The 2026 B2B Social Media Marketing Plan You’ll Need to Succeed

The current media environment demands that B2B marketers embrace a diversified channel mix in order to get noticed and stay on the radar of buyers. To the extent that putting all of your eggs in one tactical basket ever worked, it won’t in the years ahead.

That’s why the Best Answer Marketing framework is built around integrated strategy and multi-channel discovery. While navigating the evolution of SEO and the rise of generative engines, brands are wise to optimize their focus on an enduring cornerstone for customer engagement: social media.

The social media landscape is undergoing its own evolution, but it’s a channel that offers massive potential and opportunity at a time where customers seek content experiences that deliver authenticity and connection.

Here’s how you can develop a B2B social media plan for 2026 that prioritizes the new best practices in B2B customer engagement.

The outlook for B2B social media marketing in 2026

Without question, social media networks present a number of vexing challenges for brands and marketers. These walled gardens are inherently self-interested (they want users on their platform, not your website) and gaining organic visibility is a constant struggle.

But at the same time, social media marketing remains a top priority for one simple reason: it’s where the people are. According to Backlinko:

5.41 billion people use social media globally, including 73% of the US population.
Social media users engage with an average of 6.83 different social media platforms.
The average person spends 2 hours and 21 minutes on social media each day.

While social networks are interested in keeping interactions on their platforms and not sending traffic to your website, the good news is that websites are no longer the only way to attract, engage and persuade prospects to become customers. According to research from Gartner, B2B buyers report they value third-party interactions (for example, via social or peer channels) 1.4x more than digital interactions with suppliers; and social channels (including platforms like YouTube, Facebook, Instagram, Twitter, LinkedIn and TikTok) ranked among the top ways that recent B2B purchase decisions were informed.

Paid social has also been one of the most tried-and-true drivers of ROI, explaining why social media advertising is a top area of B2B investment in 2025. But paid strategies become far more efficient, and effective, when paired with a strong organic foundation that is built to break though on feeds. Marketers need a blueprint to strike the right balance for sustained growth.

8 steps in a successful B2B social media marketing plan

TopRank Marketing has helped many Fortune 500 B2B companies grow reach, engagement and consideration through social media marketing. Here’s how to create a B2B social media marketing plan that gets full funnel results from brand to demand to revenue.

#1: Dig into audience research

The first step is making sure you know your audience and our BAM Data Informed pillar provides a framework to do exactly that. Understanding your target audience — their demographics, interests, pain points, and social media behavior — is a firm foundation for building a successful plan.

Start by updating your buyer personas that represent your ideal customers. Consider factors such as job title, industry, company size, challenges they face, and goals they aim to achieve. This will help you tailor your content and messaging to resonate with their specific needs and preferences.

You can also pull in data from your existing customer base, website analytics, and social media analytics to gain deeper insights into your audience’s behavior and preferences. Identify which platforms your audience frequents and what type of content they engage with the most.

Finally, analyze your competitors on social media to see what they’re posting and which posts resonate the most with their audience. Identify gaps in the market that your brand can fill and opportunities for differentiation.

#2: Select and prioritize social channels

Should your B2B brand be on TikTok? Do you need an Instagram strategy? Should you post short videos on YouTube as well as LinkedIn?

The answers will vary depending on where your audience is which you can determine from conducting the audience research in step one. However, a new best practice is to post more fitting content to fewer channels than to spread yourself too thin posting everywhere. Take these steps to find out which channels align best with your objectives and target audience.

Understand platform capabilities: Familiarize yourself with the features and capabilities of each social media platform. Consider factors such as audience demographics, content formats supported, and engagement mechanisms available.
Align with audience preferences: Choose platforms that are frequented by your target audience. For instance, LinkedIn is often the go-to platform for B2B professionals, while platforms like X and Facebook may also be relevant depending on your industry and target demographics.
Consider content suitability: Evaluate whether the content you plan to share aligns with the platform’s format and audience expectations.
Prioritize resources and effort: Managing multiple social media channels can be too taxing for even the most efficient marketing team. Prioritize channels based on where your audience is most active and where you can achieve the greatest impact.
Monitor emerging trends: Stay abreast of emerging social media trends and platforms that may present new opportunities for reaching your target audience. Be open to experimenting with new channels but remain focused on channels that consistently deliver results.

LinkedIn is the #1 most effective channel for publishing B2B thought leadership, per CMI and MarketingProfs

#3: Engage in social listening and sentiment analysis

Understanding the viewpoints and vibes of your audience is critical to crafting a data-driven plan that meets them where they are at. This is one area where AI technology lends a major assist.

AI has supercharged social listening, turning it from a reactive monitoring task into a proactive intelligence tool. Modern platforms like Sprinklr, Hootsuite, Sprout Social, Meltwater, and newer AI-driven solutions now go far beyond tracking mentions — they interpret tone, emotion and intent at scale, giving marketers a richer, real-time understanding of audience sentiment.

AI technology can help you:

Classify sentiment automatically with greater nuance (detecting sarcasm, frustration or excitement in context).
Spot emerging trends early, using predictive models that surface topics gaining momentum before they peak.
Analyze competitors’ content performance through machine learning insights on engagement, reach, and resonance.
Summarize insights instantly, turning millions of social data points into clear recommendations for timing, tone and format.

With these insights gained from social listening, you can inform the right mix for your social media content strategy in terms of audience, content types, channels, cadence and engagement.

#4: Build a community

When you’re establishing your brand presence on social media, it starts by attracting an audience with content experiences that are highly relevant and engaging. As you attract more followers, you can nurture your growing audience, encourage them to interact, share content and even co-create content by sharing their expertise.

