Over the past few years, social media marketing has quickly become an essential tool for B2B businesses.
With these online platforms, businesses can engage more effectively with their customers, enhance brand visibility, position themselves as experts in their fields and drive click-throughs, sales and growth.
However, the industry moves quickly and there are often new features released that can help elevate your digital marketing success.
Therefore, if you want to harness the power of social media marketing for your B2B business and understand how your marketing budget would be best spent, you need to stay ahead of the latest B2B digital marketing trends.
In this article, we’ll take a look at the six key B2B social media trends and share some tips on how you can harness their power for optimal engagement, sales and ROI.
1. Influencer marketing
Influencer marketing is one of the biggest B2B social media trends to have emerged over the last few years and will play an increasing role in digital sales and marketing.
By connecting with trusted niche influencers, thought leaders and organisations who can endorse your product or service, you can elevate brand awareness, reach a wider audience, and gain extra credibility online.
These can be customers or their colleagues. Examples are well known and respected professionals in your industry, whether they are design engineers or lawyers – anyone who has a good following on LinkedIn or your other chosen platforms.
If you can find B2B influencers who create professional, high-quality, relevant, and SEO-optimised content, consider whether collaboration could help boost your B2B social media marketing strategy.
2. Short-form videos and other rich media
Short-form videos and other rich media are fast becoming the most popular B2B social media marketing strategies, with more than half of marketers (51%) using them to elevate online marketing success.
Why? Because they’re a fantastic way to showcase products and services, share industry insights, engage your audience and show the emotional, human side of your business. You can use them for product demos, case studies, testimonials, interviews, event information and company news, without needing to spend a significant amount of money on production and promotion.
Easily digestible and highly watchable because they’re less than one minute in length, they’re an effective B2B social media marketing tool you should consider trying.
3. Paid social media marketing
When compared with organic social media content, expertly targeted paid advertising generates faster results, reaching a new audience, optimising brand awareness, engagement, and click-through rates. By using it in your B2B social media marketing strategy, you can cut through the online noise and effectively highlight your product, services and brand, especially when you use LinkedIn Promoted Posts and Ads.
With their paid feature, you can access communities and networks, develop original content, publish your newsletter on the platform and access their live-streaming feature for increased ROI.
Want to use paid social media advertising to elevate your B2B digital marketing campaign? Get in touch.
4. Personalisation
B2B buyers, like B2B customers, increasingly expect and crave personalised content that is targeted to their specific industry, geographical location or business size.
By using buyer personas, AI, analytics and data-driven insights, you can better analyse their behaviour, pinpoint their unique problems, and then create outstanding targeted content that speaks to their specific needs, gets them engaged, and encourages them to buy.
Although this can be more complex than when targeting B2C customers because of the many individuals involved in the decision making unit, using a multichannel approach alongside AI-powered tools can help you deliver precisely what they need.
5. Chatbots, AI and Automation
Of course, we couldn’t write an article about B2B social media marketing trends without mentioning Artificial Intelligence (AI), automation and chatbots.
Widely adopted throughout the industry, these tools can help improve insight into customer behaviour, automate repetitive tasks, analyse data and boost customer service.
By using them for your own B2B social media marketing campaigns, they can help you elevate and simplify your online marketing efforts, increase lead generation and click-through rates, and save your business money.
However, this doesn’t mean that you can sit back and let AI do all the work for you. Here at Marcom, we know that the best results come when you utilise these tools and then check, monitor, and guide them with humans.
6. LinkedIn
LinkedIn is the go-to platform for B2B marketing because it’s the only social media platform that focuses primarily on businesses. That’s why digital marketers consider it the number one social media network for lead generation- in fact around 95% of B2B digital marketers use the platform, with excellent success.
First created as a networking, job search, and career-focused platform, LinkedIn has become more diverse over the years and has introduced a variety of advanced targeting tools that you can use to hyper-focus on your target market and enjoy optimal success.
With new features like LinkedIn page updates, audience engagement metrics, LinkedIn Live, Sponsored Content, SponsoredInMail and the LinkedIn Sales Navigator, you have all the tools you need to promote your products or services, drive brand awareness, position yourself as an authority in your industry and generate more sales.
But don’t ignore the other platforms, like Facebook, Instagram, X, etc – you need to be where your customers are. A good agency like Marcom can give you insights into exactly who is using which platform.
Elevate your B2B social media marketing success with Marcom
Here at Marcom, we constantly monitor the latest B2B marketing trends so we can help our clients boost their marketing success and deliver greater ROI. Need our help? Contact us today.
For more insights on the latest social media trends for B2B, be sure to listen to our recent podcast where our experts dive deep into the key platforms and features that should be on your radar.
