What are the best ways to increase B2B brand awareness on Facebook?

In my perspective, Facebook has just become a good-to-have platform for B2B brands because it is one of the widely adopted social media platforms. However, I am not very keen on spending money for my B2B audience on Facebook. I feel there are other channels (LinkedIn, B2B Events, and Exhibitions) where I would like to spend my money to garner attention from my audience. But having said that, we live in an integrated world and your audience might be looking at your Facebook page so a few tips can be - 1. Share more personal and human stories 2. Brand message and tone must be consistent 3. If you have presence, keep it active

Only tool you need for B2B facebook outreach is knowledge and time to put into Groups. Especially local ones. Broad focus yields very low and very costly results, while this can be done for virtually free with just a little time to gather great potential leads from local networking or focus groups. Take some time to apply to many local and networking events especially ones within trade and service sectors. You will be amazed by how many direct connections you will get.

To better understand your audience try sending an internal user research poll, and invite customers to 1:1 meets. Pick different subsets of customers: new clients, clients that use your product the most, oldest clients. This way you'll be able to unlock painpoints for different parts of your product's buyer journey: awareness, consideration, conversion, and loyalty, that will help you cater better your messaging on Facebook to resonate further!

For effective B2B brand awareness on Facebook, grasp your ideal customer profile. Tap into Facebook's Audience Network and Insights for data on demographics, interests, and behaviour. Employ social listening tools like Mention or Hootsuite to track conversations about your sector and competitors. Insight into your audience's challenges allows you to craft content that not only resonates but also provides solutions, establishing your brand as a valuable resource in your industry.

Address common challenges faced by your target audience and provide solutions that demonstrate your value proposition. Show them that you understand their problems and have the expertise to help them.

Frankly, I have been reluctant to have paid FB campaigns. Particularly from tier 2 b2b level company budgets. I have seen community, group building for knowledge sharing for awareness as the only ROI. I will happy to be shown better. If lead gen makes sense on FB vs LinkedIn

Facebook isn't a place for mindless self-promotion. Your audience wants something in return for their precious attention. Serve up valuable content like blog posts, how-to guides, videos, and infographics. Make it informative, engaging, and, most importantly, RELEVANT. Be the resource they turn to when they need answers or insights.

As stated previously about using Facebook Groups; Creating content that's based on the niche of the groups is your best bet to secure a lead.

Well... In my experience, B2B buyers do not use facebook to get learning or connections for their business purposes... Focus groups and communities are a good source to publish and push content to the right leads(to some extent)... But getting business leads via FB paid marketing for a B2B is what I highly doubt to be a strategy... I would be happy if someone breaks my this experience with examples...

1. Check your company's most-engaging Facebook posts, are they text-only, CTAs to articles, videos, or carousels? 2. Check your competitor's feed, what is their audience engaging the most with? Is there anything you can replicate and do better? Conducting user research can also help you figure out what's the best type of content to address the painpoints of your audience. Think of your suer demographics, if your audience is young they'll probably prefer Stories, and byte-sized content. Whereas, an older audience would rather watch a long-form video, or read a long article.

In the B2B space, most of your decision-makers are on Facebook, but often their mindset is not really geared for business. They are probably there to catch up with friends, and to escape with light-hearted content. (At the end of the long busy day, I'm sure you'd go to Facebook to blow off some steam, and the last thing you'd do is to click on anything that resembled work) So what can you do instead? Well, you can still capitalize on the fact that their attention is on the platform, so run awareness ads like a "billboard". Remember those billboards that pop in your view when commuting or driving to work? Use Facebook for that. That helps in brand awareness and recall, which will be useful when they are ready for a sale.

Not a huge fan of using paid ads for B2B on facebook as LinkedIn ads would be much more viable; however with facebook pixel retargeting and LLA's; you can get those costs down and reach a viable audience. I suggest setting a very low $5-15 daily spend focused on just reach, then retargeting to qualified leads and LLAs with a bigger budget.

Use Facebook Ads retargeting in conjunction with a LinkedIn B2B Sales approach using the PACS method developed by Juan Pablo Villani. This involves first connecting with your potential leads on LinkedIn, engaging with the posts of your mutual connections, and their posts, and paying for $10-$20/day in Facebook Ads to target them specifically. After 30 days, send them a message asking a questions related to a paint point, or problem you know or think they have that you may have a solution for.

Client testimonials are a powerful way of cementing your brand as trustworthy in the market, and increase your consideration, and conversion rates. If you can't find a creative way to prompt your users into creating UGCs, consider looking into your company's email database and reach out to them for a private meeting, and get a quote from them about one of your company's products that they use. This way you can share to Facebook, and include it on your LinkedIn profile, and company's website.

Don't just stick to text posts. Utilize Facebook's native features to engage your audience in more interactive ways. Share behind-the-scenes glimpses and product demos through Stories. Host live webinars or Q&A sessions to connect with your audience in real time. Create and share compelling video content, such as case studies or customer testimonials, on Facebook Watch. And foster a sense of community by establishing a private or public group for your target audience to discuss industry trends and share resources.

One often-overlooked way to increase B2B brand awareness on Facebook is by leveraging Facebook Groups. Join relevant groups in your industry or niche, participate in discussions, and provide valuable insights. This positions your brand as an authoritative figure and helps you connect with a highly targeted B2B audience in a more personalized manner. Additionally, you can create your own Facebook Group to foster a community around your industry, sharing insights, updates, and establishing your brand as a thought leader. This approach can generate more organic brand visibility and engagement compared to traditional advertising methods on the platform.

Before you consider brand awareness on Facebook for a B2B business, it is important to identify if your audience is present on Facebook and if it will yield the desired ROI. From experience, LinkedIn has been a better source to generate B2B leads. However, if you are a B2C or a D2C brand, Facebook will be a more suitable platform for you to advertise. Having said this, if you are leveraging Facebook for employer branding for a B2B business it would prove to be a worthwhile investment.

Collaborate with influencers who have a strong following among your target audience and align with your brand values. Their reach and expertise can give your brand a big boost. Create co-branded content, such as blog posts, videos, or webinars, to leverage the influencer's platform. And promote your influencer partnerships to amplify their reach and further strengthen your brand presence.