You may be asking yourself, ‘in the year 2021, is Facebook really all that useful for B2B marketing? Didn’t it have its heyday back in the early 2010s?’ To that, we’d say, no way! Are you kidding? You’re a B2B marketer and you’re under-utilising the platform with the most active user base on the whole internet? There are 2.6 billion monthly active Facebook users. That’s a billion with a ‘B’.
Whilst Facebook might have a reputation for being primarily B2C-centric, you’d be surprised that Facebook is overwhelmingly used for business. 74% of people use Facebook for professional purposes. Comparatively, 46% of B2B marketers use Facebook as their primary. Almost half! If you take a look at Social Media Examiner’s industry report, you’ll find that Facebook is still the front runner, despite LinkedIn taking a close second at 33%.
Facebook is undoubtedly an essential channel for B2B marketers in 2021. If you’re not already up to date with Facebook’s latest best practices, it’s time to take a seat. We’re going to talk you through some of our favourite social media marketing strategies.
Valuable Video
Using video really is a no-brainer when it comes to Facebook. Any marketer that’s used Facebook understands videos generally increase reach and engagement far more than their flat asset counterparts. It’s such a successful medium that every marketer should be including video at least once every 4 posts.
Short, insightful bursts of information. Interviews with thought leaders. Longer explainer videos. Customer testimonials. Employee testimonials. No matter what kind of content you post, people are far more likely to stop, watch and retain information in a video format. Even adding animation or a .gif to an otherwise static post is a great way to boost engagement.
Candid Content
Here’s a shocking statistic for you: There are 8 million active advertisers on Facebook, the vast majority of which are small and medium-sized businesses. When you’re surrounded by ads and content from businesses, you need a way to differentiate yourself from the rest. Our suggestion? Strip back the polish.
Now more than ever, audiences care about authenticity. They can see through the glossy stock photos. If you want to stand out, try showing the company as it really is. Maybe the kitchen is a bit messy, and maybe someone has a stain on their shirt, but that doesn’t matter. People connect with these little imperfections and respect honesty. So, ditch the polish. Authenticity should be at the centre of your content.
Facebook Live
Streaming has taken the world by storm over the past few years. Whilst platforms like Twitch remain for dedicated streamers, Facebook Lives are a great alternative for businesses that want to jump onto the streaming trend without shifting their audience to a new platform.
Streams are so popular and powerful because of the personal connection developed between streamer and viewer. It builds on the idea of authenticity and fostering a community around your content. It’s also a great way to make a lot of content. If you’ve recorded your Facebook Live, you can re-upload it to other platforms, cut up some key quotes into sound bites or post the best quotes onto a stylised asset. Overall, streams are an off-the-cuff way to build a personal connection and a great way to create a range of content.
Supporting Sales
The role of any B2B marketing team is to support and aid the sales team in their endeavours. That’s pretty obvious, right? So, how does Facebook come into it? Loads of B2B marketing and selling is done on LinkedIn. It’s an easy way to form connections with professionals and begin the sales process. Has the sales team ever considered using Facebook to close the sale, though?
It’s great to start your professional relationship on LinkedIn. It’s a hub for professionals that are anticipating collaboration. Reaching out on Facebook, after you’ve established a rapport on LinkedIn, changes the tone of the interaction. As we’ve said too many times now, Facebook is a great place to build a personal connection. It’s more casual than LinkedIn. You use it to keep up with old friends and family. When you reach out to a professional about a sale on Facebook, the bindings of professionalism are stripped away. It creates a much better environment for selling. That’s why Facebook is a fantastic platform for creating and nurturing professional relationships.
Those are only a few of our favourite Facebook techniques. If you’re looking for some more in-depth information on Facebook marketing, or social media marketing in general, take a look at our ultimate guide to social media marketing. Or, book a free consultation with us to upgrade your B2B digital strategy with campaigns that deliver.
