B2B social media trends: What to expect in 2023

We’re almost at the pointy end of the year – it’ll be December before you know it. Which means you should already be thinking about next year’s digital marketing plans now. Business coach and former NRL social media strategist, Emily-Rose Hills, gives us insight into likely 2023 B2B social media trends.

Social media trends come and go faster than Kim Kardashian’s relationships, but there are always trends we can forecast for our digital marketing planning.

I’m going to focus on the top growing marketing platform (and you might just be surprised what it is!). I’ll also help you understand what really works for your B2B audience, where you can find the most value, query your allocated social media spend, and help you understand organic content. Let’s go.

The top growing platforms for B2B in 2023

When you’re spoiled for marketing platforms, which one will be the top growing platform for B2B in 2023?

In a survey by Oktopost of marketing professionals across a range of industries, 90 per cent of small to medium business were only on Facebook. While it’s great they’re learning to embrace social media, it would be more beneficial for B2B to diversify and include LinkedIn.

Oktopost reports that LinkedIn is where 80 per cent of B2B leads come from. It isn’t just a platform for job-hunting, nerdy swat types.

There are more than 830 million registered users and more than 153 million of those users are senior-level management. They’re all tasked with the ability to make financial decisions for lead generation and customer retention.

So, hang with the movers and shakers on LinkedIn. Establish yourself as a thought-leader by publishing your insights on your industry, or find like-minded businesses to collaborate with.

The best value social media content

Another question for small business to ask is, what type of social media content should I focus on for 2023? Where can I find the most value?

Sure, funny memes, quotes and TikTok challenges created by your social team get lots of engagement, but the general consensus is that the type of content audiences are responding to the most is employee-generated. In fact, 46 per cent of the marketing executives surveyed by Oktopost found employee-generated content performed the best.

This means you have a wealth of untapped creative potential at your fingertips. Rather than leave the content creation solely up to your social media manager, allow your employees to have some input.

If they are slow to rise to the challenge, incentivise them with cash rewards, gift cards or even time off work.

One company that does employee-generated content particularly well on TikTok is Boost Juice. This style of content can be more challenging if you’re a one-person band, but it speaks volumes about what audiences want to see … your face. Don’t hide behind stock photos, 2023 is the year to put your face and thoughts out there.

Increase your Facebook allocated spend

Should you increase your allocated spend for Facebook advertising for 2023? 100 per cent yes!

I hate to break it to you, but like lettuces, petrol and rents, everything is going up. This includes the amount of money it costs to get your advertising seen on social media.

The number of businesses realising the power of B2B social media is constantly growing, and you’re effectively competing for premium space on someone’s newsfeed. So the initial brand awareness stage of the sales funnel is going to cost more. The Oktopost report found that 45 per cent of marketing executives are planning to spend more than $100k, so your $20 boosted post isn’t going to get the results you are looking for.

Whether you are doing your own social media advertising or you’re a freelance social media manager looking after clients, there will be a need to talk about increasing the budget.

Organic socials still work, but it’s getting harder

Organic social media does still work, but across the board the channels are very much becoming ‘pay to play‘.

For B2B organic marketing to be successful, you’re going to need to adhere to a strong content strategy. This involves – and I can’t stress this enough – knowing your unique follower point. Why would a business want to follow you? What value are you providing?

Knowing what your point of difference is and what value you provide is always going to be trending.

This article originally appeared on Kochie’s Business Builders, read the original here.

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