The types of B2B campaigns you use on Facebook will be hugely dependent on both your business and what you’re hoping to achieve. However, some types of Facebook campaigns are simply better than others for B2B businesses.
The most important thing to think about is what types of content your audience will like and engage with, and how you can make sure that those types of content represent your brand well.
In general, Facebook ads are not the place to use bottom-of-the-funnel or sales-y content. Instead, focus on stories and content that’s aimed at the awareness stage of the buyer’s journey and targeted to top-of-the-funnel leads. Remarketing to people who have visited your website or interacted with your brand in the past also works well.
Here are some of the most effective ways to use Facebook advertising for B2B businesses:
Brand Awareness Campaigns
Many B2B businesses do well on Facebook when they use ads to drive traffic to a free resource or download. This could be a free whitepaper, eBook, eCourse, or report.
This is a great way to generate leads, but it also helps increase your brand awareness as you demonstrate that your business offers potential customers or clients helpful, unique information for free.
With brand awareness campaigns, it’s critical that you get your targeting and messaging narrowed down and optimised. 84% of people say that they trust online reviews as much as the recommendations they get from friends. This is a huge opportunity for your business. One way to increase brand awareness and encourage viewers to click is to display an intriguing, positive customer testimonial.
Lead Generation Campaigns
Facebook is an excellent way to generate more leads through free trials, quotes, signups, contests, newsletters, and more. The great thing about these campaigns is that you can easily convert users and they can give you their email addresses without needing to leave Facebook and click through to your site. This removes the conversion friction, making it easy for users to become leads.
While growing your email list on Facebook is super helpful, sometimes your goal will be to get traffic directly on your website. That way, you can encourage them to click through to landing pages or even contact you. This works the best for warm leads, which is why it’s so important to install the Facebook Pixel. That way, you can optimise your campaigns based on user behavior and convince people who have already engaged with your business to go one step further.
Videos are huge on Facebook right now, and an excellent way to engage with potential leads for both traffic campaigns and brand awareness. Label your video well so that potential viewers will know exactly what they’re about to watch, and make sure the first few seconds are super interesting so you can immediately grab their attention.
The above campaigns are some of the most effective for B2B businesses considering Facebook advertising. However, one of the best things about Facebook ads is the ability to play around, tweak your ads and see what works. For a relatively low ad spend, you can see the best options for your audience- and your business.
Not sure how to get started? Or maybe you’d simply prefer to leave your Facebook advertising to the professionals? Get in touch today.