March 02, 2015
75 percent of B2B buyers use social media to support purchase decisions. (IDC)
83 percent of B2B enterprise marketers use Facebook (Content Marketing Institute)
43 percent of B2B vendors have acquired customers from Facebook. (State of Inbound Marketing)
As you can see from the statistics above, Facebook is where your competition is investing time and resources, and it’s where your buyers are researching their options and looking for information to support their purchasing decisions.
It’s a solid strategy for attracting new prospects and retaining existing customers, and it’s one B2B enterprises should embrace if they want to remain competitive.
36 percent of all social media referred traffic to B2B websites comes from Facebook. (Oracle)
To get started, here are the top five tactics we recommend to B2B enterprises looking to expand their reach on Facebook:
We recommend posting employee and leadership profiles, success stories, customer photos, and behind-the-scenes pictures. This type of content doesn’t directly push your products and services, but it builds user engagement and leads to increased sales down the road.
For example, let’s say your staff posts an article to the company blog about the next wave of cloud-based technology. Have your team share a link to the article on the company Facebook page, with a few sentences on what it’s about. When visitors click on the link and arrive at your site, capture their contact information and convert them to email subscribers.
Begin by analyzing contact information and buying histories to create a social profile of your best customers. Look at their location, job title, employer, and interests. Then, purchase Facebook ads that target users that fit within that profile.
For example, there’s much to gain by honing in on users who “like” competitor brands; are interested in the kinds of products and services your company offers; and are employed by companies within your target market.
To use this tool effectively, begin by analyzing your posts and identifying which ones are generating the most engagement, “likes”, comments, and shares. Amplify the posts that are performing well organically to broaden their reach.
For example, showcase a new line of sales productivity software by highlighting how it will help your target market reach their sales goals more efficiently. Or, promote an existing offering by posting success stories that focus on how customers used a particular product to achieve their goals.
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