2014 trends highlight the importance of a B2B Facebook page


As 2013 comes to a close, PR and marketing pros are getting geared up for 2014, and according to a recently released infographic, social media, in particular Facebook, should be on the top of their strategic planning goals.

WebDAM, a digital asset management firm, provided 20 marketing trends for the coming year, including:

  • Social marketing budgets will double over the next five years.
  • 52 percent of marketers have found a customer via Facebook.
  • B2B companies that blog generate 67 percent more leads than those that don’t.

So let’s take a closer look at each one of these trends and how they will benefit your B2B Facebook page.

1) Social marketing budgets will double over the next five years.

Why should you care: Getting buy-in from internal clients and stakeholders on OK’ing a bigger budget for your B2B Facebook page is a significant challenge. In turn, resources are scarce, impacting your time and effort to really engage with Facebook followers. Relationship building on Facebook is all about engagement. Without it, chances are that turning those followers into customers will be that much more difficult.

We all know however that to get approved for bigger budgets means that you need buy-in from internal clients and stakeholders who understand the value in having a B2B Facebook page. This trend of social budgets doubling is a great sign because it shows that buy-in is in the near future, which means more time (and resources) to boost customer engagement on your B2B Facebook page.

2) 52 percent of marketers have found a customer via Facebook.

Why should you care: This is another great trend that will help you with getting that buy-in to double your social media budgets. Your B2B firm leadership will notice initiatives that directly impact the company’s bottom line.

Citing that more than half of your customers have been found via your company’s B2B Facebook page is a stat that won’t be ignored by senior leaders. Instead of being resistant to the company’s B2B Facebook page, your senior leaders will see the value of the page, particularly when it comes to boosting the organization’s bottom line. With a stat like this, getting that elusive buy-in will be less of a problem.

3) B2B companies that blog generate 67 percent more leads than those that don’t.

Why should you care: Company blogs are a great opportunity to use your B2B Facebook as a conduit to your firm’s website. Posting a new blog message on your B2B Facebook page will generate an interest among your followers to read the article in turn directing them back to your company’s website. Once they are on the blog (posted on your company’s website), they’ll be more likely to browse around the site – strengthening that customer relationship.

Additionally, blogs offer another avenue for you to provide fresh content for your B2B Facebook page. According to an infographic, which included data from MarketingProfs and the Content Marketing Institute, there is a high and constant demand for original content. Among B2B marketers using content marketing, 73 percent say they are creating more original content than they did last year while 58 percent of businesses have plans of increasing their content marketing budgets over the next year. A company blog can’t help you meet that growing demand.

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