The Future of B2B Marketing: Social Media Trends of 2023

As we look ahead to 2023, it's clear that social media will be an increasingly important part of any successful B2B marketing strategy. Not only does it provide a way to engage with customers, but also generates high-quality leads that can increase sales. 

For businesses leveraging B2B SaaS, social media is a powerful tool for achieving high-priority goals. A specialized  SaaS PPC strategy that adjusts to every level of the sales funnel enables SaaS companies to increase their bottom line while simultaneously boosting brand awareness. Facebook, Twitter, LinkedIn and other platforms offer unique opportunities for engaging with prospects and creating loyal customer relationships through thoughtful campaigns - whether managed in-house or by an SaaS PPC agency specializing in this space.

When crafting a marketing strategy for B2B companies, it is essential to understand how to utilize popular social media platforms as well as where their time and money should be invested. First of all, let's get into what are the two main types of social media - organic and paid.

Organic social media is the use of platforms like Facebook, Twitter, and Instagram to build relationships with potential customers without using paid advertising. It’s about creating content that resonates with your target audience and using strategies such as influencer marketing to reach out to new customers. Organic social media allows businesses to engage directly with their customers in a more personal way by responding to customer inquiries, comments and complaints.

Paid social media, on the other hand, uses sponsored posts and advertising campaigns on these same platforms to drive traffic or increase visibility for a business’s products or services. PPC B2B lead generation helps businesses target specific audiences based on data such as age, location and interests.

Paid social media is a great way to reach new customers, but it can be costly. Organic social media is a great way to build relationships with potential and current customers, but it takes time to grow an audience.

Whether through organic social or PPC social media ads, the key is building true engagement aimed at providing your buyers with exactly what they need. And by leveraging the powerful benefits of omnichannel experiences, you can help your buyers do just that.

Now, you may be asking yourself, what social media platform should I allocate my resources to? 

The answer is not straightforward – it depends.

There are many options to choose from, so it's important you have a clear understanding of your target audience and the platforms they use. In this article, we will explore various social media platforms and trends to help your company determine the one that best matches its marketing strategy.

  • Facebook: Retargeting
  • LinkedIn: Organic & Paid
  • Instagram: Channel SEO
  • Twitter: Microblogging
  • Youtube: Video Content
  • Pinterest: Building Appeal
  • Messenger Bots: Conversations
  • Snapchat: Professional Engagement
  • TikTok: Connecting with Modern Clients
  • Social Media Reviews (Bonus)
  • Email Marketing (Bonus)
  • The Omnichannel Powerhouse

Getting ahead of the trends and advancing your social media marketing skills is what this year is all about. Read on to discover which trends you should utilise and how, to effectively propel your business to social media lead-gen excellence in 2023.

How B2B Social Media Marketing Impacts Lead Generation

Before divulging the social media trends B2Bs can’t avoid this year, let’s dive into why social media even matters to your lead generation efforts. Truth is, social media platforms can be leveraged across your sales funnel. With SoMe, you can turn prospects into customers and nurture those new relationships, leading to closer connections and eventual conversions. With the right strategy, social media offers an opportunity to acquire qualified leads and increase brand awareness simultaneously.

Throughout this article, you’ll get examples of how each platform contributes to your lead-gen efforts. More generally, this is how you can leverage your social media presence for maximised lead generation in 2023:

  • Share social media posts about upcoming webinars (expand sign-ups)
  • Use social media for omnichannel content distribution (retain maximal visibility)
  • Build a social media community, using existing clients and prospects to start
  • Run paid ads on social media to get your brand in front of buyers
  • Run contests through social media (boosts your following, reputation, and sign-ups)
  • Run referral campaigns to boost social leads ( 92% trust network recommendations)
  • Incorporate social media listening (monitor what your audience share, and respond): 63% of SoMe marketers believe social listening will become crucial in 2023 lead-gen.
  • Drive sign-ups with social media influencers

Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech. Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.

B2B social media trends you can’t avoid in 2023

12 B2B Social Media Marketing Trends You Can't Avoid in 2023

Paid ads are one of the most effective ways to reach potential customers online. However, managing a successful paid social media or pay per click for B2B can be a challenge. That's where working with a PPC agency can be beneficial. 

