4 Benefits of Social Media Marketing for B2B Startups

Social media has become an important marketing channel for B2B startups. 89% of B2B marketers use LinkedIn for lead generation and by 2025 it is projected that 80% of B2B sales interactions will occur on digital channels. Social media has become a staple of every marketer’s toolbox, and it is a key component to the success of B2B startups. We break down four benefits of social media marketing for startups and provide some useful tips to navigate it successfully.

1. Reaches Your Key Decision-Makers

Social media can be an effective marketing platform and a go-to for receiving news. Social media also provides access to a key demographic for B2B businesses, the decision-makers. 80% of LinkedIn members drive business decisions, which is a wide pool of opportunities for B2B startups. The way to reach these key decision-makers is to be where they are. Whether it is on LinkedIn or not, it is imperative to market on the platforms your audience is on. Depending on your industry and objective, different social channels might be better than others. LinkedIn is often a go-to marketing channel for all B2B startups, but you might also find great value using Facebook, Instagram or even TikTok. Regardless of the platform, your audience, potential customers and partners are all on social media and you need to be there with them.

2. Differentiates Yourself from Competitors

If you have completed your competitor research, you may have seen your competitors on social media. This means your competitors are capitalizing on an effective marketing channel and connecting with target audiences. Take notice of your competitors’ social media presence. What types of content are they sharing? Do they respond to comments and questions? Do they have a large following? What platforms do they utilize? There are many questions to answer to understand your competitor’s presence on social media, but it gives you insights on how to portray your startup on social media. There might be certain things you can do to differentiate yourself compared to competitors and stand out. It is important to not miss out on crucial opportunities for your startup.

3. Grows Brand Awareness

There is no doubt that social media has a broad reach. According to Statista, over 3.9 billion people are currently using social media, and that number is set to reach 4.41 billion by 2025. While you most likely will not reach billions of people on social media, it does provide a vast net of prospects, partners and customers to share valuable information with. Here are a few tips on growing brand awareness on social media:

• Consistent Branding. A consistent brand, including logo, colors and tone, across social media platforms ensures recognition and builds trust with your audience.  
• Compelling Content. Inform your audience on company news, new content, employees and more. Share valuable third-party content pieces to balance internal and external news. Too much of either might deter engagement and decrease performance.
• User-Generated Content. Encourage your customers to create and share content related to your brand or product or service offerings. User-generated content is authentic and can grow trust among prospects. It also generates interest among different groups who utilize your product or service, increasing awareness.

4. Drives Traffic to Your Website

Social media often acts as a first step in a prospect’s process to going to your website and learning more about your startup. If you can engage your audience on social media, the next step is your website. How can you drive traffic to your website from social media? We have a few tips.

• Share Company Content. Anything that links to your website serves to drive traffic to your website. When planning your social media content calendar, include content that links back to your website, whether it is to a blog, press release, gated asset or product page.
• Utilize Call-to-Actions (CTAs). Sometimes, the obvious is not clear to those reading your social media posts. A CTA helps signal them to take the next step. Something as simple as “Learn More” or “Read Now” can indicate to them what action to take next, driving them to your website.
• Portray Customer Stories. Nothing helps push the needle more than sharing the stories of your customers. It can be something as simple as a testimonial or as detailed as a case study. Whatever it is, showcase what your customers are saying about your product.

Social media is a critical component of the B2B marketing mix, and its benefits are apparent. Utilize it within your startup marketing efforts to increase brand awareness, drive website traffic, reach key decision-makers and more.

If you are ready to elevate your social media marketing efforts for your startup or organization, request a free marketing consultation or contact us today! Our range of B2B digital marketing services and expert B2B marketing consultants have you covered.