Social media marketing is evolving rapidly, and B2B companies need to stay ahead of the latest trends and innovations to effectively reach their target audience. With new technologies and strategies emerging, 2024 will bring exciting opportunities for B2B social media content and lead generation.
This article outlines four cutting-edge B2B social media content ideas that businesses can leverage in their 2024 marketing plans:
- Leveraging LinkedIn for B2B social media lead generation
- Implementing a data-driven content strategy
- Shifting to a social-first content approach
- Utilizing video marketing and virtual reality
Executing these strategic concepts will enable B2B marketers to boost their social media performance, connect with customers in more meaningful ways, and drive measurable business impact from their marketing efforts.
1. Leveraging LinkedIn for B2B Social Media Lead Generation
With over 810 million users, LinkedIn is a prime platform for B2B social media marketing. As the world’s largest professional network, LinkedIn offers unmatched targeting capabilities and lead generation opportunities.
Key LinkedIn Lead Generation Tactics
Here are three key tactics B2B marketers can use to leverage LinkedIn for generating more high-quality leads in 2024:
Share Valuable Content
One of the most effective approaches on LinkedIn is regularly sharing content that delivers value to your target audience. This includes:
- Thought leadership articles: Position your company as an industry thought leader by publishing long-form posts discussing trends, challenges, and best practices related to your field. Include data, expert perspectives, and actionable recommendations.
- Case studies: Showcase how you helped customers overcome specific problems through in-depth case studies. Outline their situation, your solution, and the measurable results.
- Industry research: Tapping into LinkedIn’s data tools, develop and share compelling research on trends in your target markets. Offer key takeaways.
- Product updates: Communicate new product launches and feature releases, highlighting their benefits for customers.
Engage with Potential Leads
LinkedIn goes beyond content sharing. Actively engage your target audience by:
- Commenting on posts and reacting to updates to join relevant conversations.
- Responding to messages and connection requests in a timely manner.
- Using LinkedIn’s advanced targeting to identify and reach out to promising leads directly with personalized messages.
Utilize LinkedIn’s Extensive PPC Options
LinkedIn advertising comes with robust targeting functionality. Define your ideal customer profile based on criteria like job title, company, industry, location, interests, skills, and more. Key options include:
- Sponsored content: Show your posts to more of your target audience to increase engagement.
- Sponsored InMail: Send targeted, attention-grabbing messages to generate new leads.
- Text Ads: Run customized text ads alongside organic search results.
By leveraging these three tactics – valuable content, active engagement, strategic advertising – B2B marketers can generate 25-50% more leads from LinkedIn in 2024.
LinkedIn Lead Gen Results
The power of executed well on LinkedIn is clear from current benchmark results:
| LinkedIn Stat | Percentage |
| B2B marketers already distributing content via LinkedIn | 94% |
| B2B leads generated from LinkedIn | 80% |
| Content shared on LinkedIn gets 5X more engagement | 5X |
With organic content receiving much higher engagement on LinkedIn compared to other networks, it’s essential for B2B brands to integrate LinkedIn lead generation into their 2024 marketing blueprints.
2. Implementing a Data-Driven Content Strategy
Historically B2B marketing has relied heavily on assumptions and intuitions when mapping out content strategies. But the integration of advanced data analytics is enabling a shift towards more evidence-based, optimization-focused content creation.
Using real-time data and insights to fine-tune content development will be a top trend for 2024. Here are three key ways B2B brands can inject more data-driven decisions into their social media content calendars for next year.
Analyze Social Media Performance
Monitoring and assessing social media metrics needs to inform the very foundation of your content planning, production, and promotion processes. Key data to analyze includes:
| Social Media Metric | Definition | Value |
| Impressions | The number of times your content is displayed | Measure content reach |
| Engagement rate | Total interactions divided by impressions | Gauge content resonance |
| Conversion rate | Percentage of visitors taking a desired action | Evaluate business impact |
Closely monitoring this data will reveal which types of content (and even specific topics) perform best with your audiences. These insights can directly inform the subjects and formats you focus on.
Identify Trends and Patterns
Looking outside of your own metrics, conduct wider industry research to identify rising trends and topics within your target markets. Useful sources include:
- Social listening tools tracking real-time discussions on social platforms
- Competitor analysis uncovering content themes performing well
- Industry reports on key developments in your sectors
- Customer surveys and interviews on challenges and interests
- intent data identifying questions and searches from potential buyers
Staying on the pulse of current trends will ensure your content remains relevant, valuable and distinct from competitors.
Address Audience Needs and Pain Points
Ultimately, data-fueled content strategies empower you to create higher-impact social media content calibrated to the needs, interests, and pain points of your customers and prospects.
