Which Social Networks to Choose to Communicate Well in B2B?

To communicate on social networks in B2B, you must first choose the right platforms. What are the most relevant social networks for your B2B marketing strategy? Let’s see it all together!

Why Communicate on Social Networks in B2B?

Communicating on social networks, the question no longer arises in B2C. In B2B, the interest in communicating on social networks is not always obvious.

However, the benefits of social networks for your B2B company are not lacking. Social networks allow you to:

• Gain visibility
• Attract visitors to your website
• Generate leads
• Promote a new product
• Build customer loyalty

Warning: to take full advantage of it, choose your social networks carefully.

Do not have your eyes bigger than your stomach: creating an account on social networks is simple, but communicating well requires regularity and patience.

I too often meet B2B companies that create accounts on all social networks, thinking that they will mathematically generate new customers.

The problem is that they realize after a few weeks that they don’t have time to manage all their social networks effectively.

The key to communicating well on social networks in B2B is to favor quality over quantity.

Which Social Networks to Choose in B2B? The Unavoidable

LinkedIn, the leading professional social network

LinkedIn is the market-leading professional social network. Any B2B company must have a company page on LinkedIn and encourage its employees to create an account there.

LinkedIn is an essential social network for effective prospecting on the Internet: it enables you to identify qualified prospects and establish effective contact with them.

For this, we have written a file on prospecting on LinkedIn that will be very useful to you.

3 reasons to use LinkedIn in B2B:

1. LinkedIn is the essential social network for doing Social Selling: 65% of B2B companies have already won customers on LinkedIn, and 80% of the leads generated from social networks come from LinkedIn.
2. LinkedIn is a social network used by B2B decision-makers to consider buying: 40% of B2B buyers get information on LinkedIn for their purchases.
3. LinkedIn is the ideal social network for managing your employer brand and modernizing your recruitment strategy.

Twitter, the popular social network for monitoring

Twitter is a social network very popular among B2B decision-makers for their monitoring. Twitter is indeed a social network designed to share information in real time.

Communicating on Twitter in B2B will not only allow you to share the content you create on your website and relay your news, but also, naturally, to carry out your market watch in real time.

To communicate well on Twitter in B2B, I have published here the 12 best practices to follow.

3 reasons to use Twitter in B2B:

1. Twitter is the social network most used by B2B marketers to share content: 85% of them use it.
2. Twitter is an effective lever for 50% of B2B marketers.
3. Twitter is a B2B social network if your company operates in a technological or innovative market: 53% of companies that use Twitter are in this market.

Facebook, the social network that needs no introduction

Facebook is the leading social network on the market. Facebook has more than 2 billion active users. More than 1 in 2 French people are on Facebook.

The question of the relevance of communicating on Facebook in B2B may arise: after all, Facebook is a social network for personal use.

It’s true.

However, your customers are on Facebook, and not using it in your social media communication strategy is leaving the opportunity to reach them to your competitors.

3 reasons to use Facebook in B2B:

1. Facebook allows you to reach your market widely while building close relationships with your prospects and customers.
2. Facebook Ads allows you to run ultra-targeted advertising campaigns. According to Forbes, 6 million businesses use Facebook Ads.
3. Facebook allows you to share your content in all formats: images, text, videos, articles, live…

Be careful, however: to communicate well on Facebook in B2B, it is important to respect the buyer’s expectations and the context in which he uses the platform.

The B2B decision-maker goes to Facebook for entertainment, to consult lighter content than on LinkedIn and Twitter.

This is to be taken into account in your social media communication strategy.

Which social networks to choose in B2B? – The challengers

The 3 social networks presented above are the ones we use most often with our customers. These are also the social networks that we favor for our agency.

However, we like the idea that communicating well on social networks in B2B is, above all, a question of imagination and creativity.

Finally, all social networks can allow you to generate leads and win customers in B2B. You just have to use them wisely.

Thus, YouTube can be a relevant social network in B2B if you want to communicate by video.

Snapchat and Instagram will be essential if your target audience is relatively young.

Test, experiment, analyze, and optimize: this is the key to success!

Integrate social networks into a global marketing strategy

I want to warn you on one point. We are regularly contacted by B2B companies that only want to communicate on social networks.

To communicate on social networks in B2B, it is essential to integrate them into a global marketing strategy.

Without it, you will not be able to generate a return on investment.