When it comes to B2B marketing and lead generation, LinkedIn is the social network most often mentioned. LinkedIn is very important for B2B social media success, but not the only source of leads. With more than 800 million users Facebook is the major player in the social networking industry. However, many B2B marketers have dismissed Facebook as a B2C channel with no application to B2B. That is a false assumption. Facebook can be a strong driver of B2B traffic and leads.
Follow some best practices for B2B Facebook marketing and you will be on your way to Facebook lead generation. Remember that you sell to other people and not businesses. The people that buy your products spend a lot of time on Facebook. Half of all users visit the site every day.
7 B2B Facebook Marketing Best Practices
1. Create a Facebook Business Page – This first step may seem simple but still too many companies don’t understand that they need a business page for their company. You can not use your personal Facebook profile for your business. Facebook Pages are open to the public and function differently than profile pages. Facebook pages allow visitors to easily subscribe to your content by clicking the Like button. Once a user has Liked your page he or she will begin to see updates from your business in their newsfeed.
2. Use a Like and Lead Gate – A like gate is a landing page for your Facebook page that allows you as the page owner to clearly request that new visitors to your page Like your page before continuing to look at the content of your page. Like gates can help increase your Facebook reach. The best like gates are often followed with a lead generation offer and a landing page in an effort to convert a visitor into a lead directly on the Facebook Page without them ever having to go to your website.
3. Like Other Company Pages – As a business page you have the ability to like the pages of other companies. This is great for B2B marketers especially if your business uses a distributor to sell its products or provides raw materials to a manufacturer. You can like your distributors’ or customers’ pages in an effort to drive traffic and awareness for the end use of your product.
4. Post Once A Day – Content on the internet moves fast. Because of this, you need to provide your Facebook fans with a steady stream of content. Make sure to post a link, question or image at least once a day. This content shouldn’t be product related. Instead, it should be educational focused such as blog posts and industry news articles.
5. Promote Lead Generation Content – Be sure to share links to your landing pages on your Facebook Page. If you aren’t generating leads, it is not worth your marketing effort. You will generate leads through other links that you share that drive people back to your site, but it is also important to direct fans straight to your premium content.
6. Share Images – Facebook hosts billions of images. The service loves them and so do its users. Photos often get more engagement from users, which get rewarded by Facebook’s EdgeRank algorithm. This helps your content spread by appearing in more of your fan’s newsfeeds.
7. Use Insight To Analyze Engagement - Facebook Insights provides some interesting data around the growth of your Facebook reach and how people are interacting with your content. Track your fan growth and correlate it leads generated directly from Facebook to beter understand how Facebook reach impacts leads and revenue.
What strategies have been successful in your B2B approach to Facebook?