Facebook is fast becoming a lucrative space for B2B marketers. 83% of marketers use social media as a marketing tool, and 54% of them use social media for lead generation.
If you re in a B2B business but aren t targeting leads on Facebook, you re likely missing out on most of the leads. However, the problem with B2B marketing on Facebook is that new tactics are emerging every day. Marketers are constantly being asked to build a specific funnel, have a specific conversion goal, add images to their ads, and so on.
Many people fail to get results because they advertise blindly and try to figure things out along the way. If you select the right leads on Facebook and plan your ads ahead of time, you should get results.
We ll show you how to find a B2B audience on Facebook
Install Facebook Pixel first
Website visitors are the perfect start for your Facebook campaigns targeting your audience. You already know that these visitors are interested in your product because they were on your site. They just might need a little more persuasion to become clients.
Installing the Facebook pixel is a must when planning to target site visitors. A Facebook Pixel is a piece of code for your website that allows you to measure, optimize, and build audiences for your ad campaigns. By using the Facebook Pixel, you can optimize ads for businesses that have visited your website and make them super targeted. Without the Facebook pixel, you re playing a guessing game.
Pixel can be created in two clicks via Facebook Ads Manager. You can then add it to the code of the site you want to track. This way, every time someone visits a page (for example, a pricing page), they will automatically be added to the audience list.
You can set up the Facebook pixel for sales conversion tracking if you want to target ads to people who haven t made a purchase. Or, you can customize your pixel to track website visitors who were unable to click on a call to action, such as downloading an ebook.
The Facebook Pixel provides you with the information you need to optimize your campaigns based on whatever website action you choose. Just make sure it s up and running before you start using it for your target Facebook audience.
Define the purpose of your ad
Many companies find it difficult to choose a goal and try to pick one along the way. You can choose goals that are completely useless for your campaign – for example, targeting shopping and catalog sales is almost completely useless for B2B. When you eliminate useless goals from your campaigns, you start building a conversion funnel based on your targeting. Focus on goals that will attract potential customers.
Most marketers automatically select the Reach goal. However, there is a serious drawback to this. Reach campaigns can be a great vehicle for getting your message across to potential customers, but can be a waste of time and effort if you re not promoting them with remarketing and lots of content.
Video views might seem like a great target too, but they re not as useful for B2B. Why? Because it is very difficult to measure the value you get from those views.
To get conversions and results from your campaign, your targeting needs to focus on traffic and lead generation. Then you will see that your targeting really affects your bottom line. Make sure you only use lead generation and conversion targeting targets that work in the B2B space.
Research your target audience well on Facebook
Facebook targets people based on their personal interests. Setting up a Facebook ad campaign for different buyers will allow you to target your ideal customers. Aim for a specific job title, financial status, and even political affiliation of people.
Let s say one of your main clients looks like this: a financial executive who works for a company with 50-99 employees, with a business buying behavior. You can target all three of these behaviors with one secret weapon: the B2B targeting feature.
Just choose the aspect that suits your client: the company, the number of employees and the position held. This will increase the chances of your ad being seen by key decision makers.
Similar audiences targeting
Now you know who is visiting your site and have created an image around them. You know their age, their position and where they live.
But what if your customer doesn t even know they need your product. How should you present your ad to him? Facebook has taken care of you – you can mirror and target similar audiences. By targeting similar audiences, Facebook matches potential customers with nearly the same demographics, professions, and experience with your current customers.
Retargeting, retargeting, retargeting!
As a B2B marketer, you should focus on a few select custom audience options that Facebook provides you with:
Targeting customer data will target email addresses and find leads by their personal addresses. This is a very useful way to set up your audience when you start advertising.
Remember that Facebook pixel that you put on your site? It is worth its weight in gold when you are about to “catch up” visitors.
We talked about how to find new leads. Now, don t forget about potential customers who have already visited your site but were unable to buy. Good Facebook retargeting can bring them back to your site and conversion page.
Adjust your budget to match your customers social media hours
We know when is the best time to send email to potential customers. Now, make sure you put the same effort into targeting Facebook ads. Adjust your budget spending if you know your potential customers are using social media.
Take what you know from sources like your website analytics and Facebook post traffic and use that information to your advantage. Do your potential customers tend to search for your products and interact with your brand from 9 to 15? Then it makes sense to optimize your budget, spend it in these intervals and cut it down in others.
Build the foundation, let Facebook do the rest
Building an effective B2B Facebook campaign requires a foundation. But if you do it right, Facebook can take over the hard work for you. By tracking website visitors and redirecting them to an optimized ad campaign, you have a huge chance of getting those visitors back to make a purchase.
Why Facebook is becoming the preferred advertising channel for B2B marketers is clear.