Social media done well doesn’t just “build engagement”. It gets your content read, shared and acted on. The platforms B2B marketers lean on most are:
• LinkedIn: 85% say it delivers the best value
• Facebook: used by 79%, with 20% increasing activity
• X: engagement is recovering, up 35% year on year
The challenge is rising above empty posts and recycled content. You need to stand out from vague motivational quotes, divisive social commentary and self-congratulatory 'humblebrags', not to mention the growing tidal wave of AI filler.
Our answer is simple: one weekly topic, one article, five posts - all centred on issues your target buyers care about. A system built to make you visible to the right buyers and deliver a predictable return from your social media.
Social media provides you with a platform you can build a formidable professional reputation on. Use that increased visibility and authority to grow and nurture your pipeline of prospects. To get it right, make sure your approach covers three essentials:
Don’t repeat what everyone else is saying. Offer an original observation or a useful take on a problem or opportunity your clients care about. Stand out by adding value, not noise.
Show up every day. Post talking points that start meaningful conversations. The algorithm rewards consistency by showing your content to more prospects and keeping you top of mind.
Social media is building on rented land. Platforms control when followers see your posts. Turn the tables: get prospects to your own site to capture their details so you can deal with them direct.
There's a lot of pointless rubbish on social media, even on LinkedIn. But quality content still cuts through.
To stand out, regularly publish great content regularly that demonstrates your expertise, authority and generosity with your knowledge. This is how the most successful industry leaders build significant online audiences.
That’s the exact thinking behind our weekly model.
Upload one quality article each week that educates your target audience and gives them advice they can use right away. Promote it with five LinkedIn posts, one every working day, each with a link to the article on your site.
Use this valuable content to persuade prospects to give you their contact details so you can add them to your sales pipeline and email newsletter list. That way, you own the relationship, not LinkedIn.
One post makes a point. Five posts build a case. Buyers don't want "hot takes": they want context, insight and proof.
Your weekly anchor article is a powerful marketing asset showcasing the commercial value of your knowledge and expertise. This is in-depth, actionable, sector-focused content your target audience wants to read.
Start off by setting the social media agenda for the week to come. In 150 words or less, tell your audience what your article is about, explain why it matters to them and include a link back to your site so they can read it for themselves.
Share an unconventional and challenging take from your article to spark a lively debate. Invite your network to contribute their views, offer a different perspective or explain how they’ve handled the same issue.
A listicle-style post that with key insights from your article: this is the kind of content people save and share. Add even greater value by providing takeaways your audience can use today to make better business decisions.
Back up your advice with a short case study showing how what's in your article delivers real-world benefits. Demonstrate how your products, services and processes translate into valuable results for clients.
Round off the week with a memorable visual like a chart, key statistic or infographic that highlights your article's main points. Visuals often go viral, improving your chances of getting your message seen by a wider audience.
B2B buyers today are in control, not you, so you need a different way of reaching them.
80% start contacting suppliers when they're 70% of the way through their decision process.
81% have already chosen a preferred vendor before they even make first contact.
85% have already established their own purchase requirements before reaching out to any company.
75% of buyers now prefer a 'rep-free' experience while they conduct their research.
We start by getting to know your business. We research your products and services to understand the difference they make for your customers. We also analyse your marketplace to understand why prospects choose you over your competitors.
Next, tell us what you want from your social media campaign. More followers, more newsletter subscribers and more enquiries are a given. Are you also after enhanced visibility to a specific audience or do you want to gain traction for a future product launch?
The more we know, the more effective your B2B social media marketing will be. Here’s how the process works:
We partner with you to build a three-month calendar of weekly themes your audience cares about, designed to drive engagement so prospects watch out for your next post.
We write the first six weeks of articles and posts in advance, giving you time to review and refine them before they go live. After that, we deliver one new campaign each week.
On Monday, we (or you) upload the article to your website. Then, at different times across each weekday, we promote your article on LinkedIn, X and any other platforms you choose.
We send a weekly “share pack” with ready-to-use text, images and links so your team can amplify reach through their own networks. This boosts your post reach and promotes your company profile.
We track campaign performance: click-throughs, comments, shares and traffic to your site. Our regular updates mean you always know what's working and what to improve in the next cycle.
Plans change. By working six weeks ahead, we can make room for urgent priorities without breaking your content rhythm. This means you can pivot at any time without losing the momentum you've built.
You choose the direction. We plan the campaigns, write the content and keep things moving without adding to your workload.
Here's how to get started:
Book an intro call so we can learn about your business, audience and the goals for your social campaign.
We create a 13-week plan with weekly themes tailored to your client base and commercial priorities.
Get six full campaigns (articles and social posts) to review, edit and approve before anything goes live.
We'll upload your content, track what performs and then work on a campaign each week from that point.
Case studies are excellent for social media marketing. Show what you've done, who for, and how it changed their business. Case studies influence buyers, especially at or near the point of purchase.
Promote an ebook with your social content. Less information-dense than white papers, they're a great "in" for potential buyers curious about your products and services. Highly effective lead generation tools.
