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The Growing Power of Facebook for B2B Marketing

March 17th, 2016 | 2 min read

By Darin "Doc" Berntson

The Growing Power of Facebook for B2B Marketing

Facebook Isn't Just for Teenagers and Hipsters.

In fact, it's not just for B2C companies that hope to attract the willing eyes of potential customers.

B2B companies are making excellent use of Facebook to not only find their target audiences but to track their marketing efforts more effectively.

Find Your Prospective Customers

Find Your Prospective Customers

Facebook's enormous user base makes it easy for you to reach decision-makers.

By Q4 of 2015, Facebook had grown to 1.59 billion users, according to Josh Constine of TechCrunch. It's safe to assume that at least a few of the decision-makers at the companies you're targeting have Facebook accounts and use the service regularly.

Even more tellingly, Facebook is generating nearly $6 billion in revenue. That only happens when people use the app to connect with friends and family -- and to explore new business connections. In the B2B space, you can use Facebook to interact with potential customers on a more personal level.

Other Businesses Have Found Success ON Facebook

The benefits of Facebook for B2B marketing are well documented. According to Convince and Convert, B2B companies have seen startling success with Facebook in terms of lead generation and ROI increases. For instance, one case study revealed that the subject's target audience wasn't interested in its services. It was able to avoid wasted time and marketing spend by investing just a few hundred dollars on a Facebook advertising campaign.

Here is another case study that generated more positive results. A corporate attorney used Facebook advertising to land a case worth $100,000. As long as you create compelling content for your business's Facebook page, you can attract other businesses and build long-term business relationships.

Remarketing and Retargeting Campaigns Fuel Success

Remarketing and Retargeting Campaigns Fuel Success

Keep your B2B business front and center with your target audience.

Facebook offers a compelling retargeting program that allows you to serve up ads to your target market after they express interest in your company. In terms of long-range success, retargeting has proven extremely valuable in the B2B space because it targets people who are already interested in the services or products you provide.

For instance, let's say that the purchasing coordinator for a business in your target market visits your website once, then clicks away. If you have a retargeting script on your website, the purchasing coordinator will see ads for your business the next time he or she logs onto Facebook. It reminds that person of your company and encourages him or her to take a second glance.

Relate to Your Audience

Facebook, by definition, is a highly social experience. It encourages you to make lasting connections and to share valuable content. If you deliver on that promise, other businesses will notice and feel more comfortable initiating transactions with your company.

You'll also build brand awareness and establish your brand culture online more easily if you have a Facebook presence. Because of the high readership, this process will take less time and involve less frustration.

Facebook users aren't just grandparents connecting with their grandkids or consumers hunting bargains on designer shoes. If you operate in the B2B space, you'll find your tribe on Facebook as well.

Until next time,


Darin "Doc" Berntson

Owner/Head Coach @ Bernco Media. Digital sales & marketing since 1997. Passion for teaching companies to be the most trusted voice in their space. They Ask, You Answer Certified Coach & HubSpot Certified Partner & Trainer. Reversed Type 2 Diabetes doing KETO. Wears Mickey Mouse Daily. Daydreaming of next Disneyland Trip.