How B2B's Can Leverage Facebook

Posted by Murray Sye

on Wed, Mar 12, 2014 @ 07:26 AM

Facebook is the most popular social network for both businesses and individuals. Facebook's status as the dominant social network may be occasionally challenged by emerging social platforms like Google+, Pinterest and the like, but with more than one billion members, Facebook reigns supreme as the most popular social network around.

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A natural extension of Facebook's consumer popularity is that businesses are trying to leverage that user base to help them meet their marketing goals. And for many, it's working. Recent data reports that 41% of B2B companies and 62% of B2C companies have acquired a customer from Facebook.

That being said, learning the nuances of various social networks can be tricky and time-consuming, especially considering how frequently they add, remove, and modify features. Here's a few tips for all you business folk trying to get ahead on Facebook.

First things first: Create a Plan

1) Quantify your goals: Use your current Facebook analytics to determine goal target click-through, prospect to contact, and contact to customer conversion rates. Having set numbers will allow you to easily analyze your results.

2) Review your buyer persona: In order to increase your number of customers through Facebook, you need to be reaching the right audience. Study up on who your ideal audience is and the best ways to target them.

3) Create a unified campaign: What you do on Facebook should go hand-in-hand with the rest of your marketing in order to maintain a cohesive brand image that resonates well with your audience. Make sure what you're posting and offering on Facebook is integrated into the rest of your marketing efforts.

Create a content calendar

Creating high quality Facebook posts and offers requires time that you may not have. The solution to this is to create a content calendar that includes what you want to post and when you want to post it to Facebook. Use a social media publishing tool to automate your posts. This will help ensure you have a consistent flow of content being published, even when you're at your busiest.

Your calendar should include everything from specific offers to industry information you want to share with your fans. Don't forget to schedule posts that promote your latest blog content. Your goal should be to publish diverse content as frequently as possible without sacrificing quality.

This way you can focus your daily efforts on working leads, interacting with fans, creating new posts, and monitoring your analytics.


Taking fans from Facebook to your website with quality content

People are inundated with emails, Facebook posts, and tweets, and need a good reason to visit your website. The most effective way to drive traffic from Facebook is by providing them with the high quality content that they want to read. This will not only get them to your site, but it will keep them there, and coming back. With all the noise on the internet, how do you make content that will stand out and reel the reader in?

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Here are a few tips:

  • Use images to make your content visually interesting.
  • Listen to your audience and write what they want... it's not all about you.
  • Include data to prove your point and give you more authority.
  • Provide examples so your audience is able to easily understand your point.
  • Make sure your content is relevant to your industry. As much as people enjoy your humor, they're there for specific content.

Link back to your website

While having a lot of Facebook fans makes you look great, it doesn't directly impact your business growth. That's up to you. Once you have your content, it's time to use that to entice your audience to go past your Facebook page and spend time on your website.

The best way to do this is by offering an irresistible call-to-action (CTA) that takes a fan from Facebook to a landing page. This opens up the opportunity of turning that prospect into a contact simply by providing an offer. Post a variety of offers, from limited time promotions to content to specific product details, to ensure you're engaging people at all stages of the buying process. Just make sure the offer you provide is aligned with your business goals and brand identity.

It's absolutely crucial to have links to your external site on Facebook. While memes and other images are great for developing a company personality, they don't move people through the marketing funnel and turn them into customers.

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Flickr Photo Credit: by Marco Pakoeningrat

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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