Big Miss for B2B Companies Not Advertising On Facebook
Many B2B clients wonder if Facebook is really the right platform for them. Some think of it as a fun or silly place that's not appropriate for business.
Businesses who aren't on Facebook are missing out on a huge growth opportunity offered by the power of this massive platform.
People are on Facebook to be distracted. They want to see cool things that relate to any facet of their lives. Whether personal or professional, if it's interesting, they’ll click to learn more.
B2B companies are nurturing leads and finding new customers by displaying eye-catching ads and interactive elements to target their ideal customers.
With over 2.2 billion active users monthly and over 1.45 billion active users daily, (Source: Facebook 2018 Q1 Investor Report) there’s a good chance that part of your target customer base is on Facebook. With an average viewing session of 20 minutes (Source: Facebook 2018 Q1 Investor Report) there is a tremendous opportunity to reach decision makers throughout the day.
While a business page on Facebook is important to establish a presence and provide information, your posts are only reaching a fraction of those who have “liked” your page.
The power of Facebook is the highly engaged audience that can be targeted by thousands of data points. The vast internal algorithm collects data from millions of sources and enables targeting by demographics, behaviors and interests.
Some of the targeting options well-suited for the B2B advertiser include:
✔ Industry Type
✔ Company Size
✔ Job Title
✔ Computer Device
✔ Business Interests
Facebook wants to generate revenue so the longer someone visits the platform, the more paid ads it can serve. The goal is to provide content that increases the viewing session time.
To encourage advertisers to produce ads that capture the interests of viewers, Facebook gives each ad a relevancy score. It is based on consistent messaging in the ad copy and landing page as well as the amount of viewer interaction. A higher relevancy score reduces ad costs.
A tip to use in your ad planning is to target well-defined audiences with messaging customized to speak to them. Segmenting your target audience and creating images and copy that is unique to them is more likely to resonate and spur interaction, lowering your ad costs.
Business decision makers draw from a wide range of sources for research during their buying journey. Informative and relevant ads are unintrusive and welcomed by the viewer. The Facebook platform offers a format for engagement in a casual environment where viewers are open to seeing new things.
Target your existing B2B customers and find new prospects using this powerful targeting platform.