We know you (yes, you B2B marketer) are skeptical. The social network of choice for many B2B marketers is LinkedIn. Even though Facebook is the largest social network by far (and one of the most trafficked websites overall), B2B marketers remain skeptical of Facebook’s viability for marketing impact.
- 750 million monthly visitors
- 51% more likely to make a purchase after they “liked” a brand on Facebook
- 41% of B2Bs surveyed indicated they have acquired customers through Facebook
Here are three examples of B2B Facebook pages worth reviewing:
Mike also showed a business page he worked on – Awareness Social Media Best Practices – and the key is / was content and communication (and literally, “best practices”). The page went from 0 – 10k likes in 2011 and more importantly the organization could track 22% of leads back to a first interaction on this Facebook page.
What makes these examples outstanding?
- Audience engagement
- Compelling and relevant conversations
- Encouraging the share
- No selling (direct selling at least)
6 Keys to effective B2B Facebook page development:
- Paying Attention
On paying attention: listen to people and their actions and behaviors. This is the heart of a Facebook strategy but more importantly (taking a phrase from Chris Brogan – paraphrasing) ”It’s not what you say, it’s about what you hear.”
- Why are you listening?
- Where are you going to listen?
- What are you going to pay attention to?
Silo your attention based on brand, keywords, buying signals, etc. Understand the market landscape, brand, competition, customers, influencers, buying intent phrases (situational, problems, etc), and of course, what’s happening on the page itself.
If attention is the yin, interaction is the yang. Mike outlined how to understand your extended audience, since your direct competition is not necessarily your competition on Facebook. You’re also competing with other brands, a person’s friends, family, network, etc.
At a high level, here is your extended audience and the basis for how to communicate with them:
- Broad Extended Audience – share photos and videos
- Passive – ask questions
- Moderate – consistency is key
- Active – make them champions
- Influential – guest post opportunities
Considerations for improving and developing presence:
- Use milestones
- Star and highlight important information
- Connect other channels
- Use custom tabs within your Facebook page
- Maintain consistent branding across Facebook page
All in all great examples and ideas that hopefully can sway a skeptical B2B market audience to do more with Facebook.