The Importance of Social Media for B2B Marketers

03.20.2017 | Kylee Brown

In PR, social media activities can be a major part of your communication strategies. Whether you are creating a social media plan for a client, developing content to post, or providing guidance on which platforms to use, it is clear that social media has become an increasingly important part of any marketing campaign. B2C companies have been extremely active with their social media platform and seen impressive results, and what’s not to love? It is a cheap, easy and effective way to reach out to a target audience and keep a company relevant.

Over the last few years, B2B companies have also been jumping on the bandwagon and have gotten results just as impressive as their B2C counterparts. If your B2B company hasn’t made the jump to social media marketing, choosing between so many platforms and creating a voice for your brand can be a daunting task, but it is time to make the leap. If you already have a presence on social media, it may be time to revamp your efforts and capture a wider audience. Either way here are a few reasons why social media is both important and beneficial for B2B marketers:

Increased Brand Recognition

The easiest way to increase awareness of your company is to get your name out there. The more frequent your posts are, and the more appeal they have to your audience, the more visibility you will gain. However, it is important to focus on using the right channels that will provide you the best chance of connecting with your target audience. While platforms like Instagram and Pinterest are great for B2C companies, a B2B company should focus a majority of its energy on LinkedIn, Twitter and Facebook. The Content Marketing Institute found that 66 percent of marketers rate LinkedIn as the most effective platform for B2B marketing, with Twitter coming in a close second. Focusing on these channels will give you the opportunity to connect with businesses that have similar interests, and will help establish your brand as a leader in your industry. Maintaining an active presence on these sites also increases brand recognition, making the brand more relatable and easier to connect with.

It Matters to Your Customers

Using social media has been proven, time and time again, to bring in more leads, more website traffic, better SEO, and therefore, more customers. In fact, 75 percent of B2B buyers are influenced by information they found on social media according to this Social Media Today report. That is an important statistic because it shows just how influential having a social media presence can be. If you are absent in your industry’s social media conversations, there will be no information around your company to sway those 75 percent of customers in your direction.

It’s not just about creating posts that promote your company either. It is just as important to share relevant news, respond to any questions or comments made by other users, and interact with other business leaders in industry-related conversations. A study found that 57 percent of buyers strategically browse through a company’s existing social media feeds and conversations when determining if it will be the right fit. Having a strong social media presence will help put you on these potential customers’ radar.

Your Competitors Are Doing It

A whopping 84 percent of B2B marketers use social media, so when I say that your competition is already out there posting away, I mean it. Right now, your competitors are poaching your social media traffic and conversions simply because you don’t have any, or don’t have enough. The Content Marketing Institute also found that 51 percent of B2B companies are expecting an increase in the amount of budget they allocate to content marketing like social media. So for those of you with a burgeoning social media presence now is the time to put a little extra energy into the campaign. Let your competitive side shine and aim to create social media content that is better, and more effective, than your competition. If your business falls in the 16 percent that don’t use social media, there is even greater incentive to get involved because you will have access to the entire market.

It’s Cheap and Effective

If no other reason thus far has convinced you, this one should: Social media is cheap. The platforms themselves are free, you simply have to sign up, and so a majority of the costs are related to the time it takes to develop relevant content. In the planning stages, the time commitment may be more demanding as you work through finding the right tone, content and angles. But as times goes on, it will become continuously easier and faster to create content.  So in reality, there aren’t really any reasons not to start marketing on social media. It leads to higher conversion rates, better SEO, better brand recognition, gives you access to a wider audience, allows the opportunity for your company or CEO to become a thought leader in the industry – I could go on forever. Social media has an incredible amount of potential benefits and it’s cost effective.

The only thing left to say is that when it comes to creating a social media presence for your B2B company, or doubling your efforts on a campaign you’ve already started, you truly have nothing to lose. If you’d like to learn more about social media and how to leverage it, check out some of our other blog posts:

A Beginner’s Guide to Creating a Social Media Content Calendar

Social Media’s Role in News Reporting, Business Interactions and Our Personal Lives

The Twitter Advantage


Tags: , ,

Filed under: Business to Business, Social media, Technology

Leave a Reply

Communication Strategies that Move Product. Sell Services. Grow Brands.

We are experts at harnessing PR to achieve business results. We are quick-study strategists who know how to get the job done. Learn more »


We are big believers in the power of strategic public relations to meet business goals. You could even say we wrote the book on it. Check it out »