Social media is a mainstay of B2C marketing, but it’s hard to imagine B2B brands rocking the most popular platforms today. How can you promote sophisticated financial instruments, cloud software, or heavy machinery on Instagram? It brings to mind an image of, say, a construction crane on the beach, with the caption “Sipping margaritas and loving life! #CraneLife #Blessed #WokeUpLikeThis #NoFilter.” That’s not the way to promote a no-nonsense, professional B2B brand, surely.
Despite the cognitive dissonance, brands with a solid B2B social media strategy are finding and engaging an audience across social media. As the leading professional network, LinkedIn is a major part of that strategy, of course. Increasingly, though, brands are finding their niche on the more casual, less business-oriented sites like Instagram, Facebook, and even Pinterest.