What should B2B companies post on Linkedin?

What should B2B companies post on Linkedin?

At Icarus Marketing we are a small team with a large scope of clients across the globe. Our offices are based in the beautiful artisan town of Holywood in Northern Ireland.

We believe in accurate market research and design stunning well thought out websites with effective marketing campaigns. As a client led agency our marketing campaigns and web designs are fresh, innovative and original. Our goal is to see our clients do well with their digital assets and. campaigns and with over 45 active clients we’re keeping busy and pushing ourselves to stay ahead of the pack in a competitive industry for both us and our clients.  We like to keep our work up there with the latest trends and reliable data and will constantly refine websites, seo and the latest optimisation via our green hosting programmes.

Social media can be a real challenge for B2B companies, especially in the software and tech industries. Many software companies can’t seem to see its value beyond a recruitment tool or a place to share a press release. But here’s the thing: if you’re not using social media, you’re missing out on a huge chance to build brand awareness and become a thought leader.

Customer case studies

Your customers are your secret weapons in sales! Showcase how your software has helped real businesses solve real problems. Case studies are like trust-building bombs that show potential clients exactly how you can help their company thrive.

What to post

• Statistical results achieved from using your product
• Case studies in a digestible, engaging format (one page is sufficient)
• Written and video customer testimonials

Behind the scenes content

People buy from people, not just big corporations. It’s super important to be real and show the human side of your brand. Give your audience a peek into your company culture, your team, and what you do day-to-day. If you have a “bring a dog to work day”, post those photos on your company Instagram account and other social media. Instagram is great for showing the people behind the company.

What to post

• Employee spotlights
• Event sponsorship or attendance and company milestones
• Office culture moments eg coffee mornings, charity events

Industry information and thought leadership

Your audience wants to hear from experts. Position your company as a thought leader by sharing industry trends and your management team’s expert opinions. Ann Handley, a B2B marketing expert, always stresses the importance of storytelling and authenticity in thought leadership. Don’t just reshare industry news, add your perspective.

What to post

• Comment on key industry developments
• Original primary research
• Industry predictions and trends

Educational content

Helping your audience understand the solution to their problem is way more effective than trying to sell them. Share informative content that shows your company as a helpful resource.

What to post

• How to videos and blogs
• What should B2B companies post on social media?
• Step-by-step guides on industry-related topics
• Webinars and whitepapers

Product updates

Social media isn’t the place to sell your software, but it’s a great way to show your audience how it can help them. Instead of just listing features, focus on the benefits and real-world applications of your software. But don’t overdo it – only about 20% of your social media content should be about you (except for Instagram, which is all about you).

What to post

• Feature announcements with clear end user benefits
• Comparisons showing how your solution compares to your competitors
• Practical tips on how to get the most out of your software

Re-use long form content

B2B companies often make a common mistake: they create awesome content but don’t share it well. Instead of just posting a single blog post or video, break it down into smaller pieces. You can even repost it multiple times, but make sure to leave a little space between each post.

What to post

• Short clips from webinars or podcasts (there are many AI tools that can create short clips from your longer videos)
• Blog posts’ key messages
• Infographics

Interactive posts

Social media is a two-way street. If you’re all about yourself, you’ll have a hard time getting your audience to talk. Instead, make posts that encourage people to share their thoughts and ideas.

What to post

• User-generated content
• Open questions to spark conversation
• Polls and surveys about industry trends

If you’re a B2B software company in the UK or Ireland, social media is more than just a nice to have – it’s a critical piece of your marketing strategy (particularly LinkedIn). The key is to be consistent, post frequently and provide value to engage with your audience.