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B2B marketing is continually evolving and embracing new content features and forums to connect with prospects and customers. As Facebook is the go-to social network that encompasses all generations and has over 2 billion users, B2B marketers need to be strategic about how to create content that educates, inspires, and moves the needle for their target audience on the platform.
Currently, there are many ways that B2B marketers utilize Facebook Marketing including advertising on the platform, posting video content, sharing news articles that are relevant to their product, creating infographics and much more. Now, Facebook has thought of a new way to build community, and they’ve done so through launching Watch Party for Facebook Groups.
As described by the Facebook press team, Facebook Watch is a new way for people to watch videos on Facebook together in real time. Once a Watch Party is started, participants can watch videos, live or recorded, and interact with one another around them in the same moment focused on building new ways to bring people together around video, create connections, and ignite conversations.
Facebook’s product roadmap has Watch Party’s in Groups currently but looks to expand to Pages down the line. So what does this mean now for marketers who want to connect with their target audience and provide content that can allow for prospects to move down the pipeline to a closed deal? Here are three ways that B2B marketers can use Facebook Watch Party.
There are many use cases on Facebook already from groups such as Tia Mowry’s Quick Fixers where her fan base asked her questions surrounding marriage. During this time, she was able to provide her fans with lessons and learnings. This celebrity example can be used for B2B marketing with interviews between business and customers. This can be exemplified in a variety of ways, including: Q&A with C-level executives about product roadmap and business goals, at a Trade Show where those who can’t attend can learn more about what is happening there, or with a discussion between a customer and the product manager to expand on how the product is used within the business atmosphere.
In doing so, the marketing team can facilitate an experience that provides connectivity within community and also includes lots of future content. Marketers can see the kinds of questions and feedback from the community and craft content such as eBooks or blog posts to educate. By creating a real-time video session, marketers can glean insights into their community faster than traditional routes of email campaigns, surveys, or in-person visits.
For B2B Marketers, webinars are an integral aspect of their strategy that helps drives leads down the funnel from awareness to action. Webinars have traditionally been launched with webinar software; however, Watch Party’s could be a new way for participants to go through a real-time walkthrough. This approach lends itself to more questions, comments, and interactivity. Additionally, marketers could take the Watch Party link and share it in follow up emails and blog posts to bring increased eyeballs to the webinar and have more people join the Facebook group or like the company page. This will have long-term benefits for advertising campaigns and company messaging.
Bringing new products to market can have an incredible impact on a business’s bottom line. Marketing teams create campaigns and issue press releases to garner as much attention as possible to the new way to the product. With Watch Party, the marketing team now has direct access to the customers and can get real-time feedback and interest. As other media personalities and brands have launched multiple Watch Party’s surrounding an event like how Buzzfeed’s Tasty Group, a community of foodies where group members share and discuss favorite recipes and cooking tips, hosted several Watch Parties throughout a weekend. On Saturday they focused on cooking tips, and Sunday was providing recipes to prep for a Sunday dinner with family and friends. B2B marketers can follow a product announcement similarly at the beginning of the week and then throughout that week showing the audience how to use it or how it can integrate within the suite of tools. The sky’s the limit with how many Watch Party’s can be launched to get the attention of the users.
As Facebook is always looking towards new ways to build upon communities small and large, marketers can use these new tools and innovations to strengthen their audiences. By implementing Facebook Watch Party’s into their marketing mix, they can take traditional B2B marketing tactics and produce them on the social media platform that can bring together customers, prospects, and fans alike to better the product and business goals.
How has Facebook Watch Party helped your business? Tweet us back @NeoReach and let us know!
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