Most of you will agree that getting potential customers to see your content is quite difficult.
With the enormous volume of content that is written every day, it is not an easy task to get the mass to realize what you have written.
You could spend a few hours tweeting about it, waiting for someone to pick up on your content and then share it so it goes viral.
Or you can make sure you reach the right audience with just one trick.
Content promotion.
Most ad platforms are designed to promote your content to a specific audience, attract potential customers and interesting traffic.
But you have to pay for it. While this may put some off, it’s generally not a huge investment, especially when you consider the ROI they can bring.
But there is one, in particular, that you don’t always think about in B2B content marketing.
Advertising on Facebook.
In fact, even if Facebook seems to have a reputation for not being a B2B marketing platform, 74% of people use Facebook for professional reasons. In B2B marketing, 46% of marketers use it, compared to 33% of marketers who use LinkedIn.
Not surprisingly, Facebook is a crucial component of a successful B2B social media strategy. Considering that it is the largest social platform that exists, with 2.79 billion active users.
Even then, Facebook has evolved considerably since its inception in 2004. New content formats, such as Stories, Lives or private groups. Integrated applications, such as Messenger, have the ability to create and convert clients.
Worrying about what to post to your page to drive traffic is a thing of the past. Facebook has become a ready-to-use platform for marketers.
So let’s look at the best tactics for Facebook B2B marketing trends.
Facebook Lives
Video was one of the top trends in 2020, and it’s still going strong in 2021. “Lives” combine the video format with the personal connections of a social media user.
Unlike the Live feature of LinkedIn, Facebook Live is currently available to everyone. One of the great advantages of Facebook Live is that it is completely free.
So doing a regular Facebook Live is a great way to create video content. Not only do you create immediate engagement with your followers, but you also have the option to republish it on other platforms, such as YouTube or LinkedIn. Longer video content can be divided into smaller parts for better social media posts.
It is a fairly common practice with business coaches and influencers. Many have expanded their newsletter by announcing or republishing “Lives” they made on Facebook.
So why not use it for B2B video marketing? After all, B2B companies are already using your newsletter to announce new blog posts, webinars, or podcasts, so why not try “Lives”?
The best part of all this? Your “Lives” don’t even have to be “live.” Tools like OneStream or Loom allow you to load prerecorded content and schedule it to play as if it were “live.”
“Unpolished” images
The goal of running display ads on Facebook is to stop scrolling and drive engagement. So why does it seem difficult to create attractive image ad campaigns?
Well, it could be your own image. Why?
Stock photo images.
This could make it difficult for B2B marketers to publish something more “resilient” with a clean and professional brand image.
The hard truth is that archival photos, polished as they are, do not convey the same emotional engagement as more “real” images.
For example, here is your generic photo.
Here’s an example of something a little “badass.”
Watch?
Even if the image above looks more professional, it doesn’t convey any emotional messages. The one below creates something more like me escaping the monotony of my life to travel, for example.
Even this practice is more influential in B2C marketing, it is important to remember that your audience is also human, with dreams, ambitions, fears and feelings.
Trends toward more human or down-to-earth aren’t necessarily a trend either. Creating emotion in your ads also creates tangible value in your products. Boost the storytelling behind what you sell.
Of course, you can expect a rejection from top management. After all, unpolished “creatives” are not very professional. So, consider testing first and comparing your different formats with metrics to back up your claim.
Facebook Messenger
If you’ve followed social media marketing for a while, you may have noticed that personalized communication is a megatrend now.
Not very surprising that H2H (Human to Human) makes conversations easier than with a generic messaging system. This is why Facebook Messenger is a crucial tool for engaging and converting your audience.
But of course this custom inbox system will often be a bot. On the other hand, customizable messaging bots are easy to set up. If you want something more custom programmed, you will look for something more expensive.
A big underline with Facebook Messenger bots is the “24-hour rule.” It stipulates the messages that your bot can send to a user for free in a 24-hour period. Once you’ve crossed that 24-hour window, the messages you can send are much more limited. More on that here.
Of course, Messenger bots are not an unregulated channel. Pages that want to use them must request them first. Even if it can sometimes be difficult to set up, Messenger bots are worth your time.
After all, Messenger is the number one social media app, and marketers have reported a higher engagement rate when using Messenger instead of emails.
Facebook Groups
Facebook groups are not exactly the typical “format” for content marketing. However, they represent a great opportunity to discover potential customers by establishing your brand awareness.
What is advantageous is how you can tailor your audience that is interested in joining your group. For example, setting the right questions to join your group is a sure way to increase the quality of conversations and engagement.
Building an audience that is interested in your group’s topics can lead to an engagement rate and ROI that is even better than your email list. This is because the B2B audience uses social media more professionally, so they prefer to engage in content that is valuable to them.
Facebook groups are also a great way to promote your content, events, webinars, or demos about your product / service.
Facebook Stories
Stories, born out of the genius of Instagram, are a very clever way to condense your content marketing into one neat package.
The ingenuity of the Histories lies in its versatility. For example, in a single image, ad, or video, you can include posts that can be paused, use calls to action, take advantage of urgency, and even conversion-oriented stickers.
Additionally, since its update last September, Facebook users can view Instagram Stories on their Facebook dashboard, creating an opportunity to take advantage of both social media platforms.
Conclution
Although Facebook is not always the first platform that is believed to be a great way to promote your B2B content, it is the most widely used and multipurpose platform out there.
If anything, Facebook’s longevity is a testament to its multitude of purposes, from personal to professional use.
Although there is no tailored methodology to use as a B2B marketing tool, there are some helpful tips to make your life easier.
Use Facebook Lives as a video marketing content tool to engage your audience and republish it on different platforms.
Replacing stock photos with more “resilient” and “down-to-earth” images for your creatives to build emotionality and tangible value in your posts.
Employ Messenger bots to better engage your audience through better communication.
Take advantage of Facebook groups to create an engaged audience.
Use Facebook Stories with its built-in Instagram features to create carefully packaged ads, posts, and videos with CTAs to convert your audience.
Autor: Keenan Guiet
Keenan is a marketing student who likes to write about his hobbies, which include health, lifestyle, fitness, but most importantly, marketing and business.
His experience in the last two is due to his freelance work, from the creation of successful email marketing campaigns to effective SEO blogs, mainly on B2B content… See full profile ›
–