A good PPC agency will have a deep understanding of the ever-changing landscape of online marketing and will be up-to-date on the latest trends. They will also be able to tailor a campaign that meets the specific needs of your business. As a result, working with a PPC agency can help you to maximize your chances of success in the ever-changing world of online marketing.

When it comes to finding the best PPC agency, there are a few things to keep in mind. 

First, make sure that the agency has experience with your industry and platform of choice. Second, look for an agency that is transparent about their pricing and offers a flexible payment model. Lastly, check out customer reviews to get a sense of the quality of service and results that the agency has been able to deliver for other clients. 

By taking these factors into consideration, you can be confident that you're choosing the best possible partner for your paid social and PPC needs.

Ready to discover the key trends in Social Media Marketing? Let’s go!

B2B Social Media Marketing On Facebook

1. Facebook Target & Retarget

In the age of video-dominant SoMe platforms like TikTok and Instagram, the “old-school” options for lead generation, like Facebook, are retro but a type of retro that increases in value. Especially for B2B marketers, Facebook undeniably still has a place and relevance this year. 67% of marketers deem Facebook to be the most effective SoMe platform, boasting a vast and active audience; out of the 2.89 billion users, 1.93 billion visit the platform daily, and many users value the business-related ads for their highly reliable content. 

Today, 74% of people leverage the platform for professional purposes, and decision-makers spend 74% more time on Facebook than other users. We see it too; scrolling through the feed, we’re often drawn to content shared by viable brands standing out above the noise. In 2023, not having a Facebook page as a business is detrimental to credibility. Not only will you miss out on a crucial channel giving you access to a vast and receptive audience, but potential customers also won’t take your business as seriously without a Facebook page.

To remain up-to-date on Facebook lead gen for 2023, we have compiled a list of tweaks and tips on how you can improve your Facebook strategy, and optimise your lead generation with the newest insights into Facebook best practices:

  1. A crucial point in reviewing your Facebook for 2023 standards is making sure your profile is optimised for SEO best practices. Have you filled out your “About” section? Have you included your website? Linked to all your other channels? No? That's the first thing you should do.

  1. Next is your page’s user experience. This is an easily overlooked step to improve your visitors’ experience by taking charge of what is visible to them when they visit your Facebook page. There are several options of excluding or adding new tabs such as “ask ___ a question”, editing the sidebars to your individual needs, or simply pinning your newest, most relevant, or best performing post at the top of your page. The latter allows either new visitors to see the best side of you right away, or keeps regular visitors up to date with the offer you want them to engage with.

  1. Content creation is at the center of any marketing effort in 2023. With Facebook bringing extra attention to features such as their ‘watch’ page, you can capitalize on your first-mover advantage. This is being amplified by Facebook as they want their features to succeed and are promoting them to users. When sharing content, don’t forget to A/B test it to ensure it’s perfectly tailored to your audience’s needs.

  1. While content is king, we can’t forget that not all content will bring the same results. You need to be conscious of what it is you would like to achieve with the content you post. Keeping the sales funnel in mind, product demonstrations, case studies, and preference quizzes are all ideal for lead generation. However, if you are looking to convert and sell, time-limited offers, link to your online catalog, and free trials are ideal. To ensure the best results, make sure you address all stages in the funnel.

  1. The last thing to do to improve your Facebook strategy in 2023 is to focus on connecting, not selling. To stand out in 2023, bringing attention to your abilities to connect through personalisation and emotions is crucial, even in B2B. One thing all buyers have in common is the pressure of spending money the right way. Going back to the sales funnel, you’re able to address buyer concerns by highlighting a potential money-back guarantee or reporting on successful case studies.

More than being great for exposure, equity, and engagement with your audience, Facebook is also one of the best social media platforms for B2B companies to target lost audiences. If your brand is active on Facebook and people start clicking on your link, you are getting leads - great! But sometimes people click through to your page only to leave without further interaction. That’s a lost conversion.

To rectify lost conversions in 2023, your Facebook retargeting strategy needs to be on point. Facebook retargeting lets businesses reach out to users who’ve visited their website and left early. It displays relevant ads from your company in their news feeds, as well as in the feeds of people with similar interests, and people who’ve visited companies much like your own. Facebook is a tool that works wonders for companies over several stages, attracting clients’ attention and inspiring them to move forward to the next buyer journey phases.

