Aligning Your B2B Social Media Marketing Strategies with Your Business Goals

Aligning Your B2B Social Media Marketing Strategies with Your Business Goals

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Social media’s network boasts the fastest-growing platforms connecting customers and businesses. We’re not surprised at the role that social media platforms play in business strategies. These platforms are significant in reaching a broad audience of new clients and leads.

Most companies know they must align their social media strategy with their business goals. They depend on professional content creation services to get quality user-generated content. We explore why aligning your social media marketing strategy with your company goals is critical.

The Significance of Alignment in B2B Social Media Marketing

Creating an effective social media strategy isn’t as simple as hopping onto social media channels and posting images. It requires knowledge of the latest industry news and valuable insights. Competitor research is also essential in creating effective social media ad campaigns.

Studies have shown that your social media strategy must fit the task your business is trying to perform. The Task-Technology Fit model states that the technology must align with the functions your company focuses on.

Otherwise, your business will suffer from misaligned strategies. Misaligned strategies can damage your company severely or simply cause you to spend money without producing results. After all, nobody wants to spend money on social marketing campaigns that don’t deliver results.

The goal of aligning your social marketing with your business objectives is to become one of the success stories. Pierce Woodward, who started Brand Pierre, is an example of one such story. During quarantine, the teenager turned metal spoons into rings and posted videos on TikTok. In doing so, he gained the attention of influencers, which helped boost his views. It’s now a business worth millions of dollars.

Defining Clear Business Goals

To use social channels effectively, you must set well-defined goals. After all, you must know what your company is trying to achieve before you can implement a plan to reach it. Discuss with your company’s sales and marketing teams to outline the brand’s goal.

Before you can set marketing strategy goals, you must have business ones. The common goals most businesses have are:

  • Increasing brand awareness
  • Generating leads
  • Generating more sales
  • Increase revenue
  • High ranking on SERPs
  • Retaining customers
  • Having a broader audience engaged in the business

The goals you set will influence your approach to social media channels. When increasing brand awareness, your social media marketing strategy must focus on growth tactics. These tactics include creating quality content on your social media page, following the latest industry trends, and creating excellent social posts.

If your focus is generating more sales, then your marketing efforts should focus on lead conversion. You operate business-to-business to gain qualified leads and reach a professional audience.

Identifying Your Target Audience

Before broadening your customer base, you must identify your target audience. Social media analytics will help you see which people are most interested in your services/products. By clearly defining the demographic you’re targeting, you can create content tailored to these people.

It also allows collaborations and combined social media ads, which can engage new and existing customers. B2B social media marketing will enable businesses to build personal relationships with other brands and increase their professional networking capabilities.

You can define your target audiences using the following demographics:

  • Age
  • Gender
  • Marital status
  • Location
  • Income
  • Hobbies

For example, a jewelry company creating dainty designs might have the audience persona of “females in their 20s to 40s, earning around $109k/year, and living in the state of New York.”

Conducting a Social Media Audit

Many want to start exploring digital marketing strategies and forge meaningful connections immediately. However, it’s critical to complete a social media audit first. This audit will evaluate your social media page’s current performance. It means analyzing social media data and seeing how your posts have performed thus far.

This audit will also identify key metrics for your company’s growth and current audience. It’s essential to help you determine how your company goals align with your social media strategy. In the long term, it ensures you base your efforts on analytics and data instead of impulse.

When performing an audit, consider the following aspects:

  1. Consolidate your existing social channels in a single list
  2. Define a marketing strategy for each social platform
  3. Ensure your branding is consistent across the various social platforms
  4. Go through your social media analytics, which provides valuable insights
  5. Identify which blog post is your top-performing social media content
  6. Learn from where your company’s funneling leads and customers
  7. Evaluate the demographics of your social media followers
  8. See which new social platforms are available for marketing
  9. Create new objectives and actions based on your social media KPIs
  10. Discuss your audit’s results with your sales and marketing teams

Your audit results are essential in creating an effective marketing strategy. They enable data-driven decisions that can help you boost customer engagement. They also help you create a baseline for managing your social media accounts.

Setting SMART Goals for Social Media Marketing

The SMART goal guide is essential in helping you set practical goals in your social media strategy. SMART stands for:

  1. S – Specific
    Create detailed goals that specify what you want to achieve. Don’t leave it open to interpretation or vague. If your goal is to grow your revenue, state, “Grow revenue by 10% from the June 2024 baseline.”
  2. M – Measurable
    Any goal you create must be measurable so you can see your progress. For example, if your goal is growing your social media networks and following, you should be able to analyze your growth in followers and performance.
  3. A – Achievable
    Always set realistic goals. Setting objectives you can’t achieve damages your business as much as when you don’t set any goals. For example, don’t expect a 100% increase in lead generation when you’re just starting.
  4. R – Relevant
    Your goals should always be relevant to your business. Setting goals that won’t benefit your B2B social media marketing strategy isn’t sensible.
  5. T – Time-Bound
    Target dates will help keep you on schedule. Set a realistic deadline for when you want to achieve the goal, as it also drives your team’s productivity. See what’s a realistic expectation of what your team can do in a day, week, and month, and base your timeline on that.

Developing a Targeted Content Strategy

Your content ideas and strategy should target your specific goals. Different types of content work well within a B2B social media marketing strategy. Your social media efforts should include educational content and a company blog, among other videos and content.

Some of the best content for B2B audiences are:

  • Announcing company updates and vital news
  • Highlighting success stories and case studies
  • Polls and surveys that show you more about your audience
  • Inspirational messages and quotes
  • Explainer and short-form videos on your brand and services
  • Behind-the-scenes content to humanize your brand
  • Collaborations with influencers and well-known brands
  • Educational content with FAQ posts and how-to videos

Develop a successful content strategy that forms the guideline all your team members will follow. Our expert tips and advice get you started and help you recognize the value of data and unique content ideas.

You can implement this strategy on various social media platforms, but it can also differ depending on the social media channel. For example, you should schedule social media posts with your company’s aesthetics on Instagram. On the other hand, explainer videos and such are better posted on TikTok.

Creating a Content Calendar

A valuable tool in your B2B social media marketing strategy is a content calendar. Any worthwhile social media manager can tell you how a calendar can boost your social strategy. A content calendar lets you schedule posts and content in advance.

Multiple resources and tools can help you manage your posts, but the calendar is one of the most effective. You schedule posts for the entire month, stating which days and on which social media management platform.

This calendar ensures that you can carefully plan your posts for maximum effect, which is essential for a successful social strategy. Content calendars aren’t only helpful in scheduling posts and gaining industry insights. They also provide feedback and analytical reports on the content and interaction with the posts you schedule through them. 

Leveraging Different Social Media Platforms

Various B2B social sites are available to ensure you can reach other businesses. Studies have shown that around 75% of potential customers look to social media before making business decisions. 

Platforms like LinkedIn, X (formerly Twitter), and Facebook are essential social channels for professional networking. LinkedIn is the ideal channel to reach an audience that cares about your brand. It builds a community of professional and personal relationships you can depend on.

This fact has held true for the last decade, though the appearance of more social channels has slightly changed the dynamic. Recent statistics show that 29% of B2B social media marketers see the best returns on Facebook and Instagram.

However, in the same vein, these marketers also saw increased activity on TikTok, Discord, and LinkedIn. As such, 53%, 46%, and 45% of marketers will increase their budget for these platforms in their marketing strategy.

According to our research, the following platforms are best for:

  • LinkedIn: Lead generation and increasing traffic
  • Facebook: Social approach by making posts about success stories and its employees
  • Instagram, YouTube, and TikTok: For reaching young adults and enhancing brand engagement
  • YouTube: Ideal for long-form videos, explainer videos, and tutorials

Building Brand Authority Through Thought Leadership  

Becoming a thought leader in B2B marketing is essential, as it helps build your brand authority. You provide valuable insights and become a trusted source of expert knowledge in your market. You must establish your brand as a leader through your authentic content.

Statistics show that thought leadership consists of the following:

  • 60.9% of inspirational content driving real change
  • 46.5% of educational content
  • 39.4% of industry trends
  • 36.9% of industry news and research
  • 32.7% of commentary and opinion pieces

You must also consistently create new content and post frequently to enhance your social media presence. Establishing your brand authority will likely increase lead generation and conversion and invite more businesses to collaborate with you. 

Further, the evidence of social proof shows that people are more likely to follow and trust a brand if many others follow and trust the brand. As people’s decisions are influenced by the opinions of others, having a reputable brand can only benefit you.

Engaging Your Audience With Interactive Content

Potential customers like a brand where they feel the brand considers their opinion. Around 71% of customers and businesses who have good experiences with brands will recommend them to others. Interactive content shows you what your partners want and gives your target audiences a voice.

They further provide valuable insight into the industry’s latest trends. Interactive content you can implement includes:

  • Polls
  • Q&A Session
  • Webinars
  • Tutorials
  • Quizzes
  • Gamified content
  • Quoting tools/Calculators
  • Interactive videos

Creating authentic content for audience engagement can be challenging if you don’t have a firm grasp of the latest market trends. That’s why many ask professional third-party services to create the content for them. However, you can start with easy interactions, such as adding polls on your latest product on Instagram or hosting a Q&A session on TikTok.

Utilizing Employee Advocacy

A hidden gem in B2B social media marketing strategies is employee advocacy. Companies can quickly implement effective corporate social media marketing. However, their employees can boost their efforts by making their own social posts.

