In an effort to put a checkmark next to all of the traditional content marketing boxes, many B2B companies devote time and effort into maintaining a Facebook page. At some point, the purpose of participating in Facebook gets buried under the assumption that it’s simply a fundamental step in marketing. But, should your B2B company really be on Facebook?
Over the past few years, organic reach has steadily declined as Facebook alters its feed filtering process. Today, Facebook’s feed aims to show people the most engaging posts out of the total content available to view each day. This can mean a huge dip in reach for many companies, causing them to pay for visibility while fighting an uphill battle to reach their audience.
Our inbound marketing agency has helped answer the question “Is Facebook right for my business?” for our B2B clients wanting to maximize their social efforts. Believe it or not, finding an answer is not as challenging as it might seem. Be sure to consider these points to help you gauge your investment in Facebook for your company.
It all goes back to your content strategy
It’s no secret that a solid, documented content strategy is the foundation for effective content marketing. Take a look at your B2B inbound marketing strategy when considering Facebook’s value for your company. What are your end goals when it comes to social media? What results do you wish to see for your business from a platform like Facebook?
If you need a medium to generate more awareness of your brand, Facebook might serve as a way to spread the word. What if you want to bring in more leads to your site or convert more leads to customers? Facebook may or may not be a driver of such results for your business. To first decide if you should be on Facebook, it’s pertinent to have outlined strategy with goals attached to it so you can measure its performance.
Are you talking to an empty room?
To make the best decision, it’s important to take a long hard look at the effectiveness of your company’s Facebook page. Dig in and discover, is your audience really on Facebook seeking your product or service? Though your customers might personally appreciate the social platform, are they really finding your company and liking your business page?
Start by tracking the engagement of your content such as likes, shares and visits your site from Facebook. Ultimately, investigate to discover whether or not time or resources could better spent focusing on other opportunities to reach your target audience. Using a marketing platform such as HubSpot can break down your social efforts to determine the ratio of visits, leads or customers coming from Facebook.
Consider the content
What type of content are you sharing on Facebook? Is it curated articles, promotional posts, galleries of images or videos? Sometimes improving engagement on Facebook comes down to adjusting what you put out. Consider the audience you are speaking to on Facebook and the type of content they crave. It might vary significantly from how you reach out to your audience on Twitter or LinkedIn.
Try sharing downloads or blog posts that drive people to your website. Before giving up, ask yourself (and even your customers!) if the content you share on Facebook is something your audience will want to seek out, click on, like or share with their friends.
Nixing Facebook? Goodbye doesn’t mean forever
Successful companies know when something is working, and they also know when to call it quits. After measuring how Facebook performs for your company, you may find that is does not correlate with any definite wins outlined in your content strategy or that your audience simply isn’t there. In this scenario, it is fair to consider leaving.
But remember, it doesn’t have to mean goodbye forever. You might decide to keep the page live as a resource for people to visit for basic information about your company. Do you have an up-to-date blog (we hope so!) with fresh, interesting content? Allow your blog posts to auto-publish to your Facebook page as one more platform to share content – with no added effort. Just because you find it best to scale back efforts, it doesn’t mean you can’t keep the page live and allow for auto-publishing or the occasional company update.
Many brands think they inherently have to be on Facebook. Really, it’s about finding what social platform is most effective for your business and reserving your time and efforts for what meets your social media goals. Have you weighed your options with Facebook? Let us know what social platform is most effective for your B2B company!
Measuring the success of social media is just one way to determine your content marketing ROI. Learn more in our new ebook.