We all (responsibly) use Facebook ads because they are effective. Facebook may not be the first thing that comes to mind when thinking of B2B (ahem, LinkedIn or Twitter), but you’re B2B audience will be there. What do they do on Facebook?
They are looking at photos of their nieces and adding a heart to the picture of their colleague’s new puppy.
Our audience includes nieces and friends who have puppies. Facebook is an excellent tool for us and will also be for you. Facebook helped us create an audience that we’re using to run awareness and conversion campaigns.
We’re observing companies such as Slack, Asana, and Sunday increase their visibility using the platform.
What does a Facebook B2B ad look like?
What kind of campaign should you run?
Can you send your minions to the Facebook abyss and have them do some marketing for you?
How can you make the most of an audience you have already invested money in building?
Here are 7 Facebook advertising techniques that will help you kick-start your B2B marketing strategy. Some of these come from our own Facebook Playbook.
Brand awareness campaigns leading to your article (without opt-in)
You want conversions on the first click. You would prefer someone to click your Facebook ad and purchase your most expensive product immediately. Wouldn’t living in a world where people buy your highest-tier product without hesitation would be wonderful?
The Customer Value Journey does not work that way. To get your avatar from the first time they learn about your brand through to the point where they become a brand promoter, the Customer Value Journey has eight stages. They only buy high-end products at the stage.
You can’t ask someone to be your best friend in a cafe. We’re still unsure whether it’s okay to hug or shake hands with someone we just met.
Facebook is a great way to make money from ads and a good tool for the first stage of CVJ — awareness.
Create campaigns to promote your articles. Your customer avatar will be taken directly to the paper when they click your Facebook ad. No opt-in is required. You’ll find CTAs in your report to sign up for your newsletter or to grab your lead magnet. You can still retarget that person even if they don’t accept your offer.
Brand awareness campaigns:
Facebook can help you find the right audience for your brand.
Build relationships with your avatar customer (without asking them to opt in)
Retargeting Facebook website visitors using opt-in subscribers or low-tier offers
Let your customers speak for themselves
It is exhausting to come up with creative ads to avoid ad fatigue. To not exhaust your audience, you and your team are finished as you create more new ads.
User-generated content is the answer. Your happy customers are the ones who create user-generated content. After working with you, you can use the photos or videos they make to show their customers how well-organized their marketing funnels have become. You asked for a testimonial, and they gladly provided it.
Use it in your ad creative. Please include it in your creative ads.
Your audience will need to hear from customers about your brand as much as they need to see branded content. When someone else says you are great at what you do, it’s much easier to convince them than when you say so.
Human psychology is a complex thing.
Add User-Generated Content to:
Use your brand awareness campaigns to show that people love using and enjoying your product.
Your opt-in campaign (to prove that opting in is worth it).
Your conversion campaigns. (Add user-generated content specific to the conversion problem you are solving.)
Your employees can be your brand’s voice
Employee-generated content is also more engaging and shared. Employee-generated content performs better than brand-created material.
It doesn’t necessarily mean that you will abandon all your brand-created material. This means you will add employee-generated and user-generated creatives to your Facebook ads.
Your employees can create videos about the new features. They can show why they were added, how they function, and what results it has. Remember the marketing principles of Before and After States when creating these ads!
You’ll find Bethany Coan in this Facebook ad. She is our Programming Manager for Events.
Ads can be made using employee-generated content.
Talk about your brand awareness by mentioning your customers’ Before and After states.
Use opt-in campaigns to explain the value of the lead magnets, newsletters, etc.
Conversion campaigns where the employee walks the viewer through using the product
Use Messenger chatbots to interact with Facebook users
Wouldn’t you like to be able to clone and have mini versions of yourself roaming the internet and building relationships with your avatar customer?
The creator of the chatbot also thought so.
Chatbots allow you to send automated messages based on someone’s interaction. You can use a bot to send them a statement (via Facebook Messenger) if they like or comment on your post.
This bot will ask users their pain points if you’d like them to opt-in to a lead generator that can solve that pain point and if you want them to speak to your sales representative.
Do not ignore adding bots to B2B Facebook Marketing. Drift has provided an example of what chatbots could say to your Facebook audience.
Use Facebook as part of your overall marketing strategy
Why?
What is the color of the CTA buttons?
Was it an offer?
Is it the original?
You should also ask yourself how to use that ad with other audiences. If your Facebook audience responds well to the ad, you can use it differently to increase your marketing success.
A successful omnichannel presence is achieved by adopting a holistic marketing approach. Your marketing channels will be able to feed each other vital data. Double dipping is only appropriate in this situation (Super Bowl parties are not included! ).
Here’s how to incorporate what you learned from your Facebook Ads into the rest of your Marketing Strategy:
Turn your most engaging ads into blog posts
Your high-performing ads can be used as organic posts on your social media channels
Use the copy of your ad as subject lines for emails