Traditionally, Facebook Ads were favored by B2C marketers only, but things are changing as B2B marketers have discovered a way to make Facebook Ads work for them too. Whether their goal is to nurture leads through a sales funnel, get the contact information of promising leads or reach out to company advisors, B2B are increasingly using the power of Facebook Ads to help them meet their marketing goals. The key to succeeding with Facebook Ads is to make sure you employ the right strategies.
Here are a few ways to make B2B Facebook Ads work for you.
Use Custom Audiences With Facebook Pixel
The first thing you absolutely must do is to install the Facebook Pixel on your website. Don’t make the mistake of overlooking this step. With the Facebook Pixel installed on your site, you will be able to optimize different pages for different actions. Depending on your campaign goal you can segment and customize the pixel to fill forms on some pages and track sales on other pages. Keeping track of the different types of conversions gives you a better understanding of what you need to tweak in order to boost your bottom line. Without this you could be just throwing your money down the drain.
Target B2B Category
It’s common knowledge that Facebook Ads can be targeted at different demographics such as age, gender and geographical location. What many businesses may not be aware about is that they can narrow down the demographics further so they are even more targeted.
As a B2B marketer, you can use this to your advantage by using Facebook Ads to target only B2B prospects based on their qualifications, work experience, job title, employer, major life event or any other criteria based on what you are offering. Focusing on targeting only B2B category ensures that every marketing dollar is well spent.
Offer Incentives and Lead Generation
Most new prospects will be hesitant to buy your products or services on their first visit to your website. One way to warm up your target audience and collect their email address directly without having to go to your website is by offering an incentive using Facebook lead gen ads. The big advantage with Facebook Ads is that it when a prospect signs up for the incentive, it pulls their information directly from their Facebook page.
Maintain A Consistent Brand Voice
Once you’ve defined your brand voice, it is important to maintain this brand voice consistently in all your marketing strategies including Facebook Ads.
Today’s consumer is very particular about doing business with companies that share their values and outlook. In maintaining a consistent brand voice, your business will attract prospects that are more eager to invest in your brand because it resonates with them.
Retarget Lost Consumers
Another way to make B2B Facebook Ads work for you is by encouraging prospects to come back to your site. If a potential customer visits any page on your website but leaves without following the call to action on that page, you can retarget these prospects using Facebook Ads.
If you haven’t started using Facebook Ads yet, it’s time to look into this powerful yet affordable marketing strategy to attract your B2B customers.