23 B2B Social Media Statistics from 2019 Every Marketer Needs to See

B2B social media statistics 2019

A few years ago, most marketers working in B2B would have laughed if you mentioned the importance of building a B2B social media strategy.

Marketers always seemed to think of social media as the B2C domain. Why bother with B2B social media marketing?

For one thing, your buyers are consumers when they leave their office. Their habits, values, and interests don’t completely change once they get to work.

For another, top businesses, your buyers, and B2B influencers hang out on social media – especially LinkedIn – which means you have to hang out there, too.

Check out these top B2B social media statistics for 2019 for a little insight as you build your 2020 strategy.

B2B Social Media Statistics for 2019

These B2B social media stats come from a broad range of sources like LinkedIn, Sprout Social, and Social Media Examiner.

In general, it seems like most B2B marketers want to learn more about video and advertising on some of the world’s most-trafficked websites.

  1. LinkedIn has 645 million users in 200 countries.
  2. 2 new members join LinkedIn every second.
  3. 70% of LinkedIn users live outside the United States.
  4. LinkedIn performs 277% better for generating lead conversions than Facebook and Twitter.
  5. The number one challenge for 47% of social media marketers is developing strategies to support general business goals.
  6. 70% of B2B marketers plan to boost their organic LinkedIn marketing efforts.
  7. 62% of LinkedIn members engage with content on the platform because they say it’s educational or informative.
  8. 91% of executives say LinkedIn is the leading social network for professionally relevant content.
  9. 39% of marketers struggle to prove the value of social media in their companies.
  10. 40% of marketers say private community groups on platforms like LinkedIn and Facebook will increase in value.
  11. 21% of B2B marketers use video on LinkedIn and 45% plan to boost their LinkedIn video marketing.
  12. 24% of B2B marketers use LinkedIn advertising on a regular basis and 35% plan to increase their LinkedIn advertising.
  13. 63% of social marketers say listening to audiences through social media to gain insight will increase in importance.
  14. 56% of professionals access the platform using multiple devices.
  15. 80% of marketers say increasing engagement across multiple social media channels is their top goal.
  16. 70% of social media marketers say increasing brand awareness is goal #1.
  17. 72% of marketers gauge social media success through likes and comments – but not shares.
  18. 53% of corporate-level marketers say proving the value of social media marketing to people outside their department is difficult.
  19. 45% of B2B marketers use Facebook video.
  20. 65% of B2B marketers regularly advertise on Facebook and 68% want to learn more about advertising through the platform.
  21. Facebook is the world’s third most popular website (Google and YouTube come in first and second).
  22. Facebook’s potential social media advertising audience could include 1.88 billion people.
  23. 26.3% of Facebook Pages pay for advertising or sponsored posts, up 1.2% from the end of 2018.

Building Your B2B Social Media Strategy to Generate Leads

B2B social media statistics for 2019 are important – but how will you put them into practice?

First, you need to grab attention. Then you need to keep visitors engaged long enough to convert into leads.

Keep these practices in mind as you build your B2B social media strategy.

Write Content for Every Stage of the Funnel

63% of senior-level execs say that most content they consume is too generic. Remember, however, that six or seven team members are involved in the average B2B sales process.

Your website is your best asset for nurturing leads. Leads tend to complete between 57% and 90% of the sales process before they ever reach out to one of your team members. That’s why your content is vital – you need it to nurture leads where you physically can’t.

It’s important to create content for each team member at every stage of the sales funnel.

Keep Their Attention

Once a visitor arrives at your website, you need to grab their attention before they hit the back button to keep scrolling the newsfeed.

Social media delivers some pretty dreary bounce rates. Don’t end your blogs or landing pages with a single CTA and call it a day. Give your readers plenty of content to consume.

With an adaptive content hub, an algorithm studies every visitor’s behavior. When they finish reading an article, the algorithm will offer them other pieces of related content.

This strategy meets your buyers’ expectations for personalized content, keeps them on your website longer, and allows you to collect data on their behavior before they even give you their contact details.

Create an Effective Abandonment Strategy

People are reading your content but they’re not converting into leads – how can you keep them on your site and buy yourself a little time?

Most B2Bs use exit-intent popups. However, they get one big part wrong: they confront people with lead forms to collect personal information.

When someone is trying to leave your website, the last thing they want to do is fill out a form.

Instead, use an exit-intent popup to give your visitors more valuable content. Based on the information you collected while they browsed your website, offer them related pieces of content.

That exit-intent popup gives you one last chance to woo leads instead of leaving a bad taste in their mouth with a form.

Complement Your B2B Social Media Marketing with User-Centric Landing Pages

A comprehensive B2B social media strategy isn’t worth anything if your landing pages aren’t designed to nurture leads.

Since 96% of visitors that arrive on your website aren’t ready to buy, it’s important to remove anything that interferes with the nurturing process. First things first: forms need to go. Forms aren’t mobile-friendly and no one likes filling them out.

