Many predicted Facebook's impact on B2B marketing would be as ineffectual as the company depicted in the cult classic Office Space. But recent studies have shown that Facebook really needs to be a part of a company's marketing mix.
Why a B2B Facebook Page?
LinkedIn is the perceived king of social networks for business, but the following stats make a compelling case for having a Facebook presence.
There are over 30 million business Facebook pages.
- Over 850 million people actively use Facebook everyday—including your prospects.
- Most business leaders and decision makers are on Facebook.
- Facebook pages generate more leads compared to other social media channels.
- Facebook pages rank prominently in search engines.
- Over 40% of B2B companies that use Facebook for marketing, acquire new clients through the network.
- 1 in 5 page views in the US occurs on Facebook.
Over 80% of B2B marketers use Facebook.
Facebook page fan loyalty leads to 35% more purchases over non-fans.
Nearly 50% of users believe that Facebook is the quickest social media channel to solve customer service issues.
- Facebook is a valuable communication channel with a vast audience for company news, product information, gathering feedback, and customer support.
An Important Question Before Getting Started
Who in the organization, will be managing the page? It shouldn't be the company intern.
The task should fall to a manager who thoroughly understands your business, industry and customers' needs. Since we're all busy, it helps to know what will be required:
Write and post relevant and compelling content daily
Facecbook platform proficiency
Listen to and monitor activity
Gather and analyze insights
Respond appropriately to comments and questions
If you have more than one person managing your Facebook page, assign roles. Facebook roles allow for various levels of control, and include admin, editor, moderator, advertiser, and analyst. Learn more about roles and permissions over at Facebook's Help Center.
Step 1: Choose a Page Classification and Name
Go to https://www.facebook.com/pages/create.php and select one of the following options:
- Company, Organization, or Institution
- Brand or Product
- Artist, Band, or Public Figure
- Cause or Community
When you promote your Facebook page, you need a URL that's easy to remember, consistent with how your customers already know you, and fits well with your print materials and web promotions.
To set your Facebook page name follow along here:
Admin Panel > Edit Page > Update Info
If, down the road, you want to change your Facebook page name, and the page has more than 200 likes, changing the name requires you to officially request a change via a form in the Basic Information section of your page.
Try to keep your Facebook URL name concise—20 characters or less.
Step 2: Complete Your Profile
Add a brief company description, web address, profile picture and cover photo.
Step 3: Organize Your Page
Facebook's latest design features photos, likes, and apps at the top of your page, below your cover photo. Photos are automatically featured in the first spot, but page admins can rearrange the rest to feature the most important ones first. Overall, a total of 12 apps can be shown here. Enable Messages so that you can have private conversations with your users (fans).
Step 4: Edit Admin Settings
In the top navigation, choose "Settings." Along the left side, a vertical navigation bar with different sections should appear.
- Page Info: This is where you can add additional details about your business. This section will also unveil different fields based on the classification you chose in Step 1.
- Notifications: This section allows you to customize when and how you'd like to receive Page alerts. Set a frequency that fits your social media marketing schedule.
- Page Roles: Whether or not you'll be the main manager of the Page, there may be others at your organization who need access to your Facebook Page. Here, you can invite other colleagues to make changes to your Pages.
Step 5: Start Posting!
When posting on your page, use a variety of content that would be interesting, educational and entertaining to your audience.
- What images and video would your audience like to see?
- What stats would they like to read?
- What links would they like to click?
You can also click the little gray arrow in the top-right corner of each post and then click "Pin to Top" to move one of your posts to the top of your Page's Timeline for seven days. Use this feature for product announcements, business anniversaries, and other major events pertinent to your brand.
Step 6: Monitor & Measure
Select the "Insights" option in the top navigation to see the following:
Overview: This tab shows a 7-day snapshot of your metrics such as Page Likes, post reach, and overall engagement.
Likes: This tab shows your overall fan growth and losses. If you're employing paid efforts, you'll be able to see the breakdown of paid versus organic growth.
Reach: This tab highlights the raw number of people your Page is reaching every day. If you notice spikes on a specific day, try cross-checking what you posted that day to see if you can replicate that reach.
Visits: This tab indicates where on Facebook your viewers are coming from. You can see the difference in visits on Facebook Timelines, your information tab, reviews, and others.