While it’s a hard pill to swallow that the social platform we once enjoyed for free is now encouraging us to pay for more reach, in the grand scheme of advertising Facebook’s cost per thousand impressions is low.
San Diego, CA (PRWEB) April 18, 2014
This year, Facebook announced a change in the algorithm that negatively impacts the performance of organic posts, resulting in companies such as Eat24 to close their account.
“Facebook is always a less traversed platform in the world of B2B. Its B2C roots, as well as recent not-organic-friendly algorithm updates, is leaving many B2B marketers wondering if this tactic is still worthwhile,” says Jeremy Durant, business principal at Bop Design. “Before you throw in the towel, remember that Facebook still has value as the largest social platform and boasts some pretty serious engagements with newer tactics like paid promotions and mobile.”
When considering Facebook for B2B, Durant outlines the following tactics to think of:
Focus on quality not quantity
Durant suggests that if B2B companies are struggling to meet the “one post per day” social media rule, that a marketer should rethink the strategy and focus on fewer, high quality pieces on content. “Posting weekly can still yield some web traffic results, but we recommend to marketers to get creative to try and meet a higher amount.”
Find the news
Think of new ways to repurpose news and events at your company. For example, instead of announcing a new department head by regurgitating a bland press release, share with your followers a professional photo of the colleague along with a quick Q&A about themselves.
Links, image and video rich content
“When posting content on Facebook, think outside the box and include links and multimedia that relate to your content,” says Durant. Even a simple announcement post can be paired with a related image that illustrates a message.
Customize your Facebook apps
On the bar below the cover image, the to right of the “About” section is a row of apps admins can customize for Facebook fans. Durant suggests keeping the Photos and likes apps in their spot, but customizing the rest of the sliding row with useful apps for B2B such as MailChimp newsletter signups, SlideShare and other social media platform links.
Think about paid promotion
“While it’s a hard pill to swallow that the social platform we once enjoyed for free is now encouraging us to pay for more reach, in the grand scheme of advertising Facebook’s cost per thousand impressions is low,” says Durant.
It’s ok if it’s not your primary platform
Content Marketing Institute reported this year that B2B marketers now utilize an average of 13 tactics for their business. They also reported 81% of marketers are using Facebook, but only 30% are confident in its effectiveness. “There needs to be some prioritizing with social media, and it’s ok if Facebook is on the lower end of the totem pole,” says Durant.
Bop Design is a San Diego marketing and web design agency with offices also in Orange County, CA and the New York metro area. Specializing in B2B, Bop Design creates holistic marketing plans geared toward lead generation and business development. Bop Design offers services in branding, logo design, website design and development, responsive web design, SEO, PPC, social media and content marketing. http://www.bopdesign.com