Sally Pritchett, owner of Something Big, offers advice for B2B brands thinking about using Facebook for their social activities
Many B2B marketers still see Facebook very much as a B2C platform. While many B2B brands do have company Facebook pages, they’re often just ticking a box without actually using this channel effectively.
However, if you neglect Facebook as a B2B marketing platform you’re missing out on the chance to reach and engage with a potentially huge audience: 35 million people in the UK use the social network.
The key to effective B2B Facebook marketing is to focus on the personal dimension Facebook interactions offer: remember that even though you’re talking from one business to another, it’s actually the people behind your brand talking to the people at the companies you’re targeting. Bearing this in mind, here’s how you can use Facebook to drive your business:
1. Get the basics right
Gather as much information as possible before you start. Who is your audience? Why would they be interested in your product or service, and what kind of information are they looking for? Where are they based? Going from this, you can develop a content plan for what kinds of posts you’ll share and when – don’t just post randomly.
Once you’ve established what you’re trying to communicate with your Facebook page, think about what you aim to achieve. Metrics by which you can measure your success include page likes, engagement and visits to your website. To see how your Facebook presence affects your B2B activities more holistically, look at how your Facebook interactions translate into business relationships and sales. Set yourself targets and create monthly reports to measure the success of your general activity and specific campaigns.
Also make sure you’ve agreed within your business (or with your social media agency) who will manage your B2B Facebook page and activities, and that they’re well trained to represent your brand.
2. Set yourself up for success
Before you start promoting your brand on Facebook, make sure you’re happy with your shop window: the look and feel of your page.
Upload a clear profile picture – ideally your company logo – and make sure you use a visually engaging header image. This should also represent your brand, but you can change this to promote specific events, campaigns, products or services depending on the time of year.
Update your basic information and description to make it clear to your audience who you are and what your page is about. Ensure you have a clear tone of voice for your company, but remember to be personable.
3. Use Facebook’s features
Beyond sharing company news and engaging with your audience, from a B2B perspective Facebook lends itself especially well to announcing company events. You can include opt-ins for email marketing on your business page and pre-schedule content, which gives you more flexibility on reaching your audience.
Also think about formatting. On Facebook, you can make your copy stand out by spacing it in paragraphs, rather than in one long block. Still, try to keep posts relatively short so that people don’t need to ‘click to read more’. Facebook is also a great channel for sharing images, which are eye-catching and stand out in your audience’s news feeds.
Keep up-to-date with the latest Facebook developments and updates to see how you can get the most out of them for your brand.
4. Build your community
One of the key Facebook metrics is the number of ‘likes’ your company page has. The users who have ‘liked’ your page automatically receive your status updates and posts in their news feeds (though they can opt out while still ‘liking’ the page).
If you’re starting your company page with zero ‘likes’, start by promoting the page within the company – every employee should ‘like’ the page. Also make sure you share the link to your Facebook page on your company website, blog, email marketing, email signatures, Twitter feed, LinkedIn company page and Google+ page, and anywhere else you can think of.
Beyond organic reach, consider how paid social could increase your follower base. You can promote your page and grow your following by using Facebook ads, which can be targeted by variables including age, location and interests. They’re easy to set up and you can set your own budget and track the results.
5. Expand your reach
As well as sharing interesting and relevant content with those who ‘like’ your company page, actively engage with them. Ask questions in your posts and respond to comments swiftly and politely.
Also use community management to extend your reach. Take the conversation about your brand beyond your own page by targeting related organisational groups and other pages in the sector.
Once your page is more established, use Facebook’s analytics tool – Page Insights – to get a targeted overview of who ‘likes’ your page. Does this match your target audience? Which types of posts are most popular? Review your findings and (if necessary) adjust your strategy.
With a strong concept of what you aim to achieve, combined with clear plans for execution and measuring your results on social and beyond, you can develop your B2B Facebook page as a key marketing channel.
