Should I Use Facebook For My B2B Marketing Strategy? | Ask MarketingThink.com

Question. Should I use Facebook as a tactic for my B2B marketing campaigns?

Answer. Sgt. Joe Friday from Dragnet used to say “All we know are the facts, ma’am.” And the facts tell us that Facebook is a bad place to execute your B2B marketing strategy. Facebook is a great social media platform to the message and engage fans. However, mostly for B2C brands. Many B2B brands and their marketing managers are getting a very low ROFI – Return On Facebook Investment because they do not know all the facts!

Facebook facts

3 Reasons Why Facebook Is Not A Winning B2B  Marketing Messaging Platform

Many B2B organizations spend thousands of dollars building up their Facebook likes, developing Facebook applications and paying advertising agencies to manage their messaging and feeds. However three key things B2B marketers forget, or are not informed by their agency are:

  • Your Facebook will not likely engage with big brands on Facebook. An Ehrenberg-Bass Institute study states that fewer than 2% of the biggest brands on Facebook have fans that are actually engaging with them.
  • Very few of your Facebook fans will not see your message. 5% to 16% of your followers see your message. Since most Facebook followers only visit a brand’s Facebook page once, most experience a brand through their feed. And since Facebook has monetized feed messaging, only 5% or so (shared with me by a Facebook sales exec) ever get to see an organic message. If you want more to see your message, then you need to pay more!
  • Fewer of your customers will be using Facebook in the upcoming years. Pew Research reports, 27% of active Facebook users plan to spend less time on Facebook in the near future than in recent years. Active users, who are decision makers, do not want to register for your webinar after they have shared their family pictures on-line. Certain social media platforms have certain native buying behaviors associated with them, and Facebook book does not drive B2B demand.

I’d recommend focusing your efforts on blogging, Twitter, LinkedIn and SlideShare for your B2B marketing!

Do you have social media or social selling question? I’d love to answer it for you! Please submit your question to Gerry Moran and Ask MarketingThink.com.

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Gerry Moran is Head of Social Media Marketing for SAP in North America, where he leads social demand generation, channel management, social intelligence and social selling strategy. He is a marketing strategist, entrepreneur, educator and mentor with close to 30 years experience with iconic brands like Purina HBO, IKEA, and SAP. He's also worked for award-winning digital advertising agencies like imc2, Whitman-Hart and Digitas. Gerry also founded a boutique marketing agency and has been an adjunct professor for over 10 years for St. Joseph's University. Gerry Moran

Comments

  1. Great points Gerry. Facebook is not the place to be for B2B. B2C maybe a little more but when it comes to marketing your energy is better spent with the more professional sites. Twitter, LinkedIn, and Slideshare are my favorite too. I would add YouTube as a great site as well. Creating How-Tos and educational videos is a great way to spread your message.

  2. Thanks for your comment, Johnny.

    Yes, YouTube is definitely one to add to this list! Think I will be adding it soon!

    Gerry.

  3. I’m intrigued as to why Google+ isn’t on your list of alternatives. Given the total integration of G+ into the suite of Google products, any business has to consider that as a means of gaining traction and engagement. Not to mention the fact that Google+ posts are indexed almost immediately, whereas Facebook and Twitter have erected walls around their playgrounds.

  4. In total agreement with Johnny’s comments. As a B2B marketer, I do not see the value in using Facebook for any of my campaigns. LinkedIn on the other hand is at the top of my list.

  5. Yes! Finally something about facebook video marketing strategies.

  6. I can understand blogging, LinkedIn and maybe YouTube for B2B marketing, but Twitter? What business owner has time to monitor millions of tweets? I’d pick FB over Twitter any day. I am a business owner and use FB as a news aggregator of sorts; I think other business owners might be doing the same to some degree. If they’re not on FB they are definitely not on Twitter.

  7. Hi Steve,

    B2B and B2C companies and customers are on Twitter. Twitter is an open platform that lets you reach those that are not following you (but following hashtags and keywords) with messaging and content. It’s also a great way to listen to real-time conversations that can provide company, category and industry triggers and insights.

    Business owners have multiple tools, like Twitter lists, Flipboard Hootsuite to filter out the noise and listen to subject matter and users that mean the most to them.

    Only 5-10 of Facebook posts ever reach a follower’s news feed, unless the posts are paid for.

    All research and experience (i.e., mine at SAP) indicates that companies, customers and thought leaders are on Twitter.

    Gerry.

  8. Great questions, Colman.

    Honestly, we are still trying to figure out Google+’s place in an enterprise environment.

    Gerry.

Trackbacks

  1. […] and marketing, and can offer some value for B2B marketing efforts too. In fact, some marketers are dismissing Facebook as a B2B marketing […]

  2. […] users plan to spend less time on Facebook in the near future.  This information can be seen here.  All this being said, Facebook is probably not the best way to market to businesses.  If you are […]

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