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It is undeniable that Facebook has been used by B2B advertisers to reach current and potential customers. Still, many believe B2B marketing cannot be used efficiently on Facebook; purporting that it’s a platform mainly used by end consumers. But this is not necessarily the case. Indeed, by ensuring a concentrated, step-by-step strategy, B2B marketing can be a complete success on the almighty king of social networks.
First Things First: What Do You Need?
There are four KEY tools and objectives you will need to set up an efficient B2B Facebook advertising strategy:
- Facebook Business Manager Account
- Social Advertising Goals/KPIs
- Conversion Tracking (Facebook Pixel)
- Creative Assets and Offerings
The second step is to choose a campaign objective. It is vital to choose an objective that is best-suited to YOUR Company, as it will determine the options you will put in place in terms of audiences and targeting.
Generally speaking, the goal setup that seems to work best for B2B is Brand Awareness / Traffic/ Lead Gen and Conversions. Why choose these goals in particular?
- Target broad audiences you intend to entice with interest-piquing content. Video engagement and organic content like blog posts are usually great for brand awareness campaigns.
- Do: Send traffic to a high-value page on your website. This will connect you to the customers that are most likely to convert.
- Don’t: Send traffic to your Facebook page. You want to eliminate intermediary steps by reducing the number of touch points between a user and an action of value for your business.
- You can set your ad’s destination to a lead form fill page on your site. An ad offering specific services – aimed at an audience that already knows what it is all about – can be directed to the form fill page without having to send the user to a more “informative” page. Don’t be afraid, however, to test the Facebook’s lead ads option in your lead gen campaigns. They allow the user to fill out a lead form without leaving Facebook, and Facebook can auto-fill some of their information as well.
It’s best to have an idea of how you want these to work together ahead of time, because your first few campaigns will be “experimental” and therefore require testing, analysis, optimization, and more analysis to get an idea of what works for your business.
There are three areas of control at the ad set level: Budgeting/Bidding, Targeting, and Placement.
- Budgeting/Bidding: The budget can be set daily or even on a lifetime basis, although it is recommended to test a daily budget over a determined amount of time, in order to better monitor the cost of your campaigns and avoid overspending. As for bidding, it is recommended to set a specific CPA target, rather than allowing Facebook to find the conversions for your goal automatically. The more control, the better, especially in the launch phase.
- Targeting: This is where the magic really happens for B2B Facebook ad campaigns. A good thing to do before you begin thinking about targeting Facebook ads is to identify which audiences are already working for your other paid or organic channels. At the ad set level you can create your Core Audiences. These are the audiences you will target to reduce your audience size based on demographics and psychographics. You have your standard location, age, gender, and language targeting. Then you can add psychographic targeting such as interests, behaviors, and more detailed demographics. A good strategy is to test ad sets with different Core Audience targeting (e.g. Interests vs. Job Titles) to determine which specific types of core audiences work best. Custom Audiences will be created based on information such as your customer email lists and website traffic. These can work for remarketing efforts and build new audiences as you bring users down the funnel. Lookalike Audiences are a great way to boost your competitiveness, as it allows you to target audiences that have a similar profile to the ones that previously converted, in other words, spread your ads to other agencies if a certain agency previously converted.
- Placements: This is the part where you choose where you would like your ads to show. Facebook has locations on the site itself as well as Instagram and Audience Network placements. Depending on your creative assets, your brand safety/hygiene needs, and your campaign goals, you may want to opt in or out of any of these. In terms of placement, the choice is yours; there is no fixed strategy.
Make sure to set up efficient, targeted ads, in the case of B2B, ads should be more detail oriented, rather than on the large scope. If there’s one characteristic you should strive to reflect, professionalism is the way to go. Carousel ads have better performance, and you should avoid single-image ads unless your creative assets are limited. This roadmap should ultimately serve as a general guide to get you started on the larger components of your Facebook advertising strategy.
We at Ads Bulgaria can help you develop, monitor and implement new advertising strategies on Social Media, as well as PPC strategies and SEO to improve your organic search results.