Other paid options for 2023 include sponsored stories that have a statistically higher click-through rate. And while Facebook discourages going deep into one niche, this may actually increase your ROI as chances increase that the ad will end up in front of the right person. And while the “what” is important, the “where” is as well. Make sure to edit your ad placement on Facebook to fit your individual objectives by e.g., opting for desktop-only.

B2B Social Media Marketing Lead Generation With Linkedin

2. LinkedIn Organic & LinkedIn Ads

When tapping into the power of LinkedIn for marketing, one thing to understand is that people come to the platform with a specific focus: networking and investigating related to their career. When we promote content on LinkedIn for our automation and manufacturing clients, we focus on stimulating lead generation by getting their buyers’ eyes stuck on their business with offers that augment a purchase objective and get the audience excited about what our clients bring to the table in terms of professional solutions and expertise.

Above everything, Linkedin is an adroit lead generation platform. While LinkedIn is not always the obvious choice when thinking of social media marketing,the reality is that the platform is one of the best social media platforms for B2B marketing opportunities in 2023 - and why is that? Because it’s becoming a more relevant content platform by the minute.

The opportunity to create visibility, community, and reach via content shared and promoted on this networking site is far too substantial to ignore. Even more, 2023 offers great momentum for LinkedIn lead generation, since the platform is both recognised for its marketing and professional networking potential equally. As such, the playing field accommodates B2B marketing teams in getting in front of their buyers’ eyes and initiating conversations in a conversion-friendly context that inevitably leads to lead generation.

By providing your target audience with solutions to a work-related problem or satisfying a work curiosity, you’re setting your brand right up for conversion success, simply by connecting with valuable prospects and being generous with sharing offers and insider tips.

While still predominantly business-related, we are seeing a shift in LinkedIn towards a more transparent, community-focused culture. This trend was initiated back in 2020 to address the substantial increase in professionals working remotely or in hybrid settings. To keep people engaged from home, LinkedIn decided that 2021 was for business and pleasure to go hand in hand. In 2023, the business/pleasure ratio is at its momentum, which means that more people are visiting the platform frequently and for longer.

With more professionals visiting the site more frequently and for longer, it’s no wonder that 80% of social media B2B leads come from LinkedIn. If you’re thinking of bringing more attention to LinkedIn and optimise for generating more qualified leads in 2023, here are 10 tips to think about:

  • Don’t Ignore Optimization - This is relevant for audience scope, profile, and content
  • Write Content That Initiates Conversation - That way people enter the funnel fast
  • Be Specific With The Audience - Reach out to people who match your ideal customer
  • Build Out Your Connections - They’re the ones you can instigate conversations with
  • Utilize the Ad Features - To take your content beyond your existing connections
  • Connect With Visitors - If someone visits your profile, take the opportunity to connect
  • Share Ideal Content - Never leave out CTAs, links, or that bulleted list (thank us later)
  • Share Articles - Make a name for your brand by posting articles on LinkedIn Pulse
  • Include Your Colleagues - Their support can be critical to your lead gen success
  • Be the Industrial Automation Protégé and Automate - Automation is not only viable for your DevOps or products. LinkedIn has come far in terms of the search being performed in an automated fashion that allows for segmentation and targeting ICPs.

LinkedIn is becoming much more diverse in its content, and publishing blog content and video media on LinkedIn increase your chances of greater organic reach. With a more advanced natural language processing (NLP) algorithm, Linkedin has, by far, the best targeting for B2B. At SnellMedia, we target anything from roles, departments, level of seniority, skills, groups, company, company size, sector, and traditional demographics.

Among the many social media marketing trends of 2023, LinkedIn is the most important platform for B2B marketers to embrace along with their new features and culture shift. Maximising lead generation, and building out a conversion-qualified community will be the rise of 2023. Last year the platform focused on integrating interactive features, this year is for marketers to leverage all interactive features to go into orbit with lead generation and conversions.

Ready to get started on an outreach strategy that’s high converting? Since LinkedIn is dominated by audiences working to build their careers (in a professional mindset), this platform is your golden opportunity for high conversions, so this is where you should start. To conclude, LinkedIn is a rich source for lead gen because:

  • There’s a substantial B2B Audience on the site
  • The advanced NLP has refined search filters and made them ideal for targeting
  • It’s easier to connect with audiences and prospective future clientele
  • LinkedIn is progressively attracting more users every year

The trends that support, not only the benefit of lead generation on social media, but the need for digital sales solutions has everything to do with two specific elements:

  1. Developments in AI and general public acceptance for an enhanced digital presence
  2. The global pandemic and its ongoing fallout are changing the future of B2B sales

This year, trends suggest that driving business online must be on every B2B marketers’ radar. For content, readers’ are more uncompromising in terms of quality and getting their time’s worth. To augment the business portfolio and maximize your lead flow on LinkedIn, bring quality, be original, elevate on the benefits, and never, ever compromise on the CTA.

