A B2C (business-to-consumer) company joins social media to carve out a place in its industry, reach its customers and 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.

1. To adapt to changing times

Sales and marketing have changed and continue to evolve. Digital transformation has forced many companies to digitize their sales departments to ensure short-term growth. As mentioned in “The Future of Sales in 2025: A Gartner Trend Insight Report”, by 2025, 80% of B2B sales interactions between suppliers and customers will be through digital channels: 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 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 because of 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 made to be successful in B2B. They offer a complete and very detailed understanding of their audience, provide depth of the 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 is even more so. These platforms will allow you to post photos, videos or text content to show your products or services in the best light. Essentially, this is what your potential customers want to see!

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

LinkedIn is known to be THE social network in the business world. Although it is used mainly 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 these platforms, HubSpot is carving out a niche in the industry and setting a benchmark. When a potential customer is looking for a software platform like HubSpot, their choice will likely fall on it for all the reasons mentioned above.

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