Instead, give your leads the Netflix-style personalized content experience they’ve come to expect with self-nurturing landing pages and content bingeing features.

Hushly’s plug-and-play software can help you skyrocket leads by 51%. See how it works now!

How to Create the Awesome High Converting Landing Page Leads Want

high converting landing page

Most B2Bs know that their website is the most important asset for converting leads.

Despite this, analysis from Forrester Research shows that most B2B websites fail engagement tests.

With much longer buying cycles, converting visitors into buyers isn’t exactly a realistic goal in B2B. A high converting landing page looks a little different.

 Instead of focusing on conversions, focus on converting visitors into leads and initiating the nurturing process all through a single landing page. Here’s how with the B2B landing page best practices for 2020.

B2B Landing Page Best Practices for 2020

Forrester’s analysis is pretty bleak: B2B websites are uninteresting, unengaging, and unrelatable. What do the best B2B landing pages have in common? They’re empathetic, personalized, and filled with interesting content.

Businesses need to focus on creating an Amazon or Netflix-style experience through their B2B website. Your leads have come to expect a hyper-personalized experience – whether they subconsciously realize it or not.

Like Justin Shriber writes for Harvard Business Review:

“B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. They want to be approached with relevant offers at the right moments, not when it’s convenient for a sales rep. They have little to no patience for ill-timed, generic pitches.”

Consider these best practices for creating a high converting landing page and use these B2B landing page examples to get started.

Lift the Blockade On Your Content

When a lead magnet form pops up as you browse on a desktop, it’s annoying. Chances are, you spend a few seconds weighing the pros and cons of handing over your professional life story in exchange for the material behind it.

When the same form pops up as you browse a website from your phone, it’s a total deal-breaker that sends you running for the back button.

Here’s the problem: your leads conduct 70% of research from their mobile devices. Landing pages absolutely must be optimized for mobile browsing.

That’s why holding your best content hostage behind a blockade (form) is completely killing your lead conversions.

You don’t have to give away everything. Give your visitors a sample and let them provide their email address if they want to download the whole piece.

By the time leads feel comfortable enough to hand over their details, you’ll already have some data collected about their browsing behavior, too – perfect for optimizing your personalization and retargeting strategies.

Give Your Leads the Resources to Nurture (at Every Stage)

The best B2B landing pages include multi-segmented content.

Between six and seven people are involved in the average B2B buying process. A high converting landing page needs comprehensive content for all of them.

Consider this: buyers complete anywhere from 57% to 90% of the sales process before reaching out to your sales team. That means you only have control over 10% to 43% of the sales cycle.

Your landing pages and website absolutely must answer any potential questions. The words “we don’t need to include that; they can just call or email us” should not be part of your vocabulary.

Self-nurturing landing pages are the solution because an algorithm removes any of the guesswork.

Instead of assuming your visitor’s intent and including static links to relevant content, an algorithm analyzes their behavior on your site and provides personalized content.

Here’s what it looks like in action:

Source

Ditch Dead Ends for a High Converting Landing Page

When a visitor reaches the bottom of your landing page, what happens? Do you hit them with a CTA and hope for the best?

96% of people who visit your website aren’t ready to buy and 80% of leads will never convert, on average. Everyone knows the B2B buying cycle is complex and long, but almost no one is taking proactive measures to encourage nurturing through their website.

A high converting landing page doesn’t send readers on their way after a single piece of content. Look at how Netflix, Amazon, and Facebook function by providing an endless stream of content.

Even if you don’t plan to spend money on Amazon, you still might spend 20 minutes scrolling through their lightning deals “just to see.”

Adding hyper-personalized content bingeing to your website is essential for nurturing leads before they even provide their contact information.

Here’s what it looks like:

Source

Create an Effective Abandonment Strategy

There’s a huge abandonment strategy trend in B2B right now that involves throwing a form at every visitor as they prepare to leave the website.

If someone was trying to click away from your website because they want to read something else, why would they want to fill out a form and hand over their personal details?

While it’s important to employ an abandonment strategy – and exit-intent popups have plenty of effective potentials – asking visitors to fill out a form isn’t the answer. In fact, it’s driving your leads away.

Instead of presenting visitors with an intrusive form as they try to leave, give them more of what they came to your website for in the first place: high-quality content. An algorithm monitors which blogs, eBooks, and case studies your visitor consumed while browsing your site and picks related pieces of content to help keep them on.

You can still collect lead information but in a less aggressive fashion.

Here’s what an exit-intent popup could look like if you designed a high converting landing page based on what your leads want:

Design Your High Converting Landing Page Now!

Forms are intrusive and they throw a wrench in the entire lead nurturing process.

Why start your relationship with a lead with a bad first impression?

Hushly’s unique exit-intent strategy (and other key features) help you go formless so you can personalize each lead’s experience and give them more of the content they crave.

Don’t worry, you can still collect verified business email addresses – after your leads have spent time consuming your content and decided you’re worth staying in touch with.

Ditching forms can help you skyrocket lead conversions by 51%. We guarantee it. See Hushly in action now.

