– [Casey] 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. ♪ [music] ♪ – So if 8 in 10 adults in the United
States are on Facebook, that means your prospects are on Facebook. – [Matt] 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.