With over 1.5 billion users, we all know Facebook dominates the social media arena. Out of this behemoth number of users, about 1 billion users are daily active users! Check this article by VentureBeat that details about Facebook’s performance in 2015 and other relevant statistics.
Even though a lot of B2B digital marketing practitioners know this fact, but they still shy away from developing a comprehensive advertising strategy for Facebook. Typically they shun the idea considering that Facebook has brought success to B2C players, and therefore may prove to be a futile platform for B2B players. This is not the case anymore.
Facebook advertising now provides us with several interesting features that can bring desired results for B2B players as well.
The trick is to know how to segment and target your database.
Without much ado, here are five ways that can bring results if you decide to advertise on Facebook:
1) Build Buyer Personas
As a part of your integrated marketing communications strategy, I’m sure you would have done this exercise already while targeting your prospects elsewhere. You can replicate the same persona for Facebook marketing activities, but note that you should focus on age groups between 18 years and 50 years. According to some researches, 25-34s are the most active group on Facebook. Here are better detailed demographics by Pew Research Center.
Your buyer persona should also consider the interests and expectations of Facebook users while they are using it. Remember, every user browses through a social network platform with different frames of mind and exhibits different behavior. All your strategies should revolve around this fact.
2) Segment Target Audience
Once your buyer persona is structured for Facebook, you can segment them further based on geographies, work categories, and income levels also. You could also build a custom audience with your own set of email database that you may have captured from other sources.
Each of these targeting can be bucketed into separate personas for relevant targeting and getting better response.
3) Create Relevant Content
Moving on to content… content needs to be carefully mapped based on the stage of your business and your target bucket of prospects. This stage needs you to combine the nuances of points 1 and 2, and then decide on what content you would like to present to your targeted prospects. At this stage you should also decide on creating a relevant ad copy as well.
Measuring at every stage is very critical. Once you run your ads, keep a track of which ads are getting you better response. In other words, check which ads and ad groups are giving you higher conversion. Based on your conversion metrics, you can reallocate your moolah towards better performing ads.
Use Facebook’s custom audience feature (see image below) after you have run your campaign for a significant number of days.
This stage will give an opportunity to nurture your prospects with content that is informational as well as educational. See a previous post on how content can be used to nurture prospects at various stages of a campaign.
Your turn now!
Have you used any other strategic Facebook lever that has helped in driving traffic and generating leads for a B2B company? Share with us here.
Have a great day!
Mridula is an experienced Digital Marketing professional, and loves to write about topics that make a difference in your online marketing strategy.
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