If there’s one thing B2B marketers can count on, it’s hearing that the sales team needs “more good leads!” What they can’t always count on is a ready-made, rapt audience waiting to hear their messages. So it makes perfect sense that marketers looking for more leads would turn to Facebook, which has a larger user base than any editorial property on the planet. We know 5 out of every 6 minutes spent on social media sites are spent on Facebook so it’s intuitive that business buyers are spending time there too. Creating a social presence on Facebook, recruiting fans and generating likes, etc. has long been a pillar of smart B2B social media marketing. This type of engagement is usually seen as a sign that social has created deep links to customers and prospects, and for many, the next logical step is using advertising in the form of promoted posts to grow engagement on Facebook.
However, just as all B2B marketers know that social is critical to their strategies, they are all too familiar with the other side of that coin: being asked to prove the ROI of social media efforts. In fact, social media offers so much potential to reach and engage with large audiences that it’s easy to lose sight of the forest for the trees. Large audiences are great, but for the B2B marketer, what really counts isn’t driving engagement on Facebook – it’s getting prospects onto the website – their best tool for getting leads into the pipeline. Boosting the impact of posts on Facebook won’t be what gets you there alone.
As Dennis Yu, CEO of Blitzmetrics explains, “You’ve got to pay to get exposure, but you don’t do what Facebook says. Facebook says you should boost posts … go for reach. Wrong. That’s how you spend the most money. And there are a lot of people complaining about how Facebook’s not working. Well, that’s because they’re not targeting.”
For consumer marketers, it’s easy to target on Facebook. You tap into its vast pool of users and realistically, many of them are potential customers. As a B2B marketer, the subset of Facebook users who might become customers is actually extremely small, comparatively. But that doesn’t have to be disheartening news.
In fact, it could be great news — if only there was a way to focus all your ad budget on targeting just the Facebook users who were likely to become customers. Well, it just so happens there is.
Demandbase’s Company Targeted Advertising Solution now has Facebook integration. What that means in plain English is that we’re offering you a shortcut to getting a measurable response: identifying prospective customer companies on Facebook, advertising to them and driving them to your website. Eliminating advertising waste by only speaking to the companies your sales team cares about is smarter social advertising. Our unique B2B targeting and personalization platform is the only way to target accounts – ensuring you reach all the key stakeholders on the platform they frequent the most.
Learn more about how to leverage the biggest social B2B platform and run the leanest, most effective social advertising campaign.
By Rachel Balik