Powerful social media tools and use for boosting customer engagement in B2B companies

Frame of the research. Digital transformation has altered the dynamics of B2B interactions, with social media emerging as a powerful tool for fostering engagement with business customers. Purpose of the paper. The paper explores advertising campaigns conducted on LinkedIn, with the aim of analyzing their impact on digital performance metrics, direct information on user interactions and perceptions, and engagement markers. Methodology. Focusing on real business data, LinkedIn advertising campaigns and website traffic from Google Analytics are examined. Results. Social media help to communicate crucial concerns like the corporate sustainability orientation. In particular, LinkedIn demonstrates its role in increasing user engagement on the website, exchanging contents and advertise items. Research limitations. The analysis precludes comparisons across platforms, data only covers a brief period of advertising activity, and results generalizability is limited because data are from customized LinkedIn ads directed at specific markets. Managerial implications. Managers should prioritize LinkedIn as the central platform for their B2B marketing strategies where professional networks are essential. The ability to generate high-quality engagement on the website through targeted campaigns reflects the importance of the platform in boosting companies’ positioning. Originality of the paper. The combination of sources represents an effective basis for examining the relationship between LinkedIn activity and website behavior.