Living in the 21st century means you’re more connected than ever.

The consumerist society we are all a part of delivers connectivity through the internet, and more specifically, social media.

facebook-business-b2b-prospecting

Tools like Facebook’s Business Manager makes prospecting through multiple accounts a breeze

As a marketer, you probably already understand the importance of Facebook as part of your marketing strategy. With Facebook having more than 1 billion users on their platform [Tweet This], smart marketers know there’s more potential than ever to use Facebook to get their name out there, spread their content, draw more people to their site, and ultimately, make the potential customer care about their company.

Facebook Marketing in 2016

With more than 5 new Facebook profiles being created per second [Tweet This] and huge leaps forward in terms of innovation, this platform will continue to stay number one for a long time to come.

A few of the reasons that B2B marketers are adopting Facebook marketing in 2016 as serious campaigns, rather than just a platform for spare marketing spend, are due to:

  • Reactions – Ever wanted to ‘love’ something instead of just ‘liking’ it? This new feature allows businesses to better understand how users are engaging with their content, than ever before.
  • Facebook Live- Offering marketers the tool to directly showcase video – in real time – to their fans on Facebook. A perfect tool to engage B2B customers by giving them the power to engage with you in your company’s everyday life.
  • Advertising in ‘Messenger’ – Using Facebook Messenger isn’t just the 2016 equivalent to instant messaging, it’s a perfect way for brands to communicate on a personal level with their customers. Rapport is such a powerful aspect of today’s marketing and utilising Messenger is paramount to gain trust and loyalty [Tweet This] .
  • Facebook Canvas – We all know that video gets a huge amount of engagement (over images and posts) and with Facebook Canvas, marketers can offer their customers full-screen, mobile-specifically formatted content that is intended to engage with more people than ever before. Coupled with the introduction of 360-degree Facebook video and this will become one of the most powerful video tools online.
  • Your customers are there – Even though you’re B2B, you can be sure that your customers ARE on Facebook, and what more personal way to reach them when they are in their social element? Leaving Facebook out of your B2B marketing strategy is ignoring a great opportunity.

But How Can I Generate Actual Leads?

Facebook may be a fantastic avenue for engagement and awareness, but how can we as marketers get our messages out there and make people aware of what our companies can offer?

Enter, Social Prospecting. Social Prospecting is the art of scouring the social web, identifying potential prospects for your business, and engaging them to draw them to your site and get those potential prospects to your sales team.

The Social Prospecting process involves mining social media for genuine leads that might want to connect with your business. This can involve a plethora of unique ways to generate your lead including targeted ads, posting in groups, social listening using tools such as HubSpot, and re-marketing to interested prospects.

With potentially millions of leads to reach on Facebook, social prospecting is the gateway for you to identify and generate these leads.

Get Started

Now that you know what Social Prospecting is, you can get started with our quick 4-step process right now. Our process below can be used for Facebook and any other social media (check out the 4 Essential Social Platforms for B2B businesses if you haven’t decided which platform to focus on yet).

keyword-research

Research your keywords as much as possible to understand the kinds of things your market is searching for.

1. Social Media Accounts

Don’t just quickly whip up a standard Facebook page that acts as a landing page for leads to look at. Instead, invest a few hours creating and promoting content. This means that your existing audience will be invested and engaged with your content, and the new leads you generate through Social Prospecting will know that you’re a human organisation that cares about your industry, not just some faceless corporation.

2. Keyword Phrases

It’s important that you know of keyword phrases that people can use to find you. This way you can better engage with your customers by generating better content that your potential leads are more interested in. Start your research using tools like MOZ’s Keyword Explorer to see what people are searching for. It’s a good idea to couple this into your SEO at this stage, as keywords generate the life-blood of search engine marketing. A quick example to go by: if you’re looking to market to people that love Jaguar cars in Melbourne, Australia, your keyword research might include ‘Jaguar Melbourne, sports cars, English cars Melbourne, luxury cars Australia,’.

3. Organic Content

The third step in this quick process is organic content that should be related to the above keyword phrases. The content you should produce should revolve around these keywords as that’ll lead to better SEO, lead generation and all around engagement – if someone wants to know about these topics, why wouldn’t they want to hear what you have to say about it?

4. Try advertising to amplify your content

Facebook’s advertising platform is the main source of their billion dollar revenues. This means they have a vested interest in making the ad platform as user-friendly and effective as possible. Experiment with things like Boosted posts and Facebook remarketing to reach your desired audience. You’ll be amazed how many people you can reach with a relatively small ad spend. Just be sure to set up Facebook’s tracking pixel on your website so you can measure ROI.


There’s much more you can do with lead generation through Facebook and social media as a whole, but these 4 quick steps will get you started along the journey.