Facebook for B2B branding: Part 2

Tuesday, 22 January 2013 09:56

Last week we discussed why Facebook is important for your BtoB organisation; and how you can get involved with Facebook if you don’t have the resources for a full-blown Facebook page.

But what if you’ve dipped your toe in the water, seen the results and are now ready for more?


The third level of involvement with Facebook is taking a deep breath and diving right in: starting a Facebook page for your B2B business and using it nurture leads and, ultimately, drive sales.

Here’s six quick tips to get you started:

 1)      Get creative: When you are setting up your Facebook page don’t use the same old boring brand photos. Think about using something that reflects the personality of your brand and is vibrant, interesting and maybe even a bit quirky.

 2)      Be active and responsive: If a customer contacts you via Facebook they expect a response in the same way they would expect a response if they contacted you by phone or email.

 3)      Be aware that no-one will visit your page: Followers will generally only visit your Facebook page once – the first time they find you and ‘like’ you. After that, the majority of their interactions with you will be via your newsfeed. Keep this in mind when developing your Facebook content.

 4)      Run a promotion to attract ‘likes’: A great idea is to run a ‘Facebook-only exclusive’ where customers receive a special offer when they ‘like’ your Facebook page. It could be an exclusive eBook, a limited time only discount or something similar. You can advertise the promotion outside of Facebook via electronic direct mail and your main website.

5)      Cross-promote: Make sure you promote your Facebook page on your other social media platforms. Make sure you have a link to it on your website. Make reference to it on your Twitter profile page, your LinkedIn profile and your YouTube homepage and vice versa.

6)      Be interesting: Use your newsfeed to promote interesting content your audience will want to read or view. Mix it up – include links to blog posts or ebooks, videos, pictures and infographics and polls and short surveys. Don’t forget the 10-4-1 rule: share 10 pieces of content from third parties for every four links to company blog posts and articles and every one link to a direct promotion or landing page.

Facebook for B2B does have some differences to Facebook for B2C. Facebook for B2C is about increasing product awareness and driving immediate sales. Facebook for B2B is about lead nurturing: providing valuable content and building relationships. Facebook is another touch point to keep your brand front of mind during the purchasing cycle. Keep this in mind when developing your Facebook content.

Finally, we've talked about listening to what your customers are saying, and responding to feedback and inquiries – but it’s also important to watch how your Facebook followers act. The PwC Australia Facebook page is a perfect example.   At the time of writing this blog, PwC had around 14,000 likes. It posts regularly, responds effectively to inquiries and is ticking all the standard Facebook for B2B boxes. It doesn't get many likes or comments in response to its posts, but it does get lots of comments and posts on its Facebook wall. What accounts for this disparity? Job seekers. The main source of engagement on the PwC Facebook page is with prospective employees and interns. By watching how its fans interact with its content and identifying specifically what is of most interest to its fans, PwC can determine how best to leverage Facebook to meet both the needs of its business: to recruit the best employees; and the needs of its customers: to provide regular, valuable, credible information.