B2B Marketing Using Facebook

Why the world’s most popular social platform isn’t just for consumers

Go back a couple of years, and B2B marketing on Facebook was pretty unanimously dismissed as not being worth the effort. Considered a platform for personal interactions, along with some decent opportunities for B2C selling, B2B was left to the likes of LinkedIn.

But fast-forward to 2017 and the Facebook landscape is showing a very different story. With over 50 million businesses currently using the platform worldwide, it seems that they are finally catching on to connecting to each other, as well as to consumers.

Facebook is credited with being responsible for over 90% of online social sharing, and with these kinds of numbers, it seems insane not to use it for promoting your content. There are various tools available to help you target a specific audience, and ensure that you can expand your reach beyond your company’s Facebook page.

On that note, there’s an important place to start. Make sure your company has an up-to-date Facebook page, with the capabilities to be tagged by other users. However, just having a page isn’t going to cut the mustard. The page has to be active and engaging, and should make use of sharing content that is genuinely valuable and relevant to your followers, and to your targeted demographic.

Some of the features that are most beneficial for B2B marketing include the intricate targeting system available through Facebook boosted posts. Not only can you now target your audience by geographic location and interests, but also by job title. This means that for businesses looking for a B2B connection, you can target your posts towards other business people, or those that work in relevant organisations.

For example, one of Widlfire’s education portfolios Education Technology recently ran a campaign for the NEC, who wanted to target the attendees at a tech in education conference with messages about their new product designed for the education sector. We were able to ensure that newsfeeds on devices within a specified radius around the conference venue were getting NEC’s product info pushed to them. This business-specific tool is invaluable in making sure your content finds the right audience, and that time – and funds – are not wasted on marketing to an unresponsive demographic.

You can also direct ads or boosted posts towards specific users using email addresses. This is useful if you have an extensive database that is not necessarily reflected in your Facebook page following.

But the most important part of the whole process is quality. Ensuring that any content you post, whether that’s a quick update, a link to an article, or a full-on blog post, is error-free and audience-specific is essential. Although Facebook provides the tools for effective B2B marketing, if they are not used in the right way they will not yield the results you’re looking for. If you’re not a marketing professional, or are looking to target a certain niche, be sure to get a professional body in to help you. Your budget doesn’t have to be humungous, but making sure to leave room for effective marketing will really show in the long run.

Quality and quantity are a delicate balance, here, and making sure you have a fully planned-out strategy will serve you well. Top tips: research your demographic before posting, and don’t be afraid to ask for help. The professionals are there for a reason.