B2B Social Media Marketing Trend Instagram Campaign

3. Instagram Optimization

Instagram has become extremely popular in the last decade, however, the total number of users that marketers can reach with ads on instagram has decreased by 68 million (-4.9%) in 2023. For that reason, it is strongly recommended to have an established channel where the marketing engagement is successful, before marketing on Instagram. Nevertheless, a strong business presence on Instagram can help your brand and your network grow, if used correctly, since 35% of instagram users will make a purchase on the platform.

What should B2B companies use Instagram for?

  • Content marketing & brand awareness
  • Building trust with your audience
  • Increasing traffic to you site
  • Showcasing the company culture
  • Introduce new offers
  • Engaging with followers

We know that in a B2B setting, it can be tricky for companies to determine whether Instagram is relevant to them. How can you determine that?

Generally, the best platform for your B2B marketing efforts will depend on your specific business needs and goals. Instagram can be extremely useful for most types of B2B content, as long as the content is visually appealing and presented in an engaging way. That is why it is a great fit for companies with a strong visual appeal like food or fashion. It can also be a great fit for businesses that are looking to attract a younger demographic. However, as mentioned above, it can be useful for any B2B company if used correctly.

Here are 6 tips to increase your discoverability in Instagram:

  • Know your ideal audience: understand the content that they want and what content they are getting
  • Create great original content
  • Descriptive captions that satisfy the IG algorithm
  • Always use hashtags, at least 4 or 5 hashtags in every post
  • Partner with other accounts or influencers
  • Increase your interaction

In addition to this,  you need to give your audience a reason to stay, which will mainly be your content. You need to constantly provide value that increases your credibility among followers and target audience. This can be done by posting regularly, switching it up with company culture posts to give an insight of the company and the employees. Announcing new offers or giveaways to keep your loyal customers active is also a recommendation.

Another good reason to use instagram for your B2B marketing is SEO.  Like the Instagram Stories, Lives and most importantly the Instagram Reels, a mind-blowing video function that has significantly increased the number of platform users and business account visits. They can be used to share behind-the-scenes content, product demos and company updates. They can also be useful to promote webinars, events and other marketing initiatives. You could even host Q&A sessions to create a more personal side of your brand. The possibilities are endless if used correctly!

The reality is that B2B businesses accounts on modern media channels like Instagram do not have to be boring or uninteresting. On the contrary, we help businesses leverage social media for showcasing their culture, presenting them in a more casual, creative manner, and maximizing the ‘show’ dimension of brand show-and-tell.

Best Social Media Platforms For B2B

4. Twitter & the Twittersphere

Fifth in line in the leading B2B social media platforms is Twitter. This microblogging platform has 206 million daily active users who spend over 500 million tweets each day. This instant engagement platform can help your B2B business maintain relationships with customers and offer a direct channel for you to communicate with prospective clients.

In 2023, as all focus shifts to online interaction between suppliers and buyers, Twitter is a digital forum no B2B businesses should sidestep. Today, 75% of B2B businesses market their offerings on Twitter. Many of our clients at SnellMedia are highly receptive to the idea of adding Twitter to their marketing mix as it’s perfect for on-the-fly information sharing, i.e. promoting original, new knowledge before competitors. 

There are several new ways of doing exactly that in the new year. In terms of building connections to potential buyers, Twitter Spaces offer a great opportunity to generate leads. Twitter Spaces are highly on-trend with their audio component, enticing even the timidest within your industry. All you need to start your own unique conversation room is your phone and a great topic to talk about, no need to be camera-ready.

Twitter also facilitates sales initiatives with their lead generation cards. These virtual cards can be attached to your tweet and, depending on the type, users can sign up for an email newsletter, move to a landing page, or conduct other actions, without you having to mind the character limit. The benefits of these include increasing visibility, earning more followers through immersive interactions, encouraging conversation, and creating more traffic to your website. These attractive “clickable” tweets may very well be your ticket to a new lead.

