Any business that is targeting other businesses runs into many challenges with their online advertising. From getting a lot of consumer traffic to having a hard time defining their product in simple terms, every B2B advertiser out there could really use a magic bullet. Something that is simple, affordable, and profitable.
While typical advertising solutions like Google AdWords and Microsoft AdCenter are a must have in the B2B marketing mix, there’s one network that is often unreasonably ignored by businesses. The true goldmine for B2B lead gen, Facebook offers targeting options that no other network has. Let’s take a look.
When you are setting up an advertising campaign on Facebook, you can target the entire network (which, in the USA alone, is 89,805,620 people!) or you can really define your ideal target – by location, age, birthday, gender, education, marital status, and [drum roll] company name. Here’s how the targeting setup looks:
Facebook Ad Targeting Options
Now, why is targeting by Company Name so important?
1. You can target all businesses currently in your pipeline.
2. You can target businesses that are hard to reach through other channels.
3. You can target CFOs, CIOs, CTOs, and VPs.
4. You can create a custom message for every business you are after.
Simple as it may seem, these things are extremely hard to do with traditional paid search. Of course, there are many drawbacks with Facebook ads. Some of your target businesses may not be on there (either because people did not provide the info, or simply because there’s no Facebook users among all associated with the company), the user information may be outdated or incorrect, the user may be inactive (or one of these people who uses Facebook once a year). But this does not mean that it is not worth it. So really give your lead gen program a boost by adding Facebook to the mix – and I am certain you will not regret it.
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Semwisdom great topic, and considering Facebook’s recent surge in bypassing Google this past week in the amount of traffic they bring in, I do believe there is huge advertising potential on FB. The question on whether or not they can be converted depends on providing what there is a market need/desire for, and developing a highly targeted segment to market it to. These are most definitely aspects that I’m focusing on at the moment.