Paid programmatic marketing on Facebook, Twitter, YouTube, and LinkedIn are hot topics right now for both B2B and B2C companies trying to take advantage of the massive boom in social media advertising. But B2B and B2C can be vastly different creatures in the ways they use social channels for advertising. Not only that, they are driven by different motives for their social ad campaigns. For consumer brands, widespread visibility and loyal viewership are key metrics that funnel all the way down to measurable conversions. However, in the B2B arena, the numbers are very different. The growth of just a couple of customers can mean millions in new revenue. This is why all those views, the shiny objects, and the vanity metrics may mean less for a B2B marketer.

Picking the Right Platform

But does that mean, in B2B, you shouldn't pay attention to building the funnel? Not at all. In fact, B2B firms are always looking to attract a super-targeted audience— a lot more than consumer brands—because unlike B2C, they can’t sell their products to just anyone. Also, in B2B, purchase decisions are made over a longer period and the buying cycle is painfully slow.

In social advertising, the landscape has drastically changed. Getting results from social media now involves a financial investment. Social media is, more than ever, pushing the user from organic to paid reach. Naturally, B2B brands need to think twice about where to spend their money. Rather than investing time and money on every social channel, marketers need to ask questions: Which platforms give the best results for B2B? Where can we get the best bang for our buck?

LinkedIn Paid

LinkedIn Comes Out on Top

Being a business-centric channel, LinkedIn was always at the forefront of B2B social media activity. This was when other social sites like Facebook and Twitter were busy catering to the B2C users and didn’t put effort into the more serious and somber B2B users. There was also a marked difference in the way people perceived LinkedIn compared to other social sites. Sometimes called “Facebook for grownups,” LinkedIn was acceptable in the workplace, while Facebook and Twitter were either blocked or seen as something you didn’t want to be caught wasting time on while at work. Times have changed. Facebook at Work and Twitter for Business shattered these social sites’ strictly consumer image.

Statistics Show LinkedIn on Top… Um… Make that Facebook… Ummm…Yeah, LinkedIn

Daniel Newman is CEO of Broadsuite Media Group, principal analyst at Futurum and author of Futureproof.