How Social Media Makes B2B Companies Visible

Social Media Is Non-Negotiable

"Anyone who hasn't started yet should absolutely do so today," says Svenja emphatically. Social media is no longer a marketing gimmick — it is indispensable for B2B companies. Especially in industries that can seem abstract to outsiders — like logistics — companies can use it to create visibility and demonstrate their expertise. "You can position yourself as an expert in the industry and as a modern, forward-thinking company, reaching people who have never heard of you before."

For FIEGE, it's not just about reach — it's also about business objectives: lead generation, new customer acquisition, customer retention, and employer branding. A post is never just a post; it always serves a strategic purpose.

LinkedIn First, But Not Only

"Our primary channel is definitely LinkedIn, because our top priority is lead generation," explains Svenja. That's why there is a lot of sales-oriented content there, such as customer stories, case studies, and project updates. But she adds: "Of course, we also want to reach potential new employees — especially on Instagram and TikTok, where many people spend their personal time."

This clear differentiation is key: while LinkedIn is used for business content, Instagram offers more behind-the-scenes glimpses into the company. TikTok is used primarily for employer branding. Svenja says: "It's not our main channel, but I think TikTok is a really cool medium for building reach and increasing brand awareness."

Strategy & Processes: No Post Without a Plan

Behind the scenes, social media at FIEGE runs in a highly structured way. There are separate editorial calendars for LinkedIn, Instagram, and TikTok. "Some content that performs brilliantly on LinkedIn we would never post on Instagram — the target audience there is simply completely different."

Approval processes are also clearly defined: "We always apply a four-eyes principle. Every post only goes out once at least two people have reviewed it." For more complex topics, specialist departments are also involved. To ensure speed, everything comes together in Microsoft Teams Planner. This means images, copy, comments, and approvals are all consolidated in one place. "This has been a huge efficiency gain and saves us a lot of time."

Faces Instead of Logos

One of the strongest drivers of reach is authentic content. Svenja emphasizes: "Give your products and your company a human face." Whether it's apprentices filming their first day, colleagues at trade fairs, or behind-the-scenes footage from video shoots — this type of content performs best. "Young people don't just look at career websites. They want to see more and understand what's really happening inside a company."

Content Production: Pragmatism Beats Perfection

Despite the size of the company, FIEGE does not have a large in-house film crew. "90 percent of our video content we produce ourselves — often simply with an iPhone." What matters is not perfection, but speed and authenticity. "If you're doing social media, you need to understand how much work goes into it. You can't do it half-heartedly — if you're not going to commit, you might as well not bother."

Svenja's Tips for Getting Started on Social Media

• Just start! Don't wait for the perfect moment. Social media thrives on experimentation.
• Define your goals. Do you want to attract employees, reach new customers, or keep existing customers informed?
• Show personality. Let real people speak — from management to interns.
• Plan your resources. Social media is not a side task. A dedicated full-time role can be the right first step.
• Use best practices. Show management successful examples from other B2B companies to build a compelling case.

Conclusion: Logistics Can Be Sexy

Logistics isn't just warehouses and trucks. With the right social media strategy, the topic takes on a fresh, modern vibe. Svenja's conclusion: "Social media gives companies the chance to position themselves as a cool brand — so use it!"

Find out why logistics is often labeled as unsexy and what helps combat that perception here.

👉 Tip: Follow FIEGE and even logistics on LinkedIn for even more exciting insights and best practices from the world of logistics and social media.

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