Traditional B2C (Business to Customer) Facebook marketing has become very popular with the rise of social media in the recent years. It has proven to be a great tool to B2C marketers as it helps to connect with customers on a personal level offering discounts, promoting sales and retargeting buyers .Considering that these same tactics may not work for B2B (Business to Business) marketers, it has been observed that a rise of B2B marketers have been venturing towards Facebook Marketing.
The B2B marketing goals are creating strong recognition for their brand, creating knowledge and awareness of a product or service, reaching out to company advisors and decision makers Etc involved in the buying process of the company, noting contact information for each lead, nurturing leads through the sales funnel and passing strong leads on to sales. All of these are achievable through the use of Facebook. Why it has not been used thus far is because B2B marketers fail to understand how a strong Facebook advertising strategy can be of help to them.
As a business you probably already have a Facebook page to promote your services. This is a great way to start for any B2B marketer. You are able to connect with your followers in one go and share your content on the web. But the issue with a Facebook page is that you are only restricted to the audience that has liked your page. Very few people outside of this will be able to see what you have to offer. Whereas with Facebook advertising, you are certain your audience is there, as your advertisement will appear on all newsfeeds of Facebook account holders according to what you have paid for the advertisement. This is especially important to landing new clients.
Tip 2: Use Custom audiences.
You can target specific custom audiences by using the email addresses which are already in your database. Facebook advertising lets you upload these emails and target these particular users. If you don’t want to waste time advertising to a current follower of your page, you can cross match this list with people on your follower list and only target those who have not followed your page.
Tip 3: Target B2B work categories.
Facebook advertising will allow you to target prospects according to the job they have listed or other profile features such as Employer, Job Title or New Job. Through this you will be able to advertise to people in specific industries, also you will be able to target entrepreneurs and people willing to consider possible changes.
Tip 4: Focus on offering incentives and lead generation.
B2B marketers can use the tactic of offering incentives to get people to click their advertisements. One such example of an incentive is promoting a free trial offer of your product thus leading them to visit your website give you their email addresses. Upselling is also very important in this respect, so create a list of those who bought a product from you and upsell this.
Tip 5: Retargeting your lost prospects.
A customer may sometimes look at the products or services you are offering and not purchase anything. Through the constant appearance of your advertisement on Facebook it will encourage a customer to come back and keep the services you offer fresh in your mind.
If these tips are followed, Facebook advertising produces endless possibilities and opportunities to B2B marketers to stay connected with your current customers and bring in new customers to grow your business.