Can Facebook really bring customers to B2B? For many companies trying to attract customers from social networking sites, this attempt is not very effective. That.B2B marketerWhat's the secret to successful marketing on Facebook?

In fact, Facebook can be a "lonely place" for B2B marketers, says Joe Chernov, vice president of content marketing at Eloqua, a marketing technology company in Vienna, Virginia:“Facebook is better suited to the marketing of consumer brands, and for B2B, they need to think more to make marketing more creative.”

Here's the secret to B2B's successful marketing on Facebook:Use it as a network to connect customers, including potential and existing customers, that is, to connect people。 Even if your business is for other companies, such as selling air conditioning systems to commercial real estate developers or providing e-mail marketing services to nonprofits, one person (or group of people) will eventually complete the purchase. Think differently - even for B2B, the goal is still to reach and attract the living.

At the same time, Facebook is a busy place. It has a bigger population than any other country in the world except China and India. According to Facebook, its "citizens" are very active, visiting the site an average of 40 times a month for an average of 23 minutes per visit. This means that B2B marketers may compete with more compelling things, such as photos, party invitations, and the way a handsome guy from high school is now.

Still, B2B companies can make good use of Facebook. Here are five ways to use Facebook to increase engagement and customers. The first and most important thing about any of the following is that your company must have a company page, not just a profile (see Facebook.com/business).

1. Take as many likes as possible.Getting potential customers to "like" your page is critical to engaging them further. Typically, less than 1% of your Facebook followers visit your company's page again, but if they "like" your company, they can find out what's going on with your company through an automated news feed. Your Facebook page will be the foundation for building awareness and trust. Plus, itIt will serve as a platform for content sharing, including promotional information and special offers to customers. It's also a good idea to provide registration forms, contact numbers, and links to company websites to convert potential customers faster.

In B2B's social media book, Marketing Superstars - How to Attract Potential Customers with Blogs, Linked-In, Twitter, Facebook, and Email, the author describes four main elements on the software developer's Facebook page designed by software developer Brainshark to effectively attract "likes": a very eye-catching orange arrow, embedded video outlined by the company. Sign up for a free account link and quiz the company's invitation based on cloud computing software.

2. Combine "likes" with acquiring customers. ClearRisk, a risk management firm in St. John's, Newfoundland, does a good job of doing this. It offers free and informative e-books that users only need to fill out contact information to obtain. Once visitors "like" ClearRisk's page, they will be directed to an embedded application form, leaving their contact details, and ClearRisk will email the e-book.

Regularly share content on Facebook, such as e-books, white papers, and webinars. Emphasize the usefulness and validity of the content with links and summaries in the body, rather than giving "Register now!" command.

Social media marketing company Involver communicates its brand value on Facebook through videos, PDF documents from Facebook's success story collection, and customer identities. It also has a clear sign of attracting new customers - the newsletter subscription logo.

3. Hold a contest or sweepstakes.If the prizes are picked right, it's a great way to attract fans. What kind of sweepstakes work is useful for B2B companies with a specific customer base? Eloqua asked itself, and in turn launched a project with Empire Avenue, a virtual stock exchange, where users who "like" Eloqua will be eligible to participate in the game site raffle and receive virtual currency.

One piece of advice: Read Facebook's promotion guidelines before you launch any Facebook contest or sweepstakes. Offer must be managed as a separate page. Information about the draw or notification of the winner can be placed on the Canvas page, or on the page tab, but not as an entry placed on the main Facebook wall.

4. Understand the algorithm.Facebook uses one calledEdgeRank's algorithm, bury boring content and determine which content will automatically appear in the news corpto. SoPlacing interactive and visible content on your Facebook page is criticalFor example, content that is practical and creative, or private events or interesting events that are sometimes of hype value. Make sure that the content you place is compelling, attractive, and relevant to the interests of your target customer base.

● Ask open-ended questions to increase interaction.

Provide truly valuable information, not sell ads.

Post for different platforms at different points in the day (don't post automatically or post the same content on multiple platforms).

The maximum number of posts posted is up to 1 to 2 posts per day.

EdgeRank gives videos and photos more weight than this text, so you'd better tell a story in a more intuitive way. By the way, don't forget the weekend: it's the best time to attract fans who can't get online on weekdays.

5. Jump out of Facebook.For example, embedding gadgets and plug-ins into your company's website can also increase user interactivity. Integrate your Facebook sharing identity into your site's homepage and emails to customers, making it easy for your customers to share offers with friends to increase your visibility.

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