Like with any other social media channel, the aim of Twitter is not to serve direct sales ads. Twitter has, for many years, been a great tool for conversation, connecting directly with clients, and sharing insights related to your business. We consider Twitter a channel for engagement, and that is what we help B2B businesses provide for their audience. We harness the platform to give B2B buyers a unique insight into what it’s like to work with our clients; what values they focus on and the ideals they employ in their everyday work.

Best Social Media Platforms For B2B: Youtube & Video Content

5. YouTube & Video Content

Videos are amazing tools. They can be vibrant, they tell stories and they are great for capturing a larger audience. We’ve really gotten crazy about video media lately, and for good reason: they are engaging and rarely fail to entertain. On a monthly basis, YouTube attracts 2 billion logins. It’s safe to say, a part of that popularity, at least from the perspective of businesses, has to do with the audience potential. 56% of B2B-oriented marketers state that YouTube content is a big factor in their overall marketing success. 

And the future is big. According to a prediction study, 82% of all online content is expected to be video-based by 2023. This explicitly suggests that video content is a tool your business needs to employ. In the near future, videos will dominate the social media scene even more than now, so creating video content is essentially a do or die deal. While video is only one part of a well-rounded B2B marketing strategy, it is one that plays a crucial role in campaigns that appeal to buyers, engages with them, and compels them to convert.

But what kind of videos should you produce? Let us reassure you that you definitely don’t need to be making monotonous, production-line videos in order to succeed in B2B. There are many alternative content tactics that will intrigue B2B buyers, including:

  • Tutorials and ‘how to’ guides.
  • Showcasing what the business does in a day.
  • Entertaining content about the people behind the production.
  • Exhibitions of products, and walk-through of offerings.
  • Interviews of employees and management.
  • Mini-series with references to your products.
  • Story-telling content about novel industry know-how.

If you still need convincing, let us just say this: 70% of researchers watch a video-formated piece of content some time in their buying journey. And 71% of B2B marketers include YouTube in their content strategies, so it’s crucial to follow this trend if you want your business to get ahead in 2023 and beyond.

As a leading PPC management agency, we at SnellMedia have observed the growing trend of incorporating video content into paid search campaigns. From optimizing videos for YouTube and other video platforms such as Vimeo to utilizing performance max strategies for driving engagement, organizations are quickly recognizing the many benefits of video content for their paid search efforts. 

At SnellMedia, we believe that incorporating these kinds of strategies into your ppc management efforts can help to increase brand awareness, drive quality leads, and ultimately improve your ROI.

Pinterest - One Of The Best Social Media Platforms For B2B

6. Pinterest

Before we get into all the potential benefits and uses of Pinterest, we need you to understand that with social media it is crucial to be selective of what you use and how you use it. Pinterest is a wonderful tool and is becoming more and more like a visual search engine for ideas, knowledge, and products. However, it’s certainly not for everyone. It’s vital to pick our battles and to be efficient with our efforts to make social media work for us.

This image-sharing social media service is starting to measure up to other social media platforms. The platform has amassed beyond 442 million monthly active users, with a 37% growth last year alone. This platform is becoming a real contender, and we believe that B2B marketing has a veritable place in that.

A key concept of Pinterest is creating mood boards and canvases filled with images and videos. In creating Pinterest business accounts, we help B2B businesses assemble boards featuring company infographics, images of products, and blog posts. More than that, we leverage the fact that Pinterest boards can be viable for SERP ranking on Google, and bring in the most valuable keywords from your marketing strategy into board and pin titles. Done right, Pinterest can lead to more brand awareness, website traffic, and generate leads.

Just like most of your social media platforms, Pinterest is excellent for content sharing while also allowing you to sort your content into various canvases, and make sure that really valuable information is less likely to be lost in an ocean of promoted content. As our team works thoroughly in making B2B brands appear more humanised, we harness the function of Pinterest to create boards dedicated to the people behind companies as well as their daily activities, showcasing events, and providing a tasteful personality to your brand. 

In terms of the lead-gen aspect of Pinterest, B2B has various potential angles to work with, all depending on your niche. Pinterest has a very entrepreneurial culture, making it a dynamic spot for B2B buyers to get inspiration and discover what they need. Search intent often highlights the need for tips or support, making the platform ideal for B2B businesses to become thought leaders and insight providers.

