B2B Marketing on Facebook – Why You DON’T Need a Strategy
If you are wondering as an organisation about B2B marketing on Facebook and asked yourself whether you need a strategy, you should watch this video. In a recent v-blog, our CEO Stephenie Rodriguez shares her response to the commonly asked questions, “Do I need a Facebook Strategy?”
It is no surprise that B2B marketing on Facebook is very different that messaging done by B2C companies. Those who are key decision makers in B2B or business to business organisation are highly likely to use Facebook like everyone else – to connect and share with their friends and family.
What B2B marketers need to do is determine how the pitch and cadence of Facebook articulates their brand’s core values and ethics. Many B2B companies use their Facebook to celebrate their corporate culture, foster recruitment, and share their stories of corporate social responsibility. They use it to showcase the faces on the name badges, rather than beat their chest about their brand.
Rule of Thumb for Facebook: Activities conducted on Facebook by a company should reinforce the brand values however the tone needs to be appropriate for the platform. Treat Facebook like the company picnic in the park. You’ll be dressed in board shorts, let your hair down, play a few team sports and relate to clients and family as people. Save the suits, ties and whiteboard worthy content for LinkedIn.
Think more holistically about your content and messaging. Facebook is an important channel for corporate presence, but not the only one. When planning B2B marketing activities for Facebook, ensure that you’re using the right message, in the right context to build rapport and trust to avoid a #Fail.
About the Author
Stephenie Rodriguez founded Mighty Media Group, a leading data-driven digital, mobile and social marketing strategy and solutions firm, in 2004 and is currently the company’s Chief Executive Officer. She is also the former publisher of Ocean Drive Magazine (Australia), a speaker and futurist on all aspects of social, emerging and disruptive technology, an evangelist of engagement and has advised companies including SSP – The Food Travel Experts, Club Med Asia Pacific, Austereo, JR/DutyFree, Radar Group of Companies, Transfield, Allied Mills, Income Solutions, and Bayer (Berocca), Toyota, Mercedes Benz, and the UN FAO. You’re likely to find her Tweeting here @digitalgodess or present at events such as #SXSWi, #TFWA, #Tedx and #SocialBiz.