When we think of digital marketing in general the first thing that hits our mind is business-to-consumer flow of information via digital medium that triggers a certain action. Social media offer numerous opportunities for businesses to showcase their products, expand their reach, and target the right audience who is genuinely interested in purchasing their products. But when it comes to business-to-business or B2B marketing there are some factors to keep in mind. Like for instance, Linkedin is often the platform of choice for businesses for their B2B marketing efforts, however, there are plenty of opportunities to connect with their right customers on Facebook. And this is what we are going to discuss in this article.
People look up your company profiles on different platforms before they do business with you, including Facebook. This doesn’t mean that you give up on channels that work for you, but rather consider including Facebook in you overall marketing plan. Following are some smart ways B2B companies can use Facebook to amplify their digital marketing efforts.
1. Connect People to Your Business
Your Facebook company page is a great way to project your business culture and workplace to potential customers. Think of ways with which you can make an impression. Like, sharing pictures of employees enjoying their work give a sense of your business to customers and potential business partners. It gives them a glimpse of how you operate or they may share their valuable feedback by enabling reviews. A well-reviewed page will catch the eye of potential customers.
2. Post Something that People would want to Share
To trigger responses it is important you create and post content that people would like to share on their profiles. Images you share do not need to be part of a big marketing campaign, rather focus on sharing images that are appealing and inspiring to the audience. If Gifs images seems like a lot of work create engaging graphics using PicMonkey, Canva or Snagit. A question at the end that lures your audience to respond could help.
3. Videos are More Personal & Engaging
Facebook is the second most viewed channel for videos after Youtube. Understand the potential of sharing videos on your pages to get up close and personal with your audience. Some businesses believe that sharing a video on Facebook company page has to be really professional. But in some instance small business owners share some casual videos of them talking about how their customers may benefit from their products or services managed to create a good buzz about their business.
4. Brand your Posts & Images
Quote graphics is a very effective tool for marketing your business, so why not use quotes on branded images. Consider an example of Mark Sanborn who’s a speaker and has authored various books use quotations from his books and create branded images and share on his Facebook page. But, more importantly understand your market niche and decide which quote to share and what not to share will help you brand yourself as a leader in whatever you do.
5. Drive People to Take Action
Offering something for free is what catches the audience eye. Use your Facebook page as a business database where customers and clients may sign up and them to your email list. For instance, create a post to promote a free ebook or webinar that users will receive when join your email list. Then you can use this list to target Facebook ads. Ads work best when you offer an incentive for people to sign up. Think of what something you can offer for free and enjoy the show.
6. Create Facebook Events
B2B marketing is all about building relations with new clients and strengthening bound with existing clients. If you are hosting an event (real-life or virtual) to bring like-minded people together try promoting by creating Facebook events. You can send an invite to your friends, employees and new businesses to the event or simply promote it through Facebook ads. Whether you’re targeting to educate your audience, build network or display product demos, Facebook event is an easy way to spread the word and make news fans.
7. Take Advantage of Facebook Ads
Finally advertise on Facebook. Ad targeting options allows you to narrow down your reach to potential customers who are genuinely interested in your products. Advertising is especially helpful for small B2B businesses and it’s easier to reach small business owners who need your product and get a good return on your investment. Consider retargeting people who visited your website but didn’t make a purchase, and test your ad content using different combination of headings, images, tagline to find out what works for your business.
So, consider Facebook a viable option to expand your business reach, as this particular platform has the most number of users so you have a good chance to meet future customers, potential clients and even employees. Try some of these techniques to test, analyze and measure the responses you get from fans and followers.