Facebook for Business-to-Business

28

Nov

2011

Luke Wakefield
0 Comments

By Luke Wakefield   

There has been a growing trend by companies starting to use Facebook to communicate and build relationships with their customers and potential purchasers; this has been predominately in the Business to Consumer area (B2C). Can Business-to-Business (B2B) companies make use of these powerful social media platforms? Yes they can...

There has been a growing trend by companies starting to use Facebook to communicate and build relationships with their customers and potential purchasers; this has been predominately in the Business to Consumer area (B2C). Can Business-to-Business (B2B) companies make use of these powerful social media platforms? Yes they can. 

There are a lot of B2B companies using Facebook successfully to engage and build relationships with both existing customers and potential buyers but if you are one of those companies who are not sure how to or where to start then use these 5 tips for using Facebook Fan Pages for your business. 


1. Get Conversations Going – Rather than simply pushing out news and updates to your audience, spend time understanding the problems potential customers face. Search online using keywords (Google’s Keyword tool is great) and monitor other social tools like Twitter to find out current problems your target audience is facing. Be a resource to potential customers by providing content and insight that will help them alleviate the problems. 


After establishing a relationship, encourage fan page followers to provide input on the content being shared. Ask questions of followers and use responses to create content that will keep them connected to you. 


2. Community Building – Create opportunities for fans to come together and share positive experiences with each other. The best fans are happy customers already engaged with a B2B company’s product or services. Highlight success stories on the page and let followers see the value provided to similar companies. Should there be a negative comment, which scares many B2B companies, address it with understanding and sincerity. In most cases, transparency and listening go a long way in stemming off negative feedback. 


3. Building Quality Relationships – B2B sales often involve a greater commitment than simple retail transactions. Sales cycles can be long so remember; you’re more likely to do business with someone you know. Facebook is a place to let your brand personality through – let them see who you are. Putting a face to a brand it is possible to position your brand as a resource that will be the first call for that follower when the time comes to make a purchase decision. 


4. Cross Promote – Use Facebook as an outlet to share interesting content that’s been created elsewhere. B2B companies should consider re-purposing photos and video from promotional materials or industry events. Don’t assume that if a message has been shared in one channel that it needs to be retired. 


Connecting a blog feed to Facebook will increase the likelihood content will reach prospects through another social channel. By connecting and cross-promoting, a B2B blog will reach the walls of current fans and potentially new contacts if that information is shared. 


5. Share – Content that is interesting or fun will be shared more widely than a bland corporate statement. This applies to companies of any size or customer focus. Providing a list of copy-heavy pages is not going to help reach new targets because nobody is excited to share boring content. 


Be creative and understand that humor, visual appeal, and brevity all increase your chances of having your content move through Facebook. A short video can convey a lot about a company and its culture. Companies that create content with sharing in mind are able to extend the reach of content significantly and build memorable connections for potential customers. 


Facebook marketing for B2B companies comes down to building meaningful relationships.


About the Author.

Luke Wakefield


Hi, I’m Luke and I work closely with new and potential clients to ensure we understand exactly what’s required or advise on how best to solve any current issues. With both an Engineering and Design background I enjoy problem solving and planning out sites that then become a reality. It’s extremely rewarding to see ideas come to life and know that we’ve made it happen. I also manage much of the growth and development of the business and find that my experience in overcoming our own challenges allows me to relate extremely well with existing and potential clients.

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