With more than 2 billion active users a moth, it’s not a surprise that Facebook is a priority for many marketers. A key question that comes up regularly in appointments or during conversations with B2B entrepreneurs is to know if to be on Facebook worth it or not. 

It may seem that this social network only makes sense if you sell a product or service to private consumers. Let’s take the time to analyze some numbers before continuing our reasoning:

  • Hubspot determined that 74% of people were using Facebook for business purposes.
  • Facebook is the first social media platform for B2B and B2C marketers: according to Clutch, 95% of B2B marketers use it.
  • Edifiying and rather revealing, isn’t it ?

    The decision-makers of B2B companies, those who will make the decision to buy, are on Facebook : that’s a fact. Décision makers use Facebook more often,  but they are more committed to content as well. 

    It’s important to remember that we are all consumers. The marketing strategy that will attract the B2C consumer will maybe also attract the B2B consumer. 

    Today, brands seek to convey emotions, to offer real emotional experiences to consumers through visual and entertaining content. Facebook is one of the most visual social media : photos, videos, gif, lives…Whether it’s a photo of their product, a video tour of their office or a popular meme, visual content gets a lot more attention than text. It is natural that human brain processes images  60000 times faster than text. The most successful B2B companies on Facebook provide fun, interesting and useful messages. They also ensure that they remain relevant to their field and their missions.

    The first reflex was to imitate on the networks what was already done on television. Very quickly, the brands noticed that it did not work. Internet users were not going to interact with advertising. On a display medium, we know that brands are not in competition with other brands. Indeed, when one is on Facebook, the brands compete with a page of a band, with photos of your sister’s vacation … everything is drowned in there. It had to change the way of communicating. Through this process, this has been formalized differently from one brand to another.

    However, having and posting regularly on a page will not be enough. In order to attract new companies, the use of Facebook’s advertising platform is a must (even more with the new changes in the algorithm). Facebook ads reach more people, get attention and can stay affordable especially if you take the time to test the ads.

    Advertising on Facebook is a great way to reach new people without being too intrusive. Advanced targeting options now make it easier to target B2B decision-makers through their industry, jobs, interests, and even the size of the business.

    New word of mouth space, your Facebook page can become a real focus of commitment. Once this movement is engaged, you will just respond to messages, react, comment and love the messages of your visitors. Small acts like these can have a big impact on your image and show that your company is committed to its customers.

    It is important for companies to establish a personal connection with their customers. In this new era where social networks are kings, the brand can interact constantly with customers before, during and after the act of purchase and this has opened up new possibilities of communication. The leverage of brands to create engagement and a proximity link is to discuss with them through this. The use of this channel allows brands to allow B2C and B2B brands to appear more human and open, which consumers will tend to prefer rather than formal and closed speeches.

    I remember a discussion with a B2B company director who we advised to make a more humorous and attractive communication. His answer ? “We are not just a B2C company! Our field is serious, we can not have fun on it as we could do to reach the 40 year old housewife! ” There seems to be a rule in the B2B world: do not use humor if you want your audience to take you seriously. “Humor is widely considered a” thing for B2C “. 

    But the definition of good content that we all know, however, indicates that the content must be unique, reflect your expertise and be engaging.

    When your competitors offer the same kind of information and 54% of B2B marketers struggle to create content that that elicits a response, this engaging factor becomes a way to differentiate itself.

    Humor is a proven way to engage the public and it is a L’humour est une façon éprouvée d’impliquer le public et il s’agit d’une truly viral tactic in truth. Understand that humor is not always about making your audience laugh. It’s about adding another layer of value to your content, to give it a true human personality that can shine even across your reader’s screen.

    In order to support my remarks, I refer you to the Nielsen global survey on trust in advertising. More than 29,000 Internet users were surveyed in 58 different countries to measure consumer sentiment on a variety of ad formats. 47% of those surveyed believe that humorous ads have captured the most attention.

    Making a person laugh is the most intimate connection we can create in a business environment. It also reflects the company. Indeed, when a brand shows that it does not always take too seriously, it is a powerful way to demonstrate the authenticity and confidence of it.

    By incorporating a touch of humor into your publications, you will do something different. At first glance, you make fun of yourself seems to be the best way to ruin all your marketing strategy. But self-deprecation breeds sympathy and trust. The perception of perfection often invites a ceaseless examination. You know the saying: “If it sounds too good to be true, then it probably is.” From a semiological point of view and relying on the work of Pierce, Joëlle Réthoré designates authentic communication as a communication in which the presence of feelings, the existential presence of ego and non-ego is essential. Nevertheless, according to the author, one must not fall into the extreme and have a communication that is based solely on feelings or actions without requiring a certain reflexivity.

    As Ines Pasqueron of Formmervault explains, in his book “Je ris donc je suis” : humor is at the crossroads of two identity processes: socialization and individuation. It is through this dual mechanism that the process of humanising your brand will begin.

    Of course, we are not saying that you should start making jokes in all your communications: “that’s a story of a marketer, a creative and an artistic director in an elevator …”! However, if your content library contains some “lighter” elements, this can only be beneficial for your brand. Try to make your audience smile and do not be afraid to bring some sense of humor to the table, because the last one I checked, B2B meant business-to-business and not boring-too-boring.

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