Check out these B2B marketing stratigies

B2B marketing and social media can seem like a tough mix.

Instead of marketing directly to a customer, you’re marketing to people that need to send their purchase through a bureaucratic process for approval.

Oh, and to make things even more difficult, your marketing needs to appeal to wildly different brands. Think everything from two-person startups to 20,000+ employee firms… all of which span wildly different industries.

Sounds like you’re tasked with doing the impossible, right?

Well, we’re happy to report that it isn’t impossible. In fact, there are thousands of brands doing it every single day, and some have produced some absolutely incredible social content (with the results to show).

So when we set out to craft our own B2B social media marketing campaign, we scoured the net looking for the best examples of B2B social media marketing strategies for inspiration—and in this article, we’ll show you our favorites.

We’ll start by discussing what each brand does right, and then take a look at what you can steal and implement into your brand's own B2B social media strategy.

Ready to get inspired? Let’s get started!

1. Slack — posts content for a diverse audience

Slack—Social Report's office communication tool of choice—is one of the most well-respected B2B brands on the planet.

Just think about it: nearly everyone knows what Slack is, and you'd be hard-pressed to find a startup or mid-sized business that isn’t using the tool to handle its internal office communication.

And it’s easy to see why so many companies are sold on Slack too—just take a look at its social presence.

On social, Slack frequently switches up its content, making it relatable to businesses both big and small. For example, it posts event coverage, third-party articles on work/life balance, productivity tips, and—of course—company news.

What you won't find, though, is any type of content that alienates one part of its audience. Think articles on managing large teams, discussions on VC funding, and other content that any subset of its audience may not be able to relate to.

In the end, doing this creates an inclusive environment that keeps Slack's social media following actively engaged, and turns audience members convert to paying customers.

Here's what your brand can take away

Slack's strategy of posting inclusive content goes a long way, and your company should consider doing the same if it's marketing to a diverse group of companies.

Why is this? Simple: feeling included will make your social media prospects feel like they should be one of your clients, and that they are truly a part of the target audience you're catering to.

On the flip-side, if you focus too much on one type of customer, your other followers may feel excluded or think that their business isn't a good fit for your products—even if they actually are.

So with that in mind, consider posting more content that anyone in your target audience can relate to. Think industry and product news, guides, and interviews with industry thought leaders.

2. Square — constantly highlights its clients

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Square is the world's largest mobile credit card payment processor.

The brand’s credit card readers are seen in tens of thousands of cafes and boutique stores around the globe, and the company has even expanded into other business functions like payroll, banking, and food delivery.

Social media marketing—namely on Instagram—is undoubtedly one of the driving factors behind Square's massive B2B success.

On Square's Instagram page, we see the brand frequently shout-out small businesses that use its card readers. In these posts, Square shows off the business' products, cafes, founding team, and more.

Each of these posts is accompanied by an explainer of what the company does, and discusses how Square has helped the small business in its journey to success.

This is an awesome strategy because it creates a super positive brand image for Square; it shows that Square is invested in its customers, and that the brand truly cares about its clients' success.

Here's what your brand can take away

You may want to consider showing off your clients on social media too. Like discussed earlier, this builds a positive brand image and shows that you truly care about your clients, making your customers confident that you have their back.

We've found this is especially important for tech companies where customer service is key. Your customers need to be reassured that you'll be there for them when all goes wrong, and showing that you love your customers is one of the best ways to do this.

Oh, and let's be real: your clients will get super excited about these posts, and they’ll be absolutely ecstatic when they're included.

3. MailChimp — uses colorful imagery that pops

One problem we see with B2B social media marketing campaigns is the lack of original visual content. Too often do we see stock images, bland design, and other content that looks, well, businessey.

But this isn't the case for MailChimp.

The popular email marketing (and now CRM) software has taken a visual-first approach to its social media marketing, creating a sleek-and-modern brand aesthetic that shows off its products and puts a forward-thinking name to the brand.

MailChimp does this by using bright colors and modern and experimental design in the visuals attached to each of its social posts. These pixel-perfect designs look great, and are too good for its social media audience not to share.

We find that this aesthetic looks similar to a modern clothing or art brand. This makes decision makers at B2B companies want to follow MailChimp on their personal accounts, mixing business and pleasure without thinking twice.

Here's what your brand can take away

You should strongly consider developing a unique visual identity for your brand as well.

Like discussed earlier, this will help you stand out in a sea of otherwise bland imagery that people have come to expect from B2B brands, giving you the modern look your B2B brand needs to make a sale.

Just remember: you need good content to accompany your awesome aesthetic too. So incorporate this strategy with others on this list, and you'll undoubtedly make the sale.

4. Zoom — embraces and shares customer praise

Like Square, video conferencing software Zoom takes a customer-focused approach to social media marketing. But in the case of Zoom, it uses social media to share its audience's praise and love of their product.

For example, a majority of the content Zoom posts to its social profiles are either retweets of compliments or—like in the embedded tweet above—unique uses of their technology.

This shows Zoom's audience that their customers really like their products, and inspires them to use it in fun and quirky new ways.

Here's what your brand can take away

First-hand reviews and testimonials are one of the most effective ways to market your products. It shows that people actually like your products and would have no problem recommending them to a friend or colleague.

So with that in mind, we recommend following Zoom's lead by frequently sharing and retweeting customer words of praise. This will put your reviews right in front of audience members that may not be customers yet, possibly giving them the push they need to become lifelong customers.

Plus, when you retweet your customer's praise, you'll encourage others to post their testimonials too. This leads to more review generation (and in turn, more easy content for you to repost!).

5. AWS — informs and educates its audience

Amazon Web Services—commonly referred to as AWS—is the web's most popular cloud hosting platform. It hosts over a third of all websites, with big names like Netflix, Reddit, and Expedia relying on their technology to serve hundreds of millions of customers every day.

But not all of AWS' clients are huge names. Anyone with a computer can deploy an AWS server, empowering even the smallest startups to launch new websites and web services on its backbone.

Amazon knows this and uses social media marketing to wrangle in these smaller clients. One of the ways it does this is by sharing educational content like how-to videos, guides, and industry news.

This creates a hybrid B2B/B2C marketing funnel of sorts. Developers will seek out these educational videos when training, and then remember that AWS provided this content when purchasing web hosting for their business later down the line.

Further, this gives AWS a good brand image. Posting free how-to content shows that AWS truly cares about its clients, and will ultimately make developers feel better about being an AWS client.

Here's what your brand can take away

Taking an educational approach to social media marketing is similar to running a content marketing campaign. You provide high-quality content up-front in hopes that the people who enjoyed the content will later return as customers.

Plus, let's be real: this educational content is super interesting, so people may give you a follow just to soak up future insights and interesting content.

Bottom line

As you can see, B2B social media marketing isn't as scary as it sounds. Just take notes from the social media strategies we highlighted above, and you'll be on your way to selling to businesses in no time.

Do you have a favorite B2B social media strategy? Share it in the comments below—we're excited to hear from you!

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