7 Creative Social Media Content Ideas for B2B Companies

By Rochelle Williams

Here’s a harsh truth: Too many B2B organizations fail at effective social media marketing. This, even when they know that an astounding nearly 4 billion people actively use social media. That’s more than half the world.

Not only do social media channels like Facebook, Instagram, LinkedIn, and others offer a cost-effective promotional strategy, they also boost your brand's visibility, humanize it, and can be leveraged to provide excellent customer support.

If you are a B2B company struggling to drive traffic towards your offerings, do not skip integrating social media as part of your digital marketing strategy. Remember, this medium allows you great flexibility to share contextual and personalized content that engages your audience in real time.

7 social media content ideas for B2Bs

Want to use social media to promote your B2B business but are falling short on ideas? Try these seven easy-to-execute social media marketing strategies.

1. Give your social media presence a human face

For some reason, countless B2B organizations use a third-person formal tone when they communicate on social media. Moreover, many B2B social media posts rarely include in-house images. Combining this with a terse, third-person tone can make your organization appear distant and disengaged.

Avoid sounding robotic and humanize your brand by posting on your company's social media pages in the first person, creating a narrative or story around your brand. Add images that show what goes on inside your organization.

2. Share insightful freebies on social media

A great way to generate leads and establish yourself as a leader within your niche is to produce research-oriented content such as ebooks, case studies, stats, and project reports, and then sharing them on social media. You can also share these freebies by posting links to free resources. Collect email addresses in return for a free download.

3. Share content on relevant social media channels

B2B clients are different than their B2C counterparts. When B2B people are seeking work-related solutions, they will go to LinkedIn rather than Facebook or Twitter. In fact, 97% of B2B marketers use LinkedIn to generate leads. However, if you run a business where you are selling to customers via visuals (e.g., a corporate gifting service), your B2B leads may prefer accessing images or videos of your products on Facebook, Pinterest, or Instagram.

For effective lead generation, the key is knowing what to post where. Post well-researched articles on LinkedIn and highly visual promotions on Facebook.

4. Host digital events and webinars

Digital events and webinars, especially ones that are “by invitation only,” are a great way to engage with potential leads. First, choose the right social media platform on which to conduct your event. Next, generate buzz by promoting your event and buying ads on social media. Go into your webinar without a sales agenda and instead use the event to establish yourself as a thought leader.

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5. Go live

Try this relatively informal marketing approach by "going live" whenever you have an exciting work story or activity to share. You can go live using your corporate page or even your personal profile. During the live stream, answer industry-related questions or simply acknowledge your followers' presence and thank them for joining. This also is a great opportunity to show a lighter side of your company.

6. Run polls

It’s critical to understand that social media is all about promoting two-way communication, so don't be passive in your posts. Create and conduct polls that will hook your audience and encourage them to interact with your social media page. Polls are a great way to get free feedback about your business offerings and the quality of your customer service, as well as helping you understand what your customers want.

7. Share your successes

If you win an award or special honor, share the news with your customers through social media. Also, ask your happy customers to post testimonials, provide endorsements, or narrate their positive experience of working with you. B2B testimonials are the ultimate social proof that you are worth your leads' time. Start collecting them, and more important, posting them on social media.

Share engaging content on social media

Whether you like it or not, people love social media, and this likely includes a majority of your clientele, who spend a good deal of their workday surfing LinkedIn or reading random tweets on Twitter. Incorporate social media into your B2B marketing strategy, and as long as your content is engaging, you will have your customers' attention.

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