If you decide Pinterest is the platform for you here are a couple of things to bear in mind: 

  • Pinterest is becoming more and more like a search engine
  • You’ll need to optimize your boards and pins to play into the algorithm
  • Be sure to update pins and board descriptions with keywords
  • Your account description should be optimized for keywords too
  • If applicable, make sure you activate rich pins

Going back to the lead-gen element, SEO on Pinterest will help you reach your ideal audience in a captivating way. More than any other platform, Pinterest relies on its visual component, and boosting your lead generation on Pinterest in 2023 means sharing attractive images and “clickable” content. This can’t be stressed enough.  Use high-quality photo material, an attractive color palette, and eye-catching, in-image captions such as “top/best of”, “easiest/worst things to do”.

In essence, Pinterest search intent is highly intentional, which brings longevity to the content you curate, and offers your brand a more purchase-ready audience. The platform offers the potential to reach people that are actively looking for guidance rather than users on other platforms who usually just stumble upon brands on their explore page.

Messenger Bots - One Of The Best Social Media Platforms For B2B In 2022

7. Messenger Bots

With a real risk of surprising quite a few B2B marketers, we can announce that, while email marketing is still a great option, the open rates of Messenger reach-outs compared to email reach-outs are off the chart! We are talking an immense 84% for Messenger reach outs versus 23% for emails. In our experience, Messenger and chatbots help reduce conversational friction and turn business relationships into personal relationships, even for B2B businesses aiming to interact better with their clients on a one-to-one level.

Additionally, direct message tools work wonders as an extension to marketing and sales initiatives, and trends suggest that messenger bots are becoming more popular in B2B social media marketing. In our experience this is due to the flexibility of reach-out, especially for Facebook Messenger, as the feature is available both in-app and in-browser, and the conversations are saved and linked to specific accounting, making it seamless to chat at any point in the buyer’s daily routine and quickly re-capture the topic later.

We leverage Facebook Messenger capabilities to build demand for our B2B clients through the use of automation workflows. This requires setting up a Messenger bot through a visual bot builder tool and maintaining a flow of leads through automated sequences. These workflows let us create auto-responses, promote blog content, gain feedback and client insights, and optimize any chance to start sales conversations with B2B buyers.

Professional Snapchat - one of the leading B2B social media trends

8. Professional Snapchat

Snapchat is a lot of things, depending on who you ask. With our expertise and experience, we can confidently state that Snapchat is a useful option for B2B marketing, and here’s why:

Snapchat is gradually transitioning into a commercial platform. The channel management team are shaping partnerships with huge media publishers, and trends suggest that the platform is gaining innovative advertising features making it an exciting and viable marketing option for B2B marketers. You might be shaking your head right now, but most technological breakthroughs are written off for being too obscure at first, and our investigations show that this is a platform to keep a close eye on.

If you’re still shaking your head, perhaps thinking that the user base of Snapchat is too young, you are mistaken. Granted, 71% of users are 25 or younger, but if anything, this is something to take advantage of. Increasingly, the younger generations in businesses are having a larger say in final purchasing decisions. 81% of non-management employees have a say in purchasing, and unsurprisingly, many of them are millennials. And where do we find many millennials? Trends in social media app usage say that they’re on Snapchat.

The Snapchat “cool” factor is growing, and the channel is starting to gain a huge account base, with 200 million daily active users. As the platform is turning more mainstream for advertising efforts, the big wow-factor benefiting marketers includes immediacy, engagement, and authenticity potential.

TikTok - one of the leading B2B social media trends

9. TikTok as a Marketing Tool

Here at SnellMedia, we’re having our fair share of laughs when it comes to the acceptance of TikTok as a marketing tool. As we work with B2B companies, we see a few interesting reactions when we mention the platform in strategy discussions. Rest assured: TikTok is and will continue proving itself to be a viable content platform. Diversity of content is expanding rapidly, far more professional content is being produced and their predictive analysis algorithm is insanely good. A few videos in, and the app knows exactly what you like, and the content suggested is surprisingly aligned to the interests of the user.

