While B2B marketing on social media is a slightly different game from creating successful B2C content, most of the same basics still apply. Perhaps the most important is that content needs to be consumable right on the social platform you’re targeting. That means short content, lots of images, and – increasingly – a heavy reliance on video. In fact, over 500 million people view Facebook video content every day.

Similarly, engaging posts bring more awareness. When a post is shared, or retweeted more people see it and, thanks to Facebook’s ever-changing algorithm, the popularity of a given post can determine whether it’s seen at all. With this in mind, let’s turn to some examples of the kinds of B2B posts that really work for generating leads.

    1. Quote Images: Quote images have become popular for media brands as a way to showcase written content more excitingly. It’s a good strategy for more than just publishers, however, and increasingly more business are creating these graphics today.
    2. Twitter Chats: A Twitter chat (or forum, or meet-up) is a digital event. The idea is to get lots of people – including experts you provide – tweeting at a particular time, often with a common hashtag. This creates a virtual conversation where you can explain more about what your business offers and enables leads to ask the questions they have.
    3. Infographics: Again, visual content is everything. So, if you have valuable information to convey about your products or business process, getting it into a graphic can make for a much more engaging post.
    4. Tag Business Partners: There’s a reason it’s called “social” media! Not only does tagging another brand you work with make them feel appreciated, but it can also increase the visibility of your post, especially on Facebook.
    5. Human Faces: Part of the goal of B2B social marketing is to humanize what’s sometimes thought of as an impersonal digital space. Using images of your actual executives or account managers goes a long way towards achieving this goal.
    6. ICYMI: In general, it’s important to be aware of common internet acronyms and slang to avoid embarrassing mistakes. [ICYMI] or “in case you missed it” is an especially important one. It draws attention to your content and gives the viewer a bit of motivation to keep reading – no one wants to miss out!
    7. Polls: First available on Twitter, both Facebook and Twitter now offer poll features to accompany posts and tweets. For B2C applications these are often used for fun engagement. In the B2B space, however, they’re a terrific way to find out more about potential leads.
  1. Executive Accounts: Again, humanization is everything. So, creating an account for your president, owner, or other public-facing executives can help build trust and recognition.
  2. Event Videos: One way to generate video content that works to showcase your company is creating highlight reels or segments from videos of industry events or conferences where you’ve participated.
  3. Animation: If you can animate videos or can contract out this work, animating information about your business is the next step after an infographic and is an even more eye-catching way to communicate lots of information.
  4. Pinned Tweets & Posts: On both Facebook and Twitter you can pin content to the top of your profile. It’s an excellent way to introduce your business, and the right graphic can truly engage people. Here’s a great example of this principle at work.
  5. Livestream Events: Live video is all the rage on Facebook right now. If you’re hosting an industry event or forum, a live video feed is one way to use social media to reach an even bigger audience than those who can attend in person.
  6. Success Stories: Successful social media is all about storytelling. If you gather a few profiles of satisfied clients, this gives you an excellent way to tell a story about what your company can do.
  7. Create A Branded Hashtag: Another way to leverage the use of hashtags on Twitter and now Facebook is to come up with your own creative hashtag that ties all your content together. This also allows you to search Twitter or Facebook later for people using your hashtag. These are likely to be solid
  8. Host a Contest: Social media is all about user-generated content. People don’t like to consume information passively as much as creating their own. Asking your audience to submit images, captions, or ideas under a specific theme is an effective way to generate engagement – which in turn increases the visibility of your business and brand.

While these strategies work for B2B businesses too, there are some differences to keep in mind. Most B2C marketing on social media takes a very informal and friendly tone – after all, people are browsing social sites in their downtime and looking for fun. With B2B marketing there’s definitely room for friendliness, as GE has shown, but you want the tone to be more professional than in a B2C application.

Targeting too is different, from focusing more on outlets such as Facebook and Twitter (over Snapchat and Instagram) to timing your posts for when people are at work versus during off hours. Finally, the time it takes to get results can be longer for B2B applications than in the consumer market.