As an advertising Account Executive, I’ve noticed social media is the most underutilized resource among B2B marketers.

In our latest Facebook platform analysis, AdRoll’s B2B retargeting advertisers experienced an overall 140 percent boost in click-through-rates after adding Facebook to their web retargeting. Yet social media usage by B2B companies remains low.

3 Reasons Why B2B Brands Should Invest More in Social Media

There’s perception that B2B brands don’t translate well to social media, but that’s not necessarily true. Social media is particularly advantageous for B2B because purchasing decisions typically take longer, pricing is often higher and the customer base is usually smaller.

Most importantly, most Americans—about two-thirds—use social media, whether they work in B2B or not. There’s no reason to believe that they’re not interested in B2B products because they use social media in their free time, where they presumably don’t think about work. If you’re a B2B brand not taking full advantage of social media, here are three reasons why you should.

1. Social Media Increases Exposure

A survey from Social Media Examiner revealed that the top two most significant benefits of social media marketing are increasing exposure and traffic.

Approximately 90 percent of all marketers reported that their social media efforts have generated more exposure for their businesses, while 77 percent say it increased their site traffic.

Restricting your online campaigns to web inventory makes you miss out on an extremely large portion of your audience. Opening up your audience boosts your conversion volume, which leads us to the next reason for upping your investment in social media.

2. Social Media Generates Leads

Lead generation is a common goal for all B2B marketers, and social media is there to provide the assist. Sixty-five percent of marketers believe that generating leads is the biggest benefit of social media marketing, and more than half of marketers who’ve been using social media for at least two years say it helped them improve sales.

With the improved functionality of tools like Facebook ads, marketers can now map a clear conversion path for capturing prospects and nurturing them into leads.

3. Content Marketing Adoption is Rising, And Social Media Fuels It


The vast majority of marketers plan to increase content creation in 2016.

In a 2015 study from the Content Marketing Institute, 76 percent of B2B marketers in North America said they expect to create more content in 2016 than they did in 2015.

To support this trend, marketers need to adjust their budget allocations accordingly. This means investing more in channels that will allow them to best display this content, like social media. For more help, check out Marketo’s great blog post on using social media to boost web traffic.

Take these tips back to the locker room with you and dream up a game plan, which hopefully involves giving more playing time to social media marketing. You’ll find its measurable results, like clicks and conversions, and intangible gains, like a greater reputation, will be more than worth the effort.

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