7 cents a fan: Fitness instructor whips his B2B ad campaigns into shape

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Scott Rawcliffe is a personal trainer from the Gold Coast region of Australia. He also trains other fitness professionals, selling bootcamp programs to help them improve their business practices — little of it online. Rawcliffe also utilizes Facebook ads to boost his customer base. We spoke with him to learn more about his strategies — which has led to Facebook fan acquisition at as little as 7 cents per fan.

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2014 trends highlight the importance of a B2B Facebook page

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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.

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Is your B2B company blocking Facebook? Do this

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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.

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Don’t shirk from negative comments on your B2B Facebook page

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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:

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Study: One Facebook like can ignite a current of likes

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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.

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