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


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.


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.


Is your B2B company blocking Facebook? Do this


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.


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


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:


Study: One Facebook like can ignite a current of likes

FB-LikeButton-online-1024 copy

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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