Recently, I was plucked from the comforts of my work desk and dropped into a conference. I’m a marketer – I love conferences. New surroundings, new people to talk to, and new things to learn. However, this was a tech conference.

I stood out like a sore thumb.

Surrounded by basic black, I was bopping around in pastels. During sessions, I took borderline-obsessive notes and sat on the edge of my seat with my arm sky-high whenever a question was asked. Have you ever seen Legally Blonde? I acted a majority of the plot over three days.

I learned a very important lesson though, many B2B companies don’t have a social plan. Sometimes it feels as if I’m beating a dead horse – post content, develop a marketing strategy, be active on social… Everyone knows this already, right? Nope, they don’t.

A question I heard repeated across sessions was, How do companies use Facebook? Facebook is where you share pictures, “like” statuses, and stalk profile pictures of old high school friends, where does B2B marketing fit?

Here are four tips to start your Facebook marketing strategy:

  1. Create useful content: Whether it be blog posts, infographics, webinar slides, or case study videos, first we must create the content we’re going to post. Don’t obsess about name-dropping your latest product or weaving in your company tagline – your content will be on your Facebook page, so readers are thinking of you.
    • We define content as ‘useful’ based on how much our audience craves it. Posting text-heavy content with little engagement? Mix it up with graphics.
    • Remember, our primary goal is to educate Facebook followers, nurture them into qualified leads, and turn them into engaged customers.
  2. Focus on just one point: If you’re posting detailed content, like a whitepaper or a webinar, you won’t be able to summarize every thought in one Facebook post (no one wants to read that anyway!) Pluck out an interesting statistic, a thought provoking quote, or pose your own question to readers regarding your content’s subject.
    • Facebook posts aren’t stand alone pieces of content – they’re introductions to the real content on your website.
    • Company posts and updates are meant to entice your Facebook followers to click on your hyperlinks and land on your website. Hopefully, they’ll stay awhile!
  3. Post a variety of content: It’s easy to get stuck in a Facebook rut by only posting one type of content (blog posts, case studies, etc.). Make an effort to mix it up with blogs, infographics, videos, and even outside content such a industry-specific articles or posts from customers.
    • Even mix up how you introduce the content by posing questions, pulling a quote, or encouraging readers to interact with “likes” and comments.
    • It’s fine to post content that doesn’t lead readers directly back to your website. However, do make sure they can get there eventually, such as linking to an outside article that includes a mention of your company or product.
  4. Share your culture: This is an indirect form of lead generation, but potential leads need to see all sides of your company. Post pictures of employees at company events or showing off clothes with your logo.
    • Culture is also accomplished by customizing your Facebook page. Make sure your branding and company colors are reflected across your profile picture, cover photo, and “About Me” section.
    • Make sure all posted content includes an image. If you have an in-house design team, have them create images that reflect your content’s subject and designed with those same colors and fonts in mind!

Facebook can be a go-to source for lead generation, but don’t pigeonhole it like that. Facebook can also be used as a customer forum for interaction with your support team or to share tips and tricks with each other. Push for interaction – there’s no shame in asking readers to like, comment, or share your posts. In a sea of basic black, we need to stand out in pastels.