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Until now, my colleagues and I discounted Facebook as a viable awareness platform for technology companies selling B2B. But with Facebook’s “Preferred Page Audience” feature you can put your Page in front of people who matter to you most.
For example, one of our technology clients sells business continuity management software and professional services. Facebook manages trending conversations with their specific interests that matches the clients’ audience such as: Disaster recovery, Incident management, Business continuity planning, Emergency management, Enterprise risk management, and more.
(Let me note here that your use of Facebook still needs a content plan, and a commitment and resource for frequent upkeep like any platform in your company’s social media strategy. If you can’t support, don’t pursue. It looks bad for your company if you spin people up to “Like” you, “Follow” you, “Share” your posts, then you go dormant and reappear when it’s convenient for you. It’s hard to get them back.)
Best ways to use Facebook for B2B
Companies who sponsor or attend trade shows, speak and industry conferences, present webinars, host special prospect and customer venues, do a lot of staff recruiting, participate in community events, and/or take on Philanthropic endeavors can help demonstrate that that are:
- Connected in their industry
- Fun and a good place to work
- Advancing and staying current
Your corporate website can’t often show the human side of your business.
(If you have pictures and commentary from past events, Facebook allows you to “Backdate” to your Timeline/News Feed—typically 2-3 years. This helps make your Facebook debut look more substantial.)
Key takeaway: Like LinkedIn, YouTube, Twitter and Blogging, Facebook has become more defined for companies selling B2B. However, Facebook should be viewed as a secondary social media channel for B2B. Creating a Facebook Page may be another option to consider for your social media strategies if used the right way. It can help you reach new audiences and those who know you, but you should continue to feed content and directly drive your customers and prospects to “Like” your Page in your outbound marketing.