B2B Businesses and Facebook Understanding What’s Right and Wrong
The influence of social media has been undeniably strong in many aspects of life, including and especially business life. Why? The reason is simple; it is because most people use it and for that, it will be easier for business to reach their target audience. Many B2C businesses use social media platform like Instagram to reach their audience, but some of them including B2B businesses use Facebook depending to its relevance to their business. However, many of them still don’t understand how to use it properly, resulting in the lack of engagement with their audience. Well, there are actually the rights and the wrongs when it comes to using social media for business. In this article, we are going to discuss Facebook this time. So, what should and shouldn’t you do when using Facebook for your business? Keep reading to find out!
Depending on your business type, first, before you decide to create an account for any social media platform, you should determine whether or not those social media platforms are suitable for your business. B2C types are okay with Instagram and Facebook, but B2B types are more into Facebook and LinkedIn. When you do this, you will avoid wasting your time on the wrong social media platform. Now that you know you are a match or not with Facebook, let’s get started with the right and the wrong!
Right: Use an easily recognisable profile picture
“Recognisable” here means that people will not mistake you for other businesses. Therefore, using a unique and freshly-made profile picture for your company is a must. You can use your company’s logo or official picture freshly made by your logo designer. Make sure you are using your corporate’s official colour and logo, so that when people find your Facebook page, they will immediately recognise your company.
Wrong: Leave your company’s “About” section blank
Many people may find your Facebook page, but some may not know what your business is all about. Leaving your company’s “About” section blank will make your business look like a scammer. “About” section on your Facebook page describes what your business offers (products or services), where it is based in, and for how long it has been established. This will help your visitors know the basic of your company and build trust and reliability between you and your page visitors.
Right: Post during strategic times of day
Depending on which country you are in, strategic times per day may vary. Some countries’ strategic times per day can be between 6 – 7 p.m., since it is the time people usually finish work or school. That being said, a research shows that the best click-through and share rates can be achieved if posts are published between 1 – 4 p.m.
Wrong: Post too often
When you post your content too often, your followers might not like it, since it can be too overwhelming and can disturb their own posts. Also, there are chances that it can be overlapping with other pages’ posts in your followers’ news feeds, causing them to lose track of other pages they are interested in – and this may be annoying for them.
Right: Create multimedia posts
Eye-catching visual elements and graphics can generate up to 94% more views and engagements with your audience more than basic text can. Therefore, create interesting content for your multimedia posts and always have it in mind before making social media plan.
Wrong: Be slow to respond
One of the common mistakes any social media pages would make is the slow response in everything. Social media platforms were created to make things easier for you to connect with those you want to connect with and in business case, your customers and the potential ones. When they have inquiries and ask you via Facebook, one thing you should avoid is be slow to respond. When you are slow to respond them, they will find other things that can respond faster than you do. That also happened to me. I once wanted to ask a gym place about their rates and class schedules before I decided to join membership and I asked them through social media. They didn’t give me any answer even until now (approximately after 2 months) even though I saw them keep updating their posts. This gave me a clue that their customer service is so bad I ended up joining membership in another gym place, which answered me even within an hour.
Right: Use paid budget to reinforce successful organic posts
Return on Investment (ROI) is every business’ important assessment in building their business through social media ads. When it comes to managing Facebook page, using paid ads is advisable, only if you use content that you are confident that it will work when being promoted. Using ads will help you reach the right people you want to reach – those who become your target audience.
Wrong: Follow trends recklessly
What works for others doesn’t mean it will work for you too. No matter what you do, trends will always change and increase with time. Some people will follow the trends, but you shouldn’t rely on the trends. Instead, choose the trends that are suitable for your business and re-create more interesting content but avoid using trends that are not relevant to your business.
That’s what you should and shouldn’t do when managing Facebook for business. With this in mind, you can increase your brand awareness and credibility with more strategic planning, now that you know what to avoid in managing Facebook. If you keep this up, you will attract your target audience as well as gain their trust on your brand.