Social Media: Channels and Best Practices to Connect and Compete in the Industrial Sector

As B2B marketing shifts from traditional channels like direct mail and print advertising to digital strategies like email and downloadable content, we must consider social media as an alternative. Social media channels have become powerful B2B marketing tools for all B2B companies, including those in the industrial sector.

B2B decision-makers and influencers are driving this shift. They’re seeking info on industry trends, product innovations, and expert insights on social media. When the Content Marketing Institute asked B2B marketing leaders which social media platforms deliver the best value for their organization, 84% chose LinkedIn. In addition, 22% pointed to YouTube. X (formally known as Twitter) was on the list as well.

The rise of social media has opened new ways for industrial marketers to engage with audiences, build brand awareness, and generate leads. With the right strategies, your company can connect with your target audience and show your expertise in a crowded market through social media.

Embracing the Benefits of Social Media in Industrial Marketing

The industrial sector, once considered slow to adopt digital trends, is now recognizing the immense potential of social media for reaching and engaging with a highly targeted audience.

Brand Visibility

One of the primary advantages is earning a competitive advantage through increased brand visibility. Platforms like LinkedIn allow companies to consistently showcase their expertise, innovations, and industry leadership to a global audience. For example, 78% of businesses that post regularly on LinkedIn outperform those that don’t.

Customer Engagement

Social media provides a platform for direct audience interaction. This engagement can take the form of responding to inquiries, sharing valuable content, and participating in industry conversations. 31% of B2B professionals say social media enables them to build deeper client relationships. To learn more about using social media to enhance the customer experience, read our article. 

Lead Generation

According to Gartner, 40% of B2B buyers use social media to help inform their purchasing decisions. Through targeted advertising and content strategies, you can drive potential decision-makers to your website or landing pages. To learn more about using social media to drive lead generation, read our article. 

Conversion

But the power doesn’t stop there. Social media marketing can nurture leads through the entire sales cycle faster. 39% of B2B professionals say that social media reduces the time they spend researching potential leads. 75% of B2B buyers and 84% of C-suite executives use social media to make purchasing decisions. 

Social media marketing and selling for the industrial sector isn’t a trend. It's an essential evolution for an increasingly digital world. To harness the power of social media in industrial marketing, identify the platforms that most effectively reach and engage your B2B audience.

Most Effective Social Media Platforms for Industrial Marketing

Regarding social media marketing for your company, not all platforms are created equal. Selecting the proper channels is crucial for maximizing your reach and impact. In this section, we'll explore the social media platforms that are most effective for B2B marketing. Let's start with LinkedIn.

LinkedIn

LinkedIn may be the go-to channel for business conversations, but HubSpot’s 2024 Global Social Media Trends say that only 38% of B2B brands use LinkedIn for marketing. They must be cleaning up. The Content Marketing Institute report says that 72% of B2B leaders have increased their use of LinkedIn since 2023.

Reach

With over a billion users spanning 200 countries, LinkedIn's reach is vast and influential. Four of five LinkedIn members are business decision-makers. They have twice the buying power of the average social media user.

Engagement

LinkedIn reports that more than 13,000 connections are made, and 138 hours of content are consumed every minute. Video content, in particular, is experiencing explosive growth, with uploads up 34% year-over-year. In addition, LinkedIn Live has become a powerful live webinar platform.

Conversion Power

LinkedIn’s efficacy in driving conversions is unparalleled. Marketers report up to twice the conversion rates on LinkedIn compared to other platforms. Brands that advertise on LinkedIn also enjoy an average lift of 10 to 15% in short-term ad performance.

In the technology sector, LinkedIn generates 2 to 5 times higher Return On Ad Spend (ROAS) than other social media platforms. Overall, brands advertising on LinkedIn see a 33% increase in purchase intent. 

Informative Content

On LinkedIn, content that resonates includes white papers, research reports, and thought leadership articles, which provide value to professionals. Educational materials, like webinars and how-to guides, offer practical knowledge. Company updates, employee spotlights, and behind-the-scenes content humanize a brand. Additionally, customer testimonials, polls, and interactive posts can drive engagement and build credibility. 

For more information about leveraging LinkedIn for your business, read our recent article. LinkedIn isn’t your only option for B2B social media marketing. Let’s review X (formerly known as Twitter) next. 

X (formerly Twitter)

X remains a vital platform for real-time interaction.

Reach

250 million people use X for about 30 minutes every day. Roughly half of X users (53%)  visit the site to get news. It's ideal for sharing quick updates and industry news and participating in industry-related conversations. X's fast pace lets your marketing team stay current and engage with your audience on the latest trends and events.

Engagement

According to HubSpot, 30% of B2B marketers use X for their marketing efforts. They're using hashtags to increase visibility and tagging influencers to expand their reach. They also participate in relevant discussions to position their brand as a thought leader. 

79% of X users follow brands for updates, news, and purchasing incentives. 84% of X posts are replies, retweets, or quote tweets. That means X users are highly engaged on the platform and willing to share content from brands they follow. 
Smart companies also use the network to address customer concerns. This practice can result in a 19% boost to customer satisfaction.

Conversion Power

X’s ability to amplify messages quickly to a broad audience makes it a powerful tool for driving conversions. In fact, 54% of Twitter’s audience is more likely to purchase new products. X's promoted tweets and ads enable precise audience targeting. They ensure that B2B marketing messages reach the right professionals and decision-makers. This targeted approach, combined with the platform's real-time nature, significantly enhances its conversion power. On average, the ROI for ads on X is 40% higher than that of other channels. 

