Social media can often be a big pain for B2B companies, especially in the software and technology sectors. Many software companies struggle to see its value beyond a recruitment tool or a place to share the occasional press release. But the reality is, if you’re not using social media, you’re missing out on a significant opportunity to build brand awareness and establish thought leadership.
So, what should B2B companies post on social media?
1. Customer case studies
Your customers are a powerful sales tool. Demonstrate how your software has solved real problems for your customers. Case studies build credibility and help potential clients understand how you can help their company.
What to post
- Written and video customer testimonials
- Statistical results achieved from using your product
- Case studies in a digestible, engaging format (one page is sufficient)
Related post: What to include in a case study
2. Industry information and thought leadership
Your audience wants to hear from experts. Position your company as a thought leader by sharing industry trends together with your management team’s expert opinions. Ann Handley, a B2B marketing guru, always emphasises the importance of storytelling and authenticity in thought leadership.
Don’t just reshare industry news, add your perspective.
What to post
- Original primary research
- Industry predictions and trends
- Comment on key industry developments
3. Behind the scenes content
People buy from people, not faceless corporations. It is really important to be authentic and show the human side of your brand. Give your audience a glimpse of your company culture, your team and your day-to-day operations. If you have a “bring a dog to work day”, post those photos on your company Instagram account as well as other social media. Instagram is great for showing the people behind the company.
Related post 5 tips on how to use Instagram for B2B tech companies
What to post
- Employee spotlights
- Office culture moments eg coffee mornings, charity events
- Event sponsorship or attendance and company milestones
4. Educational content
Helping your audience understand the solution to their problem is far more successful than selling to them. Educate your audience through informative content that positions your company as a helpful resource.
What to post
- How to videos and blogs
- Step-by-step guides on industry-related topics
- Webinars and whitepapers
5. Interactive posts
Social media is a two-way street. If your content is all about you, you’ll struggle to engage your audience. Instead, create posts that encourage discussion.
What to post
- Open questions to spark conversation
- Polls and surveys about industry trends
- User-generated content
6. Product updates
While social media shouldn’t be a sales pitch, your audience does want to know how your software can help them. Focus on benefits and real-world applications rather than features. But keep this type of post to a minimum. Only 20% of social media content should be about you (except Instagram which is primarily about you).
What to post
- Practical tips on how to get the most out of your software
- Feature announcements with clear end user benefits
- Comparisons showing how your solution compares to your competitors
7. Re-use long form content
One mistake B2B companies make is creating great content and failing to distribute it effectively. Break existing content such as blog posts or videos into bite-sized pieces. You can post it more than once too – although leave a bit of a gap between posts!
What to post
- Blog posts’ key messages
- Infographics
- Short clips from webinars or podcasts (there are many AI tools that can create short clips from your longer videos)
Conclusion
If you’re a B2B software company in Ireland, social media is more than just a nice to have – it’s a critical piece of your marketing strategy (particularly LinkedIn). The key is to be consistent, post frequently and provide value to engage with your audience. Ideally, you should post 2 to 3 times a week on LinkedIn and once a week on Instagram. Don’t forget X. The user base might have reduced, but it is still the place to get the latest news. And there’s BlueSky and Threads too.
Don’t forget to encourage your employees to share your content on their personal social media accounts. This expands your reach and makes the post a little more personal.
Related post: Employee Advocacy: How to get your employees to share the love
By following these 7 points, you can build a strong social media presence that drives brand awareness, nurtures leads and ultimately generates sales. So, now you have the answers to what should B2B companies post on social media, get posting.
Related post: 14 B2B Social Media Content Ideas that Work
