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How B2B marketers should use Facebook to reach audiences

b2bThere’s a growing interest among the B2B crowd for Facebook advertising. The number’s on a high and leaving the B2C marketers behind. Once not even considered by B2B,  Facebook is becoming a must-have for the segment because of its ability to offer a multitude of features – discounts, promote sales and retargeting buyers who left products in their shopping bags etc.

Why Facebook advertising matters

Let’s first understand the different targets B2B and B2C marketing professionals have to achieve. The B2B marketers are responsible for:

  • Knowledge boosting and awareness building about a product/service. They also develop buyer personas that push improved understanding level about the target audience
  • Building contacts with the company advisors, decision makers and other key members engaged in a firm’s purchasing decision
  • Collect information about every lead
  • Use the sales funnel to nurture leads
  • Share the prospective leads with sales team for boosting business generation

PR agencies vouch for Facebook advertising as it can come in handy to achieve the above-mentioned goals. In fact, Facebook ads are capable of much more. Wondering how it can help you? Here are some essential tips to help a B2B marketer use this relevant social platform to its full potential.

  • Boost reach beyond Facebook Page’s audience

Every B2B marketer should have their company’s Facebook page. It is the first step as it allows a marketer to build a connect with the followers quickly and share relevant content (online content, articles, news update). The problem with advertising on the Facebook page is that it is restricted only to the people following you.

However, with Facebook advertising, one can target all type of potential consumers. You don’t need to be connected to them. Depending on what a B2B marketer decides to pay for, the ads appear alongside the newsfeed or as sponsored content.

PR consulting agencies find Facebook ads similar to Google Adwords. Since you already understand the needs of your target audience, Facebook advertising plays the role of a bridge and boosts the sales funnel.

  • Leverage tailored audience base

Although your business is active on Facebook, there is a strong possibility that not everyone in your existing database has liked the company page. Now, this is where Facebook advertising can do wonders as it allows targeting those who haven’t liked your page yet.

Most audiences use their email address to access social channels. If you have that email address available in your database, Facebook advertising can be leveraged to upload these email address and target them.

PR agencies are in favour of businesses using audience targeting approach to boost lead generation by using the campaigns tab. As the audiences are listed under campaigns at the bottom, just select the custom audience’s client list. This allows uploading of customised email addresses list.

  • Targeting of the B2B work categories

Apart from allowing targeting of ads at people located near your geographical location, age and gender, Facebook advertising also allows a business to go after other key profile features. Targeting of prospects based on the job they have mentioned or a key life event is allowed on Facebook advertising. This allows an enterprise to reach out to completely new leads.

While creating ads, just go down to the More Demographics button. The menu displays other relevant demographic-defining choices that will help to maximise the potential of the ads.

  • Emphasis upon incentives and lead generation

This feature is most commonly used by the B2C marketers who prefer to send incentives to push audiences to buy a specific product. Now, the B2B marketers can also use this feature to boost credible lead generation.

 PR agencies are of the opinion that businesses instead of getting a lead to opt for a product/service, just make them visit the website and share an ad that promotes a free trial offer for the service/product.

This feature also allows a company to promote gated content (for example – ebook or an upcoming webinar) to help develop the mailing list.

Conclusion

There’s no denying that Facebook advertising offers endless opportunities. Apart from being an excellent platform for the B2B marketers to target their new leads, Facebook advertising also allows retargeting the lost leads. It is best to identify the most lucrative opportunities that help you stay connected and build relations with the new clients to boost their business.

So, which one of these mentioned tips are you planning to try for your business? Do let us know.

Also Read: Amplifying product reach via social media

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