How B2B Businesses Can Reach More Customers on Facebook
Marketers have found Facebook to be the preferred social channel for B2B decision makers. 1 in 4 B2B decision makers cited Facebook as their preferred social media platform when seeking information on a purchasing decision, ranking it ahead of LinkedIn and Twitter.
Because B2B decision makers spend so much time on the network, they are building strong networks and also engage more deeply with the content they encounter. The average time a B2B decision maker spends on Facebook is 74% higher than the average person. This means there is a significant opportunity for B2B businesses to reach and engage with potential customers on Facebook.
Read on to learn best practices for reaching more of types customers on Facebook.
It’s very important to be consistent with your content on Facebook or any social channel for that matter. Finding a cadence in your posts keeps your brand’s personality and DNA in front of your audience; it boosts your authority and increases engagement which in turn will help you win more customers.
To be more consistent, create a content calendar where you map out what days you will post and what content you want to share. You don’t have to write exactly what you will post each day, just a general description. Keep it simple. For example, you decide you want to post to Facebook three times a week. On Monday, you will post a curated piece of content (an article from an industry publication that can be chosen on Monday or the weekend); Wednesday you will share a photo from your office potluck lunch and Friday you will find an infographic to share. Some of these posts can be set up ahead of time, others will have to be created and posted on the same day. If you have a calendar set up, then you know what to expect for the day and week which will keep you organized and consistent.
Facebook gets over 8 billion average daily video views. 8 million!! And 100 million hours of video are watched every day. So if you want to reach more customers, consider posting videos to your Facebook page.
If you need some video ideas, take a look at your current content, planned and existing to see if there are blog ideas that can be turned into video posts instead. Here are some ideas to get you thinking:
- Record an interview with the CEO of your company
- Give a demonstration of how your products work
- Answer the number one question your customers ask
- Interview employees and ask what they love about working at your company
- Make a video that explains what makes you different. You can see BK’s here.
Consider Facebook Advertising
Facebook advertising provides targeted options that can directly reach B2B decision makers, beyond your business’ organic following. And you don’t have to be connected with them in any way in order to get your ad in front of them, which makes this tactic very effective in reaching new customers.
Facebook allows you to target very specific groups. Below are some of the categories you can choose to target:
Industry: Find users who work in or have browsing habits that align with your industry.
Job Titles and/or Seniority: Put your ad in front of users with the power to buy or those who influence decision makers.
Interest: Target users based what they have shown interest in while they’re online.
Business Size: Target users who work for businesses that might need your B2B product or services based on their business size.
B2B decision makers spend a lot of time on Facebook, giving B2B businesses a great opportunity to target them with their marketing. The goal is to build relationships with your following, making the sale easier and more efficient. You likely won’t see the ROI right away, but in the long term, the benefits are worth it.
Also, check out our B2B Guide to Instagram.