An overwhelming 71% of online adults use Facebook, as this this Pew Research study shows, making it the largest and most popular social network. Because many consider the platform to be a place for family photos and other social engagements, B2B marketers sometimes wonder if it’s right for them–especially in light of this year’s organic reach decline. Now that business pages essentially require posts to be paid to be visible, is Facebook worth the effort for B2B?
Despite the fact that the platform is mostly known for personal social interactions, Facebook is a surprisingly great fit for B2B relationship building. After all, the employees and B2B buyers that companies need to target most likely fall in the overwhelming 71% of adult Facebook users. If you’re a B2B marketer wondering how to leverage the network’s strengths in your efforts, here’s a tip that might surprise you.
Facebook is the perfect place for technical B2B companies to show their human side. By highlighting company culture, internal events and the real people who make and sell your products, you enable your company to attract clients as well as employees. Believe it or not, showing off your positive culture can even help sell products and attract leads. Here are three ways Facebook can work for you:
Chances are, your company has great events and holiday celebrations for employees. Facebook is the perfect place to show that B2B companies are just as fun and engaging as any other. This helps engage current employees and increase happiness and productivity. Best of all, it shows your internal style to potential recruits and job candidates who will strengthen your team in the future.
B2B buying teams include multiple people and many touchpoints. Why not put your product in front of them while they browse Facebook over lunch? Advertising on Facebook is comparatively inexpensive, and its targeting capabilities are advanced. It will be easier than you think to engage professionals in your niche. Engaging photos and product descriptions, especially with a small paid sponsorship, have the ability to go far.
Facebook is the perfect place to integrate personal and professional behaviors, since those lines are becoming increasingly blurred anyway. With the help of a few customer advocates, build a customer appreciation or help forum on Facebook. If people love your product, they’ll love to discuss ways to use it effectively with other users. Facebook provides a photo-friendly, accessible platform for them to do just that.
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