Are Paid Social Media Campaigns Really Good for B2B?

a man and a woman exchanging money for social media performance

Cutting through the noise to reach targeted audiences effectively is no easy feat in the competitive and crowded world of B2B marketing. Over the past several years, paid social media campaigns have become a trusted tactic marketers rely on to help them reliably reach and convert their target buyers.

In this guide, we’ll explore why paid social campaigns are consistently one of the best ways to grow B2B businesses—even in a landscape where organic traffic and lead-gen is often touted as superior. We’ll also walk through proven best practices for executing paid campaigns that are sure to deliver results.

Quick Takeaways:

  • Social media was the top digital channel for driving B2B revenue in 2023.
  • Accurate audience targeting and platform selection is crucial to paid social campaign success.
  • LinkedIn is by far the most popular platform for paid social media campaigns in B2B.
  • Common (but solvable) challenges related to paid B2B campaigns include budget allocation, campaign management, measuring ROI, and maintaining content quality.
  • Many B2B companies outsource in order to scale and optimize paid social campaigns.

Understanding Paid Social Media Campaigns

Paid social media campaigns have become a cornerstone strategy for B2B businesses looking to amplify their reach and drive targeted engagement—and for good reason. Unlike organic social media marketing, which relies on naturally building an audience over time, paid social campaigns involve the strategic use of advertising budgets to place content directly in front of a specific target audience.

In other words: Businesses can immediately reach the audiences they need to drive higher engagement, lead-gen, and sales. They can also adjust campaigns over time to meet seasonal goals or evolve strategies alongside changing market trends and demand.

The payoff is significant when businesses do this right. Social media was the clear leading channel for driving revenue in 2023.

Bar chart showing the top digital marketing channels for driving revenue in 2023, with social media as the clear leading channel

Image Source

Key components of social media campaigns include:

  • Target audience selection: Leveraging platform-specific tools to define the audience based on demographics, interests, behavior, and more.
  • Budget allocation: Setting a budget for how much to spend on the campaign, which can be adjusted based on the ad’s performance.
  • Ad creation: Crafting compelling ad content, which can range from text and images to videos and interactive elements.
  • Performance tracking: Using analytics tools provided by social media platforms to track the performance of the campaign and measure ROI.

There are also several popular platforms for running B2B social media campaigns, including LinkedIn, Facebook, Instagram, Twitter, and more. When it comes to determining whether social media campaigns are “good” for B2B, it often comes down to choosing the right platform.

When a campaign is run on a platform where the business’s audience is active and engaged, campaigns are more likely to perform well. When businesses miss the mark on targeting their ideal audiences, they are more likely to perform poorly.

And while every social media platform has potential to perform with well-aligned audiences, one stands out as the most-preferred and most successful for B2B organizations: LinkedIn. In the next section, we’ll take a deeper dive into LinkedIn campaigns and why they deliver so consistently.

The LinkedIn Effect: Why it Wins with B2B Marketers

LinkedIn’s rise to prominence in B2B marketing isn’t just a trend—it’s a reflection of its tailored environment for professionals and businesses. As a platform dedicated to professional networking, it stands out for its efficacy in B2B lead generation and establishing business connections.

It’s not surprising to see, then, that 78% of B2B content marketers use LinkedIn to run their paid social media campaigns—more than 20% higher than any other platform.

Bar graph showing that LinkedIn is the most-used platform for B2B paid social media campaigns

Image Source

So why does LinkedIn dominate so singularly in this space? There are several compelling reasons:

  • Targeted professional audiences: LinkedIn is a hub for professionals, providing direct access to decision-makers and influencers across industries.
  • Advanced targeting tools: The platform offers sophisticated targeting capabilities, allowing B2B marketers to reach potential leads based on specific job titles, company size, industry, and more.
  • Content-driven platform: LinkedIn encourages the sharing of professional content, from articles to case studies, making it ideal for brands to establish authority and thought leadership.
  • Sponsored content: Promote content directly in the feeds of targeted professionals, enhancing visibility and engagement.
  • LinkedIn InMail: Facilitates personalized outreach to specific individuals, useful for direct lead generation efforts.
  • Lead Gen Forms: Integrated with ads, these forms streamline the lead generation process and make it easier for users to express interest without leaving the platform.
  • Account-Based Marketing (ABM) support: Use ABM to tailor your marketing efforts to engage key accounts and decision-makers effectively.

In short, LinkedIn’s professionally-driven environment combined with its unique marketing tools make it an unrivaled choice for B2B campaigns. Its focus on professional content and networking aligns perfectly with the needs of B2B marketers looking to connect with their target audience in a meaningful way.

Challenges of Paid Social Media Campaigns in B2B

By now, there isn’t really a question about it when it comes to whether paid social media campaigns are good for B2B businesses. With the right audience targeting and platform selection, paid campaigns have proven to be effective for generating leads and driving growth.

That said, there are certain challenges that come with the territory. Marketing teams must be aware of these challenges and prepare to navigate them to ensure their campaigns perform as expected. Common challenges include:

  • Budget management: Allocating and managing budgets for paid campaigns requires careful planning to ensure cost-effectiveness.
  • Complex campaign management: Effective campaign management demands expertise and active attention, as it involves navigating various platform-specific nuances and adjusting in real time to maximize performance.
  • Measuring ROI: Determining the return on investment involves sophisticated analytics and understanding the ins and outs of the B2B sales funnel.
  • Content quality: The success of paid campaigns heavily relies on high-quality content that aligns with brand values and resonates with a professional audience.

The good news is that all of these challenges can be eliminated with informed and smart strategies, and paid social campaigns are easy to adjust as you go when needed.

Putting it All Together

Paid social campaigns can unlock significant growth potential for your businesses. To sum up what we’ve covered in this article, there are three takeaways to remember that power social campaign success:

  1. Know your audience and target them well using data-driven insights
  2. Select the right platforms based on where your audiences are active and engaged
  3. Monitor campaign performance and adjust in real-time to maximize ROI

To scale paid social media campaigns and ensure they run without a hitch, many B2B companies choose to outsource their execution to a third-party expert agency. If you’re thinking about outsourcing as a solution for your business, RevBoss can help. Our outbound lead-gen services and platform are custom built for startups, SaaS companies, agencies, and other high-growth B2B companies.

Schedule a quick call with us today to learn how we can help you win more clients.