The general idea of Inbound and Facebook Marketing can be applied to both B2C and B2B companies. However, in order to understand how to incorporate these principles into a B2B Facebook Fan Page we must first make sure that we understand the objective of these pages.
Engage Your Audience
One of the main reasons that people “Like” a page is because they want to stay up to date with the latest happenings at a particular company. Just like a company blog, if your Facebook Fan Page is rarely updated then people aren’t going to have much incentive to “Like” your page. It’s not only important to update your page with relevant company info, but also interesting goings-ons in your industry.
Encourage Sharing with Others
Other ways to engage your audience include holding contests or offering specials to fans. People love free stuff, and contests and specials are a great way to encourage fans to share your page with others. It is very common for friend’s on social networks to have similar interests and likely that they work in the same industry. Creating events that encourage current fans to share with others is an excellent way to extend your reach to those who are likely a good fit for your business.
Create a Conversation
This is similar to engaging your audience but takes it one step further. If you are regularly creating great content and sharing it, people will be more inclined to keep coming back to visit your Fan Page. If you’re actively participating in conversations with visitors in the comments and on your page’s wall then you will see an even better response. Showing your fans that behind your company logo is an actual person with whom they can interact is a great way to create happy customers who might even tell their friends about you.
As Facebook continues to add business marketing capabilities to their product offering we will track those changes and post more information here and via twitter to our base so we can all use these tools to our advantage. One thing for sure, changes are coming!