Choosing The Right Social Media Platforms For Your B2B Company

Is your B2B business not yet on social media? Then we’re here to tell you that you’re missing out! Social media is a necessary marketing tool that every business needs to remain relevant and visible in an online world dominated by these popular platforms. Several marketing statistics back up the success of social media when it comes to your business, including the fact that 73% of marketers have reported social media marketing as being effective for their business. Plus, a further 92% of marketers say that social media has helped to increase their brand’s exposure.

 But in a world where the choice of social media platforms is becoming unlimited, which do you choose to best promote your business? We’re going to take a look at how to choose the right social media platforms for your B2B company, so you can know where you should concentrate your focus.

Consider the Nature of Your Business

Did you know that some social media platforms are more effective than others, depending on the industry? They’re also more effective than others based on whether the company is business to business (B2B), or business to consumer (B2C). Certain social media platforms are more effective for establishing connections with your intended audience, while others may not return the results you were hoping for.

Kara Cowie of SkillPath tells us her thoughts on the right social media channels for both B2B and B2C companies on Forbes.com:

“It depends on whether the company is business-to-business (B2B) or business-to-consumer (B2C). For B2C companies, Facebook and Instagram help gain visibility, visually engage, and interact with customers. For B2B, LinkedIn helps target current and potential clients and builds a personal connection. Also, every business should use YouTube to interact and share. It’s Google-friendly and adds authenticity to your brand”.

Don’t Spread Yourself Too Thin

While it may seem like you should take advance of every social media platform out there just because, well, they’re there, this is not the case. Putting more time and effort into a smaller selection of platforms is more likely to yield the best results, rather than spreading yourself too thin and not having the time to give these various platforms your full attention.

Martin Jones of Cox BLUE tells us why you shouldn’t try to keep up a presence on every existing social media platform:

“Author, professor, and economist Michael Porter has been quoted with saying, “Strategy 101 is about choices: you can’t be all things to all people.” New social media platforms seem to sprout up each day, but a company would be foolish to attempt to create and sustain a presence on all of them. Not only is it impossible to do so in a unique and meaningful way, but a good portion of the work could go largely unnoticed. While business customers are using social media, they’re certainly not browsing every available platform.”

Examine the Type of Content You Typically Create

Examining the type of content you typically create (or wish to create) is essential to deciding which social media platform is right for your B2B business. Certain platforms are more friendly than others towards sharing files that are not simply photos or videos, with your performance on social media being likely to suffer if you’re not posting content that is relevant to that platform. 

DigitalMarketingInstitute.com explains why B2B businesses need to either examine the type of content they currently create or determine the type of content they would like to create:

“Different types of content work better with certain social media platforms, so it’s integral that you consider the type of content you like to create and that works best with your brand. Instagram, for instance, is all about the pictures, so it may not be the right choice if most of what you create is long-form textual content like whitepapers. The type of content you create will depend on a number of things, including your industry, your brand, and your target audience…”

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