Facebook has never been very popular among B2B projects as its main purpose and idea does not meet the requirements of the B2B facebook advertising strategy. It’s a great tool for B2C marketers, who can offer discounts, promote sales and retarget buyers who have left items in their carts through adverts on Facebook, but these tactics don’t always work for the B2B crowd.
But recently B2B marketers started to feel the need to explore new fields. The business is moving online so marketers have to use all the available resources.
Facebook page for B2B
So creating a Facebook page for your business is the first step towards your B2B campaign. Facebook advertising has a lot in common with Google Adwords. Your ads will appear to those users who meet the requirements that you can easily set. If you’re trying to land new clients in a specific area, you can set your ads to appear to those with a certain state or city listed in their profile. So, as usual in digital marketing, it is all about targeting. And targeting on Facebook is easy. Generally, if you have a product you already understand who forms your potential target auditorium. So, on Facebook, it is very easy to pick those users and send them down your funnel.
Most probably your business already has a Facebook page, but you simply don`t use its B2B potential. Even if not everybody on your database has already liked your page, you may always target them in your advertising and make that «second impression», so important for digital marketing.
Most people use one email address for all their social media accounts to make it easier to log in. There is a strong chance all the necessary email addresses are sitting in your database right now. Facebook advertising will let you upload these email addresses and then target the users attached to them. This way of targeting is hardly ever used by B2C campaigns but it is perfect for creating B2B leads.
The first thing you might think about targeting Facebook is the geographical location, age, and gender. But many other profile features might be used for targeting. Facebook advertising also allows you to target users based on the job they have listed or major life events. This can be extremely useful for reaching out to entirely new leads and introducing them to your company. This raises relevant brand awareness.
So reaching out to new customers and generating leads looks quite logical, but Facebook advertising has another purpose: retargeting lost users. A consumer who looks at your product or service, but doesn’t buy anything doesn’t have to be a lost cause. Facebook advertising can help you encourage that consumer back to your site. Facebook targeting allows you to target people who have already visited your page or a website. One more useful feature is targeting according to the list of your existing contacts and looking for similar users.