By Jeff Bullas
Social media advertising is now a core skill that businesses need to master. It sits next to email marketing and content marketing as a core competency that the marketing team needs to have in their toolkit.
The top social media channel that most digital marketers have as their “go to network” is Facebook.
But Facebook ads come in all shapes and sizes. Boost posts, create awareness, capture leads, drive traffic, grow your likes and many more. It is complicated and often confusing.
That means you can waste a lot of money fast.
So how are other organisations spending their dollars on social media advertising?
According to some research by eMarketer more than 66% of B2B businesses devote dollars to social media advertising. The top 2 by a significant margin are Facebook and LinkedIn. Followed by Twitter and YouTube. Google+, Pinterest and Slideshare pick up the crumbs.
If you are going to spend money on digital advertising then you need to make sure you know why you are doing the ad. This means you need to make sure you know what your goals are.
Get clarity on your goals
You need to be clear on is this this simple question. What are your marketing goals?
Is it brand awareness, engagement or is it to convert leads to sales.
Make sure that you have clarity on the goals for your B2B Facebook campaign. These can include:
- Brand awareness (Don’t try and sell here but pique their interest)
- Traffic (Website, Landing page or Facebook)
- Lead generation
- Conversions (Use targeted landing pages that convert and not just your website)
Here is an example of the “Buying cycle” from Lee Odden at Top Rank Marketing to provide some perspective on your goals at different parts of the journey.
Image source: Top Rank Marketing
B2B Facebook Ads Best Practice
For most business to business (B2B) companies the primary goal is not brand awareness but generating leads for their sales team. Facebook wasn’t seen as a good B2B platform but that is a now proven to be a myth.
Businesses that sell to other businesses usually have a higher ticket item and the education process is often a longer journey. It is about building trust and credibility with content not just a special discount offer.
This means you need to offer something of value before anything else.
Best practice can be a murky art and science at the best of times in marketing but there are some tips worth considering.
Use ad types on Facebook that are focused on lead generation. Vendasta captured 2,000 qualified leads using this Facebook ad type.
Best type of images to use according to Nadya Khoja (in a post on Social Media Examiner) are as follows:
- Use Darker background (136% more clicks and 87% submitted their email address),
- Create visuals with a clear call to action e.g. “Download now”
- Use location images.
- Include a clear call to action in the copy
Focus on creating a sales path that includes awareness, consideration and …read more
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