Today, over 50% of B2B marketing leaders cite either demand generation or brand awareness as the primary goal of their social marketing efforts. However, desktop site traffic patterns from social media suggest that they may struggle to meet these objectives. Between the third quarter of 2018 and the third quarter of 2019, desktop site visits from social media accounted for just over 2%, on average, of all desktop site traffic to B2B manufacturing brand sites. Growth in desktop site traffic from social platforms over the same time period was a tepid 2%.
To get more out of their investments in social marketing, B2B marketing leaders, especially those at manufacturing companies, should use this research to rationalize brand presence on social channels and review best practices for publishing social media content.