If you’re a B2B marketer and you’re not yet using Facebook as part of your overall B2B marketing strategy, then you may be missing out on one of the most powerful social tools there is in terms of exposure and lead generation.
Once thought to be a platform reserved only for B2C companies, Facebook is now being used by B2B owners and marketers to transform their brand images, spread the word about their business’s offerings and convert potential customers. Ready to jump on the Facebook bandwagon, or are you still on the fence?
The Case for Facebook as a B2B Marketing Tool
How did Facebook get its exclusively B2C reputation, anyway? When the platform first caught steam as a viable marketing tool, it was thought that the platform was too whimsical for B2B marketing. Since most people visited the social media website primarily to catch up with friends or share funny memes, the thought was that no Facebook visitor would ever respond to a post about work.
This theory hasn’t held true, however. In reality, Facebook users aren’t just looking for fun anymore when they log on to the platform. In all likelihood, they don’t really know what they’re looking for, which is proving to be a good thing for marketers of all kinds—B2B marketers included.
Since the majority of Facebook users don’t have an explicit purpose for scrolling through their newsfeed, anything could potentially grab their attention. This means that with the right strategy, you can entice Facebook users to click on a work-related post. Once you have their attention, you can try to leverage it to accomplish any number of goals for your company, whether it be increased exposure, leads, more conversions—you name it!
More and more people are relying on social media for their business recommendations. This is true in both B2C and B2B markets: Potential leads are turning to Facebook before handing over their business to companies. This can mean that if you’re absent from Facebook, you're essentially absent from the marketplace—not a good place to be.
And it’s not just about likes anymore either: When a potential customer visits your page, they’ll want to see that you’re active on the platform as this is an indication that you’re responsive in real life as well. They’ll read reviews, but they’ll also be looking for your response to these reviews, both good and bad.
3 Strategies for B2B Facebook Marketing
Now that we’re clear on the necessity of Facebook as a B2B social media marketing tool, let’s talk about how to use it for your optimal benefit. Here are some tips:
1. Ask questions.
Questions demand to be answered, making them one of the most engaging kinds of posts you can share with your audience on social media.
Although the questions you share can certainly relate to your company or product, they don’t all have to be about business. Sometimes, reaching out to your audience on a more personal level can be beneficial. Consider asking your followers about their work habits, favorite midday snacks, current motivation levels—anything relatable—it could help improve your engagement.
2. Use engaging media.
Facebook users are highly visual, and engaging media such as pictures, GIFs, and video tend to stand out on social media. Of course, the more personal these images are, the better. The last thing you want is for your posts to come off as boring or generic.
Remember, although Facebook is powerful, it’s also pretty casual. There’s no need for professional editing of videos, for example. Something simple and direct may actually be preferable for most users. If you’re comfortable on camera, you can even do it yourself.
Many B2B marketers still rely solely on LinkedIn for their advertising campaigns. This is a potentially costly mistake. Facebook ads are preferable because their reach is massive, and they’re cost-effective as well. The minimum daily budget on LinkedIn is $10; on Facebook it's $1.
B2C businesses have been raving about the influence of Facebook for years. If you’re a B2B marketer, you’ll be glad to know that you’ve officially been invited to the Facebook party as well. If you decide to attend, you may be able to walk away with some favors for your business in the form of new leads, better brand exposure and more conversions.
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