In today's digital-first world, the power of social media in the realm of B2B marketing is undeniable. Consider this: 75% of B2B buyers now use social media to research potential vendors, making it an indispensable tool for any business looking to expand its reach. For benefits brokers, this presents a unique set of challenges and opportunities. Navigating the social media landscape requires a strategic approach, mainly when the target audience includes HR professionals — a group increasingly turning to these platforms for insights and solutions.

Related: The broker's guide to winning with paid ads: from clicks to clients

Your focus should be on leveraging platforms like Facebook and Instagram to showcase company culture and hiring, using LinkedIn to establish thought leadership and generate leads, and exploring the dual capabilities of X (formerly Twitter). While newer platforms like TikTok offer experimental avenues, our strategy should currently focus on those channels most likely to connect with and influence HR professionals. Here, we will delve into a tailored social media approach that not only reaches your audience, but also engages and converts them, aligning with the unique needs of benefits advisors in today's market.