More B2B Social Media Fact vs. Fiction

Updated 2013 stats – Know B2B social media facts from fiction. Fiction: Social media offers limited value to B2B marketers. Here are 8 Tweetable Facts bout how B2B companies are  using social media to generate leads, connect with customers, and reach business goals.

[FACT] B2B companies that blog generate 70% more leads/month than those who do not.  TWEET THIS

[FACT] Increasing blogging to 6-8x/month nearly doubles leads according to @Hubspot. TWEET THIS

[FACT] 83% of B2B marketers are using LinkedIn to distribute content. TWEET THIS

[FACT] B2B companies that blog 15x/month get 5X more traffic than companies that don’t blog according to @HubSpot. TWEET THIS

[FACT] 46% of marketers plan to increase their spend on content. @CMIContent  TWEET THIS

[FACT] B2C marketers use mobile and print more often than B2B. TWEET THIS

[FACT] 67% of B2C companies and 41% of B2B companies have acquired a customer from Facebook. TWEET THIS

[FACT] B2C marketers use LinkedIn much less frequently (51%) than their B2B peers (83%).  TWEET THIS

Facebook Ads: Do They Work?

There are many ways to market your business website. You can do so through paid search, print ads or outdoor advertising, just to name a few. Broadcasting you business name, products, services or brand has never been easier. However, when I ask clients if they’d consider advertising on Facebook, I often get a blank stare or an immediate “no”.

The rejection in using Facebook ads has perplexed me – If well thought out, advertising on a popular platform like Facebook could bring a large return to the client. I just didn’t have many clients willing to play along.

A few weeks ago though, I received a free Facebook advertising opportunity after my Page reached a certain number of “Likes.” At first I too was stumped. The Facebook Page for my personal blog is certainly popular enough, but what would I really offer? For my Ann Arbor Mom Facebook Page, the answer was simple – I offered new fans the opportunity to find information on free and low cost family activities in the area. That meant that my Facebook ad campaign should be one to generate more “Likes.”

So with a $50 ad campaign, I ran a 10-day trial spending it on a $5/day budget. What did I get you ask? A lot! The 10-day campaign increased my pages likes by 62%. It actually improved fan engagement drastically too! As a blogger, that allows me to give more to my fans through relevant, well thought-out content.

facebook ads

Running a 10-day trail of Facebook ads increased on page Likes by 62%

Was it a fluke? Could I do it again? A few days later, I was happy to realize, that yes, I could try it again. The PWB Facebook Page was sent a similar offer.

Once again I set off with $50 in free Facebook Ads, but this time it was for a company that markets to B2B. The free ads for PWB only generated a 6% increase in “Likes” however it also improved user engagement and the overall virility of our posts. Our content didn’t change much, however the increased visibility the ads afforded us allowed us to get further with our Facebook Page.

facebook ads

For PWB, running a brief Facebook Ad Campaign, improved user engagement and the overall virility of Facebook posts.

With two “wins” under my belt I was very excited to try ads a third time which happily happened when another client Facebook Page that I manage was offered free advertising dollars. The client is a Ypsilanti bariatric surgeon, and with obesity being in the media often enough, I wondered how the campaign would run. Would it gain a lot of new “Likes”? Would engagement improve like the other campaigns?

Engagement did improve, and the Facebook Ad campaigns did generate a 10% increase in the number of “Likes”. What was enlightening to the client however, was viewing the demographic data provided by Facebook analytics. The client was also able to clearly see that many Facebook fans come back to the page with a much frequency, which indicated a good amount of brand loyalty!

Facebook ads

Running ads on Facebook can certainly provide new “Likes” and greater user engagement, but often the analytics prove to clients that they reach a cetrtain demographic or that that they have strong brand loyalty.

One of our current clients is going through a website redesign and has indicated that they will use targeted Facebook ads, so I’m in a holding pattern. Through the three brief trials I ran, Facebook ads have certainly proven helpful on many levels.

Want to know more about advertising on Facebook or through other online marketing? We can help. Let us help you define a roadmap to help you reach YOUR business marketing goals!

From Concentrate: PWB Marketing Expands Client Base, Geographic Area

Our C.O.O. Sean Hickey was interviewed by Concentrate the other day. Here is an exerpt of the article posted to their site today. To read more about our expanding client base and business growth, be sure to read the full PWB Marketing Concentrate article.

Sean HickeyPeterson, Williams & Bizer, known to all as PWB Marketing Communications, traces its roots to the 1970s but took its current form in 1986. PWB Marketing Communications has not only seen its client base in Michigan grow over the last year, it’s also expanding its geographic reach.

The Ann Arbor-based marketing agency has recently added to its customer list a software firm based in Montreal called Miya. The two share a business relationship with a third company and started to do some work together over the last year. [Read More]