Why B2B brands can’t afford to forget about Facebook advertising
Facebook’s viability as a B2B advertising tool should not be overlook by organizations aiming to build awareness and pipeline.
Nearly a quarter of the world’s population logs onto Facebook every single month. Five new profiles are created every second. Facebook has become as much a part of most people’s lives as email, smartphones and television. The key takeaway: Everyone you’d ever need to reach is on Facebook. So why do so many companies still ignore Facebook as a viable option for advertising to B2B audiences?
LinkedIn has dominated in the eyes of the corporate community as the platform to reach other professionals with targeted advertisements. With the ability to precisely target ads not only by factors like geography and company size, but also by more granular details like job function and title, LinkedIn does serve the business community well. Most users self-report more details about their professional life on LinkedIn than they do on Facebook, so on the surface it would make sense to silo any B2B advertising efforts on LinkedIn.
While that rationale is perfectly logical, many B2B marketers have a highly irrational view of Facebook. Despite Facebook’s nearly unrivaled dominance as an ad network (only Google has it beat, and together they bring in more than a fifth of all global advertising revenue), most still mentally relegate it to the ranks of just another social media app for teenagers and college kids, suitable for Converse and Red Bull to advertise on, but useless for a SaaS solution.
This couldn’t be further from the truth. We were recently joined by our Worldcom partner True Digital Communications, as Tyler Norris and Justin Billman led our team in an in-depth SEO training. One of the major takeaways from that training was the power of Facebook for B2B marketing.
Follow the data: Why you need to advertise on Facebook
Let’s not forget our key takeaway: Everyone you’d ever need to reach is on Facebook. Whether your target buyer is a vice president of merchandising, director of enterprise security or a chief procurement officer, they’re all on Facebook. Interestingly, Facebook’s peak traffic hours actually come in the middle of the work day – when your prospects are primed to make decisions – between 1 and 3 p.m.
But if those titles and professions aren’t listed in a Facebook profile, how do you reach that mid-level plant manager to advertise your precision manufacturing solution to? Facebook’s targeting not only does include options for self-reported professional descriptors, but it draws inferences based on activity on the platform and across third-party partners that allow it to be even more precise and accurate with ad targeting than LinkedIn. Facebook even partners with vendors that provide it with offline activity, such as what kind of loyalty cards you’re using, to increase the accuracy of its targeting. In addition to its in-house targeting options, companies that advertise on Facebook have access to around 500 additional behavioral and interest-based categories made available by its partner networks, which include companies like Acxiom, Experian and Oracle Data Cloud. It’s targeting capabilities are so robust, that it can even serve ads to audiences that it identifies as likely investors for your startup. As we discussed with James Garvey, digital marketing analyst at GCAi, in an episode of our podcast The Bean Pod titled “Mastering social media marketing,” Facebook probably knows more about your prospects than you do, maybe more than they know about themselves.
Whether your goal is to build awareness, increase traffic, foster engagement or develop a more qualified sales pipeline, B2B organizations can’t afford to continue to overlook Facebook as a viable advertising platform. Despite its reputation as a personal platform, Facebook has taken steps to make its network an increasingly effective medium to reach your target buyer, investor or even job candidate, no matter how niche your industry.
Looking for a partner to help you get started with targeting your prospects on Facebook? Ask us how we can help at firstname.lastname@example.org.