How to Advertise a B2B Company on Facebook
With an estimated 2.7 billion monthly active users, Facebook is the biggest social media platform and the third most visited website on the internet. But Facebook isn’t just for looking at cat videos, memes, and staying in contact with old school friends, it’s also considered a very powerful B2B advertising platform. In fact, 74% of users say that they also use Facebook for business purposes, and more than 90 million businesses have a presence on the social network, this is a massive audience with a lot of B2B potential.
So how do you tap into this potentially lucrative market?
In this article on how to advertise a B2B company on Facebook, we will see why Facebook is so important for B2B marketing, the difference between B2B and B2C goals when it comes to advertising on the platform, and the many advantages of using Facebook as a B2B advertising platform. We will also explore ways how you can make use of these advantages to create advertising that will help you achieve business success:
WHY IS FACEBOOK IMPORTANT?
Some people argue that Facebook’s clout as a B2B marketing platform has declined over the years, with other social platforms like LinkedIn stealing a lot of Facebook’s B2B thunder. However, despite this, nearly half of marketers still consider Facebook, as the most important social media platform for their business, with 65% of marketers using Facebook Ads for B2B marketing purposes.
Consider that almost 75% of business decision-makers spend more time on Facebook than others, it becomes clear that Facebook remains one of the most important, and relevant, platforms for B2B advertising.
DIFFERENCE BETWEEN B2B & B2C GOALS
There are a number of distinct differences between advertising to consumers and advertising to other businesses when advertising on Facebook, including what marketers aim to achieve.
- Both B2B and B2C marketers can create buyer personas using Facebook’s vast source of consumer data, but these personas are quite different. A B2B marketer targets a decision-maker’s personality and behavior within a business context. This can be different from what they’re like at home.
- B2B marketers want to reach out to very specific people that influence a company’s buying process, like advisors and decision makers.
- Most B2C advertisers use Facebook to generate product or brand awareness, but for B2B marketers it’s about generating strong leads. These leads then get passed on to the company’s sales team who will follow up and try to close a deal.
ADVANTAGES OF FACEBOOK ADS FOR B2B
There are many advantages to using Facebook to advertise to B2B customers:
- Facebook has an enormous wealth of user data that can be used to create audience personas that let marketers pinpoint their advertising efforts to very specific users with very specific behavior and according to their industry, education level, and age. This is not possible with platforms like Google Ads.
- Building on this, marketers can build advertising based on attributes of a target company’s Facebook page.
- This information can also be used to boost other forms of online advertising like email marketing.
- You have full control over your target audience, budget, scheduling, and the creation of your ads.
- Facebook also offers a wide range of rich media advertising formats that boost conversions and engagement through their visual appeal, beating text-based advertising like Google Ads hands-down.
TIPS ON HOW TO ADVERTISE A B2B COMPANY ON FACEBOOK
As you can see, there are distinct advertising goal differences and many advantages of B2B advertising on Facebook, but how do you take advantage of these? Let’s take a look at ways in which you can make Facebook Ads more effective for B2B:
i. Encourage Engagement
One of the key features of Facebook is the ability to engage with others, including businesses. You should create ads that business decision-makers want to like and share with their colleagues and peers. When people like and share your ads they validate the ad to others, making them more likely to click on it.
ii. Use custom audiences
As mentioned before, one of the biggest advantages of using Facebook over other marketing platforms is the ability to create custom audience ‘personas’. This is made possible by the thousands of data points that Facebook has on each of its users, allowing marketers to target not just demographics, but user behavior and the interactions of business pages with users.
With all this information at your disposal, don’t just use a default audience, look at the persona of your ideal customer then filter accordingly. The more targeted your audience, the more ‘right’ people you will reach, the more effective the targeting, and the more cost-effective your campaign will be.
iii. Target B2B work categories
Speaking of targeting, a great way to reach business influencers is to target so-called ‘work categories’. People’s jobs play a very important role in their lives. After all, it’s how they earn a living and where they spend most of their time and therefore people have information about their jobs on their Facebook pages, including their roles and the company they work for, and milestones like when they get a new job or earn recognition. Facebook lets you filter through work categories like employers and job titles. Find out which companies you want to target and what job title makes the decisions, then adjust your targeting accordingly.
iv. Have a simple, single CTA
Every paid Facebook ad should have a call-to-action (CTA) because without it the ad simply becomes noise in the background. Just like any advertising campaign, it is important that each campaign has a single call-to-action to prevent confusion. An ad’s CTA focuses the viewer’s attention on your goal and makes it more relevant.
v. Retarget lost prospects
Not everyone who looks at your ad will convert, but that doesn’t mean you’ve completely lost that sale. Retargeting advertising is a major component of online advertising strategies since it gives marketers a ‘second chance’ to encourage potential customers to convert. Facebook is the ideal tool for this. Use Facebook’s Pixel tool to track users and visitors to retarget, then analyze the existing advertising message, and see how you can improve it to make it more appealing to these visitors.
BONUS TIPS TO ADVERTISE YOUR B2B COMPANY ON FACEBOOK
Facebook isn’t just about advertising, there are several additional ways in which you can promote your business on the social media platform. While these can all function on their own, they work best when used together to support Facebook Ads and create a more holistic brand experience.
i. Create a Facebook Business Page
Regardless of your product or service, or what industry you’re in, having a presence on Facebook is critical because that’s where people will go look for you. As a matter of fact, these days it raises concerns about the legitimacy of your business when it doesn’t have a Facebook page.
What’s also important is that your business has a ‘face’, a human that people can identify with, whether that’s the CEO, a communications manager, or the whole team. This shows a decision-maker that they will be dealing with a real person when they contact you, further increasing trust.
ii. Optimize your page
Before you run a campaign, make sure that your business page is optimized for conversion. Your business page plays a big supporting role in the campaign, so the message and branding on the page should tie in with the campaign. Remember, where the ads encourage lead generation and awareness, the business page captures those leads and guides them through onto the sales funnel. The page should be optimized to make this process as smooth and quick as possible.
iii. Focus on leads, not direct sales
One of the key differences between B2B and B2C business pages is that B2C pages often encourage direct sales, whereas B2B pages are all about generating leads. One of the best ways to do this is to offer free trials of your products or services on your page either by signing up on the page or directing them to your website in order to capture their details.
vii. Appeal to business decision-makers, not businesses
Remember that the decision-makers in companies are people too, and they’re the ones you’re selling to. Keep that in mind when creating your business page. Who are these decision-makers as people, what business problems do they have, and how can your product or service solve it? How can you communicate this in a personal manner?
With this in mind, don’t forget to engage with the audience on the page. Pick one person in your company to do this to ensure that your communication remains on-point.
The power of Facebook as a B2B advertising platform lies in its ability to allow marketers to pinpoint target audiences and create ads that are visually appealing and engaging. This sets it apart from most other online advertising platforms. To get the best out of your campaign, you should continually test its performance and make adjustments to ensure it stays on track to reach the right audience with the right ads in order to accelerate your business growth.
Last Updated on November 29, 2021 by Gregor Blair