As a Business-to-Business (B2B) company, you may feel like you have to uphold a very professional image, so Facebook doesn’t make sense for you. Or that your prospective customers won’t be on Facebook because it’s clearly for kids and grandparents.
B2B companies may have larger average purchases and longer purchase cycles, but both of these require building relationships, and Facebook can help. Facebook is the world’s largest network, and while people may be there to connect with friends and family, they’re not adverse to building business relationships, as long as it’s done in the right way (think resource & relationship rather than advertising and gimmicks). People want to buy from people, and there are a lot of people on Facebook.
We’ve had a lot of luck using Facebook with B2B companies to build relationships around topics and ideas that their prospects are passionate about. What about you?
But at the end of the day, what really matters is having a social presence, showing your personality, humanizing your business, and having a little fun in the process of course. We all know the B2B sales cycle is long. Your Facebook posts are little touch points that can make all the difference in staying top-of-mind with your prospects. B2B marketers really underestimate the power of this, so there’s a lot of opportunity to show improvement. — Marketo’s Jason Miller On Facebook For B2B: Why So Serious? by Dennis Yu
