Most advertisers consider Facebook to be a fun playground for B2C businesses. According to Social Media Examiner, 66% of B2C marketers appreciate Facebook ads, whereas only 52% of B2B marketers do. While consumer businesses are having a joy organizing challenges, competitions, and freebies, B2B companies appear to be missing out.
People generally use Facebook to interact with their friends and family, not to do business or network, according to popular belief. Facebook also favors posts from your friends and family over those from businesses attempting to sell you anything. For many B2B organizations, Facebook ads may appear to be forbidden fruit. Most of the time, though, this is a complete misunderstanding. B2B marketing initiatives on Facebook could be extremely profitable.
Should your B2B brand advertise on Facebook?
We can safely guarantee that there are high-ROI Facebook ad approaches out there for both B2C and B2B advertisers after working with hundreds of clients on Facebook advertisements. According to a poll of 342 B2B marketers, Facebook and LinkedIn are the social media platforms with the highest ROI, according to 58% of managers.
The Conversion Funnel
Successful Facebook advertising, like any other advertising channel, necessitates an understanding of your target audience and conversion funnel. You won’t be able to market the correct offer to the right audience at the right moment if you don’t do so. B2B Facebook advertising is comparable to B2C marketing in that you can’t keep broadcasting the same message to all your target audiences and expect them to convert. All your marketing communications should be tailored to a certain conversion step. Also, don’t limit yourself to a single offer in your Facebook advertisements. Instead, create a flow of lead generation and remarketing advertising that will drive your prospects to the ultimate sale without frightening them away by yelling “BUY ME!” the first time they see you.
Facebook Ad Messaging
Aside from the various conversion funnel stages, B2B Facebook audiences varies based on job seniority, industry, and a variety of other characteristics. A message directed at CEOs will be significantly different than one directed at assistants. Take your time defining the conversion steps you want your target audiences to accomplish when you get started with B2B Facebook ads. Before you start developing message and value propositions, make sure these are completely defined. Your business-to-business Facebook advertisements should follow suit: Persuade potential clients that there is a method to better their work or raise the earnings of their firm. What is the solution? Your service or product.
Leaving The Salesperson Behind
During the purchase process, both B2B and B2C buyers are growing increasingly independent of salespeople. According to a 2016 HubSpot study, 57% of B2B and B2C buyers consider themselves more self-reliant. People like to conduct their own research and make judgments based on information found on websites. Your advertisements and website serve as a virtual business card. That’s why your B2B ad campaigns need to perform a lot of selling by describing the problem you address, the value you can bring, the amount of people who already trust and like you and giving very specific instructions on what to do next.
The Wrap Up
While it may appear to be an unusual combination, mixing your Facebook advertisements with B2B audiences can be a terrific way to reach new customers. Keep in mind that B2B transactions take longer to close than B2C transactions, therefore you should put more work into brand recognition and lead nurturing activities. We’d like to leave you with one last piece of advice: your landing page is equally as crucial as your Facebook ad campaign. If you send them to a landing page that can’t sell them anything, your ads are useless.