When you think about business-to-business (B2B) advertising on social media, your first thinking probably goes to LinkedIn — and that’s not wrong! Not necessarily. While LinkedIn is often regarded as the pinnacle of B2B advertising and targeting, there is another social media that can assist you in reaching out to your professional audience.
B2B Facebook targeting and advertising is a largely underestimated opportunity for businesses, and we’re here to clear the air regarding the benefits Facebook’s B2B targeting and ads can provide by sharing some best practices for effectively reaching your B2B audience.
Why use B2B Facebook targeting?
With nearly 3 billion active users and a median cost per click that is substantially lower than LinkedIn, Facebook is practically a goldmine of opportunity for B2B targeted advertising, and we’ve got the tips you need to capitalize on it.
Types of B2B Audiences
Facebook’s B2B targeting possibilities may not be as niche-specific as LinkedIn’s, but there are still valuable audiences to approach. Read on to learn about the two main B2B Facebook targeting choices available today.
1. Facebook lookalike audiences:
Facebook’s B2B Lookalike audiences are an excellent approach to reaching new people who share similar traits with your current audience. In turn, they may be interested in your business.
Lookalike audiences are generated from existing Custom Audiences that you provide as a source audience. Facebook uses data from your source audience, such as demographics and behaviors, to discover other individuals who have similar characteristics, or “look like” them.
Once you’ve created your Lookalike audience, you can choose a percentage range for how closely it should resemble your source audience. The lower your proportion, the more closely it will resemble your source audience. On the other hand, the higher the percentage, the wider your audience will be.
2. Facebook B2B enterprise employees:
Instead of using Facebook’s company and job title targeting, try Facebook’s B2B Enterprise Employee targeting. Enterprise Employee categories, found in “Detailed Targeting” under “More Categories,” target employees from small, medium, and big B2B businesses. Specific targeting for Facebook’s B2B Enterprise Employee targeting options are as follows:
- – Small B2B enterprise employees (10–200 employees)
- – Medium B2B enterprise employees (200–500 employees)
- – Large B2B enterprise employees (500+ employees)
Facebook B2B Enterprise Employee Audience Targeting is an excellent way to reach more relevant audiences for your ads.
Best B2B Facebook targeting practices
Read on for some tried-and-true B2B Facebook targeting best practices to help you succeed with your next campaign.
- First-Party Data: First-party data is your buddy! First-party customer data provides essential insights into your target audience, particularly high-value audience members who are more likely to convert. Use your first-party customer data to assist narrow your B2B Facebook targeting efforts, ensuring you’re targeting the most profitable groups.
- Use of exclusion tools: Just like you would filter out inaccurate or obsolete client data in your customer relationship management (CRM) system, you may filter out B2B audiences on Facebook that you do not want to target with your advertising. Facebook’s audience exclusion tools for campaigns are an excellent approach to ensure that your B2B Facebook ads are seen by the intended recipients. Better yet, you reduce the risk of investing resources in a B2B ad campaign on Facebook that isn’t being seen by those who will engage with it.
- Create ICPs: Ideal customer profiles (ICPs) are extremely useful tools for B2B organizations who want to reach their target demographic. An ICP is a hypothetical corporation that embodies all of the features and characteristics of individuals who would benefit most from a B2B company’s products or services. In essence, ICPs assist B2B businesses in better understanding who they are marketing to.
More crucially, ICPs help B2B enterprises to target their marketing efforts. This includes B2B Facebook targeting. With an ICP, you can learn about your target audience’s interests, behaviors, preferences, and everything else. Using this information, you can use B2B Facebook targeting choices with confidence, knowing you’re hitting your intended audience.
B2B campaigns on Facebook can be as effective as LinkedIn in terms of reaching your target audience. e-Cliqs has the pleasure of working on more than 200+ Projects including B2B clients as well
Contact us today to speak with our digital marketing expert to learn more about how e-Cliqs can help you boost your business.