These steps are the same if your brand is already present on social media but you’re launching a new marketing plan.

Create valuable content: Share industry insights, thought leadership articles, case studies and practical tips. You should aim to give value to the community with every post.
Facilitate two-way communication: Don’t think of social media as a broadcast; think of it as a conversation. It’s important to actively respond to comments, messages and mentions. Let your followers know that you’re here to build rapport and create relationships, not just talk about your brand.
Foster engagement: Involve your audience in the content creation process by soliciting user-generated content, hosting contests or challenges, and seeking input on future products or services. This fosters a sense of ownership and belonging among your audience and can help generate more content for the community.
Create a welcoming and inclusive environment: Make sure your followers feel valued, heard, and supported. Recognize and celebrate their achievements, milestones, and contributions.
Empower advocates and ambassadors: Identify and nurture brand advocates and ambassadors within your community who are passionate about your brand. Provide them with exclusive access, rewards, and opportunities to further deepen their connection with your brand and empower them to amplify your message.

#5: Co-create with B2B industry influencers

In a Best Answer Marketing strategy, social media is a powerful way to fuel your Trust Engine. These people-powered influencer and creator networks are ideal stages to showcase authentic voices from inside and outside of your organization.

Collaborating with B2B influencers and creators can help you show up in crowded feeds with a credible co-sign from thought leaders who have already earned followings and trust. Content that creators develop in partnership with B2B brands or content produced in collaboration with respected industry experts with relevant audiences offers unique value by providing aligned perspectives between industry influencer and your brand. As a result, the influencer and brand partnership elevates experiences, builds trust and belief. Our agency has seen influencer marketing excel on social media for numerous B2B clients including Dell, Adobe and LinkedIn.

Start by identifying influencers that are truly influential to your audience. That doesn’t necessarily mean those with the highest follower count — look for the folks whose content sparks engagement and discussion on social feeds.

Placing audience value at the forefront, it’s better to co-create content with influencers than to ask for an endorsement or repost of your brand messaging. This can include a social media takeover of your brand’s accounts, co-hosting a live stream, engaging in a comments-based Q&A, and much more.

#6: Foster employee advocacy and executive participation

You don’t have to rely exclusively on external influencers to add credibility and reach to your content. Your company’s executives and employees are influencers in their own right. In fact, our own research on B2B Influencer Marketing found that 75% of B2B marketers surveyed said they work with internal executives to increase brand credibility online, and 63% said they use executive influence online to increase sales conversions.

Here’s how to leverage your employees and executives to enhance your B2B social media marketing efforts:

Establish executive thought leadership: Encourage, manage and facilitate executive social media accounts to share your C-suite’s insights, expertise and perspectives on relevant topics. Offer support and guidance to executives who may be less familiar with social media or hesitant to engage actively.
Empower your employees: Make sure employees know that they’re encouraged to post on social media on the brand’s behalf. Build confidence with training, resources, and guidelines for representing the brand professionally.
Highlight employee stories: Share employee success stories, behind-the-scenes glimpses, and testimonials. These help to humanize your brand, build trust with your audience and make employees feel more valued.
Encourage sharing and engagement: Encourage employees to share company updates, industry news, and relevant content on their personal social media profiles.
Make employee advocacy part of the culture: Recognize and celebrate employees who actively contribute to social media advocacy efforts.

#7: Explore social media advertising strategies

Organic social is essential, but if you want to boost your best content, the paid advertising options that platforms like LinkedIn offer are an effective way to target specific accounts and leads. Try these tactics to round out your strategy:

Targeted advertising: Use the advanced targeting options available on social media platforms to reach your ideal B2B audience. Targeting is especially useful on LinkedIn, where you can segment based on job title, industry, years of experience, company size and even specific companies.
Promoted content: Sponsored content is a great fit for your top-performing organic audience. If a post is proving popular, that means it’s likely to resonate with a wider audience if it gets the chance.
Lead generation campaigns: LinkedIn makes it easy to run lead generation campaigns directly from the platform. You can host an entire gated asset, complete with lead gen form, in an ad that will appear natively in users’ feeds.
Retargeting: Implement retargeting campaigns to re-engage website visitors, email subscribers, or users who have interacted with your brand on social media.

#8: Measure and optimize with connected, full-funnel analytics

Marketers are natural optimizers — and that mindset should extend to how you measure the impact of your B2B social efforts. Success on social networks isn’t just about likes or follower counts anymore; it’s about understanding how every interaction contributes to awareness, engagement and revenue outcomes across the entire funnel.

Each platform still offers in-house analytics, but the real advancements are happening in the tools that connect those fragmented views into one cohesive story. AI-powered analytics platforms, attribution models and CRM integrations now allow marketers to trace how social engagement translates into pipeline activity and customer value — not just impressions or clicks.

Instead of guessing which posts “work,” you can demonstrate how social storytelling fuels brand growth, lead quality and long-term ROI.

Become the Best Answer for your customers on social media

Social media platforms continue to offer one of the biggest opportunities for B2B brands to grow reach, build community and establish the kind of credibility and connection that drives the kind of human to human interaction that . But as competition tightens and algorithms evolve, it’s getting harder to break through.

We can help. Learn about TopRank Marketing’s social media marketing services, including strategy and planning.

About the author

Nick Nelson is our friendly neighborhood writer-man. As the Associate Content Director at TopRank Marketing, he is on a mission to energize brand narratives with smart, fun, sharp wordplay. In his free time, Nick enjoys basking in the misery of Minnesota sports fandom, making cringeworthy puns, and smothering all types of food in buffalo sauce.

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