It’s official: Facebook has taken over our lives – the average user spending more than 50 minutes a day on the platform. The questions for marketers is – how effective is the Facebook advertising platform for B2B brands?
At first glance, Facebook might not seem like a great avenue for B2B marketing. Instead, a lot of marketers look to LinkedIn as a more professional medium. LinkedIn is great, but it shouldn’t replace Facebook in your B2B strategy. Instead, the two should be used to complement one another for maximum ROI.
- Facebook is how people spend most of their time on mobile. People use Facebook for most of their time on mobile devices. We’re not kidding: 20% of users’ time on mobile phones is through Facebook or Instagram. With that in mind, Facebook is your “in” to mobile audiences. Given that mobile is quickly overtaking desktops and laptops for internet usage, it’s important to tap into this audience.
- Hard sells might not work on Facebook, but content marketing does. When people go on Facebook, they scroll rapidly through crowded news feeds. That makes it easy to ignore pushy sales posts. However, engaging, informative, and attractive content will stick out and catch people’s attention. Facebook is an ideal avenue for posting thought-provoking blog posts and stunning imagery. When your audience engages with your business on Facebook, it is an opportunity for you to build that personal brand relationship and reap the benefits of brand advocacy.
- Like anyone else, business professionals use Facebook. Sure, more people turn to LinkedIn when they’re looking for a job or to hire a new candidate. But when people are killing time on the bus or waiting in line, you can count on them to scroll through Facebook — including business professionals. Facebook also offers targeted advertising with job titles and employers fields, allowing you to send advertisements to very specific demographics. For an even broader advertising field, you can target people in a specific industry.
Different social media platforms are like tools: each are useful, but you need to pick the right one for the job. In regards to B2B, Facebook is one of the best tools at your disposal.
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