Almost every B2B Advertising company has a share of their overall marketing budget allocated to paid social. Understandably so, considering about 66% of B2B marketers report seeing ROI from paid social media ads. At least 71% of them leverage Facebook to reach B2B customers and prospects. Here are some distinct advantages that B2B Facebook ads offer:
- Facebook campaigns drive sales, grow website traffic, and increase brand awareness.
- Facebook provides tools for targeting and retargeting, allowing you to set pinpoint campaigns through Facebook Interests Audiences and Facebook Custom Audiences.
- Facebook is great for engaging with consumers, other businesses, and influencers.
How to Make the Most of Facebook Ads Campaigns
Firstly, your sales and marketing teams should have a shared vision of what results you’re aiming at. The strategic goal and the KPIs will then drive your approach to campaign settings and targeting.
Focus on a Specific Stage of the Funnel
Decide what stage of the funnel you’d like to target before crystallizing the offer you wish to promote. There is a world of difference between targeting prospects at the beginning of their journey and those one step from converting into a buyer. Think about the following:
- What information about the company and how much branding is required for a particular level of customer awareness?
- What kind of message would work better for the top, middle, or bottom of the funnel?
- What type of ad would suit your message best?
Of course, leads won’t convert into customers overnight. The customer journey in B2B flows much slower than that in B2C marketing. But with a purposeful approach, B2B Facebook campaigns can generate qualified leads with high conversion rates.
Target the Right Audience
Let’s say you already have up-to-date contact information for your target audience:
- Organization name
- Job post
- Corporate email
Using these details to refine your Facebook ads targeting would help. But chances of a successful match via Facebook native targeting are quite low at around 20% since people usually don’t indicate professional details in their personal Facebook accounts.
A good way to overcome this issue is through contact enrichment. For example, with Primer’s audience builder, B2B marketers can build hyper-targeted qualified audiences and reach them simultaneously across ad platforms with up to 90% match rates on Facebook.
Primer cleanses and combines B2B data from 12 high-quality B2B audience data sources (such as Apollo, ZoomInfo, and People Data Labs) to enrich or qualify leads with additional data points, so that B2B marketers can reach their highest-value prospects across all channels, including outbound, paid social, and direct mail.
Choose the Right Type and Placement for B2B Advertising
The way your content is presented to the audience is also important for achieving your advertising goals. For example, carousel posts perform well for B2C but do not always work for a more business-focused message. Especially if you’re targeting a list of pre-qualified prospects, capturing their attention with a very targeted message on a single banner can be more effective.
On top of that, select the most relevant ad placement to put your offer in the audience’s plain view. News Feed ads tend to perform better if your campaign is tuned for a broader reach and can be quite costly. Note that ads placed in the right column are smaller, but with a well-thought-out ‘lead magnet,’ the performance is worth the investment.
Test and Reassess Your Efforts
Testing is essential for successful paid social campaigns, and targeted B2B Advertising on Facebook is no exception. It’s sometimes a tedious process, but you’ll be surprised by how much of a difference a change in lead magnet placement or message makes.
And, of course, be patient: on average, B2B Advertising campaigns should run for at least a month to provide enough data for analysis.
Also read this post: The Benefits of Mobile Billboard Advertising