As video-formatted, interactive content is all the rage, TikTok is the perfect tool for businesses to create friendly, helpful content that more people can engage with. Trends are showing success among business-affiliated accounts. You can create insight-based content, fun team-oriented content, or even tutorial series. 2023 is the year for digital marketing, and B2B is not excluded from that. Whether you specialise in B2B software services, manufacturing, or industrial automation, there's value in getting accounts on one or more of the most up-and-coming platforms to diversify your traffic sources, and start implementing them into sales strategies.

Social Media Reviews - one of the leading B2B social media trends

10. Social Media Reviews

While 70% of buyers in general will search for reviews on a product before purchasing, a whopping 91% of B2B buyers are far more likely to purchase on the basis of having read a trusted review. Amazing, right? 

The B2B environment is ideally positioned to capitalise on online reviews, especially now that the global pandemic is forcing us to stay at home and minimizing our opportunity to conduct word-of-mouth insight sharing. Reviews are, in this sense, the online version of word-of-mouth marketing. Since online reviews in B2B circumstances often involve case studies which the business isn’t directly in control of, acquiring  positive reviews can really boost your reputation and trustworthiness and help increase positive associations to your brand among B2B buyers.

If you haven’t already bought into the potential of online reviews in your marketing efforts, these reasons might help convince you:

  • Displaying reviews can increase businesses' overall conversion rate.
  • Each increase in your star rating score can increase your revenue by 5-9%.
  • Each bad review costs businesses on average approximately 30 clients.
  • Positive online reviews are a beneficial search engine ranking sign.
Email Marketing - one of the leading B2B social media trends

11. Email Marketing (Bonus)

Even with social media becoming the biggest communication tool and interaction channel, email marketing is still doing quite well. Specifically,  84% of B2B marketers say that it is one of their leading tools in marketing.

While this marketing practice is not a social media platform, we are mentioning it here since we are seeing trends that the practice will still be hugely important in 2023 and it dovetails really well with your social media efforts. While social media lets you attract prospective customers, email marketing highlights the strengthening of current, loyal relationships. This works both to retain new buyers and make them feel valued, as well as helping your existing community interact with your social media accounts.

If you’re interested in learning more about email marketing, there is so much to discover. For instance, email marketing is a vastly superior way of personalising content due to its many different artificial intelligence features. Also, this marketing tactic offers great opportunities to draw your own path and build campaigns that suit your business model perfectly. If this sounds interesting to you, your next read should be our email best practices.


12. Applying the Omnichannel Powerhouse

The last two years have brought us hybrid work solutions, remote work, and even months of lockdown. Why is this relevant for 2023? Because more time at home has meant more time spent on learning, reading, and searching for information online. Whether it’s between tasks, under lockdown, or after work, people have extra time to be present on the platforms they’re visiting. This has brought us one significant trend that has to be addressed in 2023; We have time to care infinitely more about our experience of what we’re exposed to - And we do.

Experiences matter more than they have ever done. No matter what marketing tactic you use, skimping out on addressing customer experiences will be unacceptable.  This year, users and visitors require meaningful conversations, cohesive marketing messages, and having their experiences addressed throughout their buyer journey. Omnichannel marketing focuses on creating great experiences regardless of where the customer reaches out, making sure the relationship with the customer keeps growing. Sounds like a dream, right?

With social media being a big part of our online life across the globe, businesses need to integrate this digital reality into marketing strategies to make sure they meet customers where and when they need them, in a context that resembles their private and professional realty. Social media facilitates this. It’s even more important that each channel you integrate moves customers forward in their journey, from curious bystanders to returning, loyal customers. In 2023, these experiences are no longer just nice-to-haves.

Omnichannel extends beyond marketing alone. With lead generation being a must in 2023, omnichannel is a rich resource for maximising your efforts by breaking down marketing and sales silos and uniting the teams for optimized and proactive operations (i.e. B2B omnichannel marketing) where both channels remit the same messages while nurturing leads and supporting customers. Think of it as the DevOps of customer acquisition. There’s a number of similar benefits:

  • Speed (in getting to answers and deals)
  • Rapid delivery (of engaging, journey-friendly content)
  • Reliability (since Omnichannel provides transparency)
  • Improved collaboration (both for the teams and between brand and customer)
  • Scale (this lead gen tactic lets your business scale up and expand your portfolio)

We understand the industrial automation companies and manufacturers that invest large sums in bringing DevOps efficiencies to their operational level. Keeping the benefits in mind, we’re sure you’re starting to see the point we, as a experienced marketing firm, are making for omnichannel too.

