Facebook is considered the world’s largest and most used social networking site with over 1 billion active users. Facebook is a vast platform, where you are allowed and motivated to connect with everyone. You can use Facebook to your benefit by maintaining healthy relationships with your target audience. This increases your chances of earning higher revenue through the internet. Furthermore, Facebook helps you to increase your brand value and social media presence. If used with the right approach it can earn you leads. Here’s your go-to guide as to why and how Facebook is an effective tool for B2B marketers: what to share and what not to share on Facebook.
Why is Facebook an effective tool for B2B marketers?
With Facebook’s advanced targeting measures, it is starting to win over resistant B2B marketers. You can select your target audience depending on demographics like age, gender and location, and many other affinity-based targeting options. Further, you can use Facebook ads to attract these targeted prospects when they turn to Facebook.
A well-maintained profile can build up your brand. Facebook provides an opportunity to get your content in front of the audience, which will enable readers to notice you. This will eventually lead to an increase in B2B leads as well. Thus, the universal adoption of this platform among businesses has made the platform an essential key in any marketing strategy.
Still, have doubts? Give these five key reasons a check:
- Popularity
Facebook is one of the most used social networking platforms on the Internet, so it is tough to begin a serious social network marketing campaign without a Facebook account. Facebook will help you activate your brand funnels. In brand-building, Facebook plays an important role and affects all stages, enabling the opportunities to measure, learn, and repeat. If you don’t look at solidifying your brand presents itself, you’re going to miss out on opportunities. If you’re looking to map out an amazing branding strategy for 2020 and beyond, Facebook is definitely worth it.
- Groundswell Support
The conclusive aim of a marketing campaign is to influence the leads to become clients. However, targeting these leads directly is not the only way. The final decision may belong to leads, but they are surely influenced by the perspective of their rank and file employees. By marketing to regular employees on Facebook, you can build indirect support for your products and services.
- Increases online presence
If a business wants to integrate social media strategies into its marketing strategy, then creating the presence on Facebook is very important. Facebook provides you with an interesting opportunity to network with interesting users. You need to promote your business page. Start by making people aware of your business. Connect with current and new customers by growing your page’s audience. Tell your friends, families, and employees to share your page. Post in groups related to your industry. This will help you reach your community. Not only sharing but increasing engagement of your community is also very important. To increase engagement comment on other posts and in groups. Engage with content across Facebook to make yourself noticed. Share content that is relevant to your business so that people who follow your page find it informative and useful.
- Targeting
Facebook has the highest targeted advertising capabilities compared with any of the social networking platforms on the Internet. It allows you to target your marketing efforts at specific businesses, their employees, or professionals. These can be simple ads or material to tempt these professionals to start looking at the content on your Facebook. If they find the content interesting, informational, or helpful, then they may start following the page. This publicity builds intimacy with your business’s reliability and proficiency and builds a pathway for more direct marketing efforts.
- Grow email subscribers
Email marketing is one of the most effective types of digital marketing. But, You need email subscribers to generate business. Some of you might think of paying for an email list but it is not the right way to reach people who will actually care about what you have to say. And according to spam laws, it’s also illegal. Facebook plays an important role in promoting your strategies to build an email list.
You can use Facebook ads to grow your email subscribers rapidly. You can begin by developing an email marketing plan. Furthermore, you can select lead generation as your campaign and choose your target audience. The main goal here is to collect email addresses. But Facebook will let you choose additional information to ask for in your ads.
What to share on Facebook
- Events
Depending on the voice of your brand, touching on an event might be a sure shot way to generate interaction with your followers who may bring you some business in the future. But, if you wish to talk about current events remember these 2 warnings:- Never get political unless you have a political brand or your business is directly affected by a political decision. Otherwise, you could end up distressing some of your followers irrespective of what you say.
- Always be sensitive and empathic. Don’t try cheap tricks where you turn a tragedy into a pitch for your company.
- Inspirational quotes and images
Sharing inspirational quotes and images on Facebook might sound like an old chestnut but they are perpetually popular for a reason. People like to feel motivated and entitled, and they want others to know about it. By posting an inspirational post or image once in a while, you can influence a bunch of people to share it with their friends.
- Informative videos
A solution that helps people believe in a cause is important, for instance, a vegan protein substitute. These posts are particularly in the form of videos that describe the problem and illustrate a solution. If you’re involved with a cause through your business, consider creating engaging, helpful, and informative content to explicate the problem and how that can be solved.
- Promote content
If you’re consistently posting content on your website, you should take the time to promote that on Facebook. But, only one warning, don’t overdo it! If you overdo it you will be portrayed as too robotic. Here are few tips to stop this from happening,- Always add commentary with the links you share. Try to engage a discussion about the content you’re sharing. Ask other followers to share their experiences.
- Don’t share more than 1 blog post on your Facebook page per week. Your followers will quickly tire of seeing your blog post links frequently.
- Share when your followers are most likely to see and engage with the post. You can use Facebook page analytics to find what is the best time to post.
- Showcase How-To Videos
Showcase all how-to tutorial videos. Make sure to understandably classify each one so that the viewers know what it is about. You can put teaser videos, explainer videos, or instructional videos. Facebook can accommodate some enduring content like these videos, so when someone searches your company, they quickly find a video answer.
What not to share on Facebook
- Individual’s personal information
Facebook is a social platform that is used for both business and social networking. It is never a good idea to even put hints tied to one’s personal and financial security. Never post numbers, home address, birth year, mother’s name, or any such information that can potentially reveal one’s identity.
- Political or Religious Beliefs
Brands should avoid talking on political and religious beliefs on Facebook. This is a very sensitive topic. Talking about political or religious beliefs may divide your customers. You never know who may take it offensively. Customers might think your brand is unfocused and might deflect from your brand message. You might end up betraying the purpose behind why people followed or subscribed to you in the first place, and they may become angry and unfollow you. Not only this, but such posts will have a negative impact on your brand’s ability to attract and retain customers and partners. It might make your brand stand out in the marketplace in a way that was unwanted.
- Random pictures
Social platforms are good to share pictures but it depends on which pictures are worth sharing. Focus on your brand and have a personality. Remember your leads are also following you. It’s never good to post photos that give the wrong impression of your business. Posting a picture of your entire staff at a retreat, or celebrating an award seems worth it. Not just simply doing the daily grind. It can make it look like you never work but only have time to post pictures. It’s never good to post photos that give the wrong impression of your business.
- Offensive jokes and posts
Whether it’s obscenity or a dark joke, don’t risk a tricky situation later by posting something offensive. While it might seem funny at the time, it is not worth the risk of displeasing followers, friends, or even that boss that you forgot you friended.
- Personal attacks
While your social network might feel like a safe place to complain and take a revenge on a co-worker or a competitor, don’t ever vent your frustrations and anger on Facebook. Personal attacks and bad-mouthing will reflect your brand personality and leads will also refrain from working with you. Facebook is not the place for rivalry. Calling someone out online, even if you don’t name them directly, can ruin the relationship. And seeing you attacking someone personally can be a good reason for the rest of your followers to stop trusting you and unfollowing your brand.
The year 2020, an era where everything has moved to the digital world especially after COVID-19. These days you share your joys, sorrows, pictures, videos, and everything on Facebook. But, the content you post should reflect your business personality and goals. Whenever you plan to optimize your profile and share your content remember the pros and cons of it. Unlike LinkedIn, Facebook is not just a professional platform. It is a platform that is used to build both informal and formal relations. Use the social networking site for building connections, increasing productivity, generating leads, and being perceived by the target audience.
