I know lots of business owners who think that Facebook—and, indeed, most social media—better serves B2C companies than it does B2B firms. But I'd argue that although communicating via social media might be easier for B2C companies, B2B companies can still take advantage of social media to connect with their current customers and convert prospects into new customers.
The B2B audience might be smaller, and B2Bs face unique challenges, but social media is worth B2Bs' time and effort. I know firsthand, because at my company we function as both a B2B and a B2C. And we use contests all the time to engage with our users and to convert new ones, and we create apps for clients to use with their clients.
So if you've ever wondered whether a Facebook contest might work for your B2B company, I have some tips that will help.
1. Remember that social media is a friendly way to get in front of your clients
Let's say you use email newsletters to share information about your company and products. Newsletters are a great way to alert both current and prospective customers about special deals and new features.
Newsletters, though, are also likely to be filed—figuratively, anyway—under "business," whereas if you have a presence on Facebook you are engaging with your customers in the same place they engage with their friends and families. Your post, which might be an invitation to enter a contest, could potentially show up in between pictures of their children or grandchildren.
In other words, via social media you have an opportunity to have a dialogue with your customers that might not have anything to do with sales.
2. Host contests or promotions to get in touch with your customers more often