Facebook & Instagram Ads Aren’t for Us, We’re B2B
THE NEWS IS…. FACEBOOK ADS ARE FOR YOU!*
With 2.6 billion active users on the platform every month, the longest linger time and the widest age spread of any social media channel, your B2B target audience are on there, they’re just not wearing their suit and tie. Building brand awareness and finding lead opportunities is a multi-layered operation, and Facebook has some of the most sophisticated and cost-effective tools to add to your digital marketing mix.
AUDIENCE BUILDING
Facebook’s audience building capabilities are unrivaled on social. Let’s assume you have a GDPR compliant email list, this is a strong starting point for building a warm audience. The data in your email list can also be used for a ‘lookalike’ audience. This is an audience which Facebook creates using the information from the seed audience. Demographics, location, habits, interests, job titles, employers are all considered to create a new audience of people who (you’ve got it) look like the original audience up uploaded from your email list. Lookalike audiences can be extremely powerful and are a tool that cannot be recreated outside of social.
You’d probably also want to test a custom audience. For example, you might target accountants in the Greater Manchester area, listing interests such as Xero and QuickBooks, but to ensure these ads don’t go to your competitor’s employees you could layer out anyone working for those companies.
LEAD GENERATION
Let’s say that the goal of your advertising campaign is to generate quality leads for your team to convert into valuable business. Nothing matches Facebook for the tools to create robust funnels – that gentle flow of lead generation and retargeting that will guide your prospects towards taking the action that you want them to. With the Facebook pixel installed on your website you’re in great shape to start taking the traffic from your initial custom and interest audience campaigns to retarget with lead magnets or lead gen forms. The range of placements and objectives available on Facebook means that if you find your leads are sticking in the middle of your funnel, you can test another approach to get them over the line.
…AND MORE
Amplifying your PR wins to bigger audiences, promoting new products and developments (to more than just your existing users), sharing case studies and testimonials as trust indicators, delivering added value by sharing knowledge and tips to a wide audience, promoting original research – the list goes on but suffice to say that there’s a variety of proven tactics for B2B Ads on Facebook.
INVESTMENT
And let’s talk about cost. Although the cost of advertising on Facebook is gradually edging up as more and more people recognise what a powerful tool it is, it still represents insane value for money in terms of measurable ROI. It’s low cost per clicks give businesses the opportunity to test out different approaches to find the optimal route to leads.
Is Facebook the only way to go for B2B social advertising? Not necessarily, we work on a range of platforms, and with the right budget can test campaigns across the platforms.
Is it worth putting on the table when calculating what your digital marketing budget can bring in for the next quarter? Absolutely.
Crafting campaigns to work at optimum for our clients is what we are passionate about. If you’d like to have a chat about how we see social advertising working for your business, drop us a line.