We still hear business leaders and sales & marketing executives trying to convince us – or themselves – that they don’t need to engage potential customers on social media. Here are a few responses to frequent Facebook objectives:
“You don’t understand my industry. These guys just aren’t on Facebook.”
I say: unless you’re marketing and selling to creatures other than human beings, many of your prospects are on Facebook.
“But we’re a B-to-B play. My business clients can’t be reached the same way those lucky dog Consumer Marketing people do it.”
I say: in every business to business transaction, people buy from people. You know where many people are right now? Facebook. Stop thinking of yourself pitching to XYZ Manufacturing Inc., and picture yourself engaging with your contact Jane.
“But one of the guys at my client really doesn’t use Facebook. I’m serious. He says it’s stupid.”
I say: Of course you can find some prospects and candidates who are not active on Facebook. You can also find some who don’t own a TV and a few who still don’t carry a mobile phone. In 2016, they are outliers. I would also say that if they are that much of an outlier, then any conventional methods of reaching them will also fail.
Are you fighting against using Facebook to engage potential clients?
You’re not comfortable. I get that. It’s not what you used to do. That’s okay!
You’re going onto your 8th year of saying that social media is a fad. One of these years you may be right. But not this year. Go get ’em!