The whole world knows what Facebook is. It has the most users of any social media platform with over two billion active ones. It’s second to only Google in search activity. And data privacy issues aside, there’s not much that has tarnished its brand. Because of this, it’s a perfect channel for business, even B2B businesses. At the end of the day, the buyer, whether B2C or B2B, is still a person that is probably spending time on Facebook. If that buyer comes upon your profile, make sure it’s outstanding so they stick around and find out what makes your product or service their next best friend. To make sure that happens, employ these six B2B Facebook profile hacks.
1. Boost Your Header and Profile Image
This is pretty simple in principle. Yet, so many miss out on the opportunity to stand out here. Consider this the first impression for your brand on social media. Do your images or videos reflect your brand and your value proposition? That’s the first thing to think about.
Then there are the details. Do the images fit perfectly into Facebook’s template? Are they pixelated? Is there an awkward crop? If it’s a video, does it play without issue? These may seem picky, but you’ll be better off caring about the details.
Next, think about if you’ll just use your logo for the profile picture, which is what most brands opt to do. However, you can make it a little different than your standard logo. Give it a filter or overlay in an accent color.
Finally, keep it fresh. You should update your Facebook header image monthly depending on what’s going on with your business-promotions, new content offerings, events, and any other marketing activity. For the profile picture, if it’s a logo, switch it up quarterly.
2. Tell the World What You’re About
The “About” section absolutely matters. In fact, it’s a great way to tell your story. This should be an engaging piece that talks about your company’s “why.” It’s not a commercial for your brand but rather an opportunity to tell your visitors how you’ll make their life better. Think benefits over features.
This doesn’t need to be a novel. It should take from your value proposition, USP (unique selling proposition), and elevator pitch.
In this section, you should also give people a reason to like and follow you on Facebook. How will you add value to their feed? Answer this in the About section.
3. Shift Your Tone
If your brand has a voice-and it should, then it also has different tones. Tone depends greatly on the channel and medium. Facebook is quite different from more formal applications. It’s conversational, friendly and concise. Keep sentences short. Think about the rhythm of your words. Paying attention to how snappy and lively your copy is in this situation is important. Why be like all your competitors who don’t say anything new or exciting on Facebook. Be different and bold.
4. Include a Call-to-Action (CTA) Button
Facebook added this several years ago, and it’s a great way to boost site traffic from Facebook. This is something you can change, and it can lead to any URL. Here are a few ideas:
- Sign-Up: great for newsletters, which builds your email list, too
- Book Now: This CTA works well for almost any travel or hospitality brand. Make it easy for users to go directly to the part of your site for booking.
- Learn More: This can lead to a custom landing page with an offer. It could be a consultation, audit, ebook, quote, or anything that’s a natural progression in your buyer’s journey.
You’ll also be able to check to see if the CTA is effective. Find data on View Insights, available as a drop down from the button.
5. Pin a Post to Your Profile
When you pin a post to your profile, its’ the first post they see, so it’s a great way to feature content or offers. It’s easy to do, but again something that often is overlooked by brands. You should change these up as well to have the same message and theme as your current campaign. It should be in line with your current header, delivering a cohesive look and sound.
6. Work on Getting Reviews
It’s no secret that peers are heavily influenced by each other. In fact, research from a 2017 survey found that Facebook is one of the most trusted sites for reviews. Reviews are important. They even have the ability to give you a competitive advantage. The words of a review ring much truer than those of sales team. In fact, 91% of buyers have more confidence in customer reviews than sales.
So, it comes down to trust. Building trust is getting harder in the world’s climate of scandals. But reviews help validate your reputation. This gauge of reputation usually increases with more reviews. So, you’ll need to put a strategy together to illicit reviews. When people are asked to offer a review, there’s a good chance they will, especially if you’ve delivered on your promises.
Here are a few ways to subtly ask for reviews:
- Add a quick request to the invoice you send. Since it’s the bill, they are likely to look at it and take action.
- Put it in your email signature. It could say something like, “Tell Us How We Did” or “Share Your Experience” and link those to your profile.
- Create an email campaign focused on getting reviews. Encourage your customers to leave you a review.
Test out these ideas and more to determine which one had the most success. Then replicate as your customer numbers continue to grow.
Social media is central to your content marketing strategy. It’s one of the top distribution channels of your content. To get users to stick around and read these posts, make sure your profile is optimal. Embrace Facebook as a channel that drives conversions. Start by ensuring your profile is taking advantage of these six B2B Facebook hacks.
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