Why So Many B2B Brands Suck at Social Media Marketing

Nobody cares about your software, but they will stick around for a story.

But let’s start at the beginning. Let’s acknowledge that B2B social media is REALLY challenging. It is, I get it.

Here’s what you’re most likely doing:

❌ Posting one-off content about some random feature / benefit

❌ Talking about how awesome you or your product is

❌ Using stock images that link to your blog

❌ Shouting out your team mate who achieved a certification

❌ Promoting your attendance, or participation, at some event

❌ Posting some testimonial from a client we’ve never heard of

❌ Reposting some industry news or report

❌ Including a CTA in every post

👎 👎 👎 👎 👎 👎 👎 👎 👎 👎

Let’s be honest, your own staff doesn’t even engage with this stuff.

Why?

It’s not interesting. It’s self-serving. It offers little value.

This isn’t content, these are ads.

👉 Try this instead: 𝐜𝐫𝐞𝐚𝐭𝐞 𝐚 𝐛𝐢𝐧𝐠𝐞𝐚𝐛𝐥𝐞 𝐬𝐞𝐫𝐢𝐞𝐬.

What does this mean?

The idea here is to get people emotionally invested in the story you’re trying to tell.

✅ Grab their attention with a compelling hook in the first 3 seconds

✅ Give them a promise of a payoff

✅ Make it visually and auditorily interesting (lots of sounds & movement)

✅ Keep their attention with drama and tension (will it work out, I need to continue watching!)

✅ Deliver that payoff, or partial payoff (e.g. follow for 2, 3, etc.).

Create a series of videos that are more like a Netflix show.

If you can bring people behind the scenes, show the making of, the failures, the bad decisions, the process, the wins… they will be along for the ride.

They may not be buyers yet, but they will remember you.

They will follow you. They will engage with you. They will recommend you.

And if/when they need to buy, they will think of you first.