With greater than 2.four billion customers worldwide, Fb has lengthy been a preferred platform for manufacturers each B2B and direct-to-consumer trying to creatively and successfully showcase their services and products.
Fb has launched scores of recent 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 going through well-publicized challenges over the previous a number of years — but in addition more and more to change into a vacation spot for skilled enterprise customers, and customers in search of a social expertise markedly completely different from LinkedIn, Twitter, and Instagram.
With Fb 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 means of pages, teams, communities, and several other different strategies Fb supplies.
#1 — Canva
Since arriving on the Internet graphic-design scene in 2012, Canva has seen its quite a few artistic 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 artistic professionals, it’s no shock that Canva artistically makes use of its Fb presence to have interaction with its neighborhood 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 Instances Sq. billboard.
Canva frequently asks related questions of its Fb neighborhood and actively responds positively in emoji-rich feedback, reminiscent of a current colour and hue-related submit which inquired “How are hue feeling?”
Canva hosts a number of Fb teams together with a Canva Academics Group, a Canva Design Circle, and a Canva Nonprofits Group, makes use of Fb Occasions to advertise its real-life occasions reminiscent of its current “Design School After Hours: Branding your Business” workshop, and actively engages with Fb followers in its web page’s neighborhood part.
#2 — Airbnb
Airbnb has skillfully utilized its Fb 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 could be engaged and nurtured on Fb.
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 Fb followers to share and participate.
#three — Mailchimp
For electronic mail advertising and automation agency Mailchimp, Fb serves as an vital social media platform to speak with and inform purchasers and potential companions.
Sharing advertising recommendation, research, studies, contests and extra, Mailchimp’s Fb web page thrives by serving to each established B2B corporations and new companies with actionable perception delivered in entertaining and visually attractive tales.
Fb 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 Fb following to share behind-the-scenes video glimpses into the agency and its many packages world wide, reminiscent of a current “Have you ever wondered?” take a look at the way it goes about capturing the oftentimes breathtaking aerial footage it options on the web page.
Boeing additionally frequently encourages its Fb followers to participate in a wide range of company social duty efforts, reminiscent of a current two-way dialog program for Incapacity Consciousness Month.
#5 — 3M
3M* cleverly makes use of a wide range of video, image-rich, live-streaming, and different varieties of Fb 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 Advertising and marketing we’re B2B influencer advertising specialists, and have not too long ago labored to function influencers in our consumer 3M’s Champions of Science sequence of podcasts.
Current specialists showing on Champions of Science have included geophysicist Mika McKinnon, Professor Stephen Curry, Division of Life Sciences at Imperial Faculty London, Dr. Suze Kundu, Supplies Chemist and Science Presenter, Chris Gammell, Principal, Analog Life, LLC, and Matt Hartings, Affiliate Professor of Chemistry at American College.
Utilizing podcasting could be an effective way to enhance buyer expertise recreation, and we’ve printed a number of in-depth seems at how B2B entrepreneurs can promote podcasts, and have additionally gathered collectively an industry-leading checklist of prime marketing-related podcasts, which yow will discover right here:
Lastly, 3M was the one agency in our checklist which robotically opens a Fb chat window to immediately start communications if desired.
Delivering a Stable & Sustainable Fb Technique
It’s clear from the numerous 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 stable and sustainable Fb model technique.
* 3M is a TopRank Advertising and marketing consumer.