7 Tips and Best Practices to use Facebook in B2B
74% of Internet users use Facebook for business purposes. 46% of B2B marketers also use it: which is higher than the LinkedIn figure (33%). Astonishing, isn’t it? In reality: yes and no. If Facebook is often associated with B2C, it should be understood that it remains the most used social network globally.
Your professional clients, regardless of their position or sector of activity, certainly have a profile there. So, how to communicate with them in a space often reserved for those close to them and their passions?
Here are seven tips to better use Facebook in B2B!
1. Focus on interaction
To be successful with your Facebook marketing strategy, you need to interact with leads and customers. Therefore, the platform remains very focused on dialogue and sharing.
Interact with your community by asking questions and commenting on content posted by other users or experts in your industry. You can also organize Live sessions to create a close bond with your audience.
2. Use Facebook Ads professional criteria
Even if Facebook is considered a B2C social network, its advertising tool offers professional targeting criteria, such as the position held, the diploma obtained, the company, or the sector of activity.
Therefore, you can use the buyer’s persona built for your other marketing campaigns and apply them to your Facebook Ads campaigns.
For example, if your typical client works in a real estate agency, you can target people who have informed certain large companies in the real estate sector in the “Employer” section of their profile:
3. Generate qualified leads via Messenger
Facebook Messenger is a particularly effective tool for humanizing your business to engage your audience (as advised in point 1).
You can :
Add a welcome message when a user contacts you privately.
Provide a tunnel of typical questions/answers to quickly respond to your prospects and customers via Messenger, as in this example of Mailify:
Take advantage of Facebook Ads by adding a “Send a Message” call-to-action to your ads, like here:
These best practices will promote dialogue with your leads. However, professional clients need to speak with an expert before making a decision.
You can also offer them additional content according to their needs and send them to your landing pages so that they leave their contact details. This allows you to turn Facebook into a lead machine!
4. Optimize the Videos tab of your page
Video is a format that generates engagement on Facebook, even in B2B. So turn the “Videos” tab into a veritable mine of information for your prospects! Especially since Facebook now allows them to be classified into playlists, as this example from Hubspot shows:
Take the opportunity to add content that enhances your business, expertise, and products/services without neglecting the valuable content to the customer.
Give each video a clear and captivating title. The goal is to help prospects find content that matches their needs to get them to subscribe to your page.
5. Recruit leads via Facebook Ads
With Facebook Leads Ads, you can add a form to your ads. It is the perfect format to promote your events (webinars, conferences, training) and your downloadable content (white papers, checklists).
To create a form ad, select “Lead Generation” as the campaign objective.
You can then create a personalized form to fulfill your objectives:
6. Use the registration form for your group
Groups are popular spaces for discussion among professionals. What you can do is create your own! Start a Facebook group related to the issues encountered by your prospects and customers to interest them.
However, make the registration conditional on filling out a form. Ask questions that will help you get to know the prospect better and ask for their email. This will allow you to enrich your prospecting database.
7. Optimize the links of your publications
Facebook checks the quality of the links published to rank them in the feed of your subscribers.
For example, the social network prioritizes links that lead to pages that load quickly. It also considers the number of users who click on the link and then engage with the post. If many users engage after seeing the content, it’s a sign that they found it exciting and relevant. Facebook will therefore raise your post in the news feed.
So make sure the blog posts and landing pages you share are of great interest to your audience. Also, think of the call to action! Encourage your community to visit the link, then share the article or leave a comment.
The great thing about Facebook is that you can engage personally AND professionally with your audience. With these tips, you can optimize your marketing on the platform to communicate differently with your potential and current buyers!
Need to boost your visibility on social networks? Contact my team at ufound!