Facebook B2B Best Practices Guide

1. Facebook B2B Best Practices Guide Using Facebook for Lead Generation

2. Create Tabs Create custom tabs for prospects and present a Call-to-Action to capture leads or subscribers.

3. Drive Content to Fan’s Newsfeed • Post consistently 2-3 times a day at different times during peak Facebook usage hours. • Set a scheduled posts for the middle of the night if you are a global company. • If you canmanually post content. It has a better chance of popping up on your fan’s newsfeed.

4. Drive Content to Fan’s Newsfeed • Promotions > Polls > Pictures > Links > Written Content • Content has a better chance of appearing on fan’s newsfeed in this order. • Shares > Comments > Likes • These increase the amount of people that will see your posts in this order. • Encourage your companies' employees and friends to interact with your posts in this way. • Leverage Facebook ads. • Create Facebook ads to drive impression opportunities and clicks to your page. • Create Facebook ads to directly drive likes to your page. • Target certain audiences with your ads. • Target the fan base of companies similar to yours. • Target persona’s based on interest or profile data

5. Create Awesome Content on Posts • Do not simply put the title of an article on your posts. • Ask questions. • Use action words such as: learn, discover, find out, check out, etc. • Create content that your fans can relate to. • Use quotes • Create general success quotes that almost anyone can relate to. • Use pictures with your quotes or create a picture with your quote on it. • Create statuses for holidays with pictures

6. Create Awesome Content on Posts Why Coaching Is Important • Post pictures about the people at your company. People trust people, not companies. • Post pictures from events. • Post feel good stories about your employees. • Post relevant new information about your industry. • It could be an interesting graph, new research, or an interesting article. • Make them laugh. • Post humorous pictures from the workplace. • Post cartoons about your industry. Monday Moments: We know you fought a tough battle to get here this morning

7. Be Social Avoiding Common Coaching Mistakes • Interact with your fans. • Always respond to messages and comments. • Create polls or ask your fans questions. • Comment on other Facebook pages • Find pages of complementary companies in your industry or close to it. • Show your expertise by interacting with fans on their posts. • Get other Facebook pages to post your content. • Don’t be afraid to share other page’s statuses. • Like the Facebook pages of other companies in your industry so that you can see their content. • Post about your Facebook page on your other social platforms. • Think of LinkedIn as your professionalformal page and Facebook as your business casual page.

8. Using Facebook Ads • Test your content in ads • Start ads out with a small budget for a few days. Then, review the ad for optimizations and see if it is worth continuing. • Target your audience • Use specific interests and words to specify who sees your ad. Examples: executive, CEO, VP Sales, etc.

9. Using Facebook Ads Coaching with Job Aids • Drives users to great landing pages • Do not simply link the ad back to your Facebook page timeline. Create either a specific optimized tab for the user to go to or link them to a great landing page on your company website. • Send them to a landing page with a high conversion rate.

10. Measuring Success • Awesome Content  People talking about this  Reach  Likes  Leads • Leads are not generated overnight; they are a product of a well developed Facebook page for your prospective buyers. • Make sure you can track your work back to your KPI’s (key performance indicators) such as MCL’s (marketing captured leads) or subscribers of content. • Content is the initial driver of everything; focus on what you post for your prospects. • Continuously monitor what is working and what is not with Facebook Insights located in the upper right corner on your home page.