Using Social Media to Drive Pipeline Growth
This article was published on September 18, 2025
Categorized in: B2B Digital Marketing, Social Media
Social media is about more than just creating posts and hoping that people see them. Social media serves multiple purposes, such as driving traffic, improving branding, and creating a means to stay in contact with the target audience. Most businesses use social media in a variety of ways because you can easily accomplish several things at once with it.
There is one way to use social media that is often underutilized, though, and this is to use it to drive pipeline growth. If you aren’t working this into your strategy, you should consider it. Here are some things to think about that will help your social media strategy evolve in a way that will bring in new business.
Building Awareness Attracts Leads
On the surface, it may look as if an activity like “building awareness” is a pure branding play. However, think about what the phrase “awareness” truly means. Essentially, this is the first real phase of the sales cycle. When you spread the word about your business and what you do, you will attract the audience that may be interested in what you have to offer.
Make sure that at least some of your posts are designed for the Awareness stage of the sales cycle. This will be educational pieces of content about your brand and your product or service. They often focus on early-stage pain points because this is what will catch the interest of a beginner to the sales cycle.
Use Social Media for Lead Nurturing
Once you catch the interest of your target market, you will need to hold their interest. Lead nurturing should be an essential part of the sales cycle, and this is usually considered part of the “middle” of the sales cycle.
This is mainly considered to be the Consideration stage. This is when your target audience is starting to contemplate whether or not they should become your customer. They will be looking for information that will help them decide if your product or service will meet their needs. At this stage, they may not know what to ask. Your content will lead them through.
Help Your Audience Make a Decision
Your social media posts can help your audience decide, one and for all, whether to become customers or not. Usually, these posts represent the last bit of information needed to make the final decision. This type of content usually represents things like product demos, case studies, and other types of content that lean heavily on focusing on the product.
The goal is to take the customer through the journey and deliver posts that will connect them to the answers they need to become clients. In other words, you need to make sure there are a mix of posts in your social media. This should align well with your digital marketing strategy as a whole, especially your content. Your content should also be aligned to the buying cycle in this same way, so that when you share your content in social media, it will also be aligned.
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About the Author: B2B Fractional CMO Nick Stamoulis
Nick Stamoulis is a digital marketing expert with over 25 years experience, serving as President of Brick Marketing and B2B Fractional CMO. He specializes in solving complex marketing challenges through strategic SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
Download the free Wear ’Em Down Marketing™ Strategy Book by Brick Marketing here.
