In the B2B space, Facebook gets a very mixed response. Some brands seem to love it and some don’t seem to gain any real benefit from it.
Although 84% of B2B marketers still use Facebook as part of their social strategy, only 30% find it truly effective. When a social network is notorious for being a newsfeed full of baby and vacation photos, it’s hard to imagine a C-suite executive browsing his Facebook account for information about his job.
But is that the fault of the platform or the strategies implemented by B2B marketers? When 24% of business decision makers prefer Facebook when researching a purchase, you can understand why Facebook has immense potential for B2B social media marketing. It just comes down to figuring out how to effectively tap into it.
Facebook, which has 1.65 billion active users and 40 million small business accounts, has traditionally been seen as a consumer-centric platform. This emergence of Facebook as the dominant social channel for business-focused activities is another side effect of mobile technology blurring the line between personal and professional lives.
B2B marketers can adjust to this change by considering a few important tactics:
1. Cater to Your Audience
Of course, knowing your audience is an important factor on any social platform, but with Facebook, you should be hyper aware of your tone and how your content appears in a newsfeed. Your audience might be approaching your content from two different views.
On one hand, your audience is looking through a professional lens by browsing the site signed in from the corporate account that follows all types of companies and industries. On the other, a decision maker could be following your brand from his personal account and will see your updates among his friends’ event invites and recipe videos. With all that noise to compete with, it’s critical to stand out.
Thanks to the information people share and the data that Facebook collects, marketers have access to more metrics about their audience than on any other platform. Collecting these insights can give you a much better idea of who your audience is and how to craft your message to best reach them.
2. Consider Facebook Advertising
As a company with clear revenue goals, Facebook works very hard to incentivize brands to advertise through its platform and boost their reach. Once you create a Facebook ad, you can target your audience based on location, age, gender, interests and more. Then, you can evaluate and measure the performance of ads – for example, how many people have seen and clicked it. For more information on the cost of Facebook ads and clicks, check out this blog post.
Without advertising, you may find it difficult to reach even the people who have already liked your page, let alone grow your audience. While it can be tempting to shy away from this channel for options that are less expensive, don’t miss out on the opportunity to reach key decision makers because this medium is technically free.
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3. Don’t Neglect Other Networks
Although you can take full advantage of Facebook and its rise as a B2B giant, you shouldn’t neglect your other social media channels. It’s important to have a presence in multiple channels for an effective modern marketing plan. B2B marketers mainly focus their attention on Facebook, LinkedIn, and Twitter.
Still, the key is to understand what differentiates each channel in terms of its audience, style/tone guidelines, engagement metrics, etc. Once you have a good understanding of these elements, you can begin to tailor your messages to each network. Regardless, your content should be engaging and helpful by providing audiences with great tips, expertise, customer case studies, or even company insights. When it comes to measuring a multi-channel strategy, you should be able to gain social media analytics on the performance of each network to determine the one that’s driving the most engagement and conversions for your company.
By keeping these tactics in mind, you can start to build up your Facebook strategy. If you then choose to take the path of Facebook Ads, don’t stop investing in organic reach on as many social channels that are relevant to your type of audience.