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Have you ever wondered what actually works on social media marketing for B2B?
You know that feeling when you're scrolling through Instagram or LinkedIn and all you see are funny memes, product giveaways, or someone lip-syncing in a warehouse? And you're sitting there thinking… “Right, but I run a service-based business. What am I meant to do with that?”
Yep. That’s the B2B social media struggle.
Social media can work for B2B businesses. But not the same way it works for a skincare brand or a café. You don’t need to be everywhere. You don’t need to post every day.
And no, you don’t need to jump on the latest trend just because some ‘wealth signaling guru’ told you to. (If you’d like to know more about marketing trends, you can read more here.)
You just need to know what actually works. Which, funnily enough, is usually the simple stuff. (And that’s all most of us have time for anyway.)
Here’s what to focus on instead.
Focus on connection, not conversion
The biggest mistake I see with B2B social media is expecting it to deliver quick sales. That’s not how it works.
Your ideal clients are busy. They’re usually making bigger buying decisions and those decisions aren’t happening in the comments of a Reel. They want to work with people they trust. Not the ones flooding their feed with salesy content or ‘last chance to buy’ posts.
So if you shift the goal a little, social media becomes much more useful.
Instead of trying to sell, use your social media to be seen, to build trust, and to stay top of mind. Post helpful things. Show that you know your stuff.
Let people get a feel for your business, your values, your voice. That way, when they are ready to talk – you’re the one they will remember and already feel comfortable with.
Where should you actually be?
This is usually the part where someone says “you need to be on every platform,” but no, you don’t.
I’ll repeat that…You don’t need to be everywhere.
You just need to be where your ideal clients are.
For most B2B businesses, LinkedIn is the obvious one. It’s where a lot of decision-makers hang out during the workday and it’s great for keeping your name in front of the right people.
Instagram can also work well, especially if you’ve got a visual brand or want to show the human side of what you do.
Facebook’s still relevant too, especially for service businesses that work locally or regionally.
And then there’s TikTok and YouTube, which can work if video comes naturally to you. But don’t feel like you have to go there just because everyone else is.
It’s better to post consistently on one or two platforms than burn out trying to be everywhere. And those one or two platforms should be the platforms your ideal clients are active on.
What kind of content actually performs?
You don’t need fancy graphics or polished video to get noticed. Some of the best-performing B2B content is the simplest stuff.
You just need content that feels real and adds value.
Behind-the-scenes posts do well because they’re real. They show who you are and what you actually do day-to-day. A quick snap in the moment is often more effective than a professional shoot.
Quick tips or advice also work because they’re useful. Answering a common question you get from clients is usually more helpful than trying to write a formal blog. Busy business owners love short, practical advice that answers their questions.
Sharing little wins, feedback, or even lessons learned from tricky jobs helps show you’re human – and that you care. This type of content works well as stories.
And those explainer posts? Where you take something your clients find confusing and break it down? That’s gold.
The main thing is not to overthink it. Your content doesn’t need to be perfect. Your clients don’t want perfect. They just want to know that it’s the real you providing the helpful content.
So, make your content sound like you and be helpful.
What does success look like?
Spoiler: It’s not about likes and follows.
Success on social media for B2B isn’t about going viral or building a massive following. It’s about being seen by the right people.
If you’re getting comments like “I saw your post about that” or you’re getting more clicks through to your website, you’re doing it right. If your enquiries start sounding more qualified (less “how much do you charge” and more “I think you’re the right fit”)that’s the win.
And sometimes, even when people don’t engage with your posts, they’re still watching. I’ve had clients say “I’ve been following you for ages” and I’ve never seen a single like from them. But they were paying attention.
The goal is long-term visibility, not instant wins.
Up next: What should you actually post?
Now that you know why B2B social media is different and where to show up, the next step is content. As in, what on earth do you actually post?
In the next blog in this series I’ll walk you through practical, not-at-all-fluffy ideas that make content creation easier (and maybe even enjoyable – but no promises).
And if you’d rather not have to think about it at all, that’s what I’m here for. Get in touch if you want your social media sorted without the stress.