Real-Time Content

On X, compelling content for industrial marketing includes quick updates, industry news, and participation in real-time conversations. Good content includes quick updates, industry news, and real-time conversations. Using relevant hashtags, tagging industry influencers, and engaging in discussions increases your visibility and connects you with key players in the industry. 

Quick insights and tips provide actionable value in a concise format. Polls and surveys encourage interaction and gather valuable feedback. Visual content, including eye-catching images, infographics, and short videos, stands out in a newsfeed and drives higher engagement rates. As you think about using real-time engagement on X, harnessing the power of video on YouTube is also important.

YouTube

YouTube is a dynamic platform for B2B marketing, offering rich opportunities for visual content. According to HubSpot, 48% of B2B marketers utilize YouTube for product tutorials, brand announcements, and webinars.

Reach

With over 2.7 billion monthly users and a typical user spending around 20 minutes on the site, YouTube’s reach and engagement are substantial. The rise of YouTube Shorts, which saw over 50 billion views in a single day in 2023, reflects the growing importance of short-form video content. On average, 5 billion YouTube videos are viewed every day. 

Search Capabilities

The platform’s video content enhances search visibility, making YouTube the second-largest search engine globally. 70% of YouTube users say the platform makes them more aware of new brands.

Power of Conversion

Additionally, 46% of B2B technology buyers are likely to purchase a product or service after watching video content on YouTube. This high engagement rate and the platform's extensive user base and search capabilities show how effective YouTube can be in the B2B space. B2B marketing leaders who harness the power of video see 49% faster revenue growth than those who don't.

Dynamic Content

Short-form video continues to deliver strong ROI. According to HubSpot, long-form videos and ongoing YouTube series are becoming more sustainable mediums for growth. Product demonstrations, explainer videos, and customer testimonials are highly effective in showcasing products and building trust. YouTube Live is an excellent platform for live webinars and panel discussions.
It's vital to know the pros and cons of each social media platform. Implementing best practices can then boost your B2B marketing on any platform you choose.

Best Practices for Creating Engaging Social Content

To maximize engagement and impact across social media platforms, here are the essential best practices for B2B social media content. 

Industry News and Trends

Keep your audience informed by sharing the latest industry developments and trends. Comment on industry trends on X. Position your company as a thought leader by offering insightful commentary and analysis on LinkedIn. Engaging in news and trends establishes your brand as an authoritative voice in the industry.

Behind-the-Scenes Content

Humanize your brand by highlighting company culture, manufacturing processes, and team members through video or images. Transparency in operations and quality control builds trust and a stronger connection with your audience.

Educational Content

Address common industry challenges and provide solutions through problem-solving content like whitepapers or webinars. Offer detailed insights into product features and benefits with explainer videos to educate your audience and help them make informed purchase decisions.

Interactive Content

Engage your audience with interactive elements such as polls and surveys. Host live Q&A sessions on LinkedIn Live or YouTube Live for direct interaction with followers and potential clients, enhancing engagement and fostering a sense of community. 

Tailor Your Content to the Platform

Each social media network has unique characteristics and audience expectations, so adapting your content to the channel ensures better engagement. For instance, LinkedIn thrives on thought leadership, while X  is ideal for real-time business updates. YouTube excels with in-depth visual content, such as product demonstrations and educational videos. By aligning your content with each platform's specific strengths and user behaviors, you can enhance your reach, resonate more deeply with your audience, and achieve better results from social media.

With a clear understanding of the platforms and best practices for creating engaging social content, the next step is to build a comprehensive strategy tailored to your business goals.

Developing a Social Media Strategy

As with any marketing channel or tactic, having a clear strategy is imperative for success. Here are the steps to take when building your social media strategy. 

Set Clear Goals

Start by defining your objectives in the form of SMART goals. Whether it’s increasing brand awareness, generating leads, or enhancing customer engagement, clear goals provide direction and help measure the ROI of your social media efforts.

Choose the Right Platforms

There is no need to use every social media channel available. Choose the channels where your customers and prospects are most active. Research the demographics of each channel and ask your existing customers what channels they use. Tailoring your strategy to these platforms will help you reach your audience effectively and make the most of each channel's unique features.

Create Compelling Content

Craft narratives that resonate with your audience. Humanize your brand by highlighting real-world product applications, customer success stories, or behind-the-scenes insights. Use high-quality infographics, images, and videos to enhance the appeal of your content. Visuals should be clear, professional, and aligned with your brand's identity. Include clear and powerful calls to action in every post.

Build a Content Calendar

An effective social media strategy is based on consistency and relevance. A content calendar helps organize posts, align them with industry events, and maintain a steady flow of engaging material. Consistent content delivery helps build trust and keeps your audience engaged over time.

Maintain a Budget and Resources

Paid social media ads amplify your reach and deepen engagement through powerful targeted tools. Allocate a budget for paid promotions and invest in tools for social media management. Proper resource allocation ensures you can effectively run campaigns, track performance, and optimize your social media presence.

To read more about building a successful social media strategy, read our article.

Wrapping Up

As B2B marketing today focuses on digital strategies, incorporating social media is increasingly vital. Platforms like LinkedIn, YouTube, and X (formerly Twitter) are for more than just casual use. They’re now powerful tools for industrial companies. They can boost your brand visibility, engage your customers, and generate leads. Embracing social media's potential allows you to stay competitive and thrive.

If you're wasting time and money on a social media strategy that isn’t achieving your goals or if you’re considering implementing a new social media strategy, our B2B marketing experts can help. We work with B2B industrial companies to harness the power of digital marketing. Whether you have specific questions or don't know what to do next, we have answers. Reach out and schedule a discovery call today.