Have you ever been the only one dining in a restaurant? If you have, and if you are anything like me, I’m sure it took a while to shake off the depression. It’s pretty grim when the kitchen is as quiet as the dining room.
For B2B marketing professionals, Facebook can be just as bleak. Fan pages so empty the only conversation is between colleagues. But it doesn’t have to be that way. You don’t have to sell high-fructose foods or video games to amass a meaningful Facebook fandom. Even a marketing automation provider can inspire a vibrant Facebook community.
Our newest presentation, “10 Ways to ‘Solve’ Facebook for B2B” (hashtag #B2Bfacebook), highlights 10 actionable tips – real things you can start (or stop) doing to make a measurable difference in your Facebook marketing efforts. The tips are derived from our collaboration with BrandGlue, which grew our Fan page by 2,500 percent, increased Facebook-referred traffic by 150% and increased Fan engagement to about 3x industry norms. The creative was executed by JESS3 and PageLever supplied the data. There’s even a little cameo appearance by Mint.com.
This presentation contains stats that I’ve never seen anywhere else on the web. For example, it looks at Facebook’s “Golden Ratio,” that is, the ratio of comments to Likes for B2B and B2C Fan pages, and calculates the drop in visibility for content published by 3rd party tools.
Although the presentation contains some beefy data, the intended audience is your everyday B2B marketer. Someone who dabbles in Facebook, but isn’t a NFO (Newsfeed Optimization) superstar. And for this audience, we’ve catalogued the tactics that make the most immediate, measurable difference in their own brand page’s performance. Here are a few:
- Stop using auto-posting tools: They cloud your content’s visibility.
- Create a landing tab for new visitors: You wouldn’t believe the impact it has on conversion.
- Shift your focus from “page views” to “stream views”: The action happens in the newsfeed.