So you want to run social ads, but you’re not sure that Facebook and Instagram are the right channels for your business. With the right approach, B2B social advertising on Facebook and Instagram can produce impactful results, especially for the telecommunications, hospitality, technology, or home services industries.
Let’s unpack everything you need to consider to create a best practice B2B social ad on Facebook and Instagram.
First think about what your objective is for your advertisement. What are your company’s goals for B2B advertising? Understanding your objective will help guide you through the rest of the process. At Tiger Pistol, we recommend Traffic and Lead Generation objectives to get the most out of your B2B campaigns.
Traffic campaigns are valuable because they make it easier for consumers to find information by directing them to the business’ landing page or website. Plus, traffic campaigns can even match your services to specific industry profiles.
Lead generation campaigns give you a greater level of insight with customized questions to help confirm the customer is interested in your services. For example:
- “What services are you interested in?”
- “What is your current solution?”
- “What is your budget?”
- “Why are you interested in changing services?”
An added convenience to lead forms is that the question submissions can integrate directly to your CRM. To encourage lead form completion, Tiger Pistol recommends that businesses provide users with an incentive, such as a discount code or detailed information about the service.
Don’t forget the power of the Facebook Pixel! When it comes to defining target audiences for your business or services, simply implement the Facebook Pixel across your specific landing pages or web pages that focus on the B2B side of your business. This gives you the ability to create lookalike audiences that resonate with your goals from those consumers already visiting your site.
Targeting is a time efficient method to define your audience. Targeting can help uncover new audiences by looking at users actions with lead ads. By utilizing the data from the Pixel activity, your customer list, and ad engagement, you can create custom audiences.
For strategic targeting, employ a local ads strategy in which ads are published around each distribution branch and targeting businesses within each territory.
Copy, Media, and CTA
Presentation is everything because it serves as a reflection of your business and its core values. In order to generate an effective creative, Tiger Pistol suggests using professional and trustworthy material.
Demonstrate the value of your service in your creative, as it is an opportunity to show users how your service will benefit them. Including images and videos that are relevant to your goal will allow you to effectively showcase the industry you are trying to reach.
Visuals alone are not enough, remember to incorporate messaging in your copy aimed toward the right stakeholder and their goals. This will bring stronger clarity to who you are trying to reach. For instance, “Want Faster Office Internet?” is relevant to an Office Manager, but not to a Marketing Director. Once again consider your goal and target audience when crafting your message.
To build rapport with your audience, simply use CTA buttons like “Contact Us”, “Sign Up” and “Learn More” to start the conversation.
Here are some additional suggestions from Tiger Pistol about how to effectively employ B2B Social Advertising on Facebook and Instagram. Using advanced ad scheduling can be advantageous to increase the overall performance of your ad. Also, Tiger Pistol recommends scheduling your ads to run when potential customers will be in the office for greater exposure. Lastly, running A/B Test audiences on your creative can reveal what yields the strongest results for your business.