Whether it makes sense for a provider of B2B services and products to operate a Facebook account for German target customers depends on several factors that are derived from the target group, the content and the marketing goals. Here are some considerations that can help you make your decision.
Benefits of a Facebook Account
Let’s first look at what positive and useful features and possibilities Facebook offers:
1. Wide reach and visibility: Facebook is one of the largest social media platforms worldwide, including in Germany, and offers access to a broad user base, including corporate decision-makers especially age 30+.
2. Targeted advertising: Facebook offers opportunities for targeted advertising that allow you to reach specific audiences based on demographics, interests and behavior. This can be particularly useful for making potential customers aware of your services.
3. Content distribution: You can share content such as blog articles, case studies, tips and news to demonstrate your expertise and position your brand as a thought leader in online marketing.
4. Network and community building: You can build a community around the brand and connect directly with potential customers, partners and industry colleagues.
Challenges
The previously mentioned advantageous features and opportunities for advertising on Facebook are offset by some challenges:
1. Relevance to the target group: You have to check for yourself whether the customers you are targeting are really active on Facebook. Many B2B decision-makers and companies prefer platforms like LinkedIn for business-related content, while Facebook is often perceived as less formal or as a network for family and friends and acquaintances.
2. Content requirements: Facebook requires regular, engaging and relevant content. Maintaining an account can be time-consuming and should be embedded in a comprehensive content strategy. That means effort.
3. Platform specialization: In many cases, LinkedIn is more effective for B2B services and products, as it makes it easier and more targeted to identify and approach specialists and managers, as well as to network with potential business partners.
Recommendations
I recommend a two-part strategy of a) testing and analyzing and b) focusing on ads:
a) Test and analyze: If you want to try out Facebook, you first test with a clearly defined strategy and measure the results and costs in a previously defined period, say 1 to 2 months. What content do we have and which works? Are we reaching our target group effectively? How much does it cost us (time & staff)?
b) Focus on ads: If organic reach is limited and you want to avoid the lengthy process of building up organic reach, Facebook ads are a sensible alternative to support specific campaigns or lead generation across the board. The same applies here: try out different ads and measure the results and compare them to the costs.
Conclusion
A Facebook account can be useful if it is well integrated and used in the overall strategy and if you actually reach your target group there in a measurable way. Often you can't avoid trying this out. For target customers who are primarily active in the B2B sector, a stronger focus on LinkedIn and other specialized platforms can be more effective. However, the generally higher costs for lead acquisition on LinkedIn cannot be ignored. This must be taken into account when assessing the alternatives.
Author: Dr. Frank Lampe, independent online marketing consultant, author, lecturer and long-time marketing executive for technology B2B companies and startups.
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