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How to use social media in a B2B context?

More and more users are joining social media every day in order to stay connected with loved ones and to be inspired with different types of content. All consumers use their social platforms for about the same reasons, but what about businesses?

A B2C (business-to-consumer) company joins social media to carve out a place in its industry, to reach its customers and to engage in a conversation with them. When we talk about B2B (business-to-business) companies, it is sometimes difficult to understand how and why being present on social platforms is so important. Their presence and consistency are, however, essential for several reasons.

B2B Context

Why should B2B companies be present on social media?

1. To adapt to changing times

Sales and marketing have changed and continue to evolve. The digital transformation has forced many companies to rapidly digitize their sales departments in order to ensure short-term growth. As highlighted in “The Future of Sales in 2025: A Gartner Trend Insight Report”, by 2025, 80% of B2B sales interactions between suppliers and their customers will be through digital channels. This means that if your business is absent online, you will be among the 20% of customers and suppliers who will not enjoy the benefits of the Web.

2. To gain visibility

Regardless of the platform, social media is a real showcase for companies, whatever their business goals. Indeed, 59% of people prefer to do their research on their own rather than being asked by a salesperson and 53% of people value their own research more than that of a salesperson. That being said, it is therefore essential to have an easily findable website and to build a well-established Web presence, since it is through these platforms that you will make yourself or your company known.

The majority of new customer acquisition is now done online, thanks in part to social media. Business managers all have personal pages that they most likely use for research related to their business. If those customers are on social media, then so should businesses seeking customers.

Also, the performance metrics of social networks are built in order to be successful in B2B. They offer a full and very detailed understanding of their audience, depth of topic, can create value on a low budget and more. They are good tools for providing visibility.

3. To demonstrate your expertise

As we said, since social media is a real showcase for businesses, an online presence is essential, but consistency even more so. These platforms will allow you to post photo, video or text content in order to show your products or services in the best light. Basically, this is what your potential customers want to see!

Demonstrating expertise is not only to show the results of your labor, but also to show the experts themselves. We see more and more companies putting humans forward on their social pages. This not only allows them to put their expertise to the fore, but also to attract potential employees. The possibilities of social media are endless!

Which platform to choose?

It is well known that LinkedIn is THE social network in the business world. Although it is used mostly, if not entirely used by professionals, it is not the only one used by B2B companies. Facebook, YouTube, Twitter, Snapchat, Instagram, Pinterest, Tiktok, etc., are also effective for multiple business strategies.

Take, for example, Hubspot, a software platform for marketing, sales, and customer support teams. With a presence on Facebook, Instagram, Pinterest and LinkedIn, the B2B company cannot be a better example of a great social media presence.

By sharing content on all of these platforms, Hubspot is carving out a niche in the industry and setting a benchmark in it. When a potential customer is looking for a software platform like Hubspot, it is very likely that their choice will fall on it, for all the reasons mentioned earlier in the article.

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    Questions to ask yourself:

    • What is my company’s presence on social media?
    • What content would allow me to reach potential customers?
    • Which platforms best meet my needs?
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    Caroline Godin

    Billy.Social Présidente et fondatrice

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