As Facebook has become more common the B2B world as a source of information – and even transactions – we’ve been ramping up our advice on Facebook and coverage of the latest marketing news for the social site.
Now it’s time to look ahead a little: If you have a presence on Facebook, you’re probably planning 2019 Facebook activities and yearly goals for the network. What do you need to do? Where is Facebook heading, and what does that mean for your marketing? Welcome to our crash course on what you should do for Facebook 2019! Take a look, and gear up accordingly.
1. Aim to Acquire More “Recommendations”
Facebook has recently shifting its page reviews to a new section called “Recommendations,” which is basically an expanded form of reviews that offer people a chance to explain their experiences with your company. This is great news for B2B companies, because it provides a valuable section for convincing new visitors that you are a dependable partner, and offer what buyers need.
If you haven’t paid much attention to Facebook reviews in the past, we suggest making 2019 the year to focus on these new Recommendations. Start linking to Recommendations more often in your posts and emails, and ask valuable customers to make Recommendations directly on Facebook.
2. Commit to Using Messenger More
In the marketing terms, this is usually called “conversational selling,” a technique that’s never gone out of style, and can help you win over even the most stubborn leads. Many buyers in the B2B world still prefer a conversation to go over the details, find specific answers, and get a feel for how you do business, person to person.
Facebook has a tool for these conversations, and it’s called Messenger (and/or Chat). Now, you may have been hesitant to use Messenger in the past because it’s seen as a chat program for friends and family. This stigma has faded over time, however, and if you have significant business presence on Facebook, you shouldn’t overlook Messenger as a way to initiate immediate conversations with leads. If you have customers asking questions on Facebook, start listing Messenger as one of your communication options and using it more frequently.
Another popular option here is the Facebook chatbot, which can accomplish many of the same things when it comes to answering basic questions or even selling items. The advantage of a chatbot is that it’s always on, and can great visitors to your Facebook page at any time of the day.
3. Create Video Slideshows
Facebook has a new tool that allows you to turn your photos into a slideshow video. This handy process will teach you how to use the video creation kit, and gives you a great excuse to combine some of your most popular 2018 images for a 2019 slideshow that sums up your business and shows some of the latest options for your buyers.
4. Start Planning Story Ads
Facebook is also offering Story ads, and you may be wondering if you should use them. If you have significant Facebook activity in your customer base and post frequently yourself, then Story ads may be an excellent when to bring in new customers. If you don’t know, this is a good time to research Facebook Stories, how they are being used in your industry, and if they look like a good way to reach a new audience.
5. Get Ready for Facebook Video Channels
From IGTV to Facebook Watch, Facebook is trying to give YouTube and similar platforms some real competition when it comes to videos. Keep an eye on these features! We’re not quite sure the impact that IGTV and Watch will have on marketing, especially in the B2B world. But if their influence starts to grow, you should consider adopting these platforms as a home for your videos and manage channels alongside YouTube to reach as many people as possible.
6. Focus on Bring People Out of Facebook, and Into Other Sites
TopRanking Marketing has an excellent recent report on B2B marketing statistics, but one interesting effect they mentioned is that social media ultimately “rents” an audience. A key goal should be to move the audience over to a more permanent “owned” status. An “owned” audience has typically subscribed for an email, content channel updates, whitepapers, and other more permanent methods of contact. If you haven’t really paid attention to this before, make 2019 your year to get more people on Facebook to visit your website, and make more permanent subscriptions to your company!