Facebook can be a fantastic tool for business but can it work for businesses whose target market is other businesses?
This is one of the questions we were asked as part of our ‘What Don’t You Know Yet?‘ series. Conor from ERS asked us:
Facebook isn’t the perfect fit for all business although there can be advantages for all. If you are a blogger, feeding your blog into your Facebook page is good for SEO, each time you blog you will get one more inbound link to your website adding legitimacy to your site in a search engines eyes.
If you have time and you are creative there is no reason why you can’t use Facebook for marketing. If your customers on a management aren’t on Facebook what about the end users of your product? In ERS’s case I imagine the end user would be the staff who use the software. Using your Facebook presence to attract these people could help create a buzz around what you do. Perhaps design an online test and run a contest based on that test that employees using your solutions can join in with representing their own companies. The more they embrace the technology the more buzz will be created about your brand and the buzz will reach the higher level executives.
This is something Scania has succesfully captured with their Young European Truck Driver.
As a smaller company the resources(time) for something this complicated may not be available but it is worth brainstorming around the idea of attracting the end user of your products and services.
Do you have another idea or example of how Facebook can be used for B2B? Let us know by leaving a comment below.
Ivan Walsh says
I’d suggest using it for crowd-sourcing and then sharing the results across different verticals.
Thanks Ivan, that’s a good suggestion.
Thanks for that great tip Ivan
Ivan Walsh says
Glad to help! Read Groundswell if you get a chance. Many good case studies in there along this line.
That sounds interesting, is it a book or a site? Do you have a link?
Jennie Molphy says
For B2B, the decision to go with a Facebook Page is tricky, a resource is required to monitor, engage and plan promotions etc. But even a ‘business’ is people.
If your customers are on Facebook and want to engage with you and you don’t facilitate this, you may damage your brand.
See the ‘Suffering SagePay’ Community Page (http://www.facebook.com/SupportedForSagepay), set up by disgruntled users of SagePay – one of the biggest online payment providers in the UK.