The revelation that, according to a report by consultancy firm Gartner, 80% of sales interactions between suppliers by 2025 are expected to happen on digital platforms is a clear indication of the direction in which the market is moving. While this is a revealing statistic, it also highlights the fact that many B2B companies still face challenges in their communication on social media.
However, beyond the formalities, the focus is on maintaining a professional style based on verified information within the business world. It is crucial to recognize that each platform has its communication style, emphasizing accurate and reliable data, trustworthy sources, and professionalism tailored to the specific business sector.
This is the essence of a strategy that aims to transform corporate image and make the difference between success and failure.
B2B Communication That Leads to the Desired ROI
B2B content marketing offers an impressive ROI of 317% and 1,389%. Video content is the most used format in content strategies.
B2B clients value long-term relationships and seek trustworthy business partners who will support their growth. By 2025, this trend will be even more pronounced. Purchasing decisions will not only depend on the quality of products or services but also on a company’s reliability and commitment. Brand reputation and customer experiences will become decisive factors.
How to Achieve This? By building trust, which starts with precise communication tailored to the target audience on each digital platform. Establishing the right language and tone is critical to effective communication.
LinkedIn: Where Professionalism Reigns
LinkedIn has cemented itself as the quintessential professional platform. Here, a formal and direct tone is the norm. Publishing informative and relevant content using clear, professional language can position your brand as a leader in the industry.
- 79% of B2B marketers consider LinkedIn an effective source for generating leads.
- Posts with images receive 94% more views.
Once seen merely as a job-seeking platform, LinkedIn has become a goldmine for networking and generating high-quality leads. The key lies in communicating your message effectively.
Facebook: Striking a Balance Between Personal and Professional
As one of the largest social networks in the world, Facebook is estimated to have 2.0837 billion monthly active users by 2025. It allows brands to strike a balance, showcasing their human side while maintaining professionalism.
Using accessible and approachable language, images, and videos, can boost engagement and strengthen audience connections.
- Posts with videos have 135% more engagement than those with photos.
- 74% of B2B marketers consider Facebook an effective advertising platform.
Across all platforms, authenticity and humanity remain essential. Emotionally connecting with your audience can foster loyalty and long-term commitment.
Instagram: Emotion Through Visuals
Instagram is a highly visual platform where images and videos take center stage. Using captivating and emotional language paired with high-quality visual content can capture and hold the attention of a B2B audience.
- Videos generate 38% more engagement than photos.
B2B brands can also shine by showcasing their creative and human side. The key lies in telling visual stories that resonate with the audience.
YouTube: Depth and Value
YouTube excels in offering valuable, educational content. It enables B2B brands to dive deeply into topics relevant to their audience. Clear, professional language paired with appealing visuals and graphics can enhance retention and engagement.
Key Data:
- 70% of B2B buyers watch videos to compare products before making a purchase decision.
- Explainer videos improve product understanding by 74%.
YouTube is ideal for demonstrating your brand’s expertise and knowledge. Detailed and lengthy videos can educate and build trust with potential clients, fostering credibility.
Email Marketing: Direct and Personalized Communication
Email marketing remains a powerful tool in the B2B marketer’s arsenal. Using personalized, direct language with clear design and compelling CTAs can result in higher conversion rates.
Key Data:
- Personalized emails improve click-through rates by 14% and conversion rates by 10%.
- The average ROI for email marketing is $42 for every dollar spent.
Effective B2B communication on social media increases advertising effectiveness and strengthens brand recognition. Understanding the characteristics and behavior of the audience on each platform provides the tools to optimize communication and be part of a true and lasting transformation.