Applying all of your marketing efforts, including social media, into one big powerhouse tactic takes effort; and while a lot of people may think that multiple networks call for a multichannel marketing strategy, we know better. Integrating several channels into one strategy is one thing, but interlinking them with each other to benefit the experiences your visitors have, is a whole new ball game. Win the game and you’ll win marketing in 2023.

To learn the difference between multi- and omnichannel, read our comparison guide here.

Is your B2B Social Media Marketing Presence Ready for 2023?

We want to make sure that you are up for the challenges that await you in the social media domain. If you haven’t yet mapped out a bulletproof strategy, get started right away, and if you need help along the way, make sure to visit our website for more tips and tailored advice. Digital marketing is what we do best, and with social media being a huge part of that, we are ready and excited to get our hands on even more online presence projects.

Have these trends made you reconsider your social media priorities for 2023? Are you part of a marketing team looking to build a successful social media marketing strategy but don’t quite know where to start?

In that case, hi! You’ve come to the right place. SnellMedia consists of a supportive team of marketing professionals who work solely to making the B2B marketing environment more vibrant, more accomplished, and more fun to compete in. 

With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech. Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.

If you’re interested in learning more about how we can help you grow your exposure online, feel free to connect with us anytime. We’re here for you.

Reach Out Today

Are you a B2B company looking to start a successful email marketing campaign in 2023? Or do you need help optimizing your email marketing today? Do you feel that your email marketing has great potential, but you aren’t too sure how to optimize your leads or where to start?

In that case, look no further, ‘cause SnellMedia is here to guide you. As an experienced B2B digital marketing agency focusing in part on valuable email marketing solutions, we can build personalized, intriguing campaigns designed to maximize your ROI in 2023. If you’re curious to know more about what we do, and how we can help you grow your business online, feel free to reach out to us when you need us. We’d love to hear from you!

This article is part of our digital marketing trends series, showcasing the primary pillars of digital marketing that we at SnellMedia focus on; PPC, SEO, Social media, Email marketing, Web design, and content marketing.

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Why is B2B Social Media Important in 2023?

A strategy is needed for companies to track resources and time spent. Social media is a valuable resource for B2B marketing, but without a plan, the effort is likely to fail. With a robust, tested social media strategy, you’ll be able to maintain a strong organic presence and maximize your reputation for field excellence and expertise. 

In 2023, exposure and recognisability are essential. In light of the pandemic, requests from private and business buyers on new supply is booming, and B2Bs need to be on their A game, to ensure that they’re winning the business of high-value, long-lasting clients within their niche audience. Social media is highly valuable even for B2Bs. 

There are new online users joining the digital world every day, and currently, 4.66 billion people are actively using the internet. With that being said, there are vast and broad audiences across the internet, specifically on our social media platforms.

Millennials are becoming more influential and involved in purchasing decisions by the minute. They are the kickstarters of the digital age, and the first generation to have lived in a digitally sophisticated world for a longer time than without it. Millennials are the buyers of tomorrow, and are already taking up more and more authoritative positions (especially positions that will have great influence in decision making).

Can You Run a Business Without Social Media?

With social media comprising such a monumental part of marketing today, running a top-of-the-field business without it is unlikely. You can run a business without social media, yes, but the chances of long-term success and growth are exponentially slim. Social media is not the do or die for a company, but with so many companies having a strong online presence, you’re at a major disadvantage and risk of falling behind your competitors if you remain offline. The future is digital.

Does Social Media Work for B2B? What Should Be Posted on B2B Social Media?

Millennials are the buyers of tomorrow, and they are inevitably online. More than that, they are online on their phones (hence, on social media). In fact, the average millennial unlocks their phone 63 times a day. To target the sophisticated decision maker, get on social media.

Social media works for anyone. This even includes the complex, intricate B2B industries out there. Today, 75% of B2B buyers and 84% of C-level executives are turning to social media when deciding on new purchases. That being said, the need for being on social media has been verified.

Social media is a versatile and flexible form of communication and marketing, so it fits well for anyone. For B2Bs, social media platforms should be used to post promos and educational yet entertaining behind-the-scenes content that resonates with an audience. The aim is to get conversations, so your profiles should contain posts that get the audience off the platform and on to a website.

To learn more about the different content you can add in your social media, read through the article above.