Build trust, stay top of mind and turn followers into leads with targeted social campaigns.
Business buyers research quietly. Long before anyone fills in a form, they have looked you up, scrolled your company page, checked whether you seem to know what you are talking about and formed an impression of whether you are still active. That impression is doing more work than most companies realise.
This is why measuring social purely on direct leads misses the point. Its job in a B2B funnel is to make the cold email feel less cold, to make the Google Ads click feel like a safer choice, and to keep you present during the months between the first contact and the moment a budget appears.
Judged that way, the question is not how many leads a post generated. It is whether the person who eventually books a call already recognised your name — and how much cheaper that made the conversation.
There is no universal answer, and any agency that recommends the same platform mix to everyone is guessing. LinkedIn is usually the backbone for B2B, because it is the only network where you can target by job title, company size and industry with real precision. But it is expensive per click, and for some audiences a well-run Meta campaign reaches the same people at a fraction of the cost simply because the competition for their attention is lower there.
We decide by looking at who actually converts. If your buyers are operations managers in mid-sized manufacturers, LinkedIn is worth the premium. If they are owner-operators of small businesses, they are on Instagram and Facebook in the evening and far more reachable there.
Then we build for the platform rather than reposting the same asset everywhere. What earns attention on LinkedIn reads as stiff on Instagram, and what works on Instagram reads as unserious in a B2B feed.
The majority of people who visit your website leave without doing anything. Most companies treat that as a loss. It is closer to a list.
Retargeting puts you back in front of people who have already shown interest — visitors who read a service page, prospects who opened an email, people who watched most of a video. They already know who you are, so the cost per click is lower and the conversion rate is several times higher than cold traffic. In practice it is almost always the best-performing part of a social budget, and it is also the part that is most often missing entirely.
It works best when it is sequenced rather than repetitive. Someone who read a service page gets a case study. Someone who saw the case study gets an invitation to a call. Someone who visited the pricing page gets a reason to act now. The same budget, spent in an order that matches where the person actually is.
LinkedIn most often, because of its targeting precision, with Meta as a strong and much cheaper second for audiences that are reachable there — smaller businesses, owner-operators, consumer-adjacent sectors. We choose based on where your existing customers actually came from, not on a default template. In several accounts the cheapest qualified leads come from Facebook retargeting, which surprises people.
No. Consistency matters far more than frequency, and a thin daily post does more harm than a substantial weekly one. For most of our clients a rhythm of one or two solid posts per week plus paid campaigns is enough to stay visible without turning content into a second job.
Direct leads, yes — through proper conversion tracking on the landing pages and forms. Assisted influence is harder and we are honest about that: some of the value shows up as a higher conversion rate on other channels rather than as a lead attributed to social. We report both, and we never claim credit for something we cannot evidence.
We produce it. Copy, static creatives and simple video edits are part of the work, built in your brand identity. If you have in-house design or existing footage we will happily use it — good raw material from inside the company usually outperforms anything we can make from the outside.
Often yes, but the approach changes. In a narrow market the audience may be a few thousand people, so broad reach is pointless and precision is everything. We build tight audience lists, accept a higher cost per click, and measure on meetings rather than impressions. What does not work in a niche is generic content — the audience is expert enough to notice immediately.
Social works hardest in combination with SEA and email — which is exactly how we build the mix.
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