16 B2B Social Media Strategies for Any Industry [Trend Data]

B2B social media marketing often suffers from misconceptions.

Often perceived as rigid and dull, B2B social media marketing faces unfair criticism. Dubbed the “strict school principal” of marketing that prohibits fun and creativity, these notions simply don’t hold up.

Having spent a decade helping marketers, I can confidently say these are nothing but myths. B2B social media marketing can be as engaging, relatable, and compelling as its B2C counterpart. In fact, creativity is essential for its success.

Luckily, several B2B social media marketing strategies can work across various industries. Let’s explore some of the most effective ones, drawing inspiration from brands like Google, Slack, and Shopify.

Table of Contents

Understanding B2B Social Media Marketing

To grasp B2B social media marketing, it’s crucial to understand the difference between B2B (business-to-business) and B2C (business-to-consumer) marketing strategies.

Simply put, B2B involves businesses selling products or services to other businesses for professional use, whereas B2C focuses on products intended for personal use by individual consumers.

Thus, B2B social media marketing leverages social platforms to promote offerings to business clientele. For example, Shopify aims at eCommerce businesses, while Slack targets companies needing real-time digital communication.

It’s important to remember that even in B2B, decisions are made by individuals. Hence, marketers should think of B2B social media marketing as targeting individuals who purchase on behalf of their businesses or influence purchasing decisions.

Key Differences Between B2B and B2C Social Media Marketing

Although both B2C and B2B social media marketing engage individuals, the content and messaging differ significantly.

B2B social media primarily addresses professional and organizational objectives, such as productivity and profitability, rather than personal goals like a better lifestyle.

Unlike B2C, which often aims to build personal, one-on-one relationships, B2B social media focuses on demonstrating value and driving bottom-line results for the entire organization.

However, B2B social media marketing shouldn’t be impersonal. Instead, it should address common industry challenges and provide actionable advice or customer success stories that resonate with business goals.

Slack is exemplary in executing this, consistently delivering valuable content that speaks to organizational needs.

Best Practices for B2B Social Media Marketing

Creating a successful B2B social media strategy involves several best practices. Let’s dive into a few essential ones:

1. Set SMART Goals

A successful B2B social media strategy hinges on well-defined goals. Utilize the SMART methodology — specific, measurable, attainable, relevant, and time-bound — to guide your efforts.

For instance, a generic goal of “increasing brand awareness” can transform into a SMART goal: “By the end of this month, increase our average engagement rate on social media by 4% through more frequent and thoughtful posts.”

Pro tip: If you need assistance with SMART goals, check out our SMART goal template, available in Excel and Google Sheets.

2. Analyze Competitors

Regularly monitor your competitors’ social media activities to gather insights into their strategies, audience responses, and content performance.

HubSpot’s Senior Social Media Manager Emily Kearns recommends finding a unique space to add value and stand out from competitors.

3. Develop a Consistent Brand Voice

A consistent and recognizable brand voice enhances your social media presence. Define what makes your business unique and create content that clearly reflects your voice and style.

Pro tip: LinkedIn research shows that 64% of executives prefer a more human, less formal tone of voice. Maintain a conversational and relatable tone in your social media posts.

4. Maintain a Consistent Posting Schedule

Create a content calendar to ensure regular and timely publishing on social media. Consistency helps your audience know when to expect new content.

Utilize scheduling tools like HubSpot’s social media management software to streamline your posting process.

5. Focus on Original Content

Prioritize publishing original, thought-leadership content to establish your brand as an industry expert. While curating content from others is okay occasionally, original posts showcase your unique insights and expertise.

6. Diversify Content Types

Utilize various content formats—videos, infographics, polls, stories—to keep your audience engaged and catered to different preferences.

Office space provider Regus, for example, effectively uses a mix of content types on Instagram and LinkedIn.

7. Use AI Sparingly

Leverage AI tools like ChatGPT and HubSpot’s Content Remix to repurpose content and create drafts. However, ensure the final output aligns with your brand voice and is free from errors.

8. Choose the Right Platforms

Focus on social media platforms where your target audience spends the most time. HubSpot research indicates Facebook, Instagram, YouTube, LinkedIn, and X (formerly Twitter) as top channels for B2B marketers.

Tactical Approaches for B2B Social Media Marketing

With your strategy in place, let’s explore specific tactics that can work across industries:

9. Share Data and Facts

Data-driven content adds credibility and can capture attention. Share compelling statistics and insights, especially those that contradict popular beliefs or offer new perspectives.

10. Provide Professional Inspiration

Share inspirational quotes or stories from industry leaders and successful professionals. Combine this with social proof, like Shopify does with inspiring customer success stories.

11. Showcase Customers

Feature satisfied customers in your posts to humanize your brand and provide social proof. This can foster connections and trust with potential clients.

Slack’s customer-focused content on LinkedIn serves as an excellent example.

12. Highlight Employees

Introduce your team members to allow audiences to connect with real people behind your brand. This approach can improve employer branding and customer trust.

Google and Pinterest excel at showcasing their staff on social media.

At HubSpot, we proudly highlight our employees, as seen in our INBOUND correspondents’ feature.

13. Collaborate with Brands and Influencers

Engage with relevant influencers and brands to expand your reach and enhance your credibility.

For instance, Figma frequently collaborates with influencers to create engaging content.

14. Use Relevant Humor

Incorporate humor to make your content more relatable and shareable. Ensure the humor aligns with your brand and resonates with your audience.

15. Initiate Conversations

Actively engage your audience by asking questions and prompting discussions. This can enhance interactions and provide you with valuable insights.

Shopify’s interactive LinkedIn polls and HubSpot’s engaging tweets are great examples.

16. Experiment and Refine

Regularly test different approaches to determine what resonates with your audience. Use the insights to refine your strategy continuously.

Ideas for experimentation include testing copy variations, link positions, hashtags, and ad formats.

Reignite Your B2B Social Media Strategy

With the strategies and tactics discussed, B2B social media marketing can be engaging and impactful. Focus on understanding your audience’s goals and preferences to create a captivating social media presence.

By listening to your audience and adapting to their behaviors, you can craft an effective social media strategy that drives tangible results.

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