LinkedIn is often the B2B platform of choice. However, there are plenty of opportunities to connect with potential customers on Facebook. I’m not suggesting you give up a platform that works for you, but rather consider expanding your marketing to include Facebook.
The image of Facebook as purely reserved for Business to Consumer with its casual terms of “fans” and “friends” has slowed its adoption by companies that sell to other business not just consumers. Facebook as a B2C marketing and online asset is easy to see but you need to think a bit harder and longer to realise its potential as a B2B (Business to Business).
B2B business decision makers are on Facebook—a lot. In fact, the average amount of time spent on Facebook by business decision makers each day is 74% higher than other people on the platform. Business decision makers don’t just use Facebook more often, they also engage with a wide variety of content. This means that B2B marketers have an opportunity to reach decision makers throughout the day.
Facebook should be thought of as an extension of a business’s website, blog and online store that promotes and publishes to the channel where its customers are hanging out.
Here are some of my top tips for using Facebook as an effective B2B marketing tool:
Show of your company culture
Facebook is an excellent way to give future employees and potential customers a sense of your business.
One way to do that is to highlight your employees on your Facebook page. When you share pictures of employees enjoying their work or happily spending downtime, it gives others a sense of your business. People like to work with friendly people, so if you have them, share them.
Be sure to upload any photos of company events, conferences, days out, life around the office etc. That way your followers will get a feel of your company and work ethos. If you look like a connected and employee focussed company then people will want to not only work with you but potentially work for you.
Also, give potential partners an idea of how you operate by enabling reviews on your page. Positive reviews are great for business. Even constructive criticism can provide helpful feedback. Just make sure to reply to all of your reviews.
Create visuals people will share
When you understand your audience, you can create content you know they’ll want to share.
A sharable image doesn’t need to be part of a big campaign. Create one–off images that are interesting, inspiring and appealing to your audience. Then, ask a question in your update that relates to the picture.
If you think about the types of graphics that appeal to you, it may give you an idea of what you can create to interest your audience.
While GIFs might take a little more work, just about anyone can create an engaging graphic using Canva, PicMonkey or a dedicated graphics program like Photoshop.
In many cases business owners are the best advocates for their own business. You can speak directly to your Facebook fans through videos.
Although people typically think videos should be professional and are a huge undertaking, simple and direct frequently do the trick. If you’re comfortable on-camera, give this tactic a shot. When you reach out to people personally, they’ll be more inclined to do business with you.
Remember, if people comment on your videos (or any posts really), be sure to respond to solidify the connection.
Encourage people to opt in
Think of Facebook as a database where you can find the perfect customers or clients, connect with them on a deeper level and get them on your email list.
To drive people to opt in, create a post that promotes something valuable or useful, such as a competition or ebook, so they are being rewarded when they join your email list.
Come up with different types of free things you can offer your audience and create a post that promotes them.
Industry News Updates
Keeping up with trends is important in any industry so placing the latest breaking news can provide your customers and prospects with a resource that keep them up to date and informed.
If you are a business or company then you will no doubt be somewhat experts in your field. Often, in the B2B arena, companies struggle to make their companies look “fun” or interesting to the masses, especially if your business is quite niche.
People will follow your page if you post something they can learn from. You can share third party content from within your field if you don’t have the time or resources to create your own. Your audience will engage with you as a great sharer of knowledge and information.
Distinguish Facebook from your other marketing
More often than not, marketers will approach Facebook armed with content ready to share that they’ve already created for other social networking sites and other channels they use in their marketing, but that’s the wrong approach.
The most effective tactic is to take advantage of what makes Facebook unique and tailor content and strategy to the network. For example, Facebook is much more conversational and informal than LinkedIn, so delivering content created for LinkedIn won’t garner the same outcome. Marketing on Facebook calls for a mix of catchy copy, appealing visuals and advertising to get the best results.
If you’re B2B, don’t discount Facebook as a viable option for your social media marketing. You want to reach current and future customers and potential employees with your posts. Since a lot of people are on Facebook, there’s a good chance they’re already looking for you on the platform.
Try some of these techniques, set up tracking and then analyse the results to see what gets the best response. 🙂