For years, small and mid-sized businesses believed social media mattered primarily for B2C brands only. But the data tells a different story: social media is now one of the most influential channels in the B2B buying process.
In fact, 75% of B2B buyers use social media to support purchase decisions, and that number rises to 84% among C-suite and VP-level executives.1
This means your next buyer is scrolling, researching, validating, and comparing you to competitors long before they ever pick up the phone or email you.
The New B2B Reality: Buyers Research in Silence
Today’s buyers prefer to stay anonymous while gathering information. Research shows they complete anywhere between 57% and 70% of their buying research before contacting your sales team.2
By the time you hear from them, they’ve usually made up their minds about what they think of your business, products or services, and are ready to buy.
And where are they researching?
- LinkedIn, the place where professionals connect and research your firm
- Facebook/Instagram, for brand legitimacy and influence
- YouTube, for demos and solution comparisons
- Even TikTok, which is increasingly used by younger B2B professionals
If you’re not present, active, and credible where and when they’re looking—you’re out of the running before the conversation even begins.
LinkedIn: The B2B Powerhouse
Of all platforms, LinkedIn is the undeniable leader for B2B influence.
Research finds that 80% of all B2B social media-generated leads come from LinkedIn.3
That makes LinkedIn the highest-performance channel for:
- Thought leadership
- Company validation and authentication
- High-intent professional engagement
For SMBs competing against larger brands, this helps to level the playing field. A consistent, strategic presence builds authority—and authority builds trust.
What Buyers Look for When They Check You Out Online
B2B buyers aren’t just scrolling casually. They’re looking for:
1. Proof You Know Your Stuff
Thought leadership posts, tips, insights, industry analysis.
2. Proof Others Trust You
Reviews, testimonials, case studies.
3. Proof You’re Active and Credible
Updated profiles, fresh content, consistent engagement.
These signals collectively reduce risk for buyers—which is everything in B2B decision-making.
Why This Matters for SMBs
SMBs often assume brand awareness must come from advertising or networking. But social media has become the new word-of-mouth for many.
A strong social presence can:
- Increase visibility among decision-makers
- Build trust before first contact
- Shorten the sales cycle
- Improve close rates
- Strengthen reputation and authority
It’s one of the highest-ROI activities an SMB can invest in—because it influences buyers before they ever speak to you.
Where MarketShare Helps
MarketShare Communications helps small and mid-sized businesses:
- Establish authority on LinkedIn and other platforms
- Build consistent, trust-driven content
- Strengthen reviews and social credibility
- Elevate the positioning of company leadership
If you want your business to be chosen before the first call, social media is no longer optional—it’s necessary.
Ready to show up where your buyers are researching you?
Let’s talk.
1 [owler.com] [business.l…nkedin.com]