B2B marketers are finally trying to crack the Facebook code – no surprise, since it’s second in site traffic only to Google, and presents a huge opportunity for businesses to engage with a growing audience.
With widespread perception as a consumer-only channel, those in the B2B space have been hesitant to take the leap and create a fan page. But now – lots of companies are taking the gamble and winning. Here are a few great examples of B2B companies leveraging Facebook:
The industry resource: Forrester Research
Analysts at research company Forrester are seen as go-to sources for business and technology insight. The company’s Facebook page expands on this view by republishing blog posts and links to new research, providing a consolidated hub for fans. Additionally, the company promotes and reports and events via the page, and also posts videos featuring various experts discussing topics of interest. By whetting fans’ appetites with loads of free content, Forrester positions itself as a resource, while simultaneously nurturing potential spend on paid research.
Community engagers: Cisco.
Facebook is all about engagement, and Cisco is a company that definitely got that memo. Its Facebook page is a place where the user community gathers to get the latest Cisco news, pose questions and have a chance to be the next featured Cisco Superfan. By striking a balance between pure information sharing (promoting events and products) and shining a light on the dedicated fan base (check out the Cisco tattoo on one fan), Cisco keeps its hundreds of thousands of fans engaged and coming back for more.
The human company: Cintas.
The old saying goes that people buy from people, not companies. Facebook is the perfect platform for humanizing an organization, something that business services company Cintas is taking advantage of to the fullest. The company Facebook page focuses heavily on community service efforts, and highlights work done by employees with videos, photos and more. By making the company about its people, Cintas creates a deep connection with its fans and potential customers.
So what do you think? Time for more B2B companies to give it a shot?
