By now, your B2B company is probably sold on the importance of social media. It may even be a cornerstone of your marketing strategy. However, if you are like a lot of B2Bs, you may be weary – or wary – of creating a presence on Facebook. It’s not uncommon for B2B marketers to question the usefulness of the social network, because they are hesitant to invest time and energy into something that, at the end of the day, may not be worth their time.
Let this be your warning: by ignoring Facebook, you’re turning your back on the opportunity to interact with more than 1 billion users. It almost sounds silly when you look at it like that, right? You may argue that your intended audience isn’t on Facebook, but that simply isn’t the case.
Of course your audience is on Facebook. They may not view Facebook as a medium for business, but they certainly have a presence, and you should too.
Here’s how you can use Facebook effectively:
1. Integrate it with the Rest
The first key to properly using Facebook is to integrate it with the rest of your marketing campaign instead of treating it as a standalone strategy. This will enable you to reach broader business goals as it will supplement the campaigns you are already running.
Post SlideShare presentations or event links to Facebook. Share your email marketing campaigns and other helpful material.
2. Don’t Talk Like a Business
The second key is ensuring you use Facebook the right way by humanizing your company. Remember, people use Facebook to connect with family and friends, and to find entertainment. They’re not usually there looking for business. You need to craft messages that align with those habits. According to Jason Miller, Marketo’s social media strategist, “humor is vital” to making Facebook work.
B2B companies that can make a prospect laugh are using Facebook exactly right. It’s about showing a lighter side and maintaining contact with your key audience.
The Personality Effect
When you boil it down, Facebook is an opportunity for B2B companies to show their personality. Because of Facebook’s casual, visual environment, it can’t be treated like other channels where the goal is closing a deal. It’s important to use humor and a relaxed tone instead of driving home the hard sell. By keeping in touch with prospects on Facebook in an informal and fun manner, you are ensuring your company is top-of-mind when it comes time for business decisions.