The worst advice for a B2B company: 'look at what Duolingo or Ryanair are doing'. Yes, they have tens of millions of reach. No, this isn't for you. Your deal cycle is 3-6 months and your decision-maker is a 45-year-old CFO, not a Gen-Z TikTok user.
What works in B2B SMM
- Expert content from real people: posts from founders, CTOs, heads of sales get 5-10x more reach on LinkedIn than brand pages.
- Detailed case studies with numbers: 'we cut churn by 23% in 6 months — here's how' — generates leads for years.
- Opinions and stance: uncomfortable claims that polarize audiences drive far higher engagement.
- Behind-the-scenes: how you test hypotheses, make tough calls, mess up, and recover.
Which metrics matter
Forget likes and reach. In B2B what matters: post saves, DM inquiries, demo calls attributed to LinkedIn, time-on-page for content you published. These metrics don't show up in Instagram dashboards — you have to track them yourself.