Social Media Tip: What B2B Brands Should Post On Facebook
Facebook is the most-used social media platform by businesses, understandably so. After all, it is used by 2.45 billion active users worldwide, with nearly 3/4 of those classified as high-income earners. (Source)
So, it’s no wonder that 87 percent of U.S. marketers say they are using Facebook for marketing in 2020. (Source< https://blog.hootsuite.com/facebook-statistics/#business>)
But with all that competition, how do you know what to post on Facebook that will get through the algorithms and be seen?
As we discuss in greater length in our Complete Guide To Social Media blog post< https://www.jonespr.net/inboundaccelerator/your-complete-social-media-guide-what-where-when-and-how-often-to-post>, it’s all about quality, engagement and interaction.
Here are some ideas for the kinds of content your B2B brand can and should create for Facebook. (Keep scrolling for more detail below the infographic.)
Your B2B Facebook strategy should include:
Specifics for each type of content used on Facebook will vary for B2B vs. B2C, service vs. product, and the specific demographics of your target market. B2B brands may need to be more conservative and ensure that their content continues to reflect their brand messaging, while still incorporating engagement-generating tactics like surveys and contests.
As you plan your Facebook content strategy, consider these statistics and ideas:
Visual content is 40 times more likely to be shared on social media than other types of content. That means photos, videos, infographics, and, yes, even memes (sparingly and on-brand, especially in the B2B realm).
Give readers a reason to engage and interact by posting questions or asking for feedback or advice.
Engagement can also be encouraged by creating polls or surveys.
Of course, you also want your Facebook content, just like any marketing content, to provide value to readers — that value may come in the form of telling them how to do something, providing information they need, or even entertaining them. This includes not only the content you create new, but content from other sources that you share on Facebook, such as links to relevant news articles or videos. Be a reliable source of information for your followers.
And while you want to have more than self-promotion in your content, Facebook is also a great place to create and share events, create live videos of product demos, or highlight your services in a Q&A format (text or video—both work).
Remember, also, that your social media content is not intended to be a stand-alone tactic—your social media strategy should feed your inbound marketing efforts by driving traffic to your website. Download this whitepaper for a how-to guide to using social media in conjunction with your inbound marketing strategy: Social Media Mistake: No Driving Traffic To Your Website.