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Facebook is the world’s leading Social Media platform with over 2 billion monthly active users. It has been proven as an effective platform for advertising business to consumer products, but due to recent improvements to Facebook’s advertising platform, business to business marketers can get in on the action. As South African Social Media Marketers with a wealth of experience, we share our top tips for B2B Facebook Advertising.

When it comes to advertising, it is often the case that B2C and B2B marketers have different goals in mind, Business to Business Marketers generally aims to:

  • Improved knowledge and awareness of the brand, product or service.
  • Get in-touch with company advisors, decision makers and influencers that are involved in a company’s buying process.
  • Nurture leads on their journey through the sales funnel.
  • Pass qualified leads through to the sales department.

All the above goals can be reached through Facebook, but most Facebook advertisers are not quite sure how this can be achieved with Facebook.

Reach a wider audience than your page’s audience

Having a Facebook page for your company is a great starting point for your B2B marketing efforts.  A Facebook page allows you to connect with your followers and share content, interesting articles or other relevant information.

The downside of just posting content on your page is that only people that follow your page will see your content, thus limiting your reach, but Facebook Ads allows you to target all sorts of prospects, thus getting your product or service in front of people with interests that are relevant to your niche.

Use Custom Audiences

Even though your business might already be active on Facebook, there is still a chance that not everyone in your company’s database has liked your Facebook page, that is ok, you can still target them with the help of Facebook advertising.

This is where custom audiences come into play, Facebook allows you to upload a .csv file with customer names, email addresses etc. Facebook then matches this information to active users, thus allowing you to send targeted messages to existing customers that have not liked or followed your Facebook page yet.

Target B2B Work Categories

Facebook advertising allows you to target prospects based on the job function they have listed or a major life event. This can be extremely useful for reaching out to entirely new people and introducing them to your brand, product or service.

Employer

If you already know which companies you want to target, Facebook’s employer targeting option will allow you to target employees at these target companies.

Job Title

Most businesses to business marketers need to target people with specific job titles as they are usually the decision makers responsible for sourcing your specific product or service. Facebook advertising allows you to target people with specific job titles, meaning that your messages will reach people with the authority to do business with you.

Retarget Lost Prospects

Facebook advertising allows you to target consumers that have looked at certain pages of your website that did not convert yet with targeted messaging that might encourage them back to your website and hopefully convert into a lead.

To use this feature you will need to:

  • Go to Facebook Ads Manager
  • Go to Audience
  • Choose to create custom audience
  • Go to website traffic and choose people visiting specific pages
  • Go to the visited page and customize the URL to match the pages you want to target
  • Create Audience

Are you looking for a Facebook Ads partner for your business? Get in-touch with RAiN Digital Marketing today?


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