Common B2B buyer challenges you can address include:
- Education on industry terminology
- Comparison of product options
- Guidance on use cases and implementations
- Thought leadership on navigating market changes
- Benchmark data and statistics
- Compliance issues and requirements
- Budget and ROI calculations
Fusing analytics with qualitative insights on audience requirements will enable B2B brands to develop uniquely compelling social content in 2024.
3. Shifting to a Social-First Content Strategy
In previous years, B2B brands focused heavily on housing their thought leadership, educational materials and collateral on their owned sites and blogs. But current trends reveal that social platforms are becoming the primary channels where B2B buyers engage with, share and digest content.
This means successfully capturing modern B2B audiences requires an experiential content approach tailored specifically for social networks.
Principles of Social-First Content
Here are four core principles to integrate when architecting a social-first content plan:
Visually Appealing
- Graphical social posts attract 10X more engagement than text-based updates. Use eye-catching images, slick graphics and appealing video.
Easily Digestible
- On social feeds, you have seconds to grab attention. Break insights into bite-sized nuggets, clear headings and scannable bullets.
Conversation Starting
- Social content should ignite discussion and amplification. Ask intriguing questions, highlight controversy and encourage reactions.
Built For Sharing
- Make it effortless and rewarding for audiences to share your content across their own networks through organic amplification.
Execution Tactics
To bring these principles to life, leading B2B brands leverage tactics like:
Social Videos
Short videos distilling your messages in engaging ways perform tremendously thanks to native video functionality across platforms like Facebook, LinkedIn, Twitter and more.
Interactive Content
Polls, quizzes, assessments, surveys, calculators and other interactive content types drive higher engagement by incorporating value-adding participation.
| Format | Examples |
|---|---|
| Polls | – “Which social media metric is most valuable?” |
| Quizzes | – “What Kind of Content Style Are You?” |
| Assessments | – “How Mature is Your B2B Marketing Process?” |
| Calculators | – “Cost Per Lead Calculator” |
Social Contests
Sweepstakes, giveaways and contests present a compelling way to boost reach and follower growth. For example:
- Share this post for a chance to win a free eBook or exclusive consultation. The more shares, the more prizes!
Driving high visibility through these creative social formats will amplify content resonance and community expansion.
With social media emerging as the engagement hub for modern B2B buyers, an agile content strategy attuned to these platforms and tailored for snackable, shareable and interactive content delivers exponential advantages.
4. Utilizing Video Marketing and Virtual Reality
Cutting-edge technologies like interactive video and immersive virtual reality present exciting potential for B2B marketers. As these tools and platforms become more accessible, they deserve a high-profile spot in 2024 social media plans.
B2B Social Video Marketing
Video reigns as the most engaging form of social media content:
| Video Marketing Stat | Figure |
| Increase in video consumption from 2021 | 50% |
| Expected increase within two years | 82% |
| Videos shared on social have 6X more reach | 6X |
But rather than long-form videos, snackable clips under a minute perform best on social feeds. 2024 will see more B2B firms publishing:
Product Demos
- Show your product’s key features and capabilities in action.
Customer Testimonials
- Authentically highlight customer success and ROI delivered by your solution.
Thought Leadership Summaries
- Distill industry reports, events and insights into compelling takeaways.
Behind-the-Scenes Footage
Give audiences a unique peek behind the curtains at your company events, office culture and employee experiences.
Adding engaging social video content boosts potential reach 10-100X over static posts.
Embracing Virtual Reality
Modern virtual reality technology now also allows B2B companies to transport prospective buyers into immersive 360-degree environments showcasing products, services and solutions:
| Virtual Reality Activation Concept | Example |
| Product Demos | Virtual in-application product tour |
| Event Experiences | VR showcase of trade show booth |
| Office Walkthroughs | VR open house tour |
| Training Simulations | Practice scenarios in VR environment |
These immersive experiences spark emotional connections and memorable engagements with brands and solutions.
Leveraging captivating new technologies like video and virtual reality in social media content plans allows B2B brands to deliver more impactful engagement in 2024.
Conclusion
With social media marketing growing increasingly important for B2B customer engagement and lead generation, standing out requires embracing innovation. Rather than recycling the same stale content models, modern B2B brands need to get creative.
The four social media content ideas outlined in this article – centered on maximizing LinkedIn, optimizing based on data, going social-first, and tapping into rich media – represent promising avenues to explore.
Early adopters of these concepts will gain a competitive advantage in 2024 by more effectively educating, exciting and connecting with buyers through social platforms. Using these best practices as inspiration, analyze your current social media approach and identify areas for amplification.
With a strategy incorporating the latest social capabilities and trends, your B2B company can create standout experiences for your digital community – ultimately driving stronger lead generation and revenue growth with social business.
