Is your B2B business embracing Facebook as a marketing channel with a clear strategy? Or, do your posts on Facebook take more of an impromptu approach, with no real plan of action or goals in place?
If you fall into the later bucket, you are not alone. According to this recent B2B Social Media Benchmarking Report, when asked to describe their social marketing strategy, 61% of B2B marketers described it as “ad-hoc”, 38% said “defined” and 1% didn’t know. In addition, Facebook is one of the lowest (fourth place) on the totem pole of “most popular social media platforms” with only 71% choosing it as their preferred platform. Twitter was the winner (85%) followed by LinkedIn (82%) and YouTube (77%) and coming in dead last was Google+ (36%).
It is easy to see that many B2B organizations are not embracing Facebook as a marketing tool. While it can seem daunting at first, a B2B Facebook marketing strategy does not have to be complicated or overly time consuming. To demonstrate how B2B organizations are successfully using Facebook, we took a look within our agency network and came across some great examples within a variety of industries.
Notable For: Positioning themselves as experts in the non-profit fundraising industry
How They Do It: Kimbia shares the latest non-profit industry news, client fundraising successes and upcoming best practices webinars on Facebook. Kimbia also posts photos of their team members in action, whether onsite at fundraising events or giving a presentation, reinforcing themselves as leaders in the space.
Notable For: Strengthening their member community on Facebook and a very high number of Facebook “likes”
How They Do It: The Texas Municipal Police Association (TMPA) is the Voice of Texas Law Enforcement and with nearly 8,000 Facebook likes (impressive!) TMPA leverages Facebook as a resource to communicate with members. Their timeline is filled with event photos, new member mentions, and association news with many comments from their Facebook community.
3. RISE Austin
Notable For: Actively engaging with their target audience – the Austin entrepreneur community – by becoming an industry resource
How They Do It: With the mission of inspiring and empowering entrepreneurs of all stages and sectors, RISE Austin does an impressive job of keeping Austin entrepreneurs engaged with its annual week-long conference series all year long through frequent posts featuring the latest on Austin startups and other local business news.
Notable For: Communicating core company values and insight into their unique culture
How They Do It: With a tagline of “Unleash Your Potential”, Far West Capital leverages their Facebook page to share motivational quotes, inspiring images and just plain fun photos. As a provider of financing solutions, Far West Capital rises above the traditional stuffy image of finance, positioning themselves as motivational go-getters who are also fun and approachable.
As you can see, even smaller companies, with few inside marketing resources, are making the most of Facebook. While it may not make sense for every organization, for many B2B companies Facebook marketing is yet another way to build industry awareness and engage with customers and prospects.