Marseille edit
When we talk about Facebook, we think of notification, of chatting, wall, in any case we think of the exchange between two people. If we have a company, we are going to think how to obtain fans, maintain the community, talk about us, selling, but every time we only think from B to C (from businesses to individuals).
When we talk about B to B, we say that it is necessary to use LinkedIn, Viadeo for the most adventurous, but Facebook is useless as it is a social network of relaxation. It is true that LinkedIn remains the leader to affect customers from company to company, because of its serious and relational side. But burying too fast the number 1 of the social media is an error which many companies practice. Nevertheless, with good tricks, we can use FB as an asset, even a tool of prospecting or BtoB sale.
Here are 5 pieces of advice of B to B with Facebook.
1. BtoB/BtoC the border is sometimes thin
Do you often buy a bridge for your garden? Does FNAIM tell you something? Does your ophthalmologist advise you to wear glasses, do you go to take another mark after having heard a broadcast advertising? Eiffage, FNAIM (The National Federation of the real estate) or Essilor (varilux glasses) advertises on radio even TV; nevertheless, their core business was before B2B.
You use parking lots every day, you went to a real estate agency for a rent or a purchase and maybe that some of you wear Varilux glasses. Clearly, bordering line between the advertising for BtoB or BtoC is very weak, so think about a digital communication strategy via the social networks to everybody. Getting known on Facebook when our company is 99 % of THAT with other companies, it is the best way to give a leg up to improve fame and brand image.
2. Work with the image and contents
We talk a lot about strategy, communication, methods to get known, and for any media, there are proper strategies to Facebook. But there are also more global strategies, connected to all the digital communication. The one that you should have in mind is primarily the strategy of contents. No matter what you sell, air conditioners for hotels, custom-made service for SME, a software of specific accounting or offices in suburb, the priority is to bring the interest to your prospects and customers.
Your product is your added value. As we saw it with the first advisor, the border line between a person and a company is weak, and a business manager, an engineer, an employee are primarily any people who look for information. Create these contents on a platform outside, a Website, a blog, a news page and put forward on your page Facebook. An intelligent publication in all the sectors is seen as a quality sign.
3. The quality of words and the image as well
Do you know the slogan of Paris Match, "the weight of words, the shock of photos"? For you, it has to be the same thing, a relevant contents are good but it is effective if the cover is beautiful. On Facebook the first thing we see is the picture, the photo, the imagery slogan, etc. Think above all of putting forward the contents thanks to a simple but proper picture. Since what we want is a rate of clicks, even a rate of transformation and for it, we have to draw the eye and click the mouse. In BtoB, it is necessary to know how to keep strategy and brand image. Thus the sobriety is appropriate, we forgive less easily a gap and a graphic innovation in this sector. Do not hesitate to work with professionals of graphics when having already realized the operations in BtoB.
4. Work with some contents on you and others
In all the domains, there is a point that has never been neglected, the goodwill. The communication on Facebook from companies to companies does not break this rule and it is necessary to know how to alternate relevant communication and relaxation in a reasonable way. We have all this reflex to publish on Facebook of the contents connected to our company with our offers, to obtain new customers or at least hot prospects. But if we do not diversify the information, we are going to become a simple insert ad without interests, for the existing customers and newcomers.
Thus it is necessary to know how to juggle between offers and the external information. Do not hesitate to communicate sometimes when it is rainy and sunny, with local information close to your head office, documents, articles in more or less direct link with your job. Update your page as a discussion during a customer meal. We do not talk working during 2 hours, we vary by avoiding controversial subjects. On Facebook it is the same thing. And don’t forget that the content, relevant or not, always begins without any title which tempts to read the rest.
5. Facebook advertising, a treasure in BtoB
There is a difference between people who follow your company on Facebook and potential customers there. Then, in any domain, the advertising is both a way and an end to attract prospects and the qualified leadership. To do that, it is necessary to know how to make a good targeting. Focus on your domain, and the centers of interest were connected to the management or the entrepreneurship. The people who follow this kind of pages are more capable of decision-making in a company.
Whether it is for BtoC or BtoB, your image has to contain a small text, otherwise it will have no expected visibility. Facebook offers you 4 criteria after having realized the ad:
Other point. Think of defining well the objective. Do you go to send back on your Facebook page, site? According to your expectations, you have to choose the adequate page of landing to increase your KING. Facebook advertising in BtoB is an effective method, in fact, there is certainly cause upstream, you worked well with your contents to show the quality of the company.
Thanks to these 5 pieces of advice, you finally go to be able to boost in searching fans on your Facebook. Also think of updating your LinkedIn and of applying a real strategy to your social networks. 15-35 years of today is 30-50 years of tomorrow!
Article written by Laurent Moreau