Inbound Marketing + Sales Blog

July 1, 2013

Why All B2B Companies Should be Using Facebook

3 min read

Written by: Olivia Perek  |  Share:

Why All B2B Companies Should be Using Facebook | post via @newbreedmktg #b2bmarketing #smmIt is safe to say that social media is an essential element in any inbound marketing strategy. In a society where our prospects and customers are glued to their smart phones, tablets, and computers, it is crucial that we connect with them across multiple channels.

Unlike a lot of other social media platforms, Facebook is unique in that it can provide your organization with a way to connect your prospects with your company and show them what your true message really is. Platforms like Twitter and Instagram only show a small portion of what a company represents, but with Facebook you are able to tell your brand story and give a complete picture of your organization.

Here are four ways to show how leveraging the power of Facebook can benefit your B2B business and inbound marketing strategy:

#1. Increase Website Traffic

The first way you can use Facebook to help improve your company’s online presence is by frequently posting links to your company website and blog. By highlighting articles from your company blog and sharing them with your brand fans, you are driving more traffic to your website. On the New Breed Marketing Facebook page, we post articles from our blog almost every day. This is especially important if the majority of your services are available online. You can even promote products through Facebook, such as your latest e-book or White Paper.

#2. Improve Your Own Online Persona

By posting things like photos, videos, and status updates on your Facebook business page you are communicating your brand online, developing your own persona, just like you create personas for your potential customers.

Since Facebook is a public platform, almost anyone is able to view your business page. By posting relevant photos and articles, or even an update about an event your company attended, allows for your fans to get a better sense of who you are, and hopefully a bit of insight into your company culture. People like to relate with brands on a personal level, so making your content relatable and accessible is key. 

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But it’s not just about the content - well it is, but there’s a bigger driving force behind adopting the platform – and that is generating leads. Like with a blog or other social media channel, your fans on Facebook have opted into your content, they want to learn and see more from you, and are more likely to visit your website as a result. In addition, there are apps you can add to your Facebook page (which we will go into detail about in a later post), that align with your content offers and conversion pages. Optimizing your Facebook business page is a key part of an integrated (and successful) inbound marketing campaign.

#3. Your Social Media Hub

With the wide variety apps, Facebook can serve as a social media hub for your company. Of course, you still need to have links to all of your social media channels on your company website, but with Facebook you can integrate them all under one platform. Facebook has the ability to be linked to almost all of your social media channels, whether it is your business’ Twitter or Instagram feed, or even your LinkedIn and Google+ pages. And by linking all your accounts to your Facebook page, it gives your business more social media credibility and a stronger, integrated presence online. 

#4. A Sales Driver

Facebook also has the ability to convert leads into sales. As mentioned earlier, Facebook can showcase your company similarly to how a website does. By posting relevant content on your Facebook page, you have a higher probability of converting your “Likes” into leads. According to the HubSpot’s State of Inbound Marketing Report in 2013, 52% of all marketers are sourcing leads from Facebook and 74% of marketers believe that Facebook is important to their lead generation strategies.

Facebook advertisements are also a great tool to increase your reach and enable you to target your ideal customers. These micro-targeted ads, encourage Facebook users to “like” your page, opting into your content, and then it’s up to you to ensure you’re continuing to provide high-quality content that answers their questions and shows your company can provide the solutions to meet their needs.


Topics: Demand Generation

About The Author

Olivia is a Principal Inbound Strategist who focuses on lead generation and marketing and sales alignment. She excels at helping clients identify, build and execute scalable demand generation strategies using the HubSpot ecosystem.

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