When operating in the B2B marketing world, we typically lean on LinkedIn as the primary social channel. Facebook is considered as the B2C playground, flooded with ads from our go-to brands. However, Facebook shouldn’t be disregarded for B2B businesses, and we have the stats to back it up. Hubspot reported that there are 2.38 billion active users on Facebook and 74% of people say they use Facebook for professional purposes. Further, Facebook reported that business decision-makers spend 74% more time on the platform compared to other people. Have we convinced you yet?
Given the current circumstances, businesses are naturally focusing their marketing efforts in the digital space. With an increase in the amount of time spent at home, there are more and more people online, engaging on social media. So, if you haven’t already, now might be a great time to finally dip your toes in the unfamiliar water that is Facebook.
From a business perspective, your work may have slowed down a bit and your ‘to-do’ list might be looking lighter than usual. If you are in this position, it is a great time to start working on developing Social Media content calendars for the proceeding months to ensure you are optimising your campaigns for success. We have a few helpful tips before you get started on your journey, to ensure the overall success of your B2B Facebook marketing campaign.
Leverage Targeting for your Facebook Ads and Create Custom Audiences.
This is the starting point for your campaign. It is an essential step that you must get right to ensure your campaign is successful. Facebook allows you to create custom audiences based off your buyer personas. You have the ability to target individuals within a particular industry, a certain employer, job title – almost anything. This means that your campaigns can be highly targeted, and your messaging can be specific to each of those audiences, which in turn, will drive more qualified leads.
The main benefit to this kind of marketing is that you don’t have to guess who is going to see your ad. Because you already know who you’re marketing to, your message can be very specific. That has a direct effect on your conversion rate because there is a good chance you are selling people something you already know they need – Automation Agency
Use Action-Orientated and Goal-Specific Content Messaging
When developing your content calendar for your B2B Facebook campaign, ensure the messaging is concise, captivating and clear. It can be easy to fall into the trap of B2C marketing trends which generally saturate our news feeds. When creating your content, think action-orientated and goal-specific. It is crucial to identify your value proposition and how it can help your customers. Consider your target audience and how you can provide them valuable, relevant and interesting content. This may include industry insights, news about your business, new ventures or interesting statistics – whatever you choose, ensure your customers are at the forefront of your decision.
B2B marketing does not have to be boring. It can be exciting and appealing. A great way to engage your audience is through video. Depending on your business and industry, this may or may not be a viable option for you. However, if you can incorporate video into your content marketing strategy, you will see the benefits in your B2B Facebook campaign. Wordstream reported that 51% of marketing professionals worldwide named video as the type of content with the best ROI. Further, they discovered that marketers who use video grow revenue faster than non-video users. Video content allows you to tell a story and get information across about your business, special offers or customer stories in a compelling way. It can be a great tool for demand and lead generation.
Offer Incentives and use Content-Based Marketing to Drive Traffic and Lead Generation
It is no secret that the primary goal of social media campaigns is to drive traffic to your website and attract qualified leads. A great way to capture this information is by leveraging gated content campaigns.
Action-gated campaigns require users to complete a specific task in exchange for something valuable from your brand – Social Media Examiner
For B2B businesses, this will most likely be in the form of an e-book, article or whitepaper. The goal of these campaigns is to capture new leads to build up your databases. Beyond these undeniable benefits, writing and publishing this type of content positions your business as a thought leader and expert in your field. It is a great way to build up a following, develop your database and generate rapport with potential clients. Through this content marketing strategy, the targeted decision-makers will begin to learn about your business and consider your services when they are ready to convert.
A whitepaper can help to establish your company as an authority in its field and build a rapport with potential clients. Rather than trying to push a particular product or service, a white paper gives a balanced, academic view on a problem or topic while subtly suggesting that your business has expertise in this area – Love Letter Publishing.
Retarget your Lost Prospects
We have all been on the receiving end of this commonly adopted marketing strategy, and have more than likely used it to nurture prospects through their buyer journey. Facebook has can target people who have visited your website before. You can even target a specific URL, to target people who have visited a particular landing page on your site, for example a sign-up page. When retargeting, take the opportunity to change your messaging up, considering these people would have an understanding of your business and what it does. By taking returning prospects on a journey you are providing them more value by ensuring the messaging is fresh and relevant to where they sit in the sales funnel. From a business perspective, the more you can learn about these potential customers the more specific and targeted your messaging and subsequent campaigns can become. More importantly, the more opportunity you have to turn that ‘potential’ prospect into a customer.
A successful B2B Facebook campaign looks very different to what we are generally exposed to on our news feeds. Facebook is a channel that is primarily leveraged by B2C marketers. However, B2B businesses are moving up the ranks as we increasingly incorporate this social channel within our digital strategies. Ultimately, when used effectively, Facebook represents a great opportunity to capitalise on lead generation, target specific audiences with captivating content, build up your databases and increase overall brand awareness.
For more information, or if you have any questions on the above, don’t hesitate to get in touch. Most importantly, everyone at The Lead Agency hopes that you stay safe and well during this time.