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– There’s a common misconception that Facebook is not for B2B marketers, but 8 in 10 adults in America use Facebook. So if you’re not on Facebook, you are missing out. We’re going to cover Facebook for B2B today. ♪ ♪ – So if 8 in 10 adults in the United States are on Facebook, that means your prospects are on Facebook. – That’s correct. – They’re absolutely there. It goes back to, it’s not B2B, it’s H2H. – That’s right. – Human to human, your business prospects, the leads, the customers you’re looking for are using Facebook. – Yes. And one important thing to talk about is as a business you’re going to use Facebook differently than you do as a private person. So as a private person, you post something, good chance all your friends are going to see it. They’re going to like it. They’re going to share it. You’re going to get a lot more likes typically as a private person than you are as a business.
When you have a business page, which is what you’re interacting with, you’re not going to have that kind of organic engagement. In fact, Facebook has now made it so that organic engagement is pretty much dead for businesses. – That was a tough blow to us several years ago. They changed that algorithm. They adjusted that, and we all had to figure out how to overcome that. For a while there, it was just try to create the most engaging content that you can.
– And we got so much good free advertising for so long. – We did, but Facebook… – They caught on. – They got wise to that, so now a lot of it you’re going to have to…on Facebook, you’re going to have to pay for it. You really are going to have to do some things. There’s a lot of different things you can do on Facebook in terms of paying for it. But honestly, we look at Facebook now, and the money that we put into Facebook for both us and our clients as a cost of doing business. – That’s right. – If you’re going to be on Facebook as a business, you’re going to have to pay to play, so that’s where we’re at these days.
So talk a little bit about that, Matt. We’re having to pay. What are some things that we can do with that, and what’s the strategy behind it? What are we trying to accomplish? – So I want to talk a little about influencers and targeting. So if you are a clinic or a medical group or something like that and you’re talking directly to patients, you know it’s pretty easy to run sponsored ads that kind of go out to the masses, or at least in your region because everybody needs healthcare at some point. You can do some good targeting to kind of narrow down on your demographic, but when it comes to B2B, when you’re trying to reach…
If you’re the kind of business who your main buyer persona, the main person you want to get in front of is some executive who’s been in the industry for 40 years. And you’re pretty sure he’s not real engaged on Facebook and that could be true, but it’s also true that one of his influencers is, or multiple of his influencers are. And so Facebook’s targeting is so good, you can target employees of a specific company. And so if you were to create some content that says, “Hey, does your CEO know that da, da, da, da da?” Social media was created for sharing. So if his influencers are able to see that the people who are engaged in social media, there’s a real good chance they share it with him. They forward it to him and say, “Hey, boss. Thought you might like this.” Everybody likes to get points with their boss. Everybody likes to bring value to the table and seem knowledgeable and seem like they’re staying ahead in trends. And that’s a way to do that is to target those influencers of your buyer personas. – Absolutely. Another way we use Facebook is for retargeting.
And so when you’ve had people come to your website, maybe to a specific page for a specific product or service that you offer, you can actually retarget those people, put ads back in front of them on Facebook. You know they’re on there, looking at pictures, staying engaged with their friends. So retargeting is so cost effective, and you already know that they came to your website. They already engaged. You can put specific rules in place so that they did visit certain pages, but maybe didn’t visit this page, or didn’t fill out a form and already convert on your website. So much you can do, in terms of retargeting Facebook. It works so well for that. And right now, as far as the pay to play, the costs are incredibly effective right now for Facebook. I don’t think it’s going to be that way for long. – Yeah, jump on it. – Everybody’s catching on and doing it, so take advantage of it now, and use Facebook. Your prospects are out there.
– One more thing that I think we would not be doing you a service if we didn’t mention is video. Video is…especially Facebook Live, which is difficult to apply in every situation. But Facebook Live, it’s complicated. But the way that Facebook’s algorithm works, they put so much value on Facebook Live. And if you’re scrolling, scroll through your Facebook feed, and just see how many different videos there are on your feed. It’s so heavily video now, and right now promoting video is so cheap, and it’s not going to be that way forever. So if you can promote some video content, you’re going to be ahead of the game. – Absolutely. We’ve seen all kinds of stats that throw out how much of the content created on the internet is going to be video by 2017,18, by 2020. And the numbers are, they’re not alarming.
For us it’s encouraging. Video’s a great way to get your message out there. And so I’d encourage you to absolutely look at video and look at Facebook specifically. But I think that’s it. I think we reached the end of our series here on B2B for healthcare and marketers. I hope you enjoyed it. Don’t forget to engage with us on social media. Thank you. – Thank you. .
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