Here's a selection of the types of questions customers ask when they contact us.
A: The main purpose and business strategy of B2B social media marketing is building relationships with potential clients over the long term. Other goals include general brand building in your target market and attracting followers to your site to sign up for newsletters and updates do you own the relationship with them, not the social networks.
A: Successful B2B digital marketing strategies feature three core elements. First, you need to understand your target audience and their pain points. Second, you need to build a content strategy that addresses these challenges with genuine insights, not just sales messages. And third, you have to output and distribute content frequently enough to build audience engagement, keep your company top-of-mind and generate leads from a pipeline of informed, qualified prospects.
A: Measure how many newsletter sign-ups you receive and white paper downloads. If you can attribute responses to social media campaigns in your CRM, you can gain valuable insights like conversion rates and lead quality. Then, track how reps nurture leads that come from that channel and how long it takes to drive sales from decision-makers to closed deals.
A: The most common mistake in B2B social media marketing efforts is creating content that you expect leads to immediate business growth and long term relationships with valuable clients. Another is treating it like B2C, using tactics that don't work for a professional audience. Finally, not having a clear plan for the message you want to get across and how often.
A: The right social media platforms for B2B marketing are whether your customers are. Don't restrict yourself to one platform like many businesses do. For B2B social, LinkedIn is always a good bet but it's worth joining other social media platforms. For visual industries, permanent and ephemeral content on Instagram can work. X (formerly Twitter) is good for immediate interactions with your target audience. Always analyse audience behavior to make sure you're on the most productive social platforms.
A: Posting low-value content every day just creates noise and can damage your credibility. It's better to share one piece of genuinely engaging content that offers real industry insights a week than multiple daily post that offer no value. Quality is how you move prospects from being social media followers to qualified leads.
A: B2C social media marketing targets consumers while B2B social media marketing targets decision-makers buying on behalf of the company they own or work for. B2C social media marketing focuses more on emotion, entertainment and creating immediate desire. B2B is about logic, trust and demonstrating expertise over time so you have the authority to influence directors and managers when purchasing for their organisation.
A: Your social media marketing goals should align with your sales teams goals. Use social media content to draw attention to the benefits of your products and service to reach target customers and bring them into your pipeline. Also, repurposing social media content for sales team members to share helps reinforce key messages, builds credibility and opens up new conversations with prospects.
A: Thought leadership content is sharing credible, authoritative points of view on your industry with your peers through your social presence and via other marketing channels. It's a kind of influencer marketing where you're the influencer - a self-invented social proof. and personal brand positioning It's less about selling products but more about shaping the conversation and being recognised among business leaders as a trusted voice. Over time, they come to associate your brand with expertise and insight, and that helps de-risk their buying decision.
A: Dark social is content sharing that happens through private or closed channels, making it difficult to track using standard analytics tools. It includes private channels like Slack or Teams and one-to-one email messaging. There is a crossover between dark social and social media in that you can create downloads and other content that people can share to spark conversations or influence decisions behind the scenes. The difference is that while social media is relatively easy to track, dark social is largely invisible in your data.
A: Content posting is planning and publishing high-quality content on a schedule. Community management is the next level: monitoring digital channels for mentions with social listening tools, and having someone ready to engage directly with every comment and query. While our content drives engagement, ask us about community management if this is of interest to you.
A: Look for proof that they understand the B2B world and are social media experts themselves. Ask for case studies or customer testimonials. A good agency will be more interested in your business objectives than social media vanity metrics. Do your due diligence and find a partner who talks about strategy and pipeline, not just likes and shares.
A: A freelancer can be great for specific tasks like writing a batch of posts. Agencies are better when you need a full solution: strategy, content creation, scheduling, reporting, and a proactive partner who can guide your brand identity. An agency provides a comprehensive service, not just a single skill.
A: Share as much information as you can with a social media agency to get the best results, especially your strategic goals. Beyond that, share your buyer personas, research on customer needs and access to your subject matter experts are incredibly helpful. The more they can see the world from your eyes, the better.
A: It will take three or more months to have an impact on the number of followers to your company profiles and the level of follower activity. You can speed this up with paid search and paid social but this will cost extra.
A: Costs vary across the industry. Our plans are 13 weeks in length and cost a minimum of £5,550. Others charge a lot less and other a lot more. For us, 13 weeks is enough time to demonstrate real progress and build a strong working relationship.
A: Yes, AI tools can be handy for idea generation or pulling together a rough first draft. But they can’t replace a proper content strategy. You still need someone who understands your audience, your market and what actually makes your company and its products and services stand out.
A: The main risk is bland, forgettable content that misses the nuances of your brand voice. Without unique insights and a distinct identity, it's hard to build a loyal community of followers on any social network, which affects your lead generation results.
A: If your brand voice is consistent, people recognise your messaging faster and they become familiar with your company. You build brand visibility and can turn some of your best customers into brand advocates, who can introduce you to a world of new prospects and more leads.
A: Sources in this article citing current trends in B2B social media marketing include: