Family pics and updates, epiphanies, opinions, delicious #nomnom food pics, and #tbt shares of your shocking 3rd grade class photo. That’s Facebook. So, what good is Facebook for B2B?
The short answer is that despite misperceptions, Facebook can actually be for everyone. If your customers are there, you need to be there or miss a prime opportunity to connect in a way that lets you connect with them using sharable multimedia for FREE.
At the very least – Facebook helps B2B marketing to cross promote. Creating complementary social media posts on Facebook, Twitter, and LinkedIn invites prospects and loyal followers to check out your latest offers (white papers, blogs, case studies, video, or funny dog photos with viral potential).
Don’t forget branding and community building. It’s the stuff Facebook has a knack for nailing, so it should obviously be a part of your social cocktail. In the end, you’ll become the epitome of all that Human-to-Human interaction everyone’s talking about. It’s the key to marketing connection with enlightened customers – and it’s about time!
Even if you’ve been on Facebook since day one, it’s never too late to rethink how you’re using your page and what you might be able to do even better.
Here are 5 tactics to make the most of your Facebook presence:
1. Get to know your audience
Use tools like Facebook Insights and Google Analytics to monitor click data related to who “likes” you. Then, do a little recon exploring their Facebook pages. Who else do they like and who likes them? You may also be surprised to find what others are posting and the importance certain types of content have for them over others. Sometimes the life of the social party is the biggest bore during work hours. Another fact – some of your audience may not spend much time on Facebook at all. If that’s the case, you have more detective work to do to locate their share-lair. Find out.
2. Lighten it up
Now that you have a clearer picture of your audience, speak their language. Again, if your audience wants to hear about potatoes, don’t tell them about tomatoes. This is Facebook not the AP Wire or even the more highbrow Linkedin. Infographics and quick, oftentimes humorous phrases rule the roost. If you’re going to share straight news, at least couple it with a short, engaging headline or insightful, RELEVANT opinion on the materials to increase your chance for clicks. Skip the “a rabbi, a priest and a horse walk into a bar” jokes, but take advantage of the more conversational environment.
Take a hard look at the links below your posts – “Like”, “Comment”, “Share”. Would you post inspire any of these actions? Would YOU click?
3. Show your softer side
Kids, pets and words of wisdom from Grandma. PICTURES! This is a great opportunity for future brand ambassadors to see another side of your company. You’re human, after all – right? In the spirit of human-to-human marketing make better “I-contact” by highlighting people at your organization and what it takes to produce whatever product or service you’re promoting. One media company found that posting a picture of a team member’s dog increased their page interest/reach, and then posts featuring industry trends seemed to be better received immediately after. Go Fido go.
Test Tactic: Staggering content types and patterning (lighthearted, service-related, funny, product-related) is worth testing. Once you’ve engaged your audience, they’ll be more apt to socialize back by taking a deeper look at your website, product, service, team or all of the above. And that means leads! The relationship with your brand is a journey – don’t rush it.
4. Share the care
Don’t feel awkward calling kudos to your clients and prospects. This doesn’t mean being a fake-friend, so avoid overdoing it. But certainly if an organization is proud of an effort or idea and sharing it socially, don’t be afraid to let them know you think it’s pretty great, too. It shows you’re engaged and genuinely interested in what they have to say and share, as well as your relationship as (potential) business partners.
Remember that the more you share, the more likely the gesture will be reciprocated. Your audience thinks just as tactically as you do. If they see something that sparks engagement, they’ll consider adding their thoughts or expertise and passing it along to more potential brand converts.
Don’t overwhelm with transparent lead-gen messaging. It’s like watching an engaging cable show and a promo for an unrelated show keeps popping up in the corner. There’s no faster way for your audience to say, “you almost had me”. Be discrete and check your timing. If the messaging is there and you’ve gained their attention, your brand (and lead gen) will benefit from your time on Facebook.
5. Call in the troops
Facebook Ads make it easy to target broad categories, general business interests, competitor audiences, CRM through custom audiences and more. There’s a little more cost to establish your presence, but it’s well worth it. They say, “Over a billion people use Facebook to connect” – so isolating who will be most receptive to your brand is incredibly key. Plus, you can retarget ads to existing customers to ensure they’re getting the message. Social Media Examiner did a comprehensive article on the topic you should definitely check out.