“Social media is not about amassing the greatest number of likes and followers; it is about reaching brand influencers and key opinion leaders who will promote your product and lead others to buy it” says Rajesh Chandy in his publication ‘Making your social media strategy work’. Rajesh Chandy is the Professor of Marketing at The London Business School and is a Tony and Maureen Wheeler Chair holder in Entrepreneurship.
Social networking, especially Facebook, has become one of the most powerful and cost-effective internet marketing techniques but it is volatile in nature.
Recently, Facebook changed their newsfeed policy. According to their new policy, the Facebook news feed will show fewer news articles, and lesser marketing content and ads. Instead, it will prioritize pictures and videos that have been shared by friends and family. It will also prioritize content that has a lot of engagement already on it.
This is a major change as Facebook had become known as one of the biggest distributors of news and online ads.
But what does this change mean for B2B marketers? Customer engagement through your business posts should already be a priority so this update only bids you to maintain that focus. What you need to do is reorganize your social media strategy so that it can align with Facebook’s goals. This way you can still maintain the effectiveness of your marketing campaign.
Here are 5 hacks for your B2B marketing strategy to stay effective on Facebook:
Hack 1# Using Facebook Groups
The posts you share on your business page will show up on the newsfeed of those prospects who have liked your page. The more they engage with your content; in the form of likes, comments, and shares, the more visible you become to others in their network but to reach the newsfeed of just your targeted audience there are 2 main ways; by creating your own group or by joining another.
- Creating your own group
- Becoming a part of existing groups
If you are setting up your own event in the form of trade shows, seminars or conventions then create a Facebook group prior to the event that is linked to your company’s page. Send out invites to users who have listed themselves as attending. Have discussions on topics pertaining to the event to help get a conversation started. After the event is done, you can continue communication with those same warm leads which will get your posts directly to their newsfeed.
Join previously existing Facebook groups that discuss topics related to your industry. In such groups, self-promotion is not tolerated. Instead, you can contribute your knowledge, be helpful and be available to interact with the group members.
So to expand the reach of your message, to connect with your customers and to drive home brand interest and loyalty, it is vital to create or even participate in Facebook groups.
Hack 2# Harnessing Content Syndication
Content is king, as you are well aware but have you looked towards Facebook to harness the power of content syndication? Once you share your post on Facebook, your prospect wants to get to your blog faster, especially as they would be using their mobile to open it.
In February 2016, Facebook announced their very own content publishing app called Instant Articles. This is a forum that can be well utilized for the purpose of content syndication. The benefit of using Instant Articles is the increased speed of access to content. As social media is majorly used on a mobile, such a mobile-only feature for content syndication is perfect. It allows people to access your content faster and even spend time going through it. The publisher can even add widgets like email newsletter signup forms.
Hack 3# Creating email lists
It is best to try and find access to get your content directly to your target customers without any wastage. By putting a signup form link or download PDF link, you will be able to start creating an email marketing list. Using that list you can give much more relevant content directly to the interested lead.
Hack 4# Driving traffic to your website
Posting engaging content on your Facebook page becomes futile if your customer interaction ends there. It is important to get those prospects to visit your website and make a purchase. There are 3 main ways you can link back to your website:
- Engaging Status Updates
- Eye-Catching Images
- 3rd party link shares – Use Sharebar to add a floating share button that adds your logo, like button, follow button and your call to action text above any webpage you share.
You can drive traffic to your website through the use of blog posts, infographics, ebooks, tutorials, promotional videos and through a variety of other ways.
Hack 5# Using Hashtags
Facebook handles billions of searches per day and adding a hashtag puts a nice touch to your content from a search perspective. It allows you to get your brand’s post seen. Marketers tack on to their posts both branded hashtags (#Valasys) and popular social community tags (#MondayMotivation).
When creating a Facebook marketing strategy; the B2B Company needs to be where the customers are, ensure that the brand is remembered, create and maintain a human connection with their customers, shorten the buying cycle and maximize the potential for lead conversion.
As Professor Rajesh Chandy says, “Building a social bond and engaging with customers is a 24/7, around the clock, commitment.”