The Benefits of Facebook Marketing for Business-to-Consumer Companies - dummies

The Benefits of Facebook Marketing for Business-to-Consumer Companies

By Andrea Vahl, John Haydon, Jan Zimmerman

When it comes to business-to-consumer (B2C) companies, one of the greatest advantages of Facebook marketing is the ability to engage one-on-one with your ideal clients. By asking questions, encouraging conversations, and creating personal engagement with your customers and prospects, you can build relationships in a way that wasn’t possible before social networking took the marketing world by storm.

Although we all know that consumer brands with big marketing budgets can attract millions of followers on Facebook, there’s still room for the little guys.

Here’s a thought experiment: Rather than feel frustrated because your company can’t compete with big-brand giants on Facebook, turn the success of those companies into an opportunity for you to model the best and learn from them.

Here are four key strategies that the big B2C companies have adopted in their Facebook marketing strategies to help them stand out from the rest:

  • Acknowledge your fans. The B2C giants on Facebook do a fantastic job of spotlighting their fans. When fans feel appreciated, they continue to engage with your Page.

    One great example of this strategy comes from Oreo, which knows a thing or two about standing out. Oreo created a campaign to spotlight what fans think about Oreos. Fans share their videos, photos, and stories via a Facebook app, providing Oreo with limitless content and customer loyalty. Oreo’s Facebook Page has millions of fans, so those folks must be doing something right!

    Oreo's Facebook App.

  • Know your audience. When you’re clear about who you’re communicating with on Facebook, you can create experiences around your audience’s interest and likes. An example of a B2C company that’s in tune with its audience is Red Bull, as evidenced by that Page’s custom apps and unique content.

    The team behind Red Bull’s Facebook Page knows what its audience will respond to best and then delivers. A series of online games and apps for fans, for example, is geared toward sports and high-impact competitions.

    Redbull offers games on its Facebook Page

  • Mix up your media. Facebook strategies that infuse a variety of media, including photos and video, often draw a bigger crowd. One example is JetBlue’s airline terminal live music shows.

    JetBlue knows that many of their customers appreciate culture. Working with local and independent artists, they presented live music concerts at several of their locations. So not only are they using videos, but they’re also providing rich cultural experiences in addition to affordable and enjoyable air travel! Very smart, JetBlue!

    A video posted on JetBlue's Facebook page.

  • Have fun. Face it, most people log on to Facebook to have fun and connect with friends. Interacting with businesses is a distant consideration. That doesn’t mean, however, that these users aren’t a captive audience! The key is to infuse fun into your Facebook activity when appropriate.

Photos are viewed more than anything else on Facebook. They go viral quickly because when a fan posts a photo, that photo is sent to the News Feeds of all their friends. Hundreds of thousands of potential new fans will see these photos.

When reviewing these four strategies illustrated by some well-known B2C companies, remember that you, too, can create these experiences for little or no cost. Again, model the best that’s out there, and make the strategies work for your own business.