Social media marketing tips for B2B companies

Social media has long been part of the compulsory programme B2B marketing. But the channel is not a sure-fire success. If you want visibility, interaction and leads, you need a clear strategy, suitable content - and knowledge of how platforms like LinkedIn really work today.

What are the most important tips for social media marketing in B2B?

Summary of the key success factors for B2B companies in social media marketing:

• Select relevant platforms: Don't be active everywhere - but where your target group is travelling.
• Continuity beats hype: Plannable, regular content is more important than perfection or frequency.
• Deliver content with added value: Inform, inspire and not just sell.
• Ensure measurability: Define goals, set KPIs and analyse them regularly.
• The right format: Short formats (carousels, videos, infographics) attract attention.
• LinkedIn is indispensable in B2B: But only with relevance, personality and dialogue.

Saying "no" sometimes - focus instead of actionism

Not every B2B company needs to be represented on every platform. The decisive factor is where your target group is active - and where you can reach them with relevant content. Analyse website data, LinkedIn followers and industry behaviour. Or talk to customers, sales and service.

Practical tip: Talk internally - e.g. in a workshop format - about target groups, content and channels. A clear focus saves resources and has a greater impact.

Continuity beats perfection

Many companies start motivated - and drop out after a few weeks. The key to successful B2B social media is continuity.

• Plan realistically: weekly, fortnightly or monthly
• Work with an editorial plan (e.g. via Trello or Notion)
• Don't expect viral miracles: visibility grows through regularity

Attention: Quality counts - but not at the expense of consistency.

Content with added value - instead of self-promotion

Why should anyone follow you?What exactly do your contributions have to offer? In the B2B context: Relevance = benefit.

Possible content formats:

• Specialist articles, white papers or download guides
• Project highlights or customer statements
• Behind-the-scenes insights
• Industry observations with attitude

Build trust - not just visibility.

Test, analyse, adapt

Social media is not a rigid system. Find out when your target group is online, what content works and how behaviour changes. That's what it takes:

• Platform-internal analytics (e.g. LinkedIn Insights)
• A/B tests of image vs. text formats
• Measurement of interactions (reactions, clicks, shares)

Tip: Tuesday mornings and Wednesday lunchtimes are often good posting times - but it's what works for your target group that counts.

Short formats for maximum attention

Short videos, micro-posts or carousels (swipeable PDF posts) work particularly well - especially on platforms such as LinkedIn or Instagram.

Recommended formats:

• 60-90 second videos with clear learning
• Customer or project insights with storytelling
• Infographics & fact snippets
• Micro-learnings with personal insights

Important: Optimise for mobile (e.g. portrait format, no text in the lower third).

LinkedIn tips for B2B: Visibility through relevance, attitude and personality

LinkedIn is the most important social media channel in the B2B sector - provided you understand the current rules of the game.

• Relevance instead of reach: The algorithm only shows posts to those users for whom they are really relevant. Visibility is created through accuracy of fit - not mass.
• People before brands: Company pages only achieve a low reach. Creator posts perform much better - i.e. content from employees in their own voice, with attitude and added value. The best strategy: personal contribution → repost via the company page.
• Formats with impact:
  • Top: Carousel posts (PDFs), images with infographics, personal learnings
  • Flop: Link posts, pure text blocks
  • Videos: Only short, mobile-optimised and with real benefits
• Dialogue instead of hashtag optimisation: Interaction before and after posting (commenting, liking, discussing) increases visibility significantly more than mere hashtag use.
• Picking up on trends early - with attitude: Those who address current topics quickly and with their own perspective benefit from the momentum. Important: don't copy, but categorise wisely.

In short: LinkedIn rewards relevance, authenticity and activity - not marketing platitudes.

Conclusion: Social media marketing in B2B: realistic, strategic and effective

B2B social media communication is not a sure-fire success - but it's not rocket science either.

What counts:

• Focus on relevant channels
• Realistic expectations
• User-centred content with real added value
• Measurability and continuous optimisation
• Personality & attitude

Those who communicate strategically, credibly and consistently become and remain visible as a brand.

Would you like to take your B2B social media marketing to the next level?

B2IMPACT specialises in B2B communication with substance.We develop social media strategies that suit your company and your target group. With a clear focus on relevance, dialogue and measurable impact.

Get in touch now and make an impact together: b2impact.com/contact