While LinkedIn is often the preferred platform for B2B social media, Facebook can be the difference in the success of your marketing, if done right.
When it comes to B2B marketing, it’s crucial to find how your goals overlap with the functionality of the platform being used. In the case of Facebook, there are a range of opportunities to flip the traditionally B2C platform in your favor.
Keep reading to find out how to get B2B marketing right on Facebook.
1. Not using the Custom Audience feature
You already have a list of contacts built up in your database. Why not put those email addresses to good use and try to find more followers and potential buyers through Facebook? Many B2B businesses miss out on advertising opportunities because they haven’t narrowed down their audience successfully. The Custom Audience feature will help you do this.
The Custom Audiences feature lets you upload your database directly to Facebook. Using Facebook Ads Manager, you can create targeted ads and then send them to your email contacts. Facebook will then match your emailing list against the user accounts currently open. Because so many people use their personal email addresses for social media accounts and shopping accounts, there’s a good chance that your contacts use the same address for Facebook.
You can also reach out to new customers by creating a similar audience to your already existing Custom Audience. This is a great way to find new customers who are demographically similar to your current customers. Remember, not everyone wants to be your customer, so do your best to avoid marketing to those who have no interest in your company.
2. Letting posts get too sales-y
Getting people to like your page is one thing; getting them to stick around and interact with your posts is another. Some B2B marketers believe that posting on Facebook isn’t as important or necessary so long as you have those fans, but in reality, your posts say a lot about you as a company.
Your posts need to be engaging while providing industry-related information to your customers. This is how you show them that your company isn’t just about selling products and services. You care about your customers and you care about educating them. By showing them that you know your industry and will provide them with up-to-date information, you’re illustrating your company’s professionalism as well as its superior customer relations.
That’s not to say that you can never post any self-promotional material on Facebook, but remember the 80/20 rule. Eighty percent of your content should be useful blogs, articles, infographics, videos and other useful pages from third parties. The remaining 20 percent can be about your own promotions.
Remember this rule when your posting, and your customers will be more likely to interact with your posts. They’ll also appreciate not being bombarded with sales pitches.
3. Forgetting to tag or mention people
When you post from your own Facebook account, do you tag people in your posts or mention places that you’ve recently visited? If so, then why aren’t you doing this with your B2B Facebook posts?
Social media is all about creating dialogues and connecting with customers. Tagging well-known industry experts brings them into the conversation and offers readers new perspectives. Tagging your own followers is a great way to interact with customers and make them feel appreciated by your brand. Doing so gives readers more of an incentive to comment on your posts if they think you might answer them back.
Facebook’s tag and mention options allow you to pull people into your conversation and make them feel included. This is a great way to involve your customers and get them talking with you.
For example, a higher education institution might tag a student who was recently nominated for an award in his or her field and offer a hearty congratulations. This gets followers talking and shares the good news with other who might not be aware.
4. Focusing on selling rather than generating leads
One of the biggest misconceptions about Facebook marketing is that it’s all about selling, selling, selling. If you’re not generating sales from your Facebook marketing endeavors, then you’re doing something wrong.
The truth is Facebook just isn’t a good marketplace for selling your products and services. Facebook and other social media platforms are about building solid customer relationships and improving your brand. People come to Facebook to talk, not to shop, so if you’re focusing on getting people to buy your products on Facebook, then you may be wasting your time.
Facebook can be one of the most useful tools for generating great leads and nurturing them. By capturing email addresses, you build your database and expand your reach to new customers. Once you have them, you can begin marketing directly to them through Facebook.
As your leads become more invested, you can pass them on to your sales team and turn them from a lead to a valuable customer.
5. Ignoring metrics data
Recently, Facebook updated its Ads Manager, giving it a whole new look that was a little overwhelming for some. The main page now gives you a plethora of data telling you how successful your ads are. If you’re ignoring this data, then your campaigns probably won’t improve, and you won’t know what works and what doesn’t.
To help you better manage your budget, Facebook now lists your total spent over the course of the week at the top of the Ads Manager page. Now you can keep better tallies on your expenses and make sure you don’t go over your budget.
There are a number of ways to break down your campaigns, ad sets and ads so you can better see their successes and weak points. Don’t be afraid to click around and pull up new reports. It may be hard to track your ROI through Facebook marketing, but looking at your metrics is a good place to start.