B2B Social as a Support Tool

I think Bill Withers said (sang) it best. We really do all need somebody to leeeeeeeaaaan on.

Friends. Family. Neighbors. Business-to-business multi-channel marketing strategies.

See, one of the things I’ve learned as a B2B social media-er is its role in the grand scheme of things. It’s a little bit different from B2C strategies– there’s a bit more we can accomplish on social media, especially in more dry, technical and… unusual industries.

But social can still play an important role in the buyer’s journey.

Here’s how social media can be an outstanding support tool for your B2B agency clients!.

1. Demonstrate Authority

You know what you know, you know?

I’m 100% sure your clients are an authority in their field. Social media is a great way to leverage that authority and demonstrate it for their target markets. This could include:

  • Training and certifications
  • Professional licenses
  • Blogs, whitepapers and eBooks

Any way you slice it, sharing your clients’ knowledge and expertise on social is a great way to leverage it.

2. Share Company Culture & Values

Transparency is hugely important to many audiences in the current year.

Businesses want to do business with organizations that align with their values and goals, so put those out there for everyone to see, yo! Here are some ideas for sharing culture on B2B social media:


  • Core values + how your team embodies them
  • Company culture, events and volunteering
  • Employee spotlights
  • Now hiring

3. Service & Product Spotlights

I recommend at least one service and/or product spotlight a week.

This is just to remind everyone about your clients’ basic offerings, pain points and benefits of the same. This is just as an FYI– not hard selling, per se, but soft reminders about what you do and how you do it better. Posts like:


  • Services your clients offer, and unique benefits that they provide
  • Industries and departments that your clients support
  • Best use cases for your clients’ solutions
  • Demo offers and video clips 

4. Events

It’s party time!

Think:  webinars, demos, conferences, and trade shows are parties. Anyhoo, this is what social media is MADE for! Bonus: include booth info, sign-up links, resource materials, and all kinds of fun extras, and you can even do fun stuff tagging associations and groups that will be there with you. Think:

  • Upcoming trade show and conference appearances
  • Speeches and networking events
  • Webinars and live presentations
  • Partner and vendor events

5. Social Proof

Pics or it didn’t happen, amirite?

People want to know that they’re doing the right thing and that they are making a solid business decision. One of the best ways to accomplish this outcome is with social proof. And social media is (GASP IN SHOCK AND HORROR) a great place for social proof. Examples include:


  • Testimonials
  • Customer reviews
  • Stats and facts about outcomes
  • Awards and industry recognition

If this sounds amazing, but like a lot of work and something you definitely don’t want to do, my team is here to help!

Click below to start a convo about how EKM can support your Organic Social Media Needs.

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