21 Sep 10 Essential B2B Facebook Marketing Strategies
Cracking the B2B Facebook marketing code may seem tough. I get that. But with a little effort and the right strategies in place, Facebook marketing can absolutely help you reach your goals.
Before we dive in, I want to point out one very basic strategy that I did not include in the below list.
Do not share text-only posts. Only share images and videos with text that explains what’s going on and why they should care.
Now that we got that out of the way, here are ten essential B2B Facebook marketing strategies.
1. Stick with it!
You know your audience is on Facebook. You created a list of topics you’ll be regularly sharing. You built out an editorial calendar. You are ready to get going, and you’re thinking, “This had better work.”
Once you start, stick with it. It can take six months to one year to see solid results. Facebook marketing is a long-term game. While it would be great to hit your goal within 24 hours, you probably won’t.
2. Align Facebook marketing with your overall marketing strategy
Cross-promoting across channels will help your overall marketing strategy be more successful. At the very least, you will reach more people. In the best case, you will generate more leads and drive higher sales.
Let’s say you’re hosting an event. Create an event on Facebook, invite your fans, and post live video and photos during the event.
Maybe you just launched a new service. Run a promo on Facebook with special introductory pricing that is only available to your Facebook fans and their friends.
3. Boost valuable content
You don’t need to boost everything you post on Facebook. If you do, your ad budget will blow up and you’ll have very little to show for it.
Instead, focus on boosting your most valuable and helpful content. It’s the stuff that will build awareness, capture leads and drive sales. Boost your new ebook, a ground-breaking report, how-to videos, contests, sales, and promotions. Give away your knowledge for free so you can get a foot in the door.
4. Use a CTA with boosted posts
Facebook allows you to add call-to-action buttons to boosted posts. Use them! You have six options: Show Now, Book Now, Learn More, Sign Up, Get Directions, Send Message.
When you add a button, make sure the landing page on your website is in top shape. You want to easily capture a prospect’s information or make a sale, not confuse them!
5. Create solid ad audiences
Facebook lets you target people based on:
- Demographics: Age, gender, relationship status, education, workplace, job titles
- Interests: Hobbies, who they follow
- Behaviors: Purchase behaviors, device usage, what they frequent
As you create an audience, Facebook will tell you if it’s too broad, just right, or niche. Your sweet spot is the people who are actively interested in what you have to sell. The easiest way to find them is to target by who they follow, what they frequent, and where they spend money.
6. Share behind-the-scenes photos
It can be hard to find fun and engaging content to share on Facebook if you’re B2B. One trick that always seems to work is sharing behind-the-scenes photos.
Maybe you travel to big cities for work or have a swanky home office. Perhaps you let employees bring their dogs or kids to work. Once a month, you might host a potluck or order in food for lunch.
Think about what’s going on around you and use your daily life as inspiration. It might be same-old-same-old to you, but it’s brand new to someone else.
7. Pick one filter to use on all photos
This might sound like a small detail that doesn’t matter, but it’s actually a big deal that matters a lot. Having a consistent look allows people to spot you in their news feed. It’s also reassuring – they know what to expect from you – and that builds trust.
It doesn’t matter what filter you choose, as long as it reflects your brand and the visuals you already have on your website.
8. Hold a contest
People love to share, and they love to win stuff. A contest will help you broaden your reach and build a larger community on Facebook. Make it simple to enter – they have to like your page and submit something. It could be an idea, photo, caption for a photo you provide, etc.
But the kicker is the prize. Cash is king, always. Unless you manufacture and sell luxury goods or services, offer a Visa gift card as the prize.
9. Include contact information in About
You’re doing a lot to engage people on Facebook, so don’t throw up any barriers that prevent people from contacting you. That means it must be easy for people to reach you from your Facebook page. Include your website address, phone number, and a general email (like firstname.lastname@example.org) in the About section.
10. Track your metrics
You could certainly check Facebook Insights on a daily basis, but that’s a bit obsessive. Facebook will send a weekly update via email. Take a look at that, but then dive into your stats on a monthly basis. That’ll give you a solid overview of what’s working and what’s not.
At the six-month mark, look at where you started and where you are now. You should see steady, upward growth in engagement and reach.
Still not convinced you can master B2B Facebook marketing?
Shoot us a note – we’d love to help!