B2B marketers usually use LinkedIn as their social network of choice for a good reason. But that doesn't mean that opportunity doesn't exist to create a community in the largest social network Facebook.
According to a study, 43 percent of B2B companies have acquired customers through Facebook. By considering this, we know that by providing internet marketing for businesses, Facebook is able to funnel customers beside than just traffic.
It's a challenge for marketers to consider the opportunities they may be missing in Facebook. There is a methodical approach to determining how to best create and encourage a B2B community in Facebook by creating the initial keys to stand out on Facebook.
Pay Attention
Before businesses listen for opportunities, businesses should understand:
- Why are they listening?
- Where is the conversation happening?
- What are they going to pay attention to?
The amount of information in Facebook is seemingly insurmountable to harness. For brands to be effective listeners who actually pay attention, a more organized approach to identifying and tracking key conversations is needed.
What to listen to in Facebook:
- Company and brand
- Competition
- Customers
- Market landscape
- Influencers
- Buying intent
- Owned pages
Interaction
Continuing the systematic approach, it's encouraged for businesses to identify their various audience types and to encourage their involvement differently based on their level of participation.
1. Passive Followers
Who they are: Silent observers.<\b>How to interact: Ask questions.
2. Moderate Interactors Regular Engagers
Who they are: Regular engagers.<\b>How to interact: Publish content consistently.
3. Active Interactors Top Fans
Who they are: Top fans.<\b>How to interact: Make them champions.
4. Influential Interactors
Who they are: Influencers who regularly engage.<\b>How to interact: Guest post or co-creation.
Content
On the internet, almost everything is about selling contents. This is because on the internet, people are seeking for information.
Information on the internet can provide anything from simple solution and promotion from a company and business, to a complex answer for a delicate problem. By letting it all out, businesses can create an ecosystem of self-information where they can describe themselves in every possible way to engage users.
Cultivating a B2B following in Facebook requires sound listening, strategic interaction and customer-driven content. And when it comes to social media, all is about sharing. When a user feels that a piece of information is worth sharing, they will eventually share.