Facebook B2B Marketing Advertising Tips

Facebook For B2B Marketing Strategy | B2b Facebook Advertising Tips



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Business-to-business (B2B) marketing on Facebook is not new, yet the usage is getting more common among businesses. Facebook is quickly becoming the most powerful platform in social media because of the sheer numbers of users, the engagement levels (when done right) and the targeting possible for paid placements.



Michael Stelzner, founder of Social Media Examiner, published the “Social Media Marketing Industry Report 2015” last year. This survey analyzed about 3,700 marketers across many different sized companies doing marketing through social media. Much of the focus for B2B marketing in social media was lead generation and establishing thought leadership. In the B2B arena, marketers said they used the top-two platforms in 2015:



* 41% used LinkedIn

* 30% used Facebook



Why Facebook for B2B?



LinkedIn is often the B2B platform of choice. However, there are plenty of opportunities to connect with potential customers on Facebook. I’m not suggesting you give up a platform that works for you, but rather consider expanding your marketing to include Facebook.



Today, people typically will check your company’s social profiles before they do business with you. You don’t know on which platform they’ll look for you, so cover all of your bases. And be patient. Since organic reach is down, give Facebook some time to catch on with your customers.



Many businesses feel like Facebook does not apply to their business. In some niche specific industries, this can indeed be true. However, there are two key reasons that businesses need to pay attention to Facebook.



1. Advertising intelligence

Create customized messaging to a highly targeted audience. Then couple that with powerful analytics to make smart decisions. Facebook has developed the most robust platform to reach your prospects. And with 1.55 billion users on Facebook and over 1 billion users active each day, your audience is likely on Facebook.



I spoke to Valerie Shoopman, co-author of the number-one Amazon Best-Seller, The Book on Facebook Marketing, about Facebook ad strategy. Valerie says, “One of the strongest and highest return-on-investment (ROI) factors is the Facebook re-targeting that allows you to show ads only to people that have visited your website.”



2. Brand and reputation management

Even if a business is not depending on lead generation from a business page, not being on Facebook means not showing up in the largest social-media conversation on the planet. You can certainly find top brands like NIKE and TOM Shoes are using the Facebook platform well. However, if your business is smaller than these, you should still pay attention to what is going on here in 2016 to position better your company in your market.



Megha Rodriguez with Social Enchantment is seeing lots of lost opportunities with brand and reputation management in the B2B sector of social media. Megha said, “Brands that are not actively engaging with projects and clients are missing it.”



KEY TAKEAWAYS



1. The majority of people in this country are on Facebook so it's highly likely your target market is on Facebook too

2. If you can target the ads the right way, have the right message and compel people to engage with your content, Facebook can become a fantastic channel to drive sales

3. Facebook is really good at profiling its users to help companies with ad targeting

4. You can upload emails into Facebook and create a 'Custom Audience' of those people - you can then create a 'Lookalike Audience' of people who have the same characteristics as the Custom Audience you created

5. You can purchase a list of email addresses or phone numbers from a list broker and create a Custom Audience in Facebook to advertise to (just make sure you have the rights to upload them to Facebook) - you can also create a Lookalike Audience of that Custom Audience and target your ads to them

6. You can target specific individuals via Custom Audiences and create targeted messaging for them

7. The smallest audience Facebook will allow you to create is 20 people, which means you can get super-targeted with your advertising

8. Understanding how to advertise on the Facebook platform is understanding how to advertise anywhere that isn't a search engine - it's critical for a company to understand

9. You can start advertising from $500 per month

10. What you can expect from your ad spend depends on how good your website and content is - if your content and website aren't good enough, invest in making them awesome first and then invest in Facebook

11. If you start with content you can't fail, just make sure your content is awesome and you think about what happens after they view your content