When you think of brands that are doing well on social media, what comes to mind? Perhaps it’s that one company that hops on all the TikTok trends, the fast-food burger joint that roasts the competition daily, or maybe it’s the one that brought all your favorite influencers on a trip to a tropical island. Either way, when many think of social media marketing, they think of how to reach consumers. What they may overlook, however, is that social media can be used to amplify your marketing plan when you are trying to reach businesses, as well. From LinkedIn to Facebook, and many others, these platforms can enhance your reach to businesses worldwide.

With 200 million Americans on LinkedIn and 69% of those users being active daily,1 LinkedIn undoubtedly plays a vital role in how brands reach their audiences. Including LinkedIn in your brand’s social presence is essential for the following reasons:

  • LinkedIn is the number one platform for B2B marketers, with 80% of LinkedIn users driving business decisions 1
  • 4 out of 5 of LinkedIn’s worldwide 900 million members drive business decisions. That’s over 720 million members2

While LinkedIn may be the leading platform utilized for B2B, it is essential to remember that other platforms can be used for B2B marketing, too. Almost all brands are on Facebook, meaning you should be, too. Facebook is not just a consumer-facing platform; it touches B2B audiences as well. A solid 54.9% of Facebook users follow or research brands and products on the platform, while 71.64% of all web traffic rereferral from social media is accounted for by Facebook.3

Now, let’s look at how to use this to your advantage. Not only can you position your brand as an industry leader through posting event participation, thought leadership pieces, and whitepapers, but you should also encourage your employees to share content. This will not only bring awareness to your brand page but will highlight company culture, thought leaders within your company, and much more.

Showcasing your brand’s involvement in industry events and conferences on social media is crucial for demonstrating your commitment to staying at the forefront of industry trends and innovations. It signals to your audience, potential partners, and competitors that you are a key player actively shaping the industry’s future. This involvement not only positions your brand as an authority but also fosters trust and credibility among your professional networks. By highlighting your engagement in these events, you underline your dedication to growth, learning, and collaboration within your industry, which can significantly enhance your brand’s reputation and influence. Furthermore, encouraging employees to share their event participation on LinkedIn extends your brand’s reach. It fosters a culture of learning, as it showcases your collective industry involvement and expertise, enhancing both company visibility and internal knowledge sharing.

Like event participation posts, sharing thought leadership pieces can position your brand as an industry leader. Sharing posts on relevant topics showcases your brand’s engagement with current industry issues. This approach positions your brand at the forefront of conversations, demonstrating your relevance in shaping the discourse within your field.

Furthermore, with employees being the backbone of any organization, they have firsthand insights and experiences that can provide a stronger and more credible perspective on industry trends and challenges. This authentic engagement is invaluable, fostering trust and reliability amongst peers.

By encouraging employees to post thought leadership content, they can build their personal brand and the company’s reputation. By doing this, employees gain recognition and authority in their field, and the brand, in turn, is seen as a collective of experts. This can easily help spike the brand’s appeal to potential B2B clients seeking knowledgeable and reputable partners.

Evergreen content is a post that can be shared at any time and is still equally as important. When developing those B2B content calendars, ensuring there is a solid mix of events, thought leadership, and evergreen content is what will bring your presence out on top. For brands, evergreen content remains relevant and useful over time, continually attracting traffic and engagement long after being posted.

For employees, sharing and even contributing to creating evergreen content and whitepapers can be a powerful way to build their personal brand. The sharing of this content also opens up the potential for professional discussions and the ability to network over specific topics.

In wrapping up, let’s not forget that the B2B world can have fun on social media, too. With platforms like LinkedIn and Facebook, you’re engaging in a larger conversation, showcasing your brand’s authority. Encourage your team to share their insights and stories, turning your brand into not just a participant but a leader in the industry. By blending professionalism with engagement on social media, your brand may become the benchmark for industry excellence.


  1. Martin, Michelle. “2024 Linkedin Demographics That Will Shape Your Strategy.” Social Media Marketing & Management Dashboard, 10 Jan. 2024
  2. Witt, Tracey. “LinkedIn Statistics for Marketers in 2023.” Sprout Social, 10 Jan. 2024, sproutsocial.com/insights/linkedin-statistics/
  3. McLachlan, Stacey. “45 Facebook Statistics Marketers Need to Know in 2024.” Social Media Marketing & Management Dashboard, 12 Jan. 2024