How to Use Organic Social Media Strategically: A B2B Perspective

Let’s talk about a question I get all the time from B2B companies: “What should we post on social media? Should we post more? Should we even bother with Instagram? What about TikTok?!”

Whenever I hear this, I pause and ask, “What’s the purpose of your organic social media?” Cue the crickets.

Here’s the thing: If you don’t know why you’re doing something, it’s no wonder you feel lost. And organic social media is no exception. Today, I’ll break down where organic social media fits into a B2B strategy, what it’s great for, and where it might be spinning its wheels.

The Marketing Funnel: Where Does Organic Social Media Shine?

Let’s take a moment to revisit the marketing funnel—because where you’re trying to influence your audience matters. Here’s a quick refresher:

1. Total Addressable Market (TAM): Everyone who could benefit from your product.
2. Potentials: People who know about your product and think it could solve their problem.
3. Leads: Potentials who’ve engaged with you—like signing up for your newsletter.
4. Opportunities: Leads actively evaluating your product.
5. Customers: Opportunities who’ve made the leap and bought from you.

Now, the funnel involves several stages:

• Demand Generation: Expanding your TAM.
• Discovery: Turning TAM into Potentials.
• Lead Generation: Converting Potentials into Leads.
• Lead Qualification: Identifying which Leads are ready to buy.
• Sales Enablement: Helping Opportunities become Customers.

For B2B companies or those with complex, high-value products, organic social media excels in lead generation, lead qualification, and sometimes even sales enablement. But it’s less effective for Demand Generation, and Discovery.

Here’s why.

What Organic Social Media Doesn’t Do Well

1. Demand Generation

Organic social posts are not built to expand your TAM. Why? Because platforms like LinkedIn or Instagram barely show your posts to people outside your network without paid promotion. If you need to reach a new, geographically specific audience, you’ll need to invest in ads.

2. Discovery

Let’s be honest: When was the last time you searched Instagram for “excavators for sale”? Or TikTok for “enterprise accounting software”? Probably never. That’s what Google is for.

Social media platforms excel at serving up engaging content but are not great for helping people discover niche, geographically bound products or services. Sure, brands like ClickUp can pull it off with viral, boundaryless content—but that’s the exception, not the rule.

What Organic Social Media Does Exceptionally Well

1. Lead Generation

Anyone who follows you on social media has essentially raised their hand and said, “I’m interested.” Boom—there’s your lead. The beauty of organic social is you can nurture these connections directly by engaging with followers, sharing insights, and building relationships.

2. Lead Qualification

Organic social media is like your brand’s personal trainer: it keeps your leads warmed up until they’re ready to buy. When you regularly share case studies, testimonials, and how-tos, you stay top of mind with your audience—ensuring they think of you first when it’s time to make a decision.

3. Sales Enablement

While organic posts might not close deals, they do something equally valuable: they provide proof. Post your success stories, customer testimonials, and before-and-after shots. Create short explainer videos to showcase your expertise. These posts might not go viral, but they will equip your sales team with valuable content to share during conversations.

The Takeaway: Know Your Purpose

If your goal is to expand your audience or generate immediate sales, organic social media alone won’t cut it—you’ll need to invest in ads or rethink your channels. But if you want to nurture leads, build trust, and reinforce your expertise, organic social can be a powerhouse.

Let’s Talk

How have you used organic social media in your business? What’s worked, and what hasn’t? Are you clear on its role in your strategy—or still trying to figure it out? Share your thoughts in the comments—I’d love to hear your stories!