The Brand Awareness and Stockist Acquisition Strategy that B2B brands are sleeping on

If I had a dollar for every time someone posted in a Facebook group, “I’m searching for an organic, natural, Australian-made skincare brand” — I could fund the next ten years of Inside Industry. I'm sure it could fund your business too.

Here’s the thing: our industry is overflowing with B2B Facebook groups — from the ABIC community, to Beauty Therapists Sharing Ideas, to brand-led forums and device results networking groups. And yet, so many brands are sleeping on them.

Instead of relying on others to tag your brand and hoping you land in someone’s shortlist… what if you could engineer the mention? Here’s how.

1. Ask Your Stockists for a Favour (and Reward It)

Word of mouth is powerful. And stockists are your best advocates. It's one thing to promote your own brand, and another entirely when someone else promotes it for you. If you see a post in a group that’s a perfect match for your brand, send it to your existing stockists and say:

“Hey, we just saw this post pop up — if you feel called to comment, we’d love that! And as a thank-you, we’ll pop a little something in your next order.”

This isn’t a bribe. It’s brand advocacy with a sweetener. And it reminds them that being part of your community means getting looked after, too.

2. Comment Yourself — But Offer Value First

Instead of “we’d love to send you a sample” or “DM us for more info!”, try something like:

“Hi [Name], we’ve actually got a free tool that might help you sort through all the options popping up in this thread — it’s designed to help salon owners vet ingredient profiles and check brand claims. Happy to send it through!”

You’re not just another brand begging for shelf space — you’re a helpful voice in the room. One who understands how overwhelming this decision-making process can be.

3. Make Facebook Groups Part of Your BDM Strategy

If you have Business Development Managers, they should be living inside these forums. Not to spam threads with links. But to:

• Offer educational comments

• Share real-world experience (“Here’s what one of our NSW clinics did to upsell this treatment…”)

• Add their two-centrs on clinical questions

• Answer product-related FAQs with insight and authority
  

BDMs who show up consistently in these groups start to get noticed — and not just by potential stockists. They become mini KOLs in their own right. And that glossy effect? It lifts your brand, too.

4. Share Value (Then Share More)

If you have written an insightful article about skin barrier recovery post-RF microneedling? Created a checklist to help clinics choose a skincare partner? Put it in the group.

This is how you build trust before you pitch. Give away education. Share knowledge. Be a source. Because when you’re the brand helping clinic owners grow (not just selling to them) you’ll always earn a place on the shelf.

Stop hoping your brand gets mentioned. Start strategising the mention. Because in an industry full of noise, the brands that lead with value are the ones that always get seen.