Wondering if B2B companies can benefit from using Facebook for lead generation and advertising their products and services? It may seem that businesses on Facebook mostly use the platform for B2C (Business To Consumer) products – but that’s not the case!
If you know what you’re doing, Facebook can be a very powerful marketing platform for B2B marketers. In this guide from Australian Internet Advertising, the best Facebook Ads Agency, we’ll look at some of the basics about using Facebook for B2B marketing, and how you can advertise your small business more effectively using this social networking platform.
Facebook Is Very Useful For B2B Marketing – The Power Of Facebook By The Numbers
Your Facebook page is a powerful marketing tool, whether you’re selling B2C or B2B products and services. Whether you’re creating interesting and unique native Facebook posts to using the Facebook ads platform, you can easily target Facebook users who may be interested in your products – boosting brand awareness, and bringing in more qualified leads.
But don’t just take our word for it. Let’s take a look at a few marketing statistics that show the power of Facebook for B2B marketing!
● 65% of B2B marketers use Facebook to place ads and reach customers. In comparison, it’s estimated that about 87% of marketers working with all types of businesses will use Facebook for marketing purposes.
● More than 90 million small businesses use Facebook. However, only about 25% of them use paid Facebook ads. Most prefer to reach customers organically. Because of this, investing in Facebook marketing and the Facebook Ads platform can help you outpace the competition.
● Facebook is second only to LinkedIn when it comes to advertising importance among B2B marketers. A study by Statista 41% of B2B-focused marketers named LinkedIn as the most important platform for their marketing efforts, followed closely by Facebook, which was named #1 by 30% of marketers.
● Business decision-makers – such as C-suite executives, purchase managers, and other higher-ups in management – spend 74% more time on Facebook per day, compared to other people on the platform.
According to Facebook, they also are 2x more likely to be active daily users and are 1.9x more likely to be active within the last 7 days. This means that using Facebook for B2B marketing reaches your customers where they already are – on Facebook!
Tips For Facebook B2B Marketing – Make The Most Of The Platform
Simply having a Facebook page and beginning to run ads won’t be enough for you to make the most of your investment. If you want to get the most out of your Facebook B2B marketing campaign, here are a few top tips.
Install the Facebook Pixel on your website
The Facebook Pixel is extremely powerful, because it lets you track the activity of your Facebook ads, measure real-time conversion rates, optimise ad delivery, and create custom audiences for your Facebook ads. You’ll also get more insights about how your customers use your website. In short, it’s a must-have for anyone using Facebook as an ad platform, so install it right away – the process is simple and fast.
Focus on Lead Generation ads
Facebook has a lot of different ad types meant to do things like build brand awareness, drive traffic to your website, and more.
But to make the most of your money, you should focus on Lead Generation ads. These Facebook ads allow you to collect information from a potential lead directly on Facebook’s website – without requiring them to visit your website and go to a landing page to fill out a form.
This removes a potential point of friction. A customer who may want more information may not be willing to click a link and go to your website – but being able to input their contact details directly on Facebook overcomes this objection, leading to more qualified leads over time.
Make use of Facebook ad targeting options
One of the best things about the Facebook Ads platform is that it allows you to target specific Facebook users with laser precision.
Facebook has access to information about the location of each user, their age, education, relationships, employers, and so much more, and this information can be used to build custom audiences that allow you to target customers who are interested in your products.
For example, if you sell IT hardware in Sydney, you may know that your ideal customer is between 35-64 years old, is male, has a college or higher degree, and lives near or commutes to Sydney – and you can set up an ad campaign to target people who match these demographics.
A/B test every ad to maximise conversions
A/B testing is the process of running a similar ad with slight alterations to the headline, body text, image, and other elements. This lets you find out which ads appeal the most effectively to your audience, and use this information to maximise traffic and conversions on future ads.
Have a content marketing strategy
Content marketing is a perfect pair with B2B marketing on Facebook. Creating relevant, informative, and interesting content in your industry and marketing niche helps you look more authoritative – which is essential for B2B marketing.
For example, you can run Facebook ads, but also regularly share blog posts about your industry. You can even create video content, such as webinars, or audio content like podcasts – the choice is yours. With content marketing, you’re only limited by your imagination.
Make use of ad retargeting
Facebook allows you to use ad retargeting to advertise to customers who have shown interest in your products or services, but did not convert. This helps you maximise ROI in your marketing campaigns.
For example, if a customer clicks an ad and goes to a landing page to sign up for your email list, but does not convert, you can begin targeting this person with ads for your business so that they continue to see information about your products and services. This builds brand awareness – and since the person already has shown interest in what you have to offer, it makes them more likely to convert in the future.
We could write a whole book on the best practices for Facebook Marketing, but these helpful tips are sure to assist you as you begin exploring the benefits that this unique platform can offer you and your business.
Don’t Do It Alone – Australian Internet Advertising Can Help With Facebook Marketing!
If you don’t use Facebook regularly, are not sure how to make a business page, and are unfamiliar with the platform, you may not know where to start. And, even if you are a regular Facebook user, using social media platforms for B2B advertising may be a bit outside of your comfort zone.
If that’s the case, don’t worry! Australian Internet Advertising is here to help. We can help you optimise your business page, target audiences who are interested in your products, and even help with content marketing strategies – creating blog posts, landing pages, and even video content that will bring more customers to your local business.
So don’t wait. If you want to make the most out of Facebook and other social media tools, expand your market reach, and appeal to B2B customers more effectively, contact Australian Internet Advertising now for a free, no-commitment consultation. We would be happy to discuss your corporate goals, your current advertising efforts, your budget, and other details – and come up with a marketing plan that’s right for you!
