Thought leader or an afterthought? Today, B2B marketing isn’t about pushing content to sell – it’s so much more.  It’s about the pull of authenticity and, building trust authority, and cultivating relationships to grow your brand. Our own Senior Consultant, Rana Walker, shares her expertise…

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Three strategic ways to elevate your B2B social media:

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1️ Everyone is not your Audience

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Contrary to popular belief, your audience isn’t “everyone in the industry.” It’s the decision-makers, influencers, customers, and potential buyers. Get structured and refine your messaging to identify and address their pain points, goals, and objections. Sure, your employees, competitors, and others are listening too, so use LinkedIn to engage in niche industry discussions, share influencer insight with your own take, and create content that speaks directly to the challenges – and the opportunities – your company (and its audience) is facing.

Rana’s tip: Research, tag, and engage relevant voices in your industry to increase visibility and interaction. Don’t showboat; share, ask, and relate.

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2️ Create Value, not Self Promotion

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When was the last time you logged in just to read ads? Never, right? We believe the best B2B brands educate, entertain, and engage before they sell. Share industry insights, case studies, and actionable advice from professional experience. Create engaging content that is visually appealing and delivers valuable insight to encourage conversation. Do this, and your brand awareness and sales will follow naturally.

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Rana’s tip: Leverage one piece of meaningful content for multiple touchpoints. For example, turn a webinar into: a new blog, create visuals of extracted quotes, an image carousel of the outtakes for relatability, and use key takeaways into short-form videos for repurposing.

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3️ Personal Branding is Essential

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People connect with people best, especially since AI is rolling in full force, delivering efficiency but sometimes also eradicating trust. Engage your team: Authentic, expert-driven content builds credibility faster than corporate posts alone. Encourage your leaders, sales teams, and employees to be active on LinkedIn. A well-crafted personal brand amplifies company reach and engagement while increasing opportunity and leaving a legacy. Inspire your leadership to actively post AND engage … which will, in turn, encourage others in the organization to emulate and follow suit.

Rana’s tip: Use images and storytelling to humanize your expertise. Professionals who share behind-the-scenes “insider” posts, real-world challenges (and how they’ve been overcome), passions, and purpose resonate more than corporate ads. Sure, you can start with AI for brainstorming ideas and researching hot topics to tap into … but always make the content your own.

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We believe the best B2B social media strategy isn’t just about visibility—it’s about credibility, engagement, and action. To be successful, companies must bring valuable insights and an authentic human voice to their social media. It’s the only meaningful way to beat the changing algorithms long-term.

Mach Media is here to serve … it’s what we do best. Is your company leveraging LinkedIn to build relationships and drive impact?

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