Website or Social Media: Which Matters More for a B2B Business?

Many companies ask: do we still need a website if we are already active on social media? For businesses that sell to other companies (B2B), the answer is almost always yes. Social media and a website are not substitutes for each other. They play different roles and work best when used together.

The role of social media

Social media excels at reaching new people and keeping your company visible. Posts about your latest projects, your production process or company activities help build brand awareness.

However, social media has limitations for B2B businesses:

• You don't own it: the rules, the layout and your reach are set by the platform. Accounts can also be restricted or lost.
• Information is scattered: product details get buried among older posts and are hard to find.
• Reach is uncertain: not every follower sees your posts.
• Not complete enough for a purchasing decision: B2B buyers need full specifications, certifications and company information.

The role of a website

A website is an asset your company fully owns. On your website, you decide what is shown and how it is presented.

• A central source of information: products, specifications, the company profile and certifications are neatly organised in one place.
• Found on Google: B2B buyers often start their search for suppliers on Google, not on social media.
• Builds trust: a professional website shows that your company is serious and well established.
• Receives quote requests: a form on your website turns visitors into prospective customers, with complete information.

How the two work together

Picture a buyer's journey. They see your post on LinkedIn or Instagram and become interested. Their next step is to look for more detailed information, and that is where the website comes in. On the website, they look at your products, read about your company and send a quote request.

Without a website, the interest sparked on social media often stops halfway. Prospective buyers have to send a message to ask for basic information, and not everyone is willing to do that.

Why B2B buyers check your website

B2B purchasing decisions usually involve several people and large transaction values. Before contacting a supplier, buyers often:

1. Search for suppliers on Google
2. Compare several suppliers' websites
3. Check products, capacity and certifications
4. Share website links with their manager or purchasing team
5. Only then contact the most convincing supplier

If your company has no website, or its website is not convincing, you can be ruled out before you are ever contacted. One of the pages they check most is the About Us page.

Relevant social media platforms for B2B

• LinkedIn: the most relevant for reaching decision-makers at other companies.
• Instagram: effective for showing products, production processes and projects visually.
• Facebook: still widely used, especially by businesses in Indonesia.
• YouTube: suits videos of production processes or product demonstrations.

Choose one or two platforms that best match your customers and manage them consistently, rather than being on every platform but rarely posting.

Connecting the two

• Put your website address in the profile of every social media account
• Link posts to the relevant product page or article on your website
• Show links to your social media accounts on your website
• Use the same business details everywhere: name, address and contact details

This consistency also helps Google understand that all these accounts belong to the same company.

On a limited budget, where should you start?

For a B2B business, start with a clear, informative website, because the website is where buyers make their decision and contact you. After that, use social media to send more people to the website. A good website keeps working for you, even when you are not posting anything. If you are unsure whether one page is enough or you need a full website, read landing page or company website.

An example buyer journey

A purchasing manager at a food company is looking for a new packaging supplier. They see a LinkedIn post from a packaging factory about eco-friendly packaging. Interested, they open the company profile and click through to the website.

On the website, they find a food industry page, see suitable products with their specifications and read about the factory's certifications. They then share the product page link with their team and send a quote request through the form.

Social media started this journey, but the website completed it.

Common mistakes

• Relying on social media alone: product information is hard to find and depends on someone else's platform.
• A website that isn't connected to social media: no link from the profiles to the website, or the other way round.
• Inconsistent information: the address, contact details or product names differ between the website and social media.
• A website that is never updated: social media is active, but the website still shows old products.
• Pushing every enquiry into private messages: B2B buyers often prefer to read complete information first.

Frequently asked questions

Does a B2B business have to be active on social media?

It isn't essential, but it helps. Social media keeps your company known. If resources are limited, choose the single most relevant platform, such as LinkedIn, and manage it consistently.

Should the website display social media posts?

Not necessarily. It is more important to make sure the website has complete information and links to your social media accounts. Embedding posts directly can also slow the website down.

Social media makes people aware of you. Your website convinces them to contact you.

Read also how to get your company website on Google, or see our website services.