There was Facebook long before someone learned TikTok's choreography or complained on Twitter. It's still the most widely used social network in the world, but B2B marketers don't always see it as a viable platform for generating leads. When LinkedIn is right there and you're ready to start your business, it's easy to dismiss Facebook as a place to share memes and Cork E-Bikes Zone discussions with your most disliked uncle. Easy but wrong — Facebook is a viable channel for B2B marketing with the right strategy.
Typical Facebook feeds are fast-moving and chaotic, and are ideal for B2C ads that provoke the urge to get the user's attention and make quick purchases. The small target audience and long sales cycle that characterize the B2B buying process can be a bit of a conflict with the platform method. But the lead is there. Over 48% of B2B buyers making decisions are investigating their purchases on Facebook. Marketers who learn how to use Facebook ads effectively can get a clear advantage over competitors who accidentally write down their platform.
What are Facebook Ads?
Facebook Ads is the name of Facebook's integrated advertising platform. Your ad will appear in your news feed and sidebar based on the targeting options your advertiser chooses. User activity (both Facebook on and off), demographic data, profile details, and device information can all determine the factors that cause a user to see a particular ad.
Facebook ads consist of the visuals and text that make up the actual ad, as well as some behind-the-scenes components (targeting specifications, placement, and schedule of ad duration). Advertisers also need to determine their ad click or impression budget and bids.
One of the things that isn't technically part of the ad, but should be treated as mandatory is Facebook Pixel. By installing it on your website , you can track different conversions and collect useful information about the performance of your advertising campaigns.
Are Facebook Ads Suitable for B2B?
Traditional knowledge says that Facebook is much more friendly to B2C than B2B when it comes to marketing. However, most companies ( 91% according to one survey) hedge their bets by investing in Facebook's presence to reach leads and customers . In another study, Facebook has partnered with LinkedIn as the social advertising platform with the highest ROI . If you can't find a way to connect with prospects on Facebook, someone else will.