There’s nothing new about the concept of business to business marketing on Facebook isn’t a new concept, but it’s something that’s becoming increasingly popular among modern companies, as they recognise the need to engage and connect with their audiences. Facebook has emerged as one of the most powerful platforms in social media because of the sheer number of users that check their accounts every day.
If you know how to use Facebook marketing properly, then you can access a huge amount of engagement from some of your most crucial customers, and even expand your lead generation opportunities. Though some businesses still feel that Facebook isn’t right for their business, I’m here to tell you that most companies need a Facebook strategy for 2 key reasons.
1. Using Advertising Intelligence
The first reason that your B2B company needs to use Facebook, is that it can allow you to create a highly-customised and effective marketing message for your target audience. When you combine that with a powerful analytics solution, you can start to make more intelligent decisions for the future of your company. After all, data is what makes the difference between decisions made on assumptions, and decisions made according to what your customers really want and need.
One of the strongest ROI factors that Facebook has to offer, is the fact that you can use re-targeting advertisements to show ads to people that have already visited your website. Using this strategy with analytics means that you use your budget only on the people most likely to buy from you.
2. Reputation and Brand Management
Even if a business doesn’t depend on lead generation from their business page, not being on Facebook means that you don’t have a presence on the largest social media platform in the world. This could seriously impact your ability to connect with people and ensure that you don’t have a voice in what other people say about your company.
Brands that aren’t actively engaging with their audience through social media solutions like Facebook are missing their chance to connect with their customers and give them their side of the story. You might also be unable to listen to the conversation that’s happening in your industry, which could mean that you’re left behind the curve when it comes to battling against your competitors.
Start Making the Most of Facebook
The key for B2B companies making Facebook work for them is ensuring that you don’t try to fool or trick your audience. Your customers are smarter than you think, and they appreciate transparency from their favourite brands. Tell your story, and be honest in whatever you do.
At the same time, make sure that you don’t constantly use Facebook as a vehicle for self-promotion. Instead, use it as a place where you can give your customers additional value, and show them all the benefits of your company, with more than just links, or coupons. If you can master storytelling for your brand, and link your story to your social presence, you’ll create a company that has deeper, more powerful relationships with its customers. That often means greater loyalty, trust, and conversions.
Rob is Founder & Publisher of UC Today, a leading news publication specialising in Unified Communications & Collaboration technologies.