There is much discussion in the B2B marketing community about Facebook and it always includes lively debates on ROI. There are some B2B companies with notable success and proven ROI (like Dell), but there is much more still to learn before Facebook will become a revenue generating machine for most B2B companies.
If you want to test and see if Facebook might be a good for your business (we’re big on testing here at Launch!), here are a few steps to consider. Of course you’ll want to take these steps after you’ve already built up your fan base a bit and are engaging regularly with them (such as posting two to three times a week, adding pictures or videos, asking and responding to questions, conducting surveys, etc.).
1. Start with your fans and offer promotions or discounts available only to them. Need some ideas? Visit facebook.com/sprinkles (yes, a B2C example but a good reference!).
2. Create a page post ad targeting your current fans so you can increase your reach with your existing fans three to five times over. Choose the most recent or a specific post that you want to highlight.
3. Experiment with Facebook ads and test different images and ad copy for them. In fact, it is recommended to test five to 10 different combinations to see which one performs best. When you get it right, that just means it is time to change things up again – Facebook ads go stale very quickly [as in days!].
I hope you find this helpful as you dig in to Facebook. Want more practical tips? Become a fan of Launch Marketing at facebook.com/launchmktg.