Social media in the business segment still remains an unpopular practice among Ukrainian companies. Many businesses continue to prefer classic communication channels, focusing on branding and media presence. However, SMM can be an effective tool for building trusting relationships with the target audience in B2B.

The main principle of successful B2B communication in social networks is the realization that you are not communicating with an abstract company, but with a living person who represents it. CEO, founder or manager – these people come to social networks primarily for relaxation and entertainment content. Therefore, it is important to generate content that resonates with their interests and needs.

Creating a community and attracting an audience requires a combination of different types of content:

  • entertainment content helps to attract attention and form a community around the brand;
  • expert content demonstrates your understanding of the pain and problems of the target audience – not just those related to your product;
  • product content directly promotes your solutions through the prism of consumer benefits.

For a successful presence on Facebook and Instagram, you should make the most of all available content formats: static and carousel posts, reels, stories, etc. Special attention should be paid to video content, which can directly affect lead generation, website traffic and sales and has gained immense popularity.

Despite its entertainment nature, TikTok can also become an effective platform for B2B communications.

However, this network requires a creative and non-standard approach to content creation. It is not about demonstrating products, but about building a holistic communication strategy around the needs of your audience.

LinkedIn is considered the most suitable network for B2B due to its audience of professionals, although in Ukraine it is only beginning to gain popularity in this segment.

LinkedIn converts best news about company achievements, participation in exhibitions or conferences, and success stories.

So, SMM in B2B has a huge potential for building trusting and loyal relationships with business audiences. However, to realize it, a strategic and human-centric approach is needed, using diverse content and active interaction with communities.

Source: https://mmr.ua/