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How to advertise B2B on Facebook?

A majority of B2B entities remain skeptical about advertising on Facebook, as most advertisers consider this channel not appropriate for the business context and rather intended for B2C companies.

For a B2B company, LinkedIn seems to remain the #1 channel.

However, this is mostly a misconception! In fact, B2B advertising campaigns on Facebook can, with the right strategies, be very profitable.

There are many advertising opportunities for B2B advertisers that can generate significant website traffic, leads and sales! 

B2B advertising on Facebook

Facebook remains a dominant player in the social media advertising market. Its large population of 1.93 billion daily active users has allowed Facebook ads to be an effective way to build a brand.

With this high volume of users, chances are your potential B2B audience is already using this social network.

We know today that the B2B buyer's journey is more complex and longer than that of a simple consumer. But if you know how to leverage the power of Facebook advertising for your B2B business, you'll succeed! 

First of all, you have to set up a good funnel taking into consideration your target customer and his position in your marketing funnel. 

In order to be effective, you need to know that any advertisement must target the right person. You can have a message and also a relevant visual, but if it doesn't reach the right person, it won't convert. 

1. Start with a funnel for your B2B strategy.

You absolutely need to know who you are targeting and where they are in your company's marketing funnel taking into account your business model. 

Think about your B2B customer audience in terms of where they are in their buying journey:

  • Top of the funnel: do they know they have a problem?
  • Middle of the funnel: are they actively seeking solutions?
  • Bottom of the funnel: are they comparing options?

This way, you will be able to identify which types of customers you should target.

A clear marketing funnel will help you form the foundation of a highly targeted B2B Facebook advertising strategy and deliver the best message to the right audience.

Remember, when it comes to B2B, you shouldn't create ads just to get your brand out there. Instead, create ads that generate lead conversions.

2. Keep an eye on the scoring of your Facebook Ads.

It is important to know that Facebook will always prioritize the most relevant advertising content based on a relevance score.

This score is determined by the number of positive or negative interactions that Facebook's algorithm expects your ad to receive. 

That's why it's critical to tailor the content of Facebook ads to your audience and provide immediate value. 

Note that your advertising has very little chance of success if it is only a means of increasing brand awareness.

One of the easiest ways to increase the value of your ads is to use a lead magnet. This is an offer that entices potential B2B buyers to provide their contact information by offering something valuable in return. This can be a piece of content such as an ebook, downloadable report, video or webinar. 

Offering your audience a valuable free resource is win-win. The person who signs up gets a useful piece of content and your company gets a lead.

facebook audiences

3. Continually test your Facebook audiences and seek out new ones.

To extend your brand's reach and target your B2B audience in a more meaningful way, Facebook offers many useful options for successful advertising campaigns, including its Audiences feature

Using this tool allows you to target specific audiences based on a variety of factors such as demographics, job positions, personal interests, etc. 

Especially since, through the new advanced targeting, you have the possibility to directly target decision makers. (See below)

advanced targeting

But not only that, you have the ability to target people who have already expressed an interest in your business. 

That is, you can target past customers you have on a database or website visitors, which you have captured using a Facebook pixel.

Also, you can even leverage the power of a similar audience for B2B ads on Facebook.

For B2B brands, it's a great idea to define a smaller, more narrowly engaged group of users, so you can deliver your advertising to interested users who are most likely to be interested in your offerings. 

Why, as a B2B company, is it recommended to invest in Facebook advertising?

So yes, Facebook is an essential part of any B2B social media strategy in 2022. But very few people know that it is now possible to place their ads on a placement 100% dedicated to businesses! 

Does this sound crazy? Well, no! 

This new ad placement allows you to show ads to people who are interested in topics related to your business.

To better understand how this new placement works, let's imagine a user browsing his mobile Facebook news feed, suddenly he clicks on an organic post from a company, at which point he accesses a screen that displays the original post and, just below it, the option to "Explore further in {{category}}". That is, in the same category as their original search.

This way, the user can access the "Facebook Business Explore" experience. 

He will then have a mix of organic posts displayed but also ads from companies similar to the post he initially engaged with.

Consequently, your advertisement will be displayed on this same page but especially in coherence with the searches of the Internet users.

However, this new ad placement can only be selected when using the Conversions, Mobile App Install or Traffic objectives.

facebook investments

Does this placement display on a computer format? 

The answer is no, this new placement only displays on the Facebook mobile news feed and does not display ads in certain categories.

By the way, here is what your ad will look like on it.

facebook view

Is it possible to target the whole world? 

At this time, "Facebook Business Explore" ads can only be targeted to people living in the following countries and using the English language: Australia, Canada, Ireland, Malaysia, New Zealand, Philippines, Singapore, South Africa, United Kingdom and the United States. 

It should be noted that other countries should be supported in the coming months.

Finally, GrowthYouNeed advises you to keep in mind that even if your audience has a different mindset when it comes to B2B purchases, they are still human beings. 

Do not fall into the trap of being too technical or too professional. People make emotional decisions most of the time. You need to appeal to individual needs as much as business needs if you want to succeed in B2B Facebook advertising.

The key to success is to truly understand your audience. By knowing what they want, the types of ads they respond to and the devices they use, you're already one step ahead of the competition.

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