Social media is considered a key component of overall digital marketing success for most ecommerce businesses, both B2C and B2B. Yet, despite this reality, many B2B companies still question the importance of social media for B2B growth and visibility.
Over the last decade, I’ve experienced significant resistance from B2B organizations when discussing social media marketing. While B2C brands have embraced social channels as core revenue drivers, many B2B companies have historically viewed platforms like Facebook, Instagram, or LinkedIn as unnecessary or irrelevant to their sales process.
That mindset is quickly becoming outdated.
In recent years, standard usage of social media marketing has increased by more than 60%, and B2B buyers are no longer separating “professional research” from social platforms. As of 2023, there are over 4.9 billion social media users globally, and research shows that 75% of B2B buyers use social media as part of their purchasing decisions.
Even for companies that are not actively selling through social channels, the benefits of B2B social media marketing are clear: visibility, credibility, brand awareness, and influence across the buyer journey.
Social Media Should Be Strategic: You Don’t Need a Company Account Everywhere
One of the most common misconceptions about B2B social media marketing is that companies need to be present on every platform. That is not the case.
Not all social platforms deliver the same value for every B2B business. For example, TikTok may not be the right channel to drive direct sales for industrial equipment manufacturers, medical-grade suppliers, or companies selling high-MOQ aerospace components. However, platforms like LinkedIn and Meta (Facebook and Instagram) can be highly effective social platforms for B2B marketing when used strategically.
The key is alignment between business goals, audience behavior, and platform strengths.
At Kensium, we’ve seen firsthand how a focused B2B social media strategy transforms skepticism into advocacy. Early conversations with clients often involved eye-rolls or passive resistance when platforms like Facebook were mentioned. Today, those same clients are actively engaged in content planning and social performance reviews.
Why the shift?
Once a social strategy is launched and maintained consistently, social media often begins to appear across attribution paths for conversions. As soon as clients see social media influencing leads, awareness, or assisted conversions, internal buy-in follows naturally.
In many cases, we also help B2B organizations optimize employee LinkedIn profiles, recognizing that professional profiles play a critical role in extending reach, credibility, and trust.
Building a Strong B2B Social Media Strategy: SEO First, Ads Later
Many B2B companies operate in extremely niche industries. Some of our clients include:
- High-end, specialized real estate financing firms
- Aerospace component distributors selling connectors and shells at scale
- Green-industry suppliers selling bulk turfgrass to golf courses and landscape architects
In nearly all cases, these businesses started with minimal or nonexistent social media presence.
When launching social media for B2B companies in niche markets, we advise against rushing into paid advertising. Instead, the foundation should be a strong organic strategy paired with SEO alignment.
Few businesses realize how closely social media contributes to SEO performance. An active, well-maintained social presence can strengthen keyword relevance, authority signals, and overall website credibility. Conversely, neglected or inactive social profiles can negatively impact SEO health.
A high SEO score increases the likelihood of ranking on the first page of Google search results. Organic search visibility remains one of the most powerful drivers of long-term traffic, especially since users are more likely to trust and click organic results over paid ads.
Once SEO fundamentals and organic social consistency are established, digital advertising becomes far more effective. Popular options include Google Ads and Meta Ads, with LinkedIn, YouTube, and TikTok ads proving valuable depending on audience and goals.
Social Media for B2B Brand Awareness and Lead Generation
One of the biggest questions we hear is whether social media for B2B lead generation actually works. The answer is yes—but not in isolation.
Social media plays a critical role in B2B brand awareness, nurturing trust, and influencing buying decisions over time. Rarely is social the final conversion touchpoint, but it often supports and accelerates conversions across channels.
When social content is consistent, educational, and aligned with brand voice, it strengthens credibility and keeps the company top-of-mind. This influence is often reflected in attribution reports, inbound inquiries, and direct mentions from prospects who “recognized the brand from social.”
Real-World Examples of the Power of Social Media in B2B Marketing
A high-end real estate financing client delayed launching social media for years. After implementing a strategic approach:
- Social media began delivering consistent conversions during market volatility
- Prospects referenced Instagram content during inquiries
- “Meet the Team” campaigns led to features in major mortgage-industry publications
A green-industry B2B client experienced inconsistent posting, unclear messaging, and even lost access to previous accounts. Kensium rebuilt their social presence with defined branding, content calendars, and KPIs. Results included:
- 360% increase in site conversions within the first year
- Significant gains in visibility and engagement
- Expansion into a new B2C vertical supported by social traction
A national professional beauty retailer faced disconnects between organic and paid social. After unifying brand voice and content strategy:
- 552% increase in revenue from Instagram sales (2022 vs. 2021)
- Social-attributed revenue grew from 3% to 7%
- Combined Google and Meta ads delivered a 12:1 ROAS
These outcomes highlight how strategic social media drives measurable results when aligned with broader marketing objectives.
Conclusion: Social Media Is No Longer Optional for B2B
If real-world examples aren’t enough, independent research reinforces the importance of social media for B2B companies:
- HubSpot reports that companies using social for lead generation are 58% more likely to hit sales goals
- LinkedIn states that 80% of B2B social leads originate on LinkedIn
- 83% of B2B marketers use social media to increase brand exposure
- 92% of B2B buyers engage with sales professionals recognized as thought leaders
Social media is no longer optional for B2B brands focused on growth, relevance, and visibility. A thoughtful strategy delivers awareness, credibility, and long-term pipeline impact.
Ready to get social? Start with our free digital marketing audit. We’ll review your online presence, analyze competitors, and help you identify where social media can drive the biggest impact.
Frequently Asked Questions (FAQs)
Why is social media marketing important for B2B companies?
Social media marketing helps B2B companies increase visibility, establish credibility, support SEO, and influence buyer decisions throughout the sales cycle.
Can social media really drive leads and sales for a B2B business?
Yes. While social media often supports conversions indirectly, it plays a critical role in lead generation, nurturing, and attribution across channels.
Which social media platforms are best for B2B marketing?
LinkedIn remains the strongest platform for B2B marketing, followed by Meta (Facebook and Instagram). The best platform depends on audience behavior and goals.
How do we measure ROI from social media in a B2B context?
ROI can be measured through assisted conversions, attribution paths, engagement trends, inbound inquiries, and social-driven lead activity.
Do B2B companies need a social media strategy, and what should it include?
Yes. A B2B social media strategy should include platform selection, content planning, brand voice guidelines, KPIs, and alignment with SEO and sales goals.
Which trends are shaping B2B social media strategies right now?
Thought leadership, employee advocacy, video content, platform-specific optimization, and tighter alignment with SEO and analytics are shaping modern B2B social strategies.
Can social media be used for lead generation in B2B?
Absolutely. When paired with strong messaging, targeting, and follow-up, social media is a powerful tool for B2B lead generation.
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