
Email list growth
Retargeting audience building

Combined with email marketing and telemarketing, social media creates multiple touchpoints throughout the buyer journey.

Social Selling: Empowering Your Sales Team

Social selling trains sales professionals to:

Build personal brands on LinkedIn
Identify prospects through social listening
Engage with prospects' content meaningfully
Share valuable content to demonstrate expertise
Warm up cold outreach through social engagement

When combined with professional appointment setting, social selling significantly improves contact rates and conversion.

Paid Social Media Advertising

Organic reach has declined across platforms. Paid social offers:

Targeting Capabilities

Job title and function
Company size and industry
Seniority level
Skills and interests
Website visitor retargeting
Lookalike audiences

Ad Formats

Sponsored content
Message ads
Dynamic ads
Video ads
Carousel ads

Measuring Social Media ROI

Move beyond vanity metrics to measure what matters:

Awareness Metrics

Reach and impressions
Follower growth
Share of voice

Engagement Metrics

Likes, comments, shares
Click-through rates
Video view completion

Conversion Metrics

Lead form completions
Website conversions from social
Sales attributed to social

Social Media Management Tools

Efficient social media requires proper tools:

Scheduling platforms (Hootsuite, Buffer, Sprout Social)
Analytics dashboards
Social listening tools
Content creation tools
Team collaboration systems

Common B2B Social Media Mistakes

Mistake 1: Inconsistency

Sporadic posting damages credibility. Maintain regular schedules across platforms.

Mistake 2: Over-Promotion

Constant sales messages drive unfollows. Focus on value delivery.

Mistake 3: Ignoring Engagement

Social media is two-way. Respond to comments and messages promptly.

Mistake 4: Generic Content

Tailor content to each platform's audience and format expectations.

Getting Started or Improving

Whether launching social media efforts or enhancing existing programmes, consider:

Audit current performance and competitor activity
Define clear objectives tied to business goals
Identify target audience personas
Select appropriate platforms
Develop content calendar and themes
Allocate resources for consistent execution
Establish measurement framework

Partner with Experts

XL Marketing provides comprehensive social media marketing services as part of our digital marketing offering. From strategy development to daily management, we help businesses across Manchester, Liverpool, and the North West build effective social media presences.