How to Build a B2B Social Media Marketing Strategy

It’s not just about, “Okay, we do digital transformation.” It’s about “Oh, isn’t it bloody frustrating when you have to upload a piece of content seven times to get it live on your website? We work with a lot of technology companies—people you guys will know like Shopify, Commerce Tools, Big Commerce, Contentful—those tend to be the kind of clients that we work with. That’s what we need to be doing in the world of B2B, as B2B marketers.

How you deliver the content doesn’t make any difference because you’ve got to capture their attention. So that person might be interested in a product because they’re buying something for their home or some beauty products. At the end of the day, it’s a person watching the video.

It’s an exciting place, but it’s taken too long in my opinion. So for some of the world’s biggest tech companies that, yeah, they’re brave enough to take our advice and do this. And the biggest opportunity brands have right now is to show up as a person.

#3. Understand what your audience wants to see

You’re thinking about the hook, developing some content, ideally under 45 seconds, short, snappy, and value-led. Put the right people front and center of your campaigns on social media. It’s all about employee-generated content.

Strategic reasons

Predictive analytics have been a game-changer for businesses when it comes to understanding the strength of their leads. While TikTok is certainly chipping away at this market, YouTube has allowed companies to place ads on videos for many years now. Instagram is no longer just the place where people go to post fancy photographs. Each of the successful methods we’ve presented are great to use, but it’s important to recognize where best to utilize them to achieve the most effective results. It’s especially effective for visual storytelling as it allows for multiple instances of something being used in creative ways. It also provides a way of offering in-depth storytelling in an efficient manner.

So make sure you’re aware of your specific industry benchmarks if your own results are considerably above or below these. This value determines the predicted revenue that a single customer will contribute to the business over their lifetime. From a financial and budgeting point of view, businesses are also more interested in the Customer Lifetime Value (CTV) score.

TikTok has been doing this the most recently, but you can have split screens now where someone will be talking about the value content at the top. It was based on what people were thinking and talking about right now. Go and ask ChatGPT, “What are people searching for? You’re also looking at what’s going on when we’re doing this market research. It’s got to be challenging, ideally.

Launch story-driven lead magnets on Instagram & TikTok

• It’s up to you to prioritize social media lead generation campaigns based on two main factors.
• Strong visual brands should build around Instagram, possibly adding Pinterest for longtail traffic and TikTok if video production is feasible.
• Marketers have finite resources to generate leads, so some channels or tactics will be ruled out based on cost alone.
• The businesses succeeding at social media lead generation aren't necessarily the ones with the most significant budgets.
• Every piece of content should either attract new prospects, nurture existing leads or convert interested parties into customers.

You’re probably aware of what click-through rates (CTRs) and cost-per-leads (CPLs) are. But none social media b2b lead generation of this will do your business any good if you can’t be sure whether your lead generation strategies are having an impact on your sales and revenue. You can have the most effective marketing team in the world, creating the best content and attracting potential leads left, right, and center. It’s now able to take on board things such as tone of voice and messaging to closely replicate the type of content your business produces. With these tools, businesses are able to determine how likely it is that a lead will convert into a sale based on a number of scoring metrics.

Build Meaningful Connections and Engage Consistently

Recognized in the 2026 Gartner® Magic Quadrant™ for Social Media Management and Listening Learn more → They’re much more likely to remember and engage with your product or service if they’ve experienced it via video. And you can also set up CRM triggers that will activate once a lead has performed certain actions to turn them into a ‘hot’ lead.

It’s about testing, trialing, testing different things as well, but creating content that is interesting to watch. So people like going like, “What is she doing with that banana? Things like that start to happen, or they might be playing with something in their hand. And at the bottom, you’ve got someone playing with slime or some kind of kinesthetic type thing happening underneath because it keeps the attention of the audience.

Adopt a customer-centric B2B social strategy

Each swipe counts as an engagement and another opportunity to capture attention. Users who take the time to post photos or videos of them using what you sell is an invaluable source of evidence that can be retargeted towards potential new customers. So it’s little surprise that 73% of consumers prefer short-form videos on a product or service. Customers love to engage with content actively rather than passively consume it.

So that means putting the team, the staff, your people, your thought leaders front and center when it comes to your content and creating that very human-centered video content. Everything that we do is around humanizing people’s marketing content and taking a very human-centered approach to delivering that. Conversely, posts with external links, while having a lower average engagement rate (5.01%), are crucial for driving traffic and lead generation, delivering an average of 19 clicks per post and a 1.2% click-through rate. Marketers should strategically combine both types, using engaging content to build audience and targeted link posts to drive conversions. A specialized B2B social media platform provides the necessary infrastructure to transform social media from a communication channel into a strategic asset for business growth. Oktopost’s comprehensive analysis of 9,346 LinkedIn company posts from January to October 2024 reveals fascinating insights into the delicate balance between engagement and traffic generation.

SQLs will usually have higher success rates than Market Qualifying Leads (MQLs) or Sales Accepted Leads (SALs), and they’re definitely more effective than cold calling. Rather, they’re after the data on those handful of leads that are particularly strong, referred to as Sales Qualified Leads (SQLs). They’re the metrics that most businesses have traditionally used to measure campaign success rates.

Paid ads will likely get you more attention, but if your content isn’t effective, leads won’t be more inclined to click. Retargeting across social media involves re-engaging with potential leads that may have already interacted with your content in some way. You want the lead to commit to the purchase while it’s fresh in their mind and before they’ve had a chance to go away or reconsider. Now, let’s take a look at what happens at the other end of the scale when you’re trying to ‘close the loop.’