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.
Customer service is a key component for success for any business. From phones to Facebook, today’s customer is turning to a variety of communication vehicles to converse with companies, but according to a recent report they are struggling with successfully integrating these different support channels.
However, many customers don’t look to Facebook for customer service. Zendesk surveyed more than 30,000 companies and their customers about customer service behavior, finding that the satisfaction rate through Facebook came in dead last. Phone calls and chatting are still the preferred methods when customers have questions.
The increasing demand for mobile devices coupled with Facebook’s focus on mobile monetization is resulting in some dramatic gains for the company in the ad market.
Facebook is expected to experience an increase in its share of the global mobile Internet ad revenues, according to eMarketer’s ad spending and revenues estimates. For this year, Facebook’s market share of ad revenue is expected to reach 15.8 percent, up from 5.35 percent in 2012, the first year the company offered mobile advertising. Facebook shares the lead with Google as being the top ad publisher not only for mobile but all of digital.
One in five American employees are unable to access Facebook at work due to technical restrictions put in place by their employer, according to a recent Statista Workplace Survey. Many company leaders view Facebook as a potential distraction at the workplace and is therefore blocked in many networks, the survey found.
When your business has a Facebook page, it’s inevitable that there will be some negative comments posted. At first these negative posts might sting a bit, but B2B companies should view them as a customer service opportunity, publicly demonstrating how much your company cares about a client’s experience.
To successfully turn these negative posts into a positive brand- and relationship-building experience though, B2B companies need to take the following six steps:
B2B companies accept the power of word-of-mouth marketing. These companies know the weight that a recommendation from a colleague about their services or products carry. B2B firms know that all it takes is one positive testimonial from a current customer to attract the attention of a new one – it can carry more influence than hundreds of pieces of marketing collateral.
Yet even though B2B companies wholeheartedly embrace word-of-mouth marketing, they remain resistant towards social media platforms like Facebook. B2B companies say they lose that precious personal connection since the communication is via technology. However, a study shows that Facebook offers the same power of word-of-mouth marketing while deflecting criticism and highlighting positive feedback.
Earlier this year, investment goliath Goldman Sachs announced a job opportunity for a social media strategist. While the B2B banking and securities firm acknowledged the risks of becoming active on social media, it also recognized that remaining silent was doing more harm than good. People were still talking about Goldman Sachs online even if the company wasn’t. In turn, the company knew it needed to take a proactive approach to social media and begin managing those online conversations. In order to do this effectively, it needed to make the investment to hire a full-time social media strategist.
Like any business operation, in order for your B2B Facebook page to be successful you need to learn from Goldman Sachs and make the proper investments in the page.
We know that competition is fierce. We know internal resources are still strained. We know that you are continuously working on staying connected with your clients or customers while trying to gain new ones. But there is a ripe opportunity staring you in the face that, if used correctly, will help you get ahead of your competitors while making a mark with your clients and customers. What is it? Facebook.
It’s time for B2B companies to start taking this communication vehicle seriously and here’s why: