B2B Social Media Marketing: Why Your Industrial Company Needs It Now

Posted on Aug 14, 2013 by Kerry O'Malley

social media marketing b2b

Communication. It’s the cornerstone of all great relationships: marriage, friendships, business partnerships, and – you guessed it – customer relations. Fortunately, communication with your customers, potential and current alike is no longer limited to a scheduled phone call or face-to-face meeting.

So what exactly is it that you have in your marketing arsenal that will easily keep those channels of communication with your customers open? Social media – of course!

Social Media Marketing and Industrial Companies

Think the two couldn’t possibly go together? Think again.

According to a recent Forrester survey, 48 percent of B2B social marketers plan to increase their lead generation usage of LinkedIn discussion groups and pages.  Why? Because LinkedIn is teeming with senior decision makers, giving your company direct access to people who have the power to buy from you. And we can all agree that this type of communication is essential when bolstering company profits.

But it’s also imperative when establishing your company as a leader in your industry. Social media marketing is a vital way to distribute your industrial company’s published content. By building an effective digital content strategy that is implemented through social media and reaches a countless number of potential clients, you are proving your company’s worth and in turn, will be viewed as a business that knows its stuff.

Social Media Platforms for the Industrial Sector

Now it’s time to get down to the nitty gritty and determine the best social media platforms for your business. Our suggestion? Sticking with social media networks that have practical application for the industrial sector.

Foursquare, Pinterest and Instagram probably won’t be for you, but communicating in a one-on-one arena like Facebook is. With 57% of B2B decision makers using Facebook to keep tabs on their favorite brands and vendors, it’s highly reasonable to start an active Facebook page for your business. Facebook allows you to put a human face on your company in a way that none of the other social networks do. This is the perfect platform to publish content about the people in your company, your company’s activities in your industry and community, and other human interest topics. You can also post promotional content on Facebook, but try to follow the 80-20 rule: 80% of your posts should be about your industry, community, or human interest topics – 20% can be promotional.

Just produce one low budget video and you can start your own channel on YouTube. More and more business people are using YouTube to search for solutions, new products, and insight into “how stuff works.” YouTube and Google+ are owned by Google, so companies with pages on these two networks will have a leg up in Google searches.

Twitter, Google+ and LinkedIn are valuable for many reasons. They allow you to showcase your expertise which increases your company’s credibility. You are able to communicate with prospects and customers “real time”: answer questions, offer solutions to their problems, and address customer service issues. Do some research and you can seek out specific companies that would benefit from being made aware of your company’s products and services.

And when more companies are made aware of you, there’s a much greater chance that they’ll want to do business with you, too.

Works Cited

Blain, Amanda. “The 7 Top Social Media Sites For Business (and why you want to use them).” Viralheat. May 1, 2013. Web. August 14, 2013.

Dyer, Pam. “Social Media is Key to B2B Content Marketing.” SocialMedia Today. June 3, 2013. Web. August 14, 2013.

“How B2B Decision-Makers Are Using Social Media.” Marketing Charts. July 22, 20143. Web. August 14, 2013.

What social media platforms does your company use? Is your social media strategy effective? How do you think your B2B social media strategy could improve?

Author: Kerry O'Malley


Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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