Everyone is on Facebook and obviously, marketers tend to market heavily. For B2C marketing, Facebook has proved indispensable. However, for B2B marketing, it is more than struggle.
Causative factor for Facebook’s unpopularity with B2B is that marketers consider B2B and B2C same. Enticing average user is simple while luring businesses is difficult. Therefore, within a B2B campaign (on Facebook), some change in etiquette and beaten strategies should be implied.
Forget numbers:
A common statement boasted by most marketers is the number of fans. B2C campaigns tend to have higher fans due to wide range of customers. B2B campaigns, on the other hand, have limited interested candidates. Therefore, B2C campaigns have larger fan base in comparison with B2B. On average B2B campaigns, generally have fans within the range of thousands. Hence, forget focusing on numbers.
Display ‘Like/follow us’:
Gaining fans for B2B is another struggle. It is possible for a whole year to reach 100 fans. However, the process can be boosted. The trick is focusing on Facebook alone. With several social networks, building reader base has turned into challenge.
Emails, video marketing, Author Bio are some common places to market Facebook page. Use footer of your blog to place Facebook like or follow buttons.
Interesting fact: Footers have more conversions than sidebars.
Design and customization:
Facebook allows uploading of cover image. Design covers that depict rightly your business. The cover should not just represent brand but should also sell. A cool example is the brand page of Mari Smith. Below is a screenshot:
The page as you can see is simple and yet depicts the uniqueness, which helps in better conversion.
Don’t just Share:
Sharing is just the beginning of conversation. You need to converse ask questions and understand the needs of fellow business people. Every post or information shared should either solve a problem or induce fans to spill their problems, which later can be used to solve. B2B campaigns work solely by solving problems. You will be looked upon as a solution provider and eventually leading to more sales/order.
Create a Support page:
The idea of marketing on Facebook is ease customers’ effort irrespective of whether it is a purchase or support request. Most successful brands have succeeded in B2B marketing by creating separate page for everything. They have a different landing page, followed by support, sales, and testimonials page. If need arises you can always come up with other pages.
Special offers:
Nothing beats special offers. It can be contest, discounts, free trials or any other offer. However, for B2B campaigns trial offers work the best. Trial offers are loved by business people because they get to test the product or service.
Build Trust:
Though it is your page, at times it is necessary to share informative post by other businesses within the industry. This increases trust within the fans eventually increasing brand trust.
I am not implying that B2B marketing over Facebook is easy. However, by following the above-mentioned methods and with a little creativity one can execute a successful B2B marketing over Facebook.
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