April 7, 2025
Paid social media is taking off across all social channels – so for B2B marketers, who see organic social as the go-to – how can they combat the challenges of organic suppression? And how best can paid be tackled to ensure the best budget spend?
We’ve all heard the saying, “If it sounds too good to be true, it probably is,” right? Well, organic social is starting to go that way. Building up a solid organic presence takes time – a lot of time. While some brands use social platforms just to prove they’re “doing something,” or to convince customers they’re thriving – at most, 10% of your followers see your organic posts. And when you realise that most of those followers are probably your colleagues – and they’re not engaging either – well, the results aren’t exactly stellar.
A hard truth
B2B social performs at its absolute best when paid comes into play. Sure, organic posts are nice for showing you’re active, but when it comes to driving real leads and engagement? Not so much. Paid social? That’s where the magic happens.
So, why paid social?
- Laser-sharp targeting: Paid social lets you hone in on exactly who you want to reach – decision-makers, industry leaders, influencers.
- Boost your brand visibility: Want to make a real impact? Paid social makes sure your brand is front and centre, getting the attention it deserves from the right people.
- Lead generation machine: LinkedIn and Facebook ads are goldmines for collecting high-quality leads. Sure, LinkedIn’s the B2B go-to, but don’t sleep on Meta – they’ve got some serious power too – and our data says that users spend more time there than LinkedIn across a week!
- Maximise your budget: Paid social is much more affordable than traditional methods, and it ensures your message is hitting exactly where it needs to.
- Scale it up, fast: Need more reach? No problem! Paid campaigns let you scale quickly and adjust on the fly, so you’re always in control.
- ABM superpowers: LinkedIn’s perfect for account-based marketing (ABM). Target the exact companies you’ve had sat in your funnel for a while – it’s a great way to get your message straight to them.
- Remarketing magic: Keep your brand top of mind by retargeting website visitors or leads with tailored ads – because why stop the conversation when it’s just getting started?
- Data-driven decisions: With paid social, you get all the insights you need to see what’s working and what’s not, so you can fine-tune your campaigns for maximum impact.
- Funnel-friendly: Whether you’re raising awareness at the top of the funnel or sealing the deal at the bottom, paid social works at every stage of the buyer’s journey.
- Content on blast: Got amazing content? Use paid social to give your whitepapers, webinars, and case studies the spotlight they deserve – and reach an audience that’s a perfect fit.
Now, we don’t want to crush on organic too much – it definitely serves a purpose – but think of it as; paid gets your brand in front of your customers, organic is what they see when they arrive. It’s validating, and provided content is high quality and consistent, it’ll greatly help to amplify the overall quality of your brand.
Make sure your profiles are optimised too, though! Sharp profile pictures and banners, clear and distinctive profile description – all these alongside your content can make a big difference!
Social search
Another lifeline is social search – Meta is looking to amplify this function on their platforms to rival search engines across the web. So, while hashtags are on life support – and posts with links are being grinded down even further – how can social search become a go-to for your brand? Keyword optimisation is key. Ensure you’re using copy that includes statements that resonate – we know, that’s marketing 101 – but it’s more important than ever as recent research discovers that more and more people are searching on social instead of search engines for results.
Feeling convinced yet?
If you’re ready to take your social game to the next level, or just need some guidance on getting started, drop us a message today. We’ve got your back!