With greater than 2.four billion customers worldwide, Facebook has lengthy been a preferred platform for manufacturers each B2B and direct-to-consumer trying to creatively and successfully showcase their services.
Facebook has launched scores of latest options over the previous a number of years that haven’t solely helped it stay among the many most-used social media platforms — regardless of dealing with well-publicized challenges over the previous a number of years — but additionally more and more to turn out to be a vacation spot for skilled enterprise customers, and customers searching for a social expertise markedly totally different from LinkedIn, Twitter, and Instagram.
With Facebook having launched so many new instruments for manufacturers to maximise their engagement on the platform, let’s check out how 5 giant primarily B2B firms are creatively connecting with audiences by pages, teams, communities, and a number of other different strategies Facebook supplies.
#1 — Canva
Since arriving on the Web graphic-design scene in 2012, Canva has seen its quite a few inventive instruments adopted by extra professionals yearly, with firm valuations hitting $2.5 billion in 2019.
With its recently-launches Canva Enterprise design platform concentrating on manufacturers by providing options together with digital asset administration and multi-channel marketing campaign administration, Canva counts amongst its B2B purchasers Pfizer, RE/MAX, and others.
As a agency catering to inventive professionals, it’s no shock that Canva artistically makes use of its Facebook presence to have interaction with its group of some 1.three million web page followers, utilizing entertaining video, informative image-rich posts, and protection of occasions reminiscent of its current Canva for Enterprise launch New York Times Square billboard.
Canva commonly asks related questions of its Facebook group and actively responds positively in emoji-rich feedback, reminiscent of a current colour and hue-related publish which inquired “How are hue feeling?”
Canva hosts a number of Facebook teams together with a Canva Teachers Community, a Canva Design Circle, and a Canva Nonprofits Community, makes use of Facebook Events to advertise its real-life occasions reminiscent of its current “Design School After Hours: Branding your Business” workshop, and actively engages with Facebook followers in its web page’s group part.
#2 — Airbnb
Airbnb has skillfully utilized its Facebook presence to construct a large following of greater than 16 million followers, and with initiatives reminiscent of its Airbnb for Work program concentrating on enterprise — utilized by firms together with Salesforce and PayPal — the agency is a tremendous instance of how B2B audiences will be engaged and nurtured on Facebook.
Native video posts centered round related holidays, reminiscent of Airbnb’s current “Welcome to Cisco. Population: 1” initiative — a part of its “spooky stays” program — encourage Facebook followers to share and participate.
#three — Mailchimp
For electronic mail advertising and marketing and automation agency Mailchimp, Facebook serves as an essential social media platform to speak with and inform purchasers and potential companions.
Sharing advertising and marketing recommendation, research, stories, contests and extra, Mailchimp’s Facebook web page thrives by serving to each established B2B companies and new companies with actionable perception delivered in entertaining and visually engaging tales.
Facebook additionally serves as a platform for sharing information from Mailchimp’s many initiatives, together with its unique podcasts reminiscent of “The Jump with Shirley Manson.”
#four — Boeing
Boeing makes use of its sizable Facebook following to share behind-the-scenes video glimpses into the agency and its many packages all over the world, reminiscent of a current “Have you ever wondered?” have a look at the way it goes about capturing the oftentimes breathtaking aerial footage it options on the web page.
Boeing additionally commonly encourages its Facebook followers to participate in quite a lot of company social duty efforts, reminiscent of a current two-way dialog program for Disability Awareness Month.
#5 — 3M
3M* cleverly makes use of quite a lot of video, image-rich, live-streaming, and different kinds of Facebook posts to actively share information and details about its many international packages, reminiscent of a current “3M Young Scientist Challenge” name for votes.
At TopRank Marketing we’re B2B influencer advertising and marketing specialists, and have not too long ago labored to characteristic influencers in our shopper 3M’s Champions of Science sequence of podcasts.
Recent specialists showing on Champions of Science have included geophysicist Mika McKinnon, Professor Stephen Curry, Department of Life Sciences at Imperial College London, Dr. Suze Kundu, Materials Chemist and Science Presenter, Chris Gammell, Principal, Analog Life, LLC, and Matt Hartings, Associate Professor of Chemistry at American University.
Using podcasting will be a good way to enhance buyer expertise sport, and we’ve printed a number of in-depth appears to be like at how B2B entrepreneurs can promote podcasts, and have additionally gathered collectively an industry-leading record of prime marketing-related podcasts, which you’ll find right here:
Finally, 3M was the one agency in our record which mechanically opens a Facebook chat window to immediately start communications if desired.
Delivering a Solid & Sustainable Facebook Strategy
It’s clear from the various examples we’ve checked out right here cleverly carried out by Canva, Airbnb, Mailchimp, Boeing, and 3M that there are quite a few strategies for efficiently constructing a strong and sustainable Facebook model technique.
* 3M is a TopRank Marketing shopper.