Last time we dived into B2B marketing campaigns done through advertisements. As LinkedIn is by far the best tool we have covered it as the first one. Let’s take a look at how B2B PPC’s work on Facebook!
Unlike launching paid campaigns on LinkedIn a PPC strategy on Facebook proves to be a lot cheaper. However, not many B2B solution providers consider Facebook to be a useful tool for them as it is mainly considered as a great B2C platform.
The first thing you need to do is to install the Facebook pixel, a Google Chrome plugin. With this tool, you will be able to track information about people who visit your site and use that information to advertise to them later.
Facebook pixel does not gather names or credit card information. What it does track is information like demographics, on-site actions and location information.
This way you are able to map the actions that people take on your site and see which steps lead to a conversion. Facebook pixel works as a great tool that helps you with targeting people more precisely through Facebook advertising for B2B.
The next thing is to set your campaign goals. Are you trying to achieve brand awareness? Are you trying to get more traffic on your site? You may also want to generate more leads and conversions. All the mentioned kinds of campaigns pull your potential customer into the funnel.
With a brand awareness campaign, your targeted audience should be broad enough but not too broad. Use your data about your past converts and existing customers to improve your targeting.
Some of those you reach with a brand awareness ad may not be ready to be converted at the moment but may choose your solution later based on the experience that they got to know your brand.
A traffic campaign goal is clear, you want to gain more traffic. Traffic campaigns mostly lead to remarketing. This is where Facebook pixel comes in place as you can track information about the incoming visitor. Take this data and create even more specific advertisements.
After having your traffic campaign on for a while, you are able to create an audience purely based on your website visitors and therefore create more conversions.
With a lead generation campaign, you collect information directly within Facebook and obtain valuable contact information. This tool removes the potential friction of acquiring the lead on your website. The best thing about lead ads is the fact that they’re auto-filled and the information you seek is pulled directly from your prospect’s Facebook page.
And last but not least – conversion ads. With conversion-focused ads, you want to earn sales directly from your ad. For these ads, you create specific kinds of landing pages where your product is available for sale to the prospect. If your product is software, you may also use conversion campaigns that funnel prospects into product trials or demo signups.
You may also choose to add a conversion campaign into your portfolio after having more experience with Facebook B2B marketing and you already know how to target your audience.