The audience is likelier to trust employee advocacy, as people trust employees to state what they think about a brand. If your company mistreats you, you won’t advocate for their product or service on your social media platforms.

However, employees who are happy with their positions and jobs will help advertise it. This support shows the brand’s trustworthiness, which you simply can’t achieve with self-advertising. It enhances your brand credibility among consumers and businesses.

Strategies to help encourage your employees to share content include:

  • Shoutouts to the best performers
  • Welcoming new team members
  • Spotlight posts on employees
  • Celebrate anniversaries/birthdays
  • Behind the scene introductions to employees

Essentially, if you treat your employees as irreplaceable, then they’ll treat you as special. There’s no better advertising for a company’s credibility than satisfied employees. You can even create a campaign out of it, where you showcase the favorite products of different employees. The possibilities are endless if you don’t close your eyes to them.

Implementing Social Media Advertising

Advertising is critical to any B2B social media strategy. However, you can’t use all of your standard B2C strategies for your B2B social media marketing. B2C advertising focuses on businesses forming a personal connection with the consumers. It provides an emotional appeal to purchase the product. However, that’s not the case with B2B advertising.

B2B social media marketing focuses on providing advertisements that showcase logical process-driven decisions. It builds on actual data, Returns on Investments (ROI), and growing professional relationships. Some advertisements, like Out of Home (OOH) and print ads, can be adapted for B2C and B2B marketing.

However, digital ads are also becoming a driving factor in marketing strategies. Ideal social media ads for a B2B company are Instagram stories, X polls, WeChat ads, and LinkedIn documents. However, markets will respond better to ads on different platforms. It all depends on what businesses in that location are used for. For example, WeChat doesn’t have as much influence in the Western market as it does in the Chinese market.

Our tips for creating effective ad campaigns are to:

  1. Know your audience and targeted brands
  2. Create a compelling message that’s both inspirational and persuasive
  3. Design an appealing ad and campaign in line with your brand image
  4. Map your content to your funnel
  5. Reach your target audience to generate leads
  6. Nurture the leads you generate
  7. Contact your leads to enhance your sales conversion
  8. Track the performance of the overall campaign

Constantly monitor your campaign statistics. These statistics will help you identify successful marketing methods and which ones aren’t very effective in lead generation.

The Role of Visual Content in B2B Social Media

One of the truths of the business world is that business decision-makers are still human. Humans are primarily driven by visual content. Someone can tell you as much as they want about their newest proposal or product, but you’re more likely to become interested if they show it.

That’s why visual content is essential in B2B social media marketing. In general, people are lazy when looking at services and products. As such, without attention-grabbing visuals, they’re liable to scroll right past your account. Businesses often leverage the following visual content in their marketing strategy:

  • Infographics: It summarizes a market analysis or ROI on a project. There are even ways to make them more fun, which helps boost their effectiveness.
  • Images: The visuals of a social media platform are now more critical than ever. With influencers and other brands stepping up the game with pleasing visuals, you must match their level. Attractive, practical, yet beautiful visuals are becoming the center of social media.
  • Videos: Explainer, how-to, short-format, and long-format videos are popular on social media platforms. They allow you to demonstrate your product or service without posting paragraphs of text.

Engaging Through Storytelling

Just as visuals influence people, emotions also affect them. That’s why storytelling is a highly effective B2B strategy. Any human, even a business decision-maker, can be influenced by their feelings. Storytelling is one way of calling up emotions and forming personal connections.

Engaging stories will contain the following:

  • A protagonist – The central figure with which the audience can identify. Create the story’s focus while considering your target audience’s interests.
  • Buyer personas – With set buyer personas, you can tailor the story to your audience and choose the right social media channel for the market.
  • Appropriate story medium – How you tell your story must correspond with its topic. Don’t try to create a comedic tale of severe issues.
  • A core value/topic – You must connect it to the brand’s product/service. It doesn’t matter if you create an inspirational story if it has no connection to the product. Then, people are likely to remember the story but forget what it was for.
  • Timing is everything – Your timing when publishing the story can elevate or sink it. You’re unlikely to receive much response if you’re advertising summer services right as summer ends.

Measuring Success: Key Metrics and KPIs

As with any marketing campaign, tracking various vital metrics is essential. These metrics and KPIs will tell you how your campaign performs and whether you reach your objectives. Five of the most important metrics to track are:

  1. Content reach: Unique viewers of the post
  2. Engagement: Interaction levels on likes, shares, clicks, and comments
  3. Sentiment analysis: Analyze whether viewers react positively, negatively, or neutrally
  4. Share of voice: Compare the volume of competitor brand mentions with your brand mentions
  5. Conversion rate: Compare the number of users who view it with those completing the desired action

You can monitor these metrics and KPIs using tools like:

  • Google Analytics
  • Social platforms like Facebook, Instagram, TikTok, etc.
  • Social listening tools like Hootsuite, Zoho, Meltwater, etc.

