As technology advances, social media continues to play an essential role in enhancing relationships among people. In today’s world, you don’t have to be in the United States or the United Kingdom to interact with someone there, thanks to social media.
However, beyond being an interactive tool, social media can also be used as a B2B marketing strategy. While several social media platforms can be used in today’s world, a few are outstanding. Three of these platforms popular referred to as the big three are:
All of these three can be used as a marketing tool, but our focus will be on Facebook in this article. Credited to be one of the oldest social media platforms, Facebook is used by billions of people across the world to chat or market their businesses.
Think of that number and how much impact it will have on your business if you know how to leverage Facebook as a B2B social media strategy. Using Facebook to market your startup’s products and services is not rocket science if you can work with these tips.
To make the most of Facebook, you have to SMART goals.
The quality of every social media marketing strategy is always largely dependent on the goals that are set. However, it is not enough to set goals; these goals have to be SMART. What does it mean for a business marketing goal to be SMART? It has to be:
- Specific.
- Measurable.
- Achievable.
- Realistic.
- Time-bound.
With specific, measurable, achievable, realistic, time-bound goals, you can leverage the many features offered by Facebook for B2B marketing.
Do not ignore your competitors
The business world is a very competitive space as someone offers similar products and services like those provided by your business. Many of these businesses are also leveraging Facebook for their growth. It won’t be a wise business decision to ignore this competition.
To succeed in using Facebook as your B2B social media strategy, you have to pay attention to your competitors. In paying attention to your competitors, you have to ask yourself some questions like:
- How do they carry out their social media marketing strategy?
- How does their target audience respond to their strategy?
- What is something about their strategy you think needs improvement?
Providing answers to these questions will help you carve a niche on Facebook that puts you ahead of your competitors and in front of your target audience.
Keep your content detailed and original
Facebook, as a marketing tool, is largely driven by content. The quality of your content is what will stand you out from others who are offering the same products and services as your business.
First, your content has to be detailed. A detailed content provides helpful information to customers and prospects that educates and convinces them to engage with your business. Then, your content has to be unique to your brand or business. You cannot create similar content as your competitors and expect a different result.
If you want to record outstanding results using Facebook as a B2B social media strategy for your startup, you have to develop original and detailed content.
Provide some details about your business
There are times when a prospect sees a post on Facebook about a business and likes the post. Then, the person proceeds to the business page only to find little or nothing about the business that allows you to engage with it.
Facebook is a world of many options, and to make your business the best option; you are expected not to leave any stone unturned. The profile of your business on Facebook should have details about your startup, some information about your employees, and most importantly, contact information.
The secret to winning more customers and businesses through Facebook is to have a well-optimized page with relevant details.
There are several Facebook features that aid B2B marketing.
Create a unique brand voice
Think of the big brands making waves globally; you will notice that they have created a niche for themselves in the market with their brand voice. From Microsoft to Google, Amazon, and Apple, there is something about the voice of these brands that is unique.
Creating a unique brand voice is essential when using Facebook for B2B marketing strategy for your startup. There should be something unique about your brand that immediately tells your audience it’s from your brand when there is a post.
Engage in strategic partnership
Many brands on Facebook have invested years and resources into building a reputation that precedes them. Many times, trying to compete with these brands as a startup might lead to frustration.
Instead, an excellent way to go about this is to consider entering a strategic partnership with other brands. By doing so, you can leverage the reputation and goodwill of established brands to pitch your products and services to other businesses.
Remain consistent through it all
In using Facebook as part of your B2B social media strategy, consistency is key. Even when you get things right with your strategy, the chances are that you may not get the desired results you want immediately. It will take staying consistent with your strategy to hit your goals eventually.
Now, remaining consistent here doesn’t necessarily mean you should be rigid. Facebook itself is dynamic as new features are always introduced to the platform to enhance B2B relationships. To be consistent is to keep doing what you are doing until you get the desired results you want.
However, there should be flexibility concerning how you get things done. Your business should be opened to align with the changing dynamics to maximize new features for growth and productivity.
Conclusion
Like Twitter and Instagram, Facebook is a powerful social media tool that can be used for B2B marketing. Although, beyond using Facebook, you have to go about it in a manner that produces results.
This includes keeping your goals SMART, paying attention to competition, keeping your content detailed, and having a unique brand voice. You also have to consider engaging in strategic partnerships with established brands while remaining consistent with your strategy.
References
TheBalanceSMB: What Is Social Media?
Statista: Facebook: number of monthly active users worldwide 2008-2020
KOMarketing: Facebook Best Practices for B2B Marketers in 2021
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