ELEKTRONIKPRAXIS column: Part 026: How B2B companies can use Facebook for their internet marketing strategy

For many, Facebook is just another communication toy on the Internet for exchanging private information. But decision-makers also spend time on Facebook. Internet marketing expert Sanjay Sauldie shows how B2B companies can easily integrate Facebook marketing into their internet marketing strategy and gives 7 recommendations for using Facebook.

When most B2B companies think of Facebook, they imagine a private portal where people exchange mostly private information. For many, Facebook is just another toy for communicating on the internet and apparently not suitable for B2B internet marketing at all.

If so many people are already active on Facebook, do you seriously believe that only end consumers or Hartz IV recipients are on there? No, because the decision-makers in your target group are also on Facebook because they also have a private life. Don't you think that the managing director of a retailer has the same need to connect with his friends and acquaintances? How about being present with your company exactly where your target group hangs out - and making an exemplary impression there?

Facebook strategies for B2B companies are multi-layered

A B2B company is also a brand. To build a brand, you need people's trust. What happens to a brand that loses trust? Well, Toyota is currently going through a difficult time and is suffering in terms of brand value and therefore also company value. In the past, a great deal of effort was made - especially in B2B - to generate trust in its own manufacturing, production and the products it delivered.

In my seminars, I am often asked the question: "Should we now allow our employees to be on Facebook during working hours and neglect their core work?". Clearly, it's not that easy, but it's not that difficult either.

Today you have the chance to do exactly these things - but at a fraction of the previous cost.

iROI Facebook marketing in 7 steps

An active Facebook account generates social trust - it's a sign of a successful business. Make sure you are active there and encourage activity. I recommend the following 7 steps:

1. Get people to like your profile and connect with you. Write good and interesting content from different sources that support your expertise. Remember: good content is often recommended on the Internet.
2. Monitor your visitors' comments on your profile and take part in these discussions regularly
3. Utilise the power of images - images ensure that people understand your company and your products better.
4. If you have a physical product, show where it is used, perhaps even in everyday objects (e.g. one of your production parts in an iPad). This connects visitors with your product and generates trust!
5. Show how professionals work with your products (e.g. in a factory hall) and possibly also show which employees manufacture your products (emotionalisation of your products and strengthening of the brand)
6. Videos support your Facebook page with dynamic content. Have you been interviewed? Are there videos of you at a trade fair or an event where you can score points with your expertise? This is ideal content to be published on YouTube and then on Facebook.
7. Have an image video made of you and show it to the entire Internet world.

Facebook marketing for B2B companies in practice

No one expects all employees to work on Facebook. Six months ago, Filip, a young student, approached me and offered to manage my Facebook account. As I - like you - am very busy and therefore have little time for Facebook, I trusted this young man and gave him my account bit by bit. And it was very worthwhile for me!

I have since recommended him to other B2B companies - with very good results for them. I now only deal with special comments myself. Follow my example and get this young person on board who knows his way around this world very well and will consult with you! And I promise you tangible success in B2B internet marketing with Facebook!