Adjusting Strategies Based on Performance Data

Analyzing key metrics is important not only for knowing but also for acting upon. Once you receive performance data and analyze it, you must adjust your strategies to fit the new information. The market is ever-changing, so flexible strategies are a must.

If you see trends leaning towards a particular platform, you should dedicate more resources to it. If you see that a specific marketing tactic isn’t yielding much results, it’s useless to keep at it. Always adjust your strategies to fit the latest information.

For example, your latest campaign focuses on driving customer interaction in a B2B setting. After analyzing the campaign performance, you see that Instagram reels had a better engagement rate than static posts. As such, it stands to reason that you should add a few more reels to your content calendar, though you don’t need to switch over to them entirely.

Addressing Common Challenges in B2B Social Media Marketing

You can face some challenges when you create a social media marketing strategy. Companies often require a lot of content to implement these tactics effectively. As such, it can become overwhelming for the in-house team to create and post the content themselves. Some of the most significant challenges are:

  • Time – There isn’t enough time to create all the content, make sales, and complete other duties.
  • Cost – To meet the requirements, employees must work more hours, or the company must hire more employees. This growing workforce will increase the company’s overall expenses.
  • Scalability – As the company grows, its social media presence and marketing efforts will also increase. As such, employees might be unable to keep up with the content demands anymore.

Outsourcing the content creation part of the process can overcome most of these challenges. Professional content companies will deliver consistent, authentic content that fits your market niche. It’s the ideal solution, as you can be sure you’ll get your money’s worth each time.

Some of our expert tips for creating consistently good content are to:

  • Have a pipeline of ideas you can draw from
  • Establish a routine when creating content that works for you
  • Don’t let short-term metrics immediately influence your content
  • Keep creating new content to stay in the zone

The Future of B2B Social Media Marketing

The use of social media continues to skyrocket, and so does its marketing. Social ad spending was $270 billion in 2023 and is expected to surpass $300 billion in 2024. Your social media strategy in a business-to-business setting is critical in enhancing your brand’s voice on these channels.

Many businesses overlook the importance of using other companies to promote their services or products. Instead, they solely focus on B2C social media strategies. While B2C strategies are essential, they must be paired with B2B strategies to gain maximum effect and generate leads.

We delved into what trends are shaping the social media marketing community. The latest trends in B2B social media marketing that we found are the following:

  • Short-form videos like Instagram reels and TikTok videos
  • Employee advocacy
  • Influencer collaboration
  • Personalized experiences
  • Live streaming
  • VR and AR experiences and technologies

However, trends can change instantly, so you must implement social listening. Monitor social media conversations in your market to stay ahead of the curve. It also helps you immediately identify market niches, customer wants, and future trends. It gives you a leg up on the competition and becomes a trendsetter. This tactic is another step in the direction of thought leadership.

Why Choose Captain Words for Your B2B Social Media Content Creation?

Captain Words is a professional content creation company. We provide the ultimate solution to overcoming challenges associated with creating social content. We excel in creating B2B content, among other services, and aim to work with your goals and brand.

Our approach to content creation is data-driven. As such, we ensure the content is optimized for each social platform. We can also develop content calendars that align with your business and social media goals. Our expert advice is always available when creating content, but ultimately, we aim to provide whatever you want from us.

Captain Words is committed to understanding your target audience as they become ours upon accepting your project. As such, our aim is to create content resonating with your ideal client persona and reaching people on a human level.

At Captain Words, we provide content creation, editing, proofreading, localization, and translation services. Our mission is to give you access to a treasure trove of knowledge at a sustainable price. It allows you to focus on your sales and leave creating quality and authentic content in our capable hands.

Conclusion: Achieving Business Goals With Aligned Social Media Strategies

A B2B social media marketing strategy must align with your company’s goals. It helps you personalize your marketing efforts to fit your brand and objectives, which helps raise your social media performance. Authentic and quality content will naturally grow and boost your business operations. It’ll result in better client engagement, more conversions, and higher revenue.

However, giving the focus quality content needs can be challenging in an already busy workspace. As such, Captain Words takes that task off your plate and masterfully performs it using our expert knowledge and attention to detail. Contact us at Captain Words now to get your first 5,000 words free as you test our services for yourself.

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Chantelle van Heerden

Chantelle started her career in IT before finding her way into Marketing. This eventually became her passion, along with Digital Marketing, SEO, and Brand and Web Development. Today, she helps businesses find their voice and grow online. Follow on LinkedIn.

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