6 Key Features Every B2B Website Design Needs in 2020

B2B website design

Is your website designed to please buyers or impress competitors?

The truth is, buyers complete anywhere from 57% to 90% of the process before they ever speak to someone on your team.

What are they consuming during this research phase? Your website.

B2B website design matters because your website is your best marketing asset. It’s crucial to give prospects and leads the tools they need before they ever even consider picking up a phone or drafting an email.

What’s Wrong with Your B2B Web Design and Why Should You Care?

When Forrester Research analyzed 60 B2B websites across 12 industries for engagement, they found that every single one scored poorly. It doesn’t sound good, does it?

In general, here’s what most B2B websites get wrong.

It’s Too Generic

63% of senior-level execs say that most of the content they consume is too generic while another 58% says it lacks original nuance. For the kicker, more than half – 53% – say that content doesn’t address their problems.

You Don’t Have Content for the Entire Journey

Look, it’s understandable. Comprehensive high-quality content for every stage of the sales process takes plenty of resources and you’re working with a limited budget.

Remember that your buyer is completing up to 90% of the process before they talk to anyone on your team. Furthermore, six or seven people are involved in the average buying process.

You’re Blockading Your Best Content Behind Forms

On desktops, forms are annoying. On mobile, they’re a deal-breaker.

You spend so much time and money developing authoritative content. Why are you hiding it behind a form?

Your B2B leads spend up to three hours researching on their smartphone each day and type 70% of their Google searches from mobile devices. B2B web design with forms does nothing but hold you back.

Poor (or Non-Existent) Personalization

65% of businesses say they’ll consider switching vendors of a company doesn’t make any effort to personalize communication. Personalization isn’t “nice to have” in 2020 – it’s essential.

Like Justin Shriber writes for Harvard Business Review:

“B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon.”

Dead End Landing Pages

80% of your leads will never convert into buyers and 96% of people who visit your website aren’t ready to buy. Dead end landing pages do nothing to help nurture visitors into leads and leads into buyers.

How to Build a B2B Website Strategy for 2020

Going back to the Forrester Research results, analysts said that B2B website design content needs a human or empathetic touch to make it more interesting and engaging.

Their research falls in line with what the statistics keep saying: B2Bs expect high-level personalization and high-quality content. The following B2B website design elements below are essential for connecting with buyers in 2020.

1. Seamless Mobile Design

What did all the best B2B website designs in 2019 have? A seamless mobile experience. With 70% of all B2B searches happening on a smartphone, you can’t afford a clunky or slow mobile experience.

If SEO is important to you, you should know that Google is ranking sites based on their mobile experience over desktop. The best way to boost your B2B website design experience for mobile is by getting rid of forms. Let your leads consume content at their leisure and give you a contact email when they’re ready.

2. Multiple Types of Content for Different Audience Segments

Look at your website’s content and ask yourself “does it answer every possible question for all B2B team members at each stage of the buying process?” If someone has to pick up a phone to answer a simple question, your content has failed.

Segment your audience on two levels:

  • Firmographics like job role, buying power, company location, etc.
  • Content type like blog, whitepaper, video, eBook, podcast, etc.

Remember to create content for end-users of your product, too.

3. Several Points of Contact

Make it easy for leads to ask a simple question without entering into any kind of commitment. A live chat, LinkedIn or Facebook messenger, or comprehensive FAQ can all go a long way with using your B2B website design to nurture leads. Make yourself available on multiple channels: message apps, email, your website, etc.

4. Well-Categorized Content with Bingeing Features

An adaptive content hub groups all your best content together and organizes it based on type.

  • Case studies
  • White papers
  • eBooks
  • Authority blogs
  • Podcasts
  • Video tutorials

Once a lead finishes one piece of content, an algorithm presents them with related content based on the topics they’ve already read. It removes any burden to find relevant content from your website visitor and encourages them to stay on your website.

5. Self-Nurturing Landing Pages

96% of leads who arrive at your landing pages – whether PPC or organic traffic – aren’t ready to buy. Instead of collecting an email and waiting to launch the nurturing process, why not let your B2B website design do the arduous work?

Self-nurturing landing pages present your visitor with relevant pieces of content in a stream. You don’t have to give the whole thing away – just a sample. When they’re ready, they’ll supply a business email address to get a download link.

6. An Engaging Exit Intent Strategy

If someone is trying to leave your website, why would they want to fill out a lead form?

Instead of popups with invasive forms that wreak of desperation, give your visitor a popup with more amazing content. After all, that’s why they came to your website in the first place.

Create the B2B Website Design Your Leads Expect

Hushly can help you skyrocket your lead conversions by 51% with a new B2B website strategy. By removing forms and allowing your leads to self-nurture, you’ll only collect information from qualified leads, and they’ll be further along in the buying process by the time they reach out!

With Hushly, you only pay for genuine leads – not spam email addresses or service fees for using the platform.

You’ve got nothing to lose except your clunky forms. See the Hushly software in action and level up your personalization!