Why Paid Social Posts Matter for B2B Marketing
(and How Much to Budget)
When it comes to B2B marketing, social media can be a powerful tool—but only if it’s done right. While organic posts are a vital part of any social media strategy, they often get buried in the endless scroll of content. That’s why we recommend our clients incorporate at least one paid or sponsored social media post per month to maximize visibility and reach while offering powerful audience targeting capabilities
Here’s why it matters: organic social media doesn’t allow for strategic targeting. It’s like putting up a billboard on a back road and hoping the right person drives by. Sponsored posts, on the other hand, allow us to put your message directly in front of your ideal audience – filtered by job title, company type, industry, and even geographic location. For B2B companies, that’s a game-changer.
While other platforms may serve specific niches, Facebook and LinkedIn consistently prove to be the most effective for B2B social media marketing.
- LinkedIn is ideal for targeting professionals based on job title, industry, and company size.
- Facebook offers unmatched reach and cost-efficiency, especially when paired with geographic or interest-based targeting.
For most companies, it’s smart to split the monthly ad spend between both platforms, adjusting based on where your audience is most active.
So, how much should a company invest in paid social ads? Here’s a simple breakdown:
Recommended Monthly Budget by Company Size
1) Small Business (Under 15 employees)
Ideal for local or niche companies with tight budgets.
- Suggested Budget: $100–$300/month
- Focus: Boosting brand visibility and lead generation in a small radius.
2) Mid-Sized Business (Under 100 employees)
Great for regional B2B companies or those with multiple services.
- Suggested Budget: $300–$750/month
- Focus: Driving targeted traffic, increasing engagement, and building trust with specific job roles.
3) Larger Business (100+ employees)
These businesses often operate regionally or nationally and have broader goals.
- Suggested Budget: $750–$2,000/month
- Focus: Positioning as an industry leader, promoting webinars or lead magnets, and nurturing longer sales cycles.
These are starting points. Companies with very niche audiences or longer sales cycles may require additional testing or reallocation over time.
It’s important to note, paid social isn’t a luxury – it’s a strategic necessity for B2B companies looking to stay visible, relevant, and competitive. A well-placed sponsored post can extend your reach, increase engagement, and connect you with exactly the people you want to do business with.
If you’re already investing in content and social media, give that content the boost it deserves and get your message